Diffusion of Innovation Theory and How Politically Conservative Media Dissuades COVID-19 Vaccine Adoption

• In Event: Research Division - Top Paper Presentations

Abstract

In December 2020, the FDA approved the COVID-19 vaccine, paving the way for herd
immunity to be established and for the U.S to begin moving out of the pandemic. However,
many are still refusing immunizations. This research examines how information regarding the
COVID-19 vaccine is being communicated and how that is affecting the decision to not get
immunized. A case study of five reports from Fox News about the COVID-19 vaccine from
December 2020 to December 2021 is conducted. Diffusion of innovation theory is employed to
understand how conservative media consumers are being discouraged from adopting the vaccine.
As a result, Fox News dissuaded viewers by convincing them that in a cost-benefit analysis, the
potential risks that come from the alleged lack of information and potential harm to personal
liberties, do not warrant the incentives. Furthermore, they undermined communications factors
important for persuasion, like change agents, by inciting distrust in public health and government
officials. With this information, vaccine information can be better disseminated to target
dissuaded audiences and the innovation can be diffused.

Author

• Lily D.Z. Panetta, Seattle University