2017 #SMSociety Theme: Social Media for Social Good or Evil

Our online behaviour is far from virtual–it extends our offline lives. Much social media research has identified the positive opportunities of using social media; for example, how people use social media to form support groups online, participate in political uprising, raise money for charities, extend teaching and learning outside the classroom, etc. However, mirroring offline experiences, we have also seen social media being used to spread propaganda and misinformation, recruit terrorists, live stream criminal activities, reinforce echo chambers by politicians, and perpetuate hate and oppression (such as racist, sexist, homophobic, and anti-Semitic behaviour).

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Saturday, July 29 • 15:31 - 17:00
Examining Sentiments And Popularity Of Pro- And Anti-Vaccination Videos On Youtube [FULL]

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Authors: Melodie Yun-Ju Song and Anatoliy Gruzd

Abstract: Vaccine misinformation on social media poses significant drawbacks to the efforts of vaccine coverage rates. This research studies the interlinkages between pro- and anti-vaccine YouTube Videos to help public health professionals explore new ways to reach anti-vaccine and vaccine-hesitant audiences. Using YouTube’s API, we retrieved 9,489 recommended videos from 250 seeds using keywords such as “vaccines” and its derivatives. We then manually identified 1,936 videos directly related to vaccination and then categorized their vaccine sentiment into pro-, anti-, and neutral. Results show that 66.6% of the videos were anti-vaccine, and only 21.3% are pro-vaccine, 13.1% are neutral. Anti-vaccine videos were significantly more prevalent in the “News & Politics” and “People & Blogs” video category; while pro-vaccine videos were more prevalent in the “Education” and “Science & Technology” categories. Results also show that anti-vaccine sentiment videos have higher values of closeness centrality (p

Saturday July 29, 2017 15:31 - 17:00 EDT
TRS 1-073 - 7th Flr Ted Rogers School of Management, Ryerson University 55 Dundas Street West, Toronto, ON M5G 2C4