Running Head: ANTI-VACCINATION AND THE MEDIA INFLUENCE

Anti-vaccination and the Media Influence:

An Examination of Media Ethics in Response to a Debated Relationship to Autism
Sarah Hite
Rose State College

Running Head: ANTI-VACCINATION AND THE MEDIA INFLUENCE

Abstract
The analysis and research presented will discuss media influence on health and cultural
awareness. Expressing a detailed conception of the relationship between media ethics and its
consequences, this study will construct a history of the anti-vaccination movement and the
corresponding media response. Public perception is divided by the dangers presented due to
treatable-communicable disease vs. the potential side effects. By essentially creating an antivaccination timeline, provided through information by the utilized sources, an explanation of the
debated relation to autism begins to form. An accompanying deconstruction of media
development will form a juxtaposed understanding of the evolution of media ethics. Referencing
medical statistics, historical material and media reaction, a developed understanding of a series
of events helps to explain why parents question vaccination safety. The paper will elaborate on
the medias ethical responsibility to present knowledge-based information to the public. A
perpetuated fear-mongering has occurred between proponents and opponents of the antivaccination debate. The study will show that there is no scientific correlation between vaccines
and autism, positing media responsibility as a viable factor into the perpetuation. The
presentation of contradicting opinions creates an evaluation of health behavior and of
mainstream information provided to the public.

Keywords: Autism Spectrum Disorder (ASD)

Running Head: ANTI-VACCINATION AND THE MEDIA INFLUENCE

Anti-vaccination and the Media Influence:

An Examination of Media Ethics in Response to a Debated Relationship to Autism
The debated relationship of immunization to autism created a platform of concern for parents
around the world. Proponents of mandatory vaccinations argue the benefit of preventing
childhood illness whereas, opponents consider it a breach of individual rights. The media creates
social networks of communication and, it congests parental perception with historical and
medical statistics to support both opinions. This study examines the medias influence and
responsibility in regard to these contradicting principles of thought by constructing a paired
timeline of the anti-vaccination movement and the evolution of media.
Literature Review
Citing examples that range from the first anti-vaccination group that mobilized in the late
nineteenth century, along with the vaccine for rotavirus being recalled due to it causing severe
bowel disorder and the banned preservative thimerosal because of toxic mercury (Conis, 2015,
p. 3-4). Conis (2015) researched the new millennium brought the debate of safety concerns and
vaccines. She elaborated on the suggestion by referring to more recent events, such as the
correspondence of vaccination relating to the rising rates of ASD, along with the outcry of
mandatory human papillomavirus (HPV) vaccination for sixth-grade girls.
Focusing on two questions: How did our society come to a place such importance on the mass
vaccination of children against such a varied array of infections over the last half century? And
why did vaccination become so contentious as the new millennium began? (Conis, 2015, p. 2).
Conis (2015) addressed these questions by expanding on corresponding political, social and

Running Head: ANTI-VACCINATION AND THE MEDIA INFLUENCE

economical events. Dating back to 1902, when the Biologics Control Act was passed, Congress
gave the federal government the authority to license and inspect vaccine manufacturers to ensure
safe vaccines (Conis, 2015, p. 3). Concurrently, there have been anti-vaccination groups.
The success of the smallpox vaccine ensured the public and political opinion on vaccination
safety. Subsequently, the success of compulsory vaccination followed. The nature of individual
rights fueled the anti-vaccination movements. The cyclic success and public response was
represented through the development of vaccines. Conis (2015) discussed the image of
vaccination, From the 1960s onward, the vaccination movement has faced a new
resistance(p.10). Vaccination policies took place in the 1960s, but the 1970s gave birth to
feminism, environmentalism, and other social movements that challenged scientific and
governmental authority (Conis, 2015, p. 10).
Conis (2015) discussed the socio-political resistance perpetuated by public response. She
indicated the contentiousness of vaccination is bred from media due to its reinforcement of
scientific debates, arguing that the media is responsible for the nations vaccine worries, in
relationship to the development of ASD. She stated, By creating a debate in shades of gray, the
media often ignored other factors that kept children from being fully vaccinated. The media paid
no heed to the fact and ideologies as much as it shapes them, media has always reflected cultural
assumptions or widely held values (Conis, 2015). The media sidestepped their responsibility in
shaping more fundamental questions. The public expected media to play several roles:
governmental mouthpiece, voice of the citizenry, forum for debate and a source of entertainment
(Conis, 2015, p. 226). Supporters of vaccination, blame the outbreaks of vaccine-preventable
diseases on vaccine-fearing parents the media simplified the debate. This served a multitude

