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Five tactics used to spread vaccine misinformation in the wellness community, and why they work
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Experts say the content shared in some wellness communities has powerful emotional and psychological foundations that can cause even science-minded people to question the public health consensus on the ability of vaccines to help curb the spread of the coronavirus. Some voices within the wellness space are adept at building connection, gaining trust and sowing doubt — all while appealing to widely held beliefs about healthy living.
“This is what makes some in the wellness community so dangerous,” said Stephanie Alice Baker, a sociologist at City, University of London, who is careful to add that not everyone in the wellness space is trying to cast doubt on vaccines. “It’s not that the wellness community per se is conspiratorial, or that everyone has these kinds of nefarious interests where they intend to manipulate and deceive,” she said. “It’s that once you trust leaders and influencers in this space, then when they become more conspiratorial and extreme, you are susceptible to go down that path with them because you already trust them.”
In some ways, the messaging and themes used by some vaccine-hesitant members of wellness communities reflect those that have been documented in the broader anti-vaccine movement. But there are certain approaches, experts said, that especially key in on the interests and vulnerabilities of people who are invested in wellness culture.
Recognizing these strategies is “essential in helping social media users develop resilience to harmful content and allowing them to report this type of content to platforms,” Cécile Simmons, a researcher with the Institute for Strategic Dialogue, wrote in an email.
The online wellness community rose to prominence amid an erosion of trust in traditional authorities, such as government, health and science institutions and mainstream media, said Baker, co-author of “Lifestyle Gurus,” which explores how authority and influence are created online. This loss of faith has only been exacerbated by the pandemic, which has produced conflicting and confusing guidance from public officials.
In a “low trust society,” Baker said, “you look for other sources to trust and where to place your trust because we can’t be experts on everything. We need other authorities and influential people to guide us.” In the wellness world, those authorities might include nutritionists, physical trainers, lifestyle bloggers, spiritual coaches, naturopaths, yoga teachers and holistic health experts. Among them are online influencers with large and small followings.
Sometimes, in fact, a more modest following can lead to more trust; marketers say that micro-influencers (10,000 to 50,000 followers) and nanoinfluencers (fewer than 10,000 followers) may be seen as more truthful and authentic. ...
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