Communication and Miscommunication of Risk: Why Are Anti-Vaccination Messages Credible for Russians?

This paper is aimed at identifying the reasons, which influence the credibility of the anti-vaccination messages in Russia. The following research results from the need for communication companies aimed at attracting attention to the problem of vaccination to avoid new epidemics of those diseases that can be controlled by vaccines. The research problem is that key messages from the anti-vaccination movement, especially regarding the risks of vaccination, are credible despite factors that should counteract this, such as the availability of scientific information, the development of medical infrastructure, and the increased level of education of the population. In order to the purpose and objectives of the study quality design was used. Content analysis of posts and comments by opponents of vaccination in social networks allowed us to identify the main topics of concern to the community. In-depth interviews with opponents of vaccination helped to find out what their arguments and confidence in these messages are based on, and expert interviews with actors of vaccination communication to find out what ways to combat anti-vaccination messages can be used. The study showed that different views about the risk give rise to miscommunication between pro-vaccine experts and population. As a result, individuals have unreasonably high perceptions of the negative risks of vaccination, and the risk of spreading infectious diseases from which vaccination should save them is minimized. The main reasons for trust in anti-vaccination information are the assessment of their own negative experience or the experience of their acquaintances, the tendency to trust authorities and rely on the expertise of the source of information, as well as the general level of distrust of the state, the health system and vaccine manufacturers. In addition, anti-vaccination messages are clear, rational (using scientific sources) and emotional (with stories about tragedies associated with vaccination) arguments. Based on the data received, recommendations were developed for conducting vaccination communication, which can be useful for health authorities, medical institutions or pharmaceutical companies to work more effectively with anti-vaccination messages.