In the recent pandemic era, the rise of anti-vaccine influencers has presented a major hurdle in global health efforts, resulting in an increase in vaccine hesitancy and a flood of misinformation. Distinguished sociology expert, Stephanie Alice Baker, PhD, a senior lecturer at City, University of London, has ventured into an in-depth study of the sociocultural fabric of this phenomenon, focusing on the realm of ‘wellness culture’ and the mechanisms in which online influencers develop the trust of their audience. In her exclusive interview with Infection Control Today®, Baker unfolds the tactics leveraged by these influencers to broaden their influence amid the COVID-19 crisis and outlines how they have become catalysts for vaccine misinformation, disinformation, and hesitancy.
Baker notes a concerning trend in the decline of vaccination acceptance since the onset of the pandemic, stirring worries globally. This extends not only to the reception of the COVID-19 vaccine but also to the uptake of pediatric vaccines and routine vaccinations. The spiralling popularity of the disgraced MMR (measles, mumps, rubella) vaccine among the anti-vaccination movement is troubling, leading to the resurgence of measles in various nations where it was previously eradicated.
Baker sheds light on why these influencers propagate false information. According to her, while many influencers utilize their online fame for commercial purposes, some harness their influence towards political or social objectives. Baker suggests that healthcare workers can counter this wave of misinformation by appropriating some of the strategies used by influencers. This includes using social media platforms to share easy-to-understand health information and building a trust-based relationship with their audience. This approach allows them to distribute trustworthy and reliable information, combatting the misinformation web spun by anti-vaccine influencers.
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