The Role of Mainstream Media in Immunisation

This chapter critically examines the role of mainstream media in shaping public attitudes toward vaccination, using the Dengvaxia vaccine controversy in the Philippines as a case study. Drawing on health communication theories and the concept of trust cultures, it explores how agenda-setting, framing, and media trust intersect with vaccine confidence. While mainstream media can inform and counter misinformation, they are also susceptible to sensationalism, political influences, and declining public trust. The chapter analyzes how the Dengvaxia case evolved from a medical breakthrough to a politicized scandal, demonstrating how media narratives can amplify distrust and fuel vaccine hesitancy. It argues that traditional health behavior models must be complemented by trust-based perspectives that account for historical grievances, institutional credibility, and media dynamics. The chapter concludes by proposing strategies for rebuilding vaccine trust through community-based messaging, media literacy, and transnational collaboration—especially relevant in the era of globalized health crises and digital misinformation.