Media Matters: How Information Release Shapes Monkeypox Vaccination Willingness

Despite the growing body of evidence addressing the reasons behind vaccine hesitancy, the positive role of media as a key environmental factor influencing vaccination, as well as its function in publicizing and encouraging vaccination, has been less thoroughly explored. This study focuses on the context of the current Monkeypox epidemic, examining the influence of media release channels and message framing on the public’s willingness to receive the Monkeypox vaccine. The findings are empirically validated through a survey experiment conducted in China. The study reveals that both media channels—traditional TV media, official online media, and user-generated media—and media content framings, specifically thematic and episodic, significantly impact the public’s willingness to be vaccinated against Monkeypox. Notably, in the context of this public health event, individuals were more inclined to trust the episodic framing of traditional TV media and the thematic framing of official online media. Compared to thematic framing, episodic framing generally enhances respondents’ willingness to vaccinate. Furthermore, user-generated media exhibited a more negative effect on vaccination intentions during the Monkeypox epidemic, particularly when combined with episodic framing. Heterogeneity analysis indicated a significant difference in the effectiveness of official online media based on audience identity (student vs. non-student), with the student group showing a preference for official online media channels. The findings underscore the importance of public health communication in carefully selecting media release types and message framings. Additionally, it is crucial to consider audience heterogeneity and to employ differentiated communication methods to enhance the effectiveness of vaccine promotion.