Fueling Doubt or Bridging Knowledge Gaps? The Interactive Influence of Mass and Social Media on Vaccine Skepticism

Misinformation and doubt, often exacerbated in times of public health emergencies, give rise to vaccine skepticism, leading individuals to search for relevant information. This research explores the role of both social and traditional mass media in shaping attitudes toward vaccines. Utilizing the framework of media dependency theory alongside existing studies on skepticism, the investigation seeks to determine if the influence of social media undermines traditional media’s capacity to alleviate vaccine skepticism. A survey conducted with 1,064U.S. adults reveals that while traditional mass media helps to decrease skepticism, the growing use of social media dilutes this impact. The study concludes with a discussion on the theoretical and practical implications of these findings.