Running Head: ANTI-VACCINATION AND THE MEDIA INFLUENCE

of journalistic purposes; it was easy to explain and digest, and it correlated with resonating
trends.
Bell (2012) stated, The medical profession considers childhood vaccines to be one of the ten
greatest public health achievements of the past 100 years (p. 85). He continued by discussing
the millions of lives saved from infectious diseases such as polio, smallpox, and meningitis. He
empathized with parents, How can there be such a wide difference of opinion about vaccines?
Why are vaccines controversial? (Bell, 2012, p. 85). In answer to the proposed questions, he
explained the abundance of information about vaccines presented on the Internet, newspapers,
television talk shows, and books written focused entirely on vaccines. Bell (2012) introduced the
essential limitations that media encounters.
Hyman & Herbert (2014) concurred with Bell (2012), Although the conversation
surrounding vaccines, as with any medical issue, has many facets (especially when you consider
technical issues), many people are aware of only two black-and-white options: you are either
pro-vaccine, or anti-vaccine (Hymans & Herbert, 2014, p. xi).
In the 2000s, the theory that vaccines caused or contributed to autism was gaining
momentum, public health officials tried to explain the dramatic prevalence of ASD (see
Appendix A for more information on the CDCs ADDM Network prevalence data). After health
and medical experts concluded there was no relationship, the link gained more attention from the
press. According to the Autism Society (2015), Prevalence of autism in U.S. children increased
by 119.4 percent from 2000 (1 in 150) to 2010 (1 in 68). (CDC, 2014) Autism is the fastestgrowing developmental disability. (CDC, 2008) (Autism Society, 2015, para. 8).
Bell (2012) discussed the saturation of information causing paranoia of every faculty of the
debate and parents as unsure of trusting the news, books, and even their family practitioners.

Running Head: ANTI-VACCINATION AND THE MEDIA INFLUENCE

There is no mediated communication platform. Bell (2012) elaborated his point by discussing the
widespread fear of vaccinations causing autism. He introduced a media platform not yet
discussed, Several celebrities, including Jenny McCarthy and Jim Carey, have talked about how
dangerous they believe vaccines to be, and their fame has gotten their beliefs a lot of attention
(2012, p. 102). Celebrities are a form of media, their opinions greatly persuade audiences to
make decisions based on popular opinion rather than scientific evidence.
An explanation of the distillation of news was reflected by Patterson (2013). It referred to the
short-sided nature of contextual information in journalism. In 1947, the Hutchins Commission on
Freedom of the Press concluded that reporters routinely fail to provide a comprehensive and
intelligent account of the days events in a context that gives them some meaning (p. 83).
Patterson (2013) continued, Communication scholar Doris Graber found that news stories
typically provide the who, what, where, and when of developments but often limit the why.
When stories do offer a why, it is often too thin to be instructive (p. 83).
Applying this logic to the medias response to the debated link between vaccinations and
autism, it proves to hold standing. Mediums offered an abundance of information involving the
who, what, and where but the why was over-simplified. News reports began the circumvention of
rumors regarding a link to autism and vaccines. Concern about a connection between autism
and vaccines took off in 1998 when the publication of a paper in the British medical journal the
Lancet about 12 children with autism or similar medical disorders (Bell, 2012, p. 102).
Essentially, the author, Dr. Andrew Wakefield, implied that the MMR vaccine caused or
contributed to the development of autism in these children. (Bell, 2012). Soon after this paper
was published, use of the MMR vaccine in the United Kingdom decreased from 95 percent to 50
percent, and rates of measles and rubella increased (Bell, 2012, p. 103).

Running Head: ANTI-VACCINATION AND THE MEDIA INFLUENCE

Once it was confirmed otherwise, media reports shifted to the concerns over parents not
vaccinating their children. The media circulated a fear of vaccination side effects and/or a fear of
those who were choosing not to vaccinate because of concerns over vaccination safety. The
media produced a public outcry against news coverage and governmental and health officials. In
hindsight, a positive outcome of the media coverage was the research and funding that was
filtered into ASD. Health and public officials focused their efforts into gathering data and
statistics.
Patterson (2013) explained journalists primary tools observation and interviewing.
Reporters are trained to look first to the scene of action and then to the statements of interested
parties (p. 87). He stated, Personalization is a godsend for the reporter. It exploits the audiences
tendency to credit or blame leaders for what has happened and allows reporters to dramatize and
simplify events in a way that reference to structural factors would not. Yet personalization diverts
attention from more salient aspects of developments (Patterson, 2013, p. 89-90). Patterson
(2013) elaborated on the difference between an inadequately informed public versus a
misinformed public. He stated,Its one thing when citizens dont know something, and realize it,
this has always been problem. Its another thing when citizens dont know something, but think
they know it, which is the new problem (Patterson, 2013, p. 10).
An initial analysis of vaccinations and media response, constructs a basic understand of how
media plays a crucial role in scientific reciprocity. Conis (2015) and Patterson (2013) attributed
the perpetuation of the relationship of vaccines and autism to media output and public response.
From there, the analysis is directed into media ethics and responsibility. How does morality
relate to mediums and their role in relating health behavior and political ideals?

