Abstract
This review article presents a psychological view of texts, pictures, photographs devoted to vaccination. They appear on social networks both in the Czech Republic and abroad.
The materials are addressed to the general public. The researchers ask the question: Is it possible to accurately determine whether these materials are created and published in an attempt to evoke emotions in the lay public that will lead to a favourable or, on the contrary, a negative attitude towards vaccination? To date, cognitive and behavioural attitudes of lay people towards vaccination have been investigated.
Emotional aspects have only recently begun to be studied. Emotional aspects of texts on vaccination (the term sentiments is used in English) are usually divided into three categories: positive, neutral, negative, but it will be necessary to work with more subtle shades of emotion.
Research shows that there are significant differences in the sentiments of vaccination texts between the countries studied, but in no country did negative attitudes towards vaccination predominate. Data of this type provide feedback to health professionals for their responses and allow them to track dynamic changes in attitudes in entire populations.