Medios y desconfianza en vacunas: un análisis de contenido en titulares de prensa
DOI:
https://doi.org/10.4185/RLCS-2019-1357Palabras clave:
vacunas, medios, salud pública, periódico, desconfianza, titularResumen
Introducción. La desconfianza de las vacunas es un serio problema de salud. Los medios de comunicación pueden fomentar el uso eficaz de los servicios de salud. Objetivo. Examinar la cobertura mediática de las vacunas e identificar las características clave, los frames y el tono utilizado (positivo, negativo o neutro) hacia las vacunas. Metodología. Se ha realizado un análisis de contenido de 131 titulares y entradillas sobre vacunas en los dos medios generalistas impresos en España de mayor tirada, El País y El Mundo, de 2012 a 2017. Resultados. Los titulares fueron breves, con una media de 8,5 palabras (rango: 1-19, DE: ± 3.5). Los titulares con tono positivo fueron más frecuentes que los neutros y negativos. Mientras que los titulares negativos se mantuvieron sin cambios significativos (p =.163), los positivos y neutrales aumentaron significativamente (p <.001, p = .037 respectivamente). Las palabras más frecuentes estuvieron relacionadas con a) actores involucrados en la vacunación; b) vacunas específicas; c) acciones relacionadas con la vacunación; y d) investigación. Conclusiones. Los titulares positivos y neutrales hacia la vacunación han aumentado. Estos hallazgos pueden contribuir a la mejora de las prácticas informativas por parte de los medios de comunicación en tiempos de lobbies anti-vacunas.
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