@Article{info:doi/10.2196/37806，作者=“Ngai, Cindy Sing Bik and Singh, Rita Gill and Yao, Le”，标题=“COVID-19疫苗错误信息对社交媒体病毒式传播的影响:消息主题和写作策略的内容分析”，期刊=“J Med Internet Res”，年=“2022”，月=“7”，日=“6”，卷=“24”，数=“7”，页=“e37806”，关键词=“反疫苗错误信息”;内容主题;写作策略;COVID-19;病毒营销;社交媒体;内容分析"，摘要="背景:疫苗在遏制大流行病方面发挥着不可或缺的作用，但全球普遍存在对疫苗的犹豫。这种犹豫的一个关键原因是社交媒体上普遍存在的错误信息。尽管已经有相当多的研究关注错误信息的暴露与疫苗犹豫密切相关，但很少有学术关注与COVID-19抗疫苗错误信息相关的各种内容主题以及这些内容主题所体现的写作策略的调查或强有力的理论化。这些内容在社交媒体上以评论、分享、反应等形式呈现的病毒式传播，对COVID-19疫苗犹豫具有实际意义。 Objective: We investigated whether there were differences in the content themes and writing strategies used to disseminate antivaccine misinformation about COVID-19 and their impact on virality on social media. Methods: We constructed an antivaccine misinformation database from major social media platforms during September 2019-August 2021 to examine how misinformation exhibited in the form of content themes and how these themes manifested in writing were associated with virality in terms of likes, comments, and shares. Antivaccine misinformation was retrieved from two globally leading and widely cited fake news databases, COVID Global Misinformation Dashboard and International Fact-Checking Network Corona Virus Facts Alliance Database, which aim to track and debunk COVID-19 misinformation. We primarily focused on 140 Facebook posts, since most antivaccine misinformation posts on COVID-19 were found on Facebook. We then employed quantitative content analysis to examine the content themes (ie, safety concerns, conspiracy theories, efficacy concerns) and manifestation strategies of misinformation (ie, mimicking of news and scientific reports in terms of the format and language features, use of a conversational style, use of amplification) in these posts and their association with virality of misinformation in the form of likes, comments, and shares. Results: Our study revealed that safety concern was the most prominent content theme and a negative predictor of likes and shares. Regarding the writing strategies manifested in content themes, a conversational style and mimicking of news and scientific reports via the format and language features were frequently employed in COVID-19 antivaccine misinformation, with the latter being a positive predictor of likes. Conclusions: This study contributes to a richer research-informed understanding of which concerns about content theme and manifestation strategy need to be countered on antivaccine misinformation circulating on social media so that accurate information on COVID-19 vaccines can be disseminated to the public, ultimately reducing vaccine hesitancy. The liking of COVID-19 antivaccine posts that employ language features to mimic news or scientific reports is perturbing since a large audience can be reached on social media, potentially exacerbating the spread of misinformation and hampering global efforts to combat the virus. ", issn="1438-8871", doi="10.2196/37806", url="//www.mybigtv.com/2022/7/e37806", url="https://doi.org/10.2196/37806", url="http://www.ncbi.nlm.nih.gov/pubmed/35731969" }