‘To get or not to get vaccinated against COVID-19’: Saudi women, vaccine hesitancy, and framing effects

The use of language and images in the media may have a strong effect on people’s political cognition. In this regard, conspiracy theories and misinformation about the COVID-19 vaccine can lead to reluctant uptake of the vaccine even among medical staff. In two experiments, this article tests the hypothesis that the public’s willingness to get vaccinated against the novel coronavirus depends on the framings they are presented with. Two hundred thirty-two female Saudi students are exposed to either pro- or anti-vaccination messages. In Experiment 1, they are asked to read semi-artificial news stories, and in Experiment 2 political cartoons. The results show that readers of the news articles, but not of the cartoons, are susceptible to framing effects. We consider the implications of how issues are framed for journalists and health professionals.