Pro-vaccination messaging may be surprisingly effective when delivered through humorous internet memes, according to new findings published in the journal Computers in Human Behavior. A series of studies revealed that exposure to sarcastic memes about anti-vaxxers increased UK residents’ intention to receive a COVID-19 vaccine. The researchers suggest that the humorous memes were able to bypass the typical defense processes of people who are vaccine-hesitant.
A team of psychology researchers led by Shawn N. Geniole proposed a need for newer interventions that use messaging that is highly shareable, scalable, and unlikely to be perceived as corrupt — something like an internet meme.
“I find memes to be interesting because they can spread–and be processed by viewers–quite rapidly; therefore, any messages/text within memes may have the potential to persuade/inform others efficiently,” explained Geniole, an assistant professor at University of the Fraser Valley.
“Further, that they’re processed and spread rapidly also means that they may reach and influence individuals who would otherwise not encounter–or might even try to avoid–such information.”
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After viewing the images, participants were asked whether they intended to get vaccinated against COVID-19. A combined analysis of all six studies revealed that exposure to the vaccine memes increase participants’ intentions to get vaccinated, even after accounting for gender, age, and political orientation.
