Vpliv zaupanja ter afektivnih in kognitivnih dejavnikov na komuniciranje mater v povezavi s cepljenjem

Vrdelja, Mitja (author), Verčič, Dejan (mentor), Kropivnik, Samo (co-mentor)

Doktorska disertacija obravnava komuniciranje cepljenja – temo, ki je aktualna bolj kot kadarkoli prej. Raziskovalni fokus je usmerjen v proučevanje vprašanja, kako in zakaj se matere majhnih otrok vključujejo oziroma ne vključujejo v komuniciranje na področju cepljenja. Pri tem poglobljeno proučujemo njihove značilnosti, stališča in smo pozorni na razlike med njimi. Še posebej pozorni smo na komunikacijske aktivnosti mater majhnih otrok v povezavi z afektivno in kognitivno vpletenostjo v problemsko situacijo v povezavi s cepljenjem ter z zaupanjem v zdravnika, zdravstveni sistem in znanost. Za raziskovanje smo uporabili kvantitativne podatke iz anketne raziskave na reprezentativnem slučajnostnem vzorcu med materami majhnih otrok, ki smo jih dopolnili s kvalitativno raziskavo na proučevani javnosti. Pri tem smo uporabili poglobljeni intervju z glasnim razmišljanjem. Kombinacija kvalitativne in kvantitativne raziskave predstavlja pomembno raziskovalno vrednost disertacije. Ugotovitve kažejo, da so slovenske matere majhnih otrok različno komunikacijsko aktivne v povezavi s cepljenjem tako pri pridobivanju in prenosu kot izbiranju oziroma selekciji informacij. Pri tem uporabljajo različne komunikacijske kanale. Glede cepljenja so manj komunikacijsko aktivne v povezavi s tradicionalnimi mediji (televizija, radio, tiskani mediji), še vedno pa uporabljajo bolj klasična komunikacijska orodja, kot so tiskane brošure in letaki. So pa precej bolj komunikacijsko aktivne glede spletnih virov informacij pri vseh treh oblikah komunikacijske aktivnosti. Spletni viri so od vseh komunikacijskih kanalov najpomembnejši način, s pomočjo katerega matere majhnih otrok iščejo informacije v povezavi s cepljenjem. Disertacija predstavlja pomemben doprinos k znanosti na teoretični ravni, saj ponuja razvit konceptualni okvir, ki omogoča nadaljnje raziskovanje na tem področju. Hkrati predstavlja prvo uporabo STOPS/CAPS v Sloveniji in eno redkih uporab v Evropi. Z uporabo in razširitvijo tega teoretičnega modela disertacija tudi empirično prispeva k znanosti na področju odnosov z javnostmi in zdravstvenega komuniciranja ter tudi k praksi komuniciranja cepljenja v Sloveniji.

• Language: Slovenian
• Keywords: situacijska teorija reševanja problemov, cepljenje, komuniciranje cepljenja, oklevanje pri cepljenju, odnosi z javnostmi
• Work type: Doctoral dissertation
• Organization: FDV - Faculty of Social Sciences
• Year: 2023
• PID: 20.500.12556/RUL-146944
• COBISS.SI-ID: 154795779
• Publication date in RUL: 16.06.2023

Secondary language

• Language: English
• Title: The influence of trust and afective and cognitive factors on communication of mothers in relation to vaccination

Abstract

The doctoral dissertation deals with the communication of vaccination – a topic that is currently relevant more than ever before. The research focuses on studying the question of how and why are or aren’t mothers of small children involved in communication of vaccination. In this respect, we thoroughly studied their characteristics, properties, views and paid attention to differences between them. We particularly focus on communication activities of mothers of small children in connection with affective and cognitive involvement in a problematic situation in relation to vaccination; with trust in doctors, (health) system, and science.. In our research, we used quantitative data from a survey on a representative (random) sample of mothers of small children, which we supplemented with a qualitative research on the studied public. We used an in-depth think-aloud interview. The combination of qualitative and quantitative research represents an important research value of the dissertation. The findings show that Slovenian mothers of small children are communicatively active in different ways in relation to vaccination, namely in information selection, information transmission and information acquisition. In doing so, they use different communication channels. Regarding vaccination, they are less communicatively active in relation to traditional media (television, radio, print media), but still use more classic communication tools, such as (printed) brochures and leaflets. They are, however, much more communicatively active on online sources of information in all three forms of communication activity. Online resources are the most important of all communication channels for the mothers of small children who are seeking information related to vaccination. The dissertation represents an important contribution to science on the theoretical level, as it offers a developed conceptual framework enabling further research in this area. At the same time, it represents the first use of STOPS/CAPS in Slovenia and one of the few in Europe. By using and expanding this theoretical model, the dissertation also contributes empirically to science in the field of public relations and health communication, as well as to the practice of vaccination communication in Slovenia.

• Keywords: situational theory of problem solving, vaccination, vaccination communication, vaccine hesitancy, public relations