Immunisation
Information from the media
Newspaper articles, television documentaries and radio programmes have played a significant role in increasing parents' concerns about the MMR vaccine, the 5-in-1 vaccine and more recently the measles outbreak in Wales 2012-2013. But how much information from the media should parents believe? And is the media a good source of information for parents to learn about childhood immunisations to help them make their decisions?
It is normal for parents to be conerned about their children's health. It's important to base decisions on trustworthy scientific evidence and there is now a mass of this information available.
The overwhelming majority of parents believe in immunisation for their children. We have however included here the views of a few parents who do not believe immunisation is right for their own child based on their personal beliefs. Their views represent a small proportion of the population.
Many parents we interviewed noted what was reported in the media but didn't rely on it too much because they considered it to be largely sensationalised and scaremongering. Media reports could be slanted according to particular agendas of journalists or newspapers and so it was hard to get to the true facts. Some media sources, such as tabloid newspapers, were considered to be more sensationalised than other sources, such as broadsheet newspapers or Radio Four programmes.
She didn't trust media reports of research studies because she knew that the media could put a particular slant on the research done.
She didn't trust media reports of research studies because she knew that the media could put a particular slant on the research done.
Well I think there were so many I didn't really know where to trust and you know and there was so much, everyone was saying 'Oh it causes autism,' I didn't feel that, I didn't know who to trust, I couldn't trust them really because you don't really know where they're coming from.
I know there's so much hype that comes up and you don't really know, so in the end I just sort of didn't really take, pay any attention to them and I just decided to. And then of course it did all come out in the end, the big report that it wasn't necessarily a well founded, there was no evidence anyway really. And that was quite a relief then at that point. In some ways, I was sort of like you know 'Oh, good, so I did make the right decision.' Because I think when I had her vaccinated, when I had my daughter vaccinated it wasn't really you know it wasn't quite clear. Yes it was very difficult to know who to trust and who to go to at the time.
She thought a lot of what she read in the newspapers was sensationalised.
She thought a lot of what she read in the newspapers was sensationalised.
I guess because of the papers that it was, that it was in and it was in a lot of the tabloids and if you read the broadsheets there was a much more reasoned argument and they weren't saying you know that there was a link, it was very much The Mail and The Express and maybe a bit Government-bashing, a good excuse to say the Government weren't being honest and things like that, and I tend to take those things with a pinch of salt. So, so yeah. I mean I don't know that it, I still don't know a hundred percent that it's not, that there isn't but I think the proof you know the overwhelming evidence is that there, there isn't a link.
She knew from her own work how the media wrongly portrayed health care issues so she didn't believe the media reports on MMR.
She knew from her own work how the media wrongly portrayed health care issues so she didn't believe the media reports on MMR.
I think partly because I work in healthcare, and noticing how healthcare is sometimes portrayed in the media, and in scare stories. I'm really wary of, of anything that suggests links between things, or it, that, it just really seemed quite, you know, out of all proportion. And there really didn't seem any particular evidence, as far as I was concerned, no evidence that I was happy with that, that there was a link with autism or, you know, or bowel disease in children. I just didn't really believe, didn't really believe it and felt it was a lot of, as I say a lot of hype about something that really wasn't, I don't know, that just wasn't believable for, for me anyway. And I think it just frightened an awful lot of people unnecessarily. And just very disappointing really, you know, that, I think, you know, I think the autism was a great, it, you know, something a lot of families have to deal with and it's very, very difficult. But I don't think it helped the cause any. But I think it's detracted a lot. And it just, I suppose it made me feel quite angry in a way that, I think a lot of, when you see a lot of healthcare issues portrayed in the media and it's quite irritating to be honest. I didn't, I just didn't feel there was enough evidence there to influence my decision at all.
Several parents said that media reporting had raised their concerns and made it harder for them to make their decisions, particularly if they were first time parents. Documentaries were very powerful in adding to the confusion some parents felt about what decision to make, but a few parents said that more recent documentaries had provided reassurance by discrediting the link between inflammatory bowel disease, autism and MMR.
Some parents thought that documentaries five to ten years ago, which focused on the links with autism and MMR had been biased, had only focused on the negative aspects and had created fear amongst parents. Others said that more recent documentaries, which have suggested that MMR is safe, were also scaremongering by portraying powerful images of a child dying from measles.
Media reports of health studies often misinterpret the level of risk.
Media reports of health studies often misinterpret the level of risk.
Again I think because I'm in research I always treat media representation of health results with quite large scepticism [laughs]. So, you know, the media like to get hold of, this idea, this difference between absolute risk and relative risk they, they deliberately play on that. It was like when the pill scare came out and they said, you know, that the risk of thromboembolism was, the relative risk was, I don't know what it was, it was about twice or something if, it, on this pill rather than that pill, but they didn't say that the absolute risk was still tiny and actually still smaller than it, it would be if you were pregnant. And, but you know, what happened was that all these women got pregnant as a result. So they, you know, that sort of, whole representation of risk they, they deliberately play about with that. And I always find whenever you read anything that you know anything vaguely about in the papers you always realise how many sort of [laughs] how biased it is or, well, that it's coming from a certain angle and certain things aren't' So I, I don't think, I'm not so swayed by stuff in the media.
She felt that a documentary showing a mother whose child had died of measles was scaremongering.
She felt that a documentary showing a mother whose child had died of measles was scaremongering.
So it, I have, I have to say, I mean I didn't disagree with the whole programme, there were a few things that I actually thought, 'Yes, that, that actually makes sense'. But, yes, I think it's, you have to take it with a pinch of salt, all of it.
Media reports have created fear amongst parents and some of the reports weren't accurate enough.
Media reports have created fear amongst parents and some of the reports weren't accurate enough.
The advantages of the media as a source of information for some parents was that it was easier to watch a television programme rather than read leaflets or research articles and it was useful as a means to bring parents' attention to new findings. But many parents believed it was important to not put too much store in the information from the media and to use other sources of information as well. Much media reporting could be sensationalised, have a particular slant on the findings according to the agendas of specific journalists or newspapers and could misrepresent the true information.
The media was used by some parents to learn new information, which they then followed up by reading the published scientific study, talking to a health professional, to friends, or searching online to find more information to help them make up their own mind about what was being suggested.
She will read the original research articles rather than just the media reporting of it.
She will read the original research articles rather than just the media reporting of it.
And why is that?
Well because the, the media necessarily can, can give only part of the information. There's, there are space constraints, there are information constraints that statistics are complicated to present and, and the media may play a role in alerting to the fact that there are studies which show that there is a statistical risk, I want to go and see what is the extent of this statistical risk. And I want to know exactly what studies have been, have been done and, and on what populations and what are their findings.
Last reviewed October 2015.
Last updated July 2013
Copyright © 2024 University of Oxford. All rights reserved.