Premium
PUBLIC COMMUNICATION, RISK PERCEPTION, AND THE VIABILITY OF PREVENTIVE VACCINATION AGAINST COMMUNICABLE DISEASES
Author(s) -
MAY THOMAS
Publication year - 2005
Publication title -
bioethics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.494
H-Index - 55
eISSN - 1467-8519
pISSN - 0269-9702
DOI - 10.1111/j.1467-8519.2005.00452.x
Subject(s) - risk communication , vaccination , public health , environmental health , medicine , risk perception , perception , psychology , virology , nursing , neuroscience
Because of the nature of preventive vaccination programs, the viability of these public health interventions is particularly susceptible to public perceptions. This is because vaccination relies on a concept of ‘herd immunity’, achievement of which requires rational public behavior that can only be obtained through full and accurate communication about risks and benefits. This paper describes how irrational behavior that threatens the effectiveness of vaccination programs – both in crisis and non‐crisis situations – can be tied to public perceptions created by media portrayals of health risks. I concentrate on childhood vaccination as an exemplar of ‘non‐crisis’ preventive vaccination, and on the recent flu vaccine shortage as a ‘crisis’ situation. The paper concludes with an examination of the steps necessary to resolve these threats through better public communication.