Analyzing the Role of Crisis Communication in Mitigating Polio Vaccine Hesitancy: A Media Perspective on Misinformation and Effective Messaging in Pakistan
DOI:
https://doi.org/10.55737/qjss.vi-ii.25348Keywords:
Polio Vaccine Hesitancy, Crisis Communication, Media Misinformation, Pakistan Public Health, Social Media, Health CommunicationAbstract
In Pakistan, polio is still a major public health concern, and vaccine hesitancy is pervasive due to misinformation and mistrust. This study investigates the critical role of crisis communication, particularly through media messaging, in addressing this hesitancy and promoting polio vaccine uptake. It looks at how different media outlets frame public issues and spread misleading information, affecting public trust and health decisions. The study was quantitative and survey-based. In Islamabad and Rawalpindi, two cities with ongoing polio immunization efforts, 101 parents of under-5s were surveyed online. According to January–May 2025 data, participants' attitudes toward the polio vaccine are influenced by their exposure to false information, their trust in TV, radio, and social media, and their perceptions of information reliability. Excel was used to discover trends and patterns in survey replies. Parents' vaccine hesitation was motivated by abundant vaccine misinformation, especially on social media. But big TV networks and doctors were trusted. The study also indicated that the public needs better, more dependable communication, and choosing intelligible, compassionate, and expert-backed messages to promote vaccine confidence. Clear, convincing, and repeated messages—especially by reliable media and powerful spokespersons—are more likely to promote vaccine uptake. Misinformation, especially on social media, increases fear and uncertainty. This study emphasizes the media's role in public health attitudes and suggests ways to improve media initiatives to counteract misinformation and boost vaccination rates in Pakistan. The findings will benefit policymakers, journalists, and health communicators working to improve emergency public health messages.
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