Analysis of Profiles of Supporters of Conspiracy Narratives about Vaccination Against COVID-19 on a Social Network

Abstract

The article analyzes the socio-demographic characteristics and value-worldview self-positioning of the distributors of conspiracy narratives (“conspiracy theories”) about vaccination against COVID-19 on the Russian social network “VK”. The research material consists of 33,674 profiles of VK users who published at least two messages during the pandemic that explicate the stated narrative. The collection and analysis of the material was carried out using big data analysis technologies. The purpose of the study is to determine whether it is possible to identify typical socio-demographic and ideological traits of anti-vaccer conspiracy theorists, which to a certain extent explain their penchant for conspiracy thinking. The results obtained refute the marginal dominance of conspiracy theorists in a pandemic situation. Versions popular in the scientific literature about the predominance of insufficiently educated people among “conspiracy theorists”, or the elderly as more gullible, or women as more suggestible, or residents of villages and small provincial towns as more conservative, etc. are not confirmed by the large-scale empirical studies of large user data. The results of the study may be useful for developing countermeasures and strategies to address public mistrust of institutions and official trends in public health, in particular vaccination policies. The traditional focus on information and educational measures (explanations about the dangers of the disease and the benefits of the vaccine) seems to be ineffective in the context of the emergence of value systems, cognitive distortions, general socio-political tension and other reasons that are still awaiting serious study.

Keywords

• vk user profile
• digital portrait
• socio-demographic portrait
• conspiracy theory
• conspiracy narrative
• vaccine hesitancy
• anti-vaxxer
• conspiracy thinking
• covid-19
• big data