VACCINE NETWORKS VACCINE NETWORKS EXAMINING ACUTE AND PERPETUAL - PowerPoint PPT Presentation

VACCINE NETWORKS VACCINE NETWORKS EXAMINING ACUTE AND PERPETUAL NETWORKS AND EXAMINING ACUTE AND PERPETUAL NETWORKS AND DISCOURSE ON TWITTER DISCOURSE ON TWITTER Shannon C. McGregor, @shannimcg University of Texas at Austin Avery E. Holton, @averyholton University of Utah

OBJECTIVES OBJECTIVES 1. Who are the key actors? Opinion leaders in the networks • 2. What are they saying? 3. How do they compare?

METHODS • 8 million tweets • network-driven design • stratified sample of opinion leaders’ tweets • content analysis of sampled tweets across both networks

WHO TWEETS? • unaffiliated advocates (91%) • individuals (5.7%)

CONTENT CORRELATIONS PRO-VACCINE ANTI-VACCINE science science + • • ‘both sides’ info sharing + • • info sharing substantiation • • opinion emotional content • • (-) call to action call to action • •

CONTENT CORRELATIONS INFO-SHARING INFO-SEEKING science ‘it’s complicated’ • • opinion (-) social support • • substantiate • (-) social support + •

FUTURE WORK • parse potential polarizing mechanisms • compare across acute vs. perpetual • identify framing typologies

VACCINE NETWORKS VACCINE NETWORKS EXAMINING ACUTE AND PERPETUAL NETWORKS AND EXAMINING ACUTE AND PERPETUAL NETWORKS AND DISCOURSE ON TWITTER DISCOURSE ON TWITTER Shannon C. McGregor, @shannimcg University of Texas at Austin Avery E. Holton, @averyholton University of Utah