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U S turns to social media influencers to boost vaccine rates
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ITHACA, N.Y. - We ve all seen them: political ads on television that promise doom gloom if Candidate X is elected, and how all your problems will be solved if you choose Candidate Y. And Candidate Y, of course, approves this message.
Beyond attempting to move a large swath of the population to vote one way or another, the seemingly constant bombardment of negativity in the name of our democratic process is anxiety-inducing, researchers have found. Many of my friends and family members wind up quite stressed out, for lack of a better word, during each election season, said Jeff Niederdeppe, professor in the Department of Communication in the College of Agriculture and Life Sciences, and I ve seen this pattern repeat itself across the last several election cycles.
April 12, 2021
We’ve all seen them: political ads on television that promise doom gloom if Candidate X is elected, and how all your problems will be solved if you choose Candidate Y. And Candidate Y, of course, approves this message.
Beyond attempting to move a large swath of the population to vote one way or another, the seemingly constant bombardment of negativity in the name of our democratic process is anxiety-inducing, researchers have found.
“Many of my friends and family members wind up quite stressed out, for lack of a better word, during each election season,” said Jeff Niederdeppe, professor in the Department of Communication in the College of Agriculture and Life Sciences, “and I’ve seen this pattern repeat itself across the last several election cycles.”
Getty / The Atlantic
To celebrate the holidays, the fitness influencer Cory Boling did mountain climbers in his apartment in a pair of camouflage swim trunks. His twin brother, Calvin, did squats while holding a kitchen stool.
The duo muscular, cheerful, constantly shirtless were two of the most eager participants in a holiday-season Instagram campaign run by the Oklahoma City County Health Department with the help of the influencer marketing agency XOMAD. Their posts were #ads, as well as invitations to stay home for Christmas, wear a mask, stop the spread, keep it tight.
For the health department, this was an experiment a test of whether social-media influencers could reach Oklahoma residents with paid messages, steering them toward behaviors that benefit public health. Now the department has doubled its budget for the real campaign: the one to get Oklahoma residents vaccinated against COVID-19. It is a relatively new and promising approach to vaccination drives, but also on
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