Strategies to Promote COVID-19 Vaccinations in the United States. A Content Analysis of the „We Can Do This” Campaign Videos
In response to COVID-19 vaccine resistance, U.S. states implemented numerous incentives to increase vaccination rates. In addition to financial and non-cash prizes, COVID-19 vaccinations were also promoted through education campaigns. The aim of this article is to analyse the persuasive strategies...
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| Format: | Article |
| Language: | English |
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Cardinal Stefan Wyszynski University in Warsaw
2023-10-01
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| Series: | Kultura Media Teologia |
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| Online Access: | https://czasopisma.uksw.edu.pl/index.php/kmt/article/view/13307 |
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| author | Weronika Saran |
| author_facet | Weronika Saran |
| author_sort | Weronika Saran |
| collection | DOAJ |
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In response to COVID-19 vaccine resistance, U.S. states implemented numerous incentives to increase vaccination rates. In addition to financial and non-cash prizes, COVID-19 vaccinations were also promoted through education campaigns. The aim of this article is to analyse the persuasive strategies used in the “We Can Do This” campaign videos to encourage vaccination uptake and examine whether these techniques were effective considering the research on COVID-19 vaccine messaging. The paper analysed 70 campaign videos from 2021 using quantitative and qualitative content analysis. The study found that the videos employed a range of effective
persuasion strategies to promote COVID-19 vaccines. Differences and similarities between the most and least
viewed spots were also explored.
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| format | Article |
| id | doaj-art-bb0fa9e562424de0bf2ecee2d9745ce5 |
| institution | Kabale University |
| issn | 2081-8971 |
| language | English |
| publishDate | 2023-10-01 |
| publisher | Cardinal Stefan Wyszynski University in Warsaw |
| record_format | Article |
| series | Kultura Media Teologia |
| spelling | doaj-art-bb0fa9e562424de0bf2ecee2d9745ce52025-08-20T03:42:38ZengCardinal Stefan Wyszynski University in WarsawKultura Media Teologia2081-89712023-10-015510.21697/kmt.2023.55.07Strategies to Promote COVID-19 Vaccinations in the United States. A Content Analysis of the „We Can Do This” Campaign VideosWeronika Saran0Uniwersytet Jagielloński w Krakowie In response to COVID-19 vaccine resistance, U.S. states implemented numerous incentives to increase vaccination rates. In addition to financial and non-cash prizes, COVID-19 vaccinations were also promoted through education campaigns. The aim of this article is to analyse the persuasive strategies used in the “We Can Do This” campaign videos to encourage vaccination uptake and examine whether these techniques were effective considering the research on COVID-19 vaccine messaging. The paper analysed 70 campaign videos from 2021 using quantitative and qualitative content analysis. The study found that the videos employed a range of effective persuasion strategies to promote COVID-19 vaccines. Differences and similarities between the most and least viewed spots were also explored. https://czasopisma.uksw.edu.pl/index.php/kmt/article/view/13307COVID-19 vaccines, education campaigns, vaccine hesitancy, United States, „We Can Do This”, COVID-19 pandemic, content analysis |
| spellingShingle | Weronika Saran Strategies to Promote COVID-19 Vaccinations in the United States. A Content Analysis of the „We Can Do This” Campaign Videos Kultura Media Teologia COVID-19 vaccines, education campaigns, vaccine hesitancy, United States, „We Can Do This”, COVID-19 pandemic, content analysis |
| title | Strategies to Promote COVID-19 Vaccinations in the United States. A Content Analysis of the „We Can Do This” Campaign Videos |
| title_full | Strategies to Promote COVID-19 Vaccinations in the United States. A Content Analysis of the „We Can Do This” Campaign Videos |
| title_fullStr | Strategies to Promote COVID-19 Vaccinations in the United States. A Content Analysis of the „We Can Do This” Campaign Videos |
| title_full_unstemmed | Strategies to Promote COVID-19 Vaccinations in the United States. A Content Analysis of the „We Can Do This” Campaign Videos |
| title_short | Strategies to Promote COVID-19 Vaccinations in the United States. A Content Analysis of the „We Can Do This” Campaign Videos |
| title_sort | strategies to promote covid 19 vaccinations in the united states a content analysis of the we can do this campaign videos |
| topic | COVID-19 vaccines, education campaigns, vaccine hesitancy, United States, „We Can Do This”, COVID-19 pandemic, content analysis |
| url | https://czasopisma.uksw.edu.pl/index.php/kmt/article/view/13307 |
| work_keys_str_mv | AT weronikasaran strategiestopromotecovid19vaccinationsintheunitedstatesacontentanalysisofthewecandothiscampaignvideos |