Valuative Alignment and Doing Vaccine Anecdotes with Moral Foundations Theory
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Abstract
Overall, vaccine acceptance appears to be high. But vaccine hesitancy persists nonetheless. This article draws on moral foundations theory (MFT) to rhetorically explore possibilities of storytelling within the genre of the vaccine anecdote, a form of discourse common to vaccine-skeptical discourses. Informed by social scientific accounts of the moral foundations associated with high vaccine hesitancy, I analyze three examples of pro-vaccine anecdotes—an anecdote of injury, an anecdote of conversion, and an anecdote of positive outcome—to explore strategies of personal storytelling toward the values of vaccine-hesitant publics. From the analysis, I describe three specific modes of storytelling (haunting, continuing, and intuiting) while weighing their varying promise for aligning vaccine-supportive anecdotes with mild or more extreme levels of vaccine hesitancy.
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References
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