Resumen

OLMOS AGUILAR, Javier Alberto. Characterization of the digital conversation on the rejection of COVID-19 vaccines in Facebook posts from newspaper pages Pagina Siete and Los Tiempos. Punto Cero [online]. 2022, vol.27, n.44, pp.56-70.  Epub 31-Jun-2022. ISSN 1815-0276.  https://doi.org/10.35319/puntocero.202244191.

The rejection of COVID-19 vaccines in Bolivia causes the vaccination campaign to progress slowly. This research was carried out aiming to characterize the digital conversation about the rejection of COVID-19 vaccines in the Facebook posts of the pages of the newspapers Pagina Siete and Los Tiempos, between March and July of 2021. The method used to addressing the problem was virtual ethnography. A digital observation guide was used to build a database with a total of 223 publications for further analysis. The results are organized according to the categories: digital conversation topics, evolution and virtual communities. Among the most relevant results, it is shown that the conversation about rejection varies according to the brands of the vaccines. The topic of the political link for or against authorities regarding the management of the vaccination process and vaccine brands is constant in most of the publications. This research is a point of reference to make visible the influence of social networks in the decision-making of the Bolivian population and a means that facilitates the adaptation of strategies to increase vaccination rates.

Palabras clave : Coronavirus; social networks; vaccination; newspaper; Facebook; digital conversation; Bolivia.

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