Since February 2020, the world has been facing a global pandemic of the SARS-CoV2 virus. All over the world, people have been urged to take protective measures. It is hoped that the implementation of widespread vaccination campaigns will defeat the pandemic in the long term. While many people are eager to be vaccinated against Covid-19, other voices in the population are highly critical of vaccination and protective measures, circulating much misinformation on social media. The movements opposing pandemic response measures are heterogeneous, including right-wing groups, spiritualists who deny science, citizens with existential fears, and those who equate vaccination with a loss of individual freedom. This study aims to map and compare the social media communication of anti-vaccination movements that defy social cohesion and circulate online misinformation in Germany and Brazil. By following a grounded theory approach suggested by Webb and Mallon (2007), we coded content from social media communication of opinion leaders on Twitter with extended narrative analysis methodology finding different narratives that were mapped within the inhomogeneous anti-vaccination movements. The results show that both countries’ main narratives against vaccination are very similar, but the main difference stems from Brazil’s stronger politicization of vaccines.

Communication Accommodation Theory predicts to what extent individuals accommodate their verbal and nonverbal behaviour by converging it towards their conversation partner or diverging it away from them to gain social approval and to decrease social distance. Especially individuals in lower hierarchy positions accommodate their communication behaviour towards individuals in higher hierarchy positions. Nowadays, computer-and smartphone-mediated communication are common ways to communicate, for example via instant messaging. However, instant messenger lack in transporting nonverbal cues. To fill this gap, emoji are used increasingly. A study was conducted to examine how individuals in lower hierarchy positions converge their emoji usage towards individuals in higher hierarchy position. The results support the assumption that the higher hierarchy is perceived, the more emoji accommodation is shown.

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