Social media and health communication

Kaya, Asuman and Mantar, Ozan Bilge; Sarı, Gülşah, ed. (2021) Social media and health communication. In: Handbook of Research on Representing Health and Medicine in Modern Media. IGI Global, pp. 33-53. ISBN 9781799868279 (

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The content presented in the media, especially with the element of fear, appears to be the most important factor in the formation and spreading of phobias related to diseases. Especially when it comes to epidemics, the influence of the media increases remarkably. Individuals now use digital media as the initial reference source, especially on issues related to their health, and tend to see social media as a reference platform. However, uncontrolled information, conspiracy theories, and information pollution spread through social media make the subject difficult to understand; online shared manipulative news, excessive and unfounded information cause fear and panic. These posts about vaccines affect the perception and attitude towards vaccines. In this study, the comments and social media posts will be analysed using content analysis and discourse analysis methods in order to reveal the effect of social media in vaccine rejection and hesitation.