Community-Centered Vaccine Communication: A Frame Analysis of HBCU Leadership Messaging

This study analyzed COVID-19 vaccine-related web communications from Historically Black Colleges and Universities (HBCUs) to examine how institutional leaders framed vaccination during the pandemic. Findings revealed that HBCU leaders consistently framed vaccination as a collective responsibility, emphasizing the health and safety of their campus communities. Messages highlighted positive community outcomes, such as the resumption of in-person teaching, learning, and social activities. The analysis also showed a dominant use of thematic frames over episodic frames and a preference for gain-focused rather than loss-focused messaging. These patterns align with HBCUs' broader mission of empowering historically marginalized Black communities and fostering a strong sense of collective identity. The findings offer valuable insights for designing culturally grounded vaccine communication strategies.