Fear and Derision: A Quantitative Content Analysis of Provaccine and Antivaccine Internet Memes

The purpose of the study was to examine the characteristics of Internet memes created and disseminated by proponents and opponents of vaccinations. A quantitative content analysis was performed on 234 pro- and antivaccine memes culled from the vaccination fan pages with the greatest number of followers on Facebook. Coding variables included whether the meme was pro- or antivaccine, percentage of factually incorrect claims, mention of the...