If you have ever found yourself reeling in your chair, heart rate thumping, and skin burning red after angrily sending link and after link of CDC data to that anti-vaxer in your life who just doesn't get it, it's probably because you're doing it wrong A new research shows that persuading anti-vaxers could be a waste of time. The report looked at case studies involving vaccine hesitation in three different countries and found that it was more effective to understand and limit potential covid-19 misinformation than straight cold hard facts. Most of the conversations between anti-vaxers and their foils end up with a hardening of positions. Part of that is due to the fact that both groups are supported and amplified by echo-chambers that support their arguments. According to the report, the most ardent pro-vax groups and activists find some similarity in their moral need to condemn their opposition. The comments were defined by negative sentiment. Many pro-vaxxers have a position of moral superiority that prevents them from empathizing with anti-vaxxers, according to the report. The authors of the report concluded that pro-vax users engage with anti-vax but their messages have a negative emotional tone. The majority of online engagements fail to conclude with constructive deliberation practices, such as agreement on the topic and the public expression of future collaboration amongst the groups. The researchers focused their covid-19 analysis on online engagement from two civil society organizations in Italy and France who are trying to fight misinformation online. Both of the organizations were able to give information to vaccine skeptics online, but the discussions were not very productive. The researchers blamed part of that rhetorical roadblock on a lack of emotional equipment needed by both sides to effectively deal with strong arguments proposed by people who they believe to be part of an "opposite" group. The lack of emotional equipment makes it hard for people to empathise. Tribal politics takes over. The researchers suggest that their deep beliefs in the virtues of the positions they are arguing for create a justified moral superiority position. The superiority position can lead some in the pro-vax group to develop a paternalistic and evangelistic discourse that impedes the understanding of their adversary as an equal.
A third case study that had nothing to do with covid-19 was looked at by the researchers. The researchers highlighted examples of successful strategies used by civil society organizations in that case.
The report states that Laura Brennan played a key role in driving up vaccine rates. Brennan was the one who advocated for the vaccine after she was diagnosed with the disease. Brennan would die from her disease because she was too late in getting the vaccine. Brennan was involved in a campaign to drive up vaccinations before she died.
The report states that Brennan's approach worked because anti-vaxers could see themselves in her story.
Laura's case shows the importance of creating identification withhesitant people and engaging with them at the same emotional level. In order to take people out of the emotion of fear, negative emotional energy needs to be turned into positive emotional energy.
The researchers recommend creating partnerships to support social media and activists, and other groups with technical and emotional support to encourage better online conversations. They recommend large organizations find activists like Brennan in Ireland and connect them with their potential target audience. The report says that the real human story helps a campaign to go beyond scientific strategies of legitimacy and connect emotionally with the audience.
The authors of the report said they could expand their findings to inform legislation about online harms.
The project leader said that dealing with emotions means understanding and using them to counter misinformation.
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