An analysis of pro-vaccine and anti-vaccine information on social networks and the internetVisual and emotional patterns

  1. Ubaldo Cuesta-Cambra 1
  2. Luz Martínez-Martínez 2
  3. José-Ignacio Niño-González 1
  1. 1 Universidad Complutense de Madrid. Facultad de Ciencias de la Información
  2. 2 Universidad Rey Juan Carlos. Facultad de Ciencias de la Comunicación
Revista:
El profesional de la información

ISSN: 1386-6710 1699-2407

Año de publicación: 2019

Título del ejemplar: Información y comunicación biomédica

Volumen: 28

Número: 2

Tipo: Artículo

DOI: 10.3145/EPI.2019.MAR.17 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: El profesional de la información

Resumen

Se investiga la comunicación de información sobre vacunas y antivacunas mediante monitorización de emisores, grupos, sites y mensajes en redes sociales (RRSS) y sus efectos sobre la atención, la emoción y el engagement. Se usan los métodos de eye tracking, galvanic skin response (GSR) y expresión facial. Resultados: el flujo de comunicación no es constante, en prensa y webs (376 noticias en 2015, 74 en 2016, 69 en 2017 y 268 en 2018); es informativa y neutra; y 80% proviene de fuentes no profesionales (sólo un 17% es un periodista y un 3% un especialista sanitario). En RRSS se identifican mensajes y grupos de Facebook antivacuna y se presenta un mapa de influencers. La evolución temporal (2015-2018) mostró disminución de mensajes antivacunas. Aparecieron diferencias de género en la exploración visual y en la emoción provocada (GSR y expresión facial): en páginas pro-vacunas las mujeres miran antes el titular y los hombres la fotografía. No se han encontrado diferencias en la emoción provocada (GSR) entre ambos sitios web: la persuasión antivacunas se produciría vía cognitiva, no emocional, mediante empleo de heurísticos (e.g. teorías conspiratorias). Las respuestas emocionales y el engagement no arrojan diferencias entre vacunas-antivacunas.

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