International Journal of Social Science Research (IJSSR)

From Hashtags to Headlines: Applying Framing Theory to COVID-19 Vaccine Misinformation across Social Platforms and Cable News

This case study analyzes the dissemination of COVID-19 misinformation through the lens of framing theory. Social media misinformation has dramatically affected people’s vaccination intentions, and framing is the method by which people develop a clear concept regarding a problem. Drawing on the KFF COVID-19 Vaccine Monitor and a three-month public opinion monitor of over 1,000 posts on Twitter and Facebook, the study examines two prominent sources shaping online discourse: partisan leadership (e.g., Governor Ron DeSantis) and cable news (e.g., Fox News). Using Hallahan’s models of framing—especially framing of issues and framing of news—the analysis shows how selective emphasis, wording, and agenda building present “objective facts” in ways that mobilize skepticism toward vaccines and reinforce partisan divides. Findings indicate that persistent negative frames (e.g., “vaccines do not prevent infection”) travel widely on social platforms and interact with political identity to lower vaccination intent. The article discusses implications for public health communication and media practice in mitigating the effects of the infodemic.