title: Using the social structure of markets as a framework for analyzing vaccination debates: The case of emergency polio vaccination.
abstract: The framework of the social structure of markets was used to analyze an online debate revolving around an emergency poliovirus vaccination campaign in Israel. Examination of a representative sample of 200 discussions revealed the activity of three parties: authoritative agents promoting vaccinations, alternative agents promoting anti-vaccination, both representing sellers, and the impartial agents, representing the customers-the general public deliberating whether to comply with vaccination or not. Both sellers interacted with consumers using mechanisms of luring and convincing. The authoritative agents conveyed their message by exhibiting professionalism, building trust and offering to share information. The alternative agents spread doubts and evoked negative emotions of distrust and fear. Among themselves, the alternative agents strived to discredit the authoritative agents, while the latter preferred to ignore the former. Content analysis of discussions conducted by the general public reveal reiteration of the messages conveyed by the sellers, implying that the transaction of pro and anti-vaccination ideas indeed took place. We suggest that the framework of the market as a social structure can be applied to the analysis of other vaccination debates, and thereby provide additional insights into vaccination polemics.
authors.affiliation: a The Gertner Institute for Epidemiology and Health Policy Research , Tel-Hashomer, Ramat Gan , Israel.
authors.forename: Yaron
authors.initials: Y
authors.lastname: Connelly
authors.affiliation: a The Gertner Institute for Epidemiology and Health Policy Research , Tel-Hashomer, Ramat Gan , Israel.
authors.forename: Arnona
authors.initials: A
authors.lastname: Ziv
authors.affiliation: b e-Pochondriac, digital health-consultancy , Zur Moshe , Israel.
authors.forename: Uri
authors.initials: U
authors.lastname: Goren
authors.affiliation: a The Gertner Institute for Epidemiology and Health Policy Research , Tel-Hashomer, Ramat Gan , Israel.
authors.forename: Orna
authors.initials: O
authors.lastname: Tal
authors.affiliation: a The Gertner Institute for Epidemiology and Health Policy Research , Tel-Hashomer, Ramat Gan , Israel.
authors.forename: Giora
authors.initials: G
authors.lastname: Kaplan
authors.affiliation: a The Gertner Institute for Epidemiology and Health Policy Research , Tel-Hashomer, Ramat Gan , Israel.
authors.forename: Baruch
authors.initials: B
authors.lastname: Velan
mesh_terms: D002648:Child; D002675:Child, Preschool; D004632:Emergency Medical Services; D006801:Humans; D007223:Infant; D007231:Infant, Newborn; D007398:Interpersonal Relations; D007557:Israel / Q000453:epidemiology; D055118:Medication Adherence / Q000523:psychology*; D011051:Poliomyelitis / Q000453:epidemiology* / Q000517:prevention & control*; D023321:Poliovirus Vaccines / Q000008:administration & dosage*; D014611:Vaccination / Q000523:psychology* / Q000706:statistics & numerical data*
chemical_list: D023321:Poliovirus Vaccines
keywords: fear; hesitancy; market structure; online discussions; polio-vaccine; sociology of markets; trust; vaccination campaign; vaccination debate; web 2.0