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Predictors of third-person perceptions about media's influence on vaccination against COVID-19

Raluca Buturoiu (College of Communication and Public Relations, National University of Political Studies and Public Administration, Bucharest, Romania)
Loredana Vladu (College of Communication and Public Relations, National University of Political Studies and Public Administration, Bucharest, Romania)
Flavia Durach (College of Communication and Public Relations, National University of Political Studies and Public Administration, Bucharest, Romania)
Alexandru Dumitrache (College of Communication and Public Relations, National University of Political Studies and Public Administration, Bucharest, Romania)

Kybernetes

ISSN: 0368-492X

Article publication date: 27 December 2021

Issue publication date: 24 March 2023

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Abstract

Purpose

The present study aims to unveil the main predictors of perceived media influence (the third-person effect (TPE)) on people's opinions towards COVID-19 vaccination. While the TPE has been researched before in medical contexts, predictors of TPE on the topic of vaccination against COVID-19 are understudied.

Design/methodology/approach

This study employs a national survey using an online panel (N = 945) representative for the online population of Romania aged 18 or higher; data were collected during 1–9 April 2021.

Findings

Results indicate that people perceive both close and distant others to be more influenced by media information related to COVID-19 vaccination topics. TPE perception is correlated with belief in conspiracy theories about vaccines/vaccination, perceived incidence of fake news about COVID-19 vaccines/vaccination, perceived usefulness of social networking sites and critical thinking.

Originality/value

Results from this study might explain the success rate of some communication strategies employed with the help of the media. Key findings could be used as starting points for understanding the profile of those who underestimate the media's impact on themselves with respect to COVID-19 immunization and for designing more successful media strategies.

Keywords

Acknowledgements

Funding: This research was funded by the Doctoral School of the National University of Political Studies and Public Administration, Bucharest, Romania under the grant title “The effects of fake news as politically biased information in the context of the 2019 Romanian presidency elections”.

Citation

Buturoiu, R., Vladu, L., Durach, F. and Dumitrache, A. (2023), "Predictors of third-person perceptions about media's influence on vaccination against COVID-19", Kybernetes, Vol. 52 No. 4, pp. 1445-1462. https://doi.org/10.1108/K-10-2021-0975

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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