| Abstract: | Given their agenda setting function, the news media can play an important role in framing our
understanding of health issues. Immunization in particular is considered a public health success
story. Nonetheless, growing hesitancy towards immunization for a variety of reasons has
resulted in outbreaks of vaccine preventable diseases (VPD) across North America. Using
British Columbia’s 400-case measles outbreak in 2014, the present research employs a mixed
method content analysis to examine news media framing of the outbreak in the Vancouver Sun
and The Vancouver Province between March 1st-May 24th 2014. Key quantitative findings from
the present study suggest that the dominant attribution of blame for the measles outbreak was
religion (41%), medical/science sources were overwhelmingly relied upon in the coverage
(80%), a greater degree of diligence was taken to avoid false balance, and finally there was a
general lack of mobilizing information provided in the coverage. Key findings from the
qualitative analysis suggest that while mandatory vaccination policies were seen as a positive
solution to outbreaks, they could have polarizing implications. Thus, this study supports prior
research calling for a national immunization registry. The present research concludes by
presenting risk communication suggestions for public health authorities and the media. |