Assessing the perceptions of COVID-19 vaccine messaging tactics and identifying factors that contribute to hesitancy among African American populations
MetadataShow full item record
Increase use of social media and rampant circulation of misinformation is one of the greatest challenges to overcome in the dissemination of the COVID-19 vaccine. While COVID-19 vaccination hesitancy is present in all demographic groups, hesitancy within the Black community is of greatest concern. Despite higher reported COVID fear among Black Americans, they also report higher levels of hesitancy towards its vaccine regardless of education and income. Medical mistrust is a consequence of historical institutional racism, repeated incidents of bias and discrimination against the Black community. The hypotheses for this study are that messaging that involves increased transparency about vaccine safety paired with the use of health professionals to disseminate information might help increase vaccination rates, and that a focus on targeted messaging that addresses rebuilding trust in Black communities may also be helpful. Our goals are: 1) to identify the perceptions about the COVID-19 vaccine messaging tactics from members of the Black community; 2) to identify factors that influence vaccination willingness in order to better inform public health communications; and 3) to identify unique barriers to vaccination that may be present for the Black community.
Department of Public Health
File access restricted due to FERPA regulations