Research Overview
A recent study from the University of Michigan (U-M) School of Information highlights growing concerns about the influence of wellness influencers on public health, particularly regarding vaccination during the COVID-19 pandemic. The research team, led by lecturer Elle O’Brien, alongside student Ronith Ganjigunta and assistant professor Paramveer Dhillon, focused on tweets made between 2020 and 2022, the period coinciding with the vaccine rollout.
Key Findings
The study, published in the Journal of Medical Internet Research, reported that wellness influencers posted messages reflecting anti-vaccination attitudes at rates significantly higher than their peers. Approximately 50% of wellness influencer accounts identified prior to the pandemic subsequently shared anti-vaccine messaging. This rate is about double that of a control group of other accounts.
‘One hypothesis is that wellness influencers serve as an alternative to traditional authorities when trust in public institutions is low,’ stated O’Brien. ‘Part of the role of being a wellness influencer may be to fill a void left by diminished trust in traditional experts.’
Messaging Patterns
The content shared by these influencers often warned followers about potential harm to children from vaccines and criticized government mandates. This pattern raises questions concerning the responsibilities of influencers in shaping public discourse around health.
Conclusion
The results of the study embody a larger trend in health communication where misinformation can flourish in environments lacking trust. Researchers like O’Brien aim to unravel the complexities of how individuals understand science and the nature of perceived authority in matters of health.
For further reading, refer to the published study here.
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