Document Type
Article
Publication Date
2021
Department
Department of Communication Studies
Abstract
This study looks at how the Government of Canada used its Facebook page ‘Healthy Canadians,’ during the COVID-19 pandemic to address vaccine hesitancy. It focuses on the communication strategies used to reduce fear and build trust. By using critical discourse analysis, the research examines the language and other communicative tactics employed to engage a skeptical public. The paper reviews the causes of vaccine hesitancy, the role of social media in spreading both fear and facts, and the challenges of balancing persuasive messaging while respecting individual rights. The findings show how the government used communication tools on Facebook to counter misinformation and encourage pro-vaccine behaviour. This research highlights the importance of effective messaging in public health campaigns and adds to our understanding of how governments can use social media to effectively communicate during health crises.
Recommended Citation
Saldanha, Carol, "FEAR VS FACTS: UNPACKING THE GOVERNMENT OF CANADA'S FACEBOOK STRATEGY AGAINST COVID-19 VACCINE HESITANCY" (2021). Communication Studies Major Research Papers. 5.
https://scholars.wlu.ca/coms_mrp/5