Running Head: ANTI-VACCINATION AND THE MEDIA INFLUENCE

Jones (2009) addressed this question in his description of media ethics, Ethics is at the heart
of virtually ever journalistic decision, or should be. No profession does more to own up publicly
to its ethics lapses than the battered corps of traditional journalists (p. 103). Jones continued by
explaining that traditional journalism is in a moral headlock. Ironically, by following the moral
decision of issuing retractions and corrections, it has both, won and lost the trust of the public.
He points to the development of online mediums furthering ethical complications. The speed of
online news gathering challenges the ethical process a journalist generally goes through.
Timeliness and immediacy is the driving factor in online mediums and sometimes accuracy and
thoroughness are the first things to be sacrificed.
In examination of media ethics, mediums can be considered unethical because of the content
that is not included. Conte & Lyons (2014) research involved reported vaccine injury cases and
the National Vaccine Injury Compensation Program NVICP. In the 1980s the United States
addressed individual cases of vaccine injury by establishing the NVICP, a controversial
Department of Health and Human Resources program (Conte & Lyons, 2014, p. 2). Conte &
Lyons (2014) researched past cases and present. Historically, the majority of claims were filed
for varieties of diphtheria, pertusis, and tetanus and varieties of measles, mumps, and rubella
vaccines. Most of these claims involved children whose alleged injuries were seizures and brain
damage (encephalopathy). Today, the majority of cases compensated by the NVICP feature
neurological injury to adults, such as Guillain-Barr syndrome (GBS), from adverse reactions to
various influence vaccines (Conte & Lyons, 2014). Of the 993 NVICP cases reported for 2013,
627 were dismissed and 366 were compensated. Petitioner award amounts totaled
$254,666,326.70. Since 1988, 3,540 individuals have been compensated and $2,671,223,269.97
has been paid out to victims of vaccine injury ( Conte & Lyons, 2014, p 3). The amount of

Running Head: ANTI-VACCINATION AND THE MEDIA INFLUENCE

money, history, and victims is incomparable, however the media has rarely mentioned the
NVICP as a retort or suggestion in the vaccination debate.
Conte & Lyons (2014) mentioned that most people are unaware of the NVICPs existence
because it is not in the news. It is a program open to the publics access but it is not presented to
them like the simplified debate is. In agreement with Pattersons (2013) argument about media
communication, Conte & Lyons (2014), formulated their research based off information not
prevalent to the public. An oversimplified version of the vaccination debate created a cascading
effect on any relatable dynamic. The media improperly informed the public and proponents and
opponents lose sight of the greater picture.
Autism rates have inarguably increased over the past decade but in no relation to vaccinations
the media perpetuated an unclear message Bell (2012) presented the argument that an over
saturation of information has led to a misinformed public. Christakis & Fowler (2009) supports
that, specifically in reference to the Internet. The recent surge in mobile phones, the Internet,
and social network sites has shifted our acuity to stay in touch with one another into overdrive,
causing us to become hyperconnected (p. 275). They continued, The Internet makes possible
new social forms that are radical modifications of existing types of social-network interactions in
four ways: enormity, communality, specificity, and virtuality (Christakis & Fowler, 2009, p.
275). In agreement, the abstract of Petts & Niemeyer (2010) discussed a study of information
strategies parents used to make sense of health risk issues, particularly MMR. The findings
identified the importance of social networks in reinforcing parental understanding and beliefs
(Petts & Niemeyer, 2010).
Discussion

Running Head: ANTI-VACCINATION AND THE MEDIA INFLUENCE

10

The evidence and professional opinions provided in the analysis helped construct an
understanding of media responsibility. By establishing a sequential timeline, the analysis
presented theoretical platforms of explanation as to the outcry of a relationship between autism
and vaccinations. Continuing with the argument that news mediums act as a catalyst for this
public forum, it is necessary to address outstanding inhibitors.
Limitations to Media
News mediums have a responsibility to report the most accurate information presently
available. Ethically sound reporters, reserve judgment and report the facts using their
observational and interview training. In respect to the debate over a connection between autism
and vaccinations, it is undeniable the media was the antagonist. In an effort to reflect current
public opinion, the media consequently circumvented the rumors that created a misinformed
public. The lack of statistical evidence in relation to autism pressured the reliability of media.
However, the media could be considered responsible for instigating the collection of data. Public
health officials used the media as a platform for gathering and reviewing case information. Until
the debate hit the news, there was not a present effort in the information gathering of autism data.
Political correctness limitations. News mediums are bound by political correctness in order
to abstain from offending public sensibilities. As Conis (2015) mentioned in her research, the
creation of feminism and environmentalism led to a shift in vaccination opinions. As society
evolves and cultural norms come and go, the media is perpetually playing with political
correctness. The vaccination discussion is sensitive because it generally involves children. The
media must be able to accurately report the news while remaining sensitive to both sides.
Customizing limitations. The popularity of mobile phones and accessibility to the Internet
allows parents the control of customizing the news received. Medias customization is

