Degree Name

MA (Master of Arts)


Brand and Media Strategy

Date of Award


Committee Chair or Co-Chairs

Susan Waters

Committee Members

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.

Document Type

Thesis - unrestricted


Copyright by the authors.