THE ROLE OF ONLINE MEDIA CHANNELS IN PORTRAYING THE EFFECTS OF THE COVID-19 VACCINE

Abstract

During the COVID -19 pandemic, among other institutions, mass media has played an essential role in disseminating information about the evolution of the pandemic, but also in shaping peoples� opinion about the COVID - 19 vaccine. The purpose of our paper was to identify the way online media channels portrayed the positive and negative effects of the COVID � 19 vaccines in order to raise awareness regarding the importance of analyzing the subject from several perspectives. We considered such an analysis to be both necessary and relevant, because often, exposure to mass � media can determine people to develop certain beliefs and to act in specific ways. We were interested in identifying which types of vaccines were presented in a more positive manner, and in identifying similarities and differences between the approaches of Romanian and foreign online media channels. Content analysis was used as a method, while having as a research instrument a content analysis grid. The sample of the research includes 5 official websites of Romanian media channels and 5 official websites of foreign media channels. The analysis period was: August 2020 - October 2020. The results of our research revealed that online media presented the COVID -19 vaccines both from a positive and negative perspective, the vaccines discussed most being the Russian vaccines, AstraZeneca and the Chinese vaccines. The context in which the vaccines was described most were represented by: effectiveness of vaccines and side effects. Considering the theoretical and practical implications, from a theoretical point of view, the paper contributes to the literature on the effects and influence of mass � media. From a practical point of view, the paper can be used as a frame of reference for further studying the influence of the messages sent through online media about the COVID � 19 vaccines on the public.