EU Member States’ Institutional Twitter Campaigns on COVID-19 Vaccination: Analyses of Germany, Spain, France and Italy

Abstract

The development of an effective vaccine against the SARS-CoV-2 coronavirus became the hope for halting the spread of the disease. In recent years, social networks have become important tools for political and strategic communication in the dialogue with citizens. Therefore, the messages emitted through them were important to address vaccine hesitancy and achieve collective immunity. This paper analyses the use of Twitter by politicians and institutions in EU Member States during the first fifty days after the Commission’s marketing authorisation of the first COVID-19 vaccine (21 December 2020 to 8 February 2021). To do so, a triple approach content analysis was carried out (quantitative, qualitative and discursive on feelings) applied to 1913 tweets published by the official profiles of the prime ministers, health ministers, governments and health ministries of Germany, Spain, France and Italy, the four most populous EU countries. The results point out that politicians and institutions gave preference to other issues on their political agenda over vaccine-related issues. Moreover, previous research hypotheses, such as those related to the underutilization of the Twitter tool as a two-way communication channel with citizens, are validated.