MA (Master of Arts)
Brand and Media Strategy
Date of Award
Committee Chair or Co-Chairs
Mildred Perreault, Stephen Marshall
The study examined the frequent frames adopted by the CDC in the communication of the Covid-19 vaccine and how it impacts vaccine uptake through quantitative content analysis. The study builds on the framing theory and elaboration likelihood model. This study’s content collected 327 posts by the CDC on covid-19 vaccinations from December 2020- December 2022. A research randomizer was used to choose 200 posts as the final sample from the data that had been gathered. 122 posts out of the 200 total posts that the randomizer tallied were pertinent to the research questions for the study. It was found that the predominant framing strategy adopted by the CDC was the gain framing strategy, which outlined the benefits of being vaccinated. This is encouraging since, as advocates of health communication, we must understand that emphasizing the benefits of adopting a recommended action has a greater chance of having a positive impact.
Thesis - unrestricted
Amoako, Victoria, "Message Framing for COVID-19 Vaccine Uptake: A Content Analysis of CDC Facebook Communication" (2023). Electronic Theses and Dissertations. Paper 4205. https://dc.etsu.edu/etd/4205
Copyright by the authors.