Running Head: ANTI-VACCINATION AND THE MEDIA INFLUENCE

11

unavoidable, users can select and ignore news bulletins on social networking sites and media
news applications. If adamant, users can potentially disregard any new information, at no fault of
the medium. In regard to autism and vaccination, it can become emotional, users may choose to
ignore the issue entirely if they saw fit to do so. Social media served as an impetus, acting like a
macro-game of telephone. Compared to professional news sources, there are limitations of social
media networks in regard to time, space, and impact. The speed and accuracy of a story may be
unreliable, social networking users do not consider the necessity of fact verification before
furthering relaying a breaking-news story.
Speed limitations. Media experienced a shift journalism formatting. There is currently a
move toward less extensive journalism the Internet is a fast-paced platform, specifically,
leaning towards less extensive reporting. The writing style represented online is presented in a
different formats, readers want small excerpts that sum up the totality of the full article. The role
of the reporter has changed as well, a shift to opinion rather than professional-based experts
created doubt in audiences. Another consideration, on-air news mediums only have
approximately 30 seconds to relay a whole story.

Running Head: ANTI-VACCINATION AND THE MEDIA INFLUENCE

12

Conclusion
In order to gain a complete understanding of the debated relationship to autism and vaccines,
it is necessary to look at the outlet of information. This analysis examined the medias role in
creating social networks of communication and the responsibilities involving congested
information by examining the medias influence and responsibility in regard to contradicting
principles of thought; pro-vaccine or anti-vaccine. The influence on health and cultural
awareness is expressed through a detailed conception of the relationship between media ethics
and its respective consequences.

Running Head: ANTI-VACCINATION AND THE MEDIA INFLUENCE

References
Autism Society. (2015). Facts and statistics about autism. [Data file]. Retrieved from http://
www.autism-society.org/what-is/facts-and-statistics/
Bell, (2012). A parents guide to childrens medicines. Baltimore, MD: The John Hopkins
University Press. (85,102-103)
CDCs Autism and Developmental Disabilities Monitoring Network. (2016). Research and
tracking [Data file]. Retrieved from http://www.cdc.gov/ncbddd/autism/addm.html
Christakis & Fowler, (2009). Connected. New York, NY: Little, Brown
and Company. (275)
Conis, (2015). Vaccine nation: Americas changing relationship with immunization.

Chicago, IL: The University of Chicago Press. (2-4,10,226)

Conte & Lyons, (2014). Vaccine Injuries: Documented adverse reactions to vaccines.
New York, NY: Skyhorse Publishing. (2,3)
Hyman & Herbert, (2014). Thimerosal let the science speak the evidence supporting the
immediate removal of mercury a known neurotoxin from vaccines. Kennedy, Robert F

(Ed.). New York, NY: Skyhorse Publishing. (xi)

Jones, (2009). Losing the News The Future of the News that Feeds Democracy. New

York, NY: Oxford University Press. (103)

Patterson, (2013). Informing the News: the need for knowledge-based journalism.

New York, NY: Vintage Books. (10,83,87,89-90)

Petts & Niemeyer, (2010). Health risk communication and amplification: learning from the

13

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MMR vaccination controversy [Abstract]. Health Risk & Society, 6(1), 7-23.
Appendix A
The ADDM Network
The Autism and Developmental Disabilities Monitoring (ADDM) Network is a CDC-funded
nexus. It estimated the number of children with ASD and other developmental disabilities around
the United States by collecting data using CDC methods. ADDM identifies the changing rates of
ASD over time. The comparison of ASD in different areas of the country described the overall
view regarding the population of children with ASD.
According to the CDCs ADDM Network statistic, in 2007, ADDM Network reported that
about 1-in-150 children had ASD, based on 2002 data from 14 communities. In 2009, ADDM
reported that 1-in-110 children had ASD, based on 2006 data from 11 communities. In 2012, 1in-88 children has ASD, based on 2008 data from 14 communities. In 2014, 1-in-68 children had
ASD, based on 2010 data from 11 communities. The estimated pervasiveness of ASD increased
approximately 123% between 2002 to 2010, but stayed the same during 2010 and 2012.

Table A1

Running Head: ANTI-VACCINATION AND THE MEDIA INFLUENCE

15