The vaccination debate in the “post‐truth” era: social media as sites of multi‐layered reflexivity

This paper analyses the contemporary public debate about vaccination, and medical knowledge more broadly, in the context of social media. The study is focused on the massive online debate prompted by the Facebook status of the digital celebrity Mark Zuckerberg, who posted a picture of his two-month-old daughter, accompanied by a comment: 'Doctor's visit - time for vaccines!' Carrying out a qualitative analysis on a sample of 650 comments and...