Statement of Purpose and Research Problem
Statement of Purpose and Research Problem
Research conducted on the public perception of mandatory vaccination during the Covid-19 pandemic has been limited due to provincial restrictions, rapid testing processes, and the short timeline of the virus’ progression. Data collected from this study examines the effects of publicly accessible vaccine research and brand messaging. As public opinion is often shaped by advertisements and messaging, this research analyzes what factors may affect public perception regarding mandatory vaccination. Based on MacEwan University’s pre-semester poll used to determine what percentage of students and faculty are fully vaccinated, the researchers believe most Communications students view mandatory vaccination positively, but those who choose not to get vaccinated make that decision due to presumed issues regarding rights and freedoms. An online, anonymous survey was sent to Communications students and alumni to complete voluntarily during the Fall 2021 semester. Their responses were analyzed to find common patterns and possible correlations between influencing factors and their opinion on mandatory vaccination. The data has been used to measure how the students and alumni view mandatory vaccination. In this mixed-methods study, a numerical analysis is used to determine the prevalence of certain perspectives over others, and textual analysis is employed to discover patterns in the participants reasoning for their perspective.
Throughout the pandemic, vaccination has been a controversial, divisive topic. Although there is no ‘correct’ opinion, health officials urge everyone to get vaccinated to reduce the transmission, hospitalizations, and deaths caused by Covid-19. As a result, some have advocated that vaccination infringes on Canadian rights and freedoms. These groups believe their choice not to get vaccinated should not prohibit them from entering businesses, participating in events, and attending school. Since the emergence of the first Covid-19 vaccination, some groups have created theories that have made a greater divide among the population. This study allows vaccine companies and researchers better insight into the public opinion on vaccination and why the information and messaging surrounding vaccines has created a divisive topic in society. As Hu et al. (2021) emphasized, there are generally two outlooks on the Covid-19 vaccine. The first outlook is people favouring it because they believe vaccination will lead to less illness, death, and transmission. The second is that people oppose it because they believe it disallows the freedom of choice (para. 4). The importance of vaccine research and subsequent studies on public opinion aim to allow for a better understanding of what factors lead to the choice an individual makes regarding vaccination such as their political stance, age, and location and how they may play a role in shaping an individual’s outlook.
The data collected from this current study will also benefit MacEwan University. It could influence how classes are delivered and how proof of vaccination could be implemented to serve the student population better. As post-secondary institutions are beginning to require proof of vaccination to attend classes on campus, this data would provide an estimate of in-person class sizes. As shown by the research conducted by Reiss and DiPaolo (2021), colleges and universities could recognize new ways to incentivize students to get vaccinated by targeting specific influencing factors such as age. Age-based marketing, incentive programs, and proof of vaccination will increase vaccination rates allowing students to attend class but could also improve general impressions of mandatory vaccination (pp. 71-72).
Moving forward, this study could help to inform an individual that certain influencing factors do not need to play a role in their choice to get vaccinated. The data could reduce particular stigmas for individuals that are continuing to question vaccine ethics and efficacy. Although an entire population’s perspective cannot be easily or quickly changed, measures can be taken to target minimally vaccinated groups through educational campaigns to better inform general perceptions. These efforts could effectively increase public outlook on mandatory vaccination. The research from this study is important because it has the potential to influence how vaccine companies and researchers communicate their products to the public. As a result of influencing factors, personal opinion, and messaging issues being exposed, the companies will better understand what is shaping public perception. The research main question is as follows: What is the general outlook on mandatory Covid-19 vaccination among MacEwan University Communications students and alumni? The sub-questions include: Does age play a role in the decision to get vaccinated? Does political stance affect vaccination opinions? Does location (urban or rural setting) affect your perspective on vaccination?
