A multimodal critical discourse analysis of anti-vaccination information on Facebook

Publication date: October 2017 Source:Library & Information Science Research, Volume 39, Issue 4 Author(s): Jinxuan Ma, Lynne Stahl In light of recent outbreaks of measles and other vaccine-preventable diseases, childhood vaccination has been the subject of significant attention and controversy. Much information seeking and debates about vaccines take place on social media, yet the effects of information context-specific factors on parental information seeking and sharing and information source assessment remain unknown. Through the lenses of reductionist thinking and cognitive authority, this study employed a multimodal critical discourse analysis approach to analyze the textual and graphic information within a public anti-vaccine Facebook group. Findings show that parental information seeking and sharing worked to create an isolated, sentimentalized information context favoring immediacy and emotional impact over scientific research and statistical evidence. Because participants shared fundamental beliefs and goals around vaccines, group members held cognitive authority despite the lack of expertise or evidentiary support in their postings. This controversial information-based movement poses challenges and opportunities for library outreach and information provision.
Source: Library and Information Science Research - Category: Databases & Libraries Source Type: research