Understanding Covid-19 misinformation and vaccine hesitancy in context: Findings from a qualitative study involving citizens in Bradford, UK

Abstract

BackgroundCovid-19 vaccines can offer a route out of the pandemic, yet initial research suggests that many are unwilling to be vaccinated. A rise in the spread of misinformation is thought to have played a significant role in this vaccine hesitancy. In order to maximise vaccine uptake it is important to understand why misinformation has been able to take hold at this time and why it may pose a more significant problem within certain populations and places.ObjectiveTo understand people’s Covid-19 beliefs, their interactions with health (mis)information during Covid-19 and attitudes towards a Covid-19 vaccine.Design and participantsIn-depth phone interviews were carried out with 20 people from different ethnic groups and areas of Bradford during Autumn 2020. Reflexive thematic analysis was conducted.ResultsParticipants spoke about a wide range of emotive misinformation they had encountered regarding Covid-19, resulting in confusion, distress and mistrust. Vaccine hesitancy could be attributed to three prominent factors: safety concerns, negative stories and personal knowledge. The more confused, distressed and mistrusting participants felt about their social worlds during the pandemic, the less positive they were about a vaccine.ConclusionsCovid-19 vaccine hesitancy needs to be understood in the context of the relationship between the spread of misinformation and associated emotional reactions. Vaccine programmes should provide a focused, localised and empathetic response to counter misinformation.Patient or public contributionA rapid community and stakeholder engagement process was undertaken to identify Covid-19 related priority topics important to both Bradford citizens and local decision makers.

COVID-19 vaccine hesitancy in an ethnically diverse community: descriptive findings from the Born in Bradford study

“…These results highlight a much higher level of vaccine hesitancy in ethnic minorities, those living in deprived areas and those that distrust the NHS. These findings strengthen the key messages from recent qualitative work -that there is an urgent need to tackle the overwhelming misinformation about COVID-19 that is leading to uncertainty and confusion about the need for the vaccine, and in the worst cases, a belief that the vaccine should not be accepted 2 .…”

“…However, since the beginning of the COVID-19 pandemic there has been what the World Health Organisation has called an 'infodemic': an overwhelming amount of information about COVID-19, much of it unchecked and uncontrolled and spread through social media channels 1 . Recent qualitative research has demonstrated that this overwhelming and contradictory information about COVID-19 has caused confusion, distrust and distress 2 . Significantly, this study found that the greater these feelings of confusion and distress, the less positive people were about COVID-19 vaccination.…”

“…A number of research studies in the UK have indicated that 45-64% of the population are likely to accept the COVID-19 vaccines if offered, and that a small proportion (4-9%) say they definitely would not accept a vaccine [2][3][4][5][6][7] . There are clear indications that a lack of trust of key organisations and exposure to misinformation increases vaccine hesitancy 2,4,6,7 .…”

Effect of information about COVID-19 vaccine effectiveness and side effects on behavioural intentions: two online experiments

“…Further, surveys which specifically asked COVID-19 vaccine hesitant participants their reason for vaccine refusal or delay consistently report that concerns over safety and efficacy are among the most common reasons given (Callaghan et al, 2021;Fisher et al, 2020;Frank & Arim, 2020;Ruiz & Bell, 2021;Yigit et al, 2021;Yoda & Katsuyama, 2021). Similarly, qualitative research has also highlighted these concerns as reported drivers of COVID-19 vaccine hesitancy among minority and at-risk groups (Lockyer et al, 2020;Momplaisir et al, 2021;Williams et al, 2020). Such concerns may be fuelled by COVID-19 vaccine misinformation (Hotez, 2020) and recent research has identified susceptibility to misinformation as a correlate of COVID-19 vaccine hesitancy (Roozenbeek et al, 2020).…”

COVID-19 Vaccine Hesitancy in Pakistan: An Analysis of Challenges and Mitigations

“…Since the beginning of the COVID-19 pandemic, there has been over-billing unchecked information especially through social media channels termed "infodemic" by the WHO [15]. The recent quality research has shown that unchecked infodemic about COVID-19 has created confusion, distrust and stress among the general public [16]. The most important myth rife on social media regarding COVID-19 vaccination is making people impotent sexually.…”