Straight from the horse's mouth: communicating the gist of mRNA vaccines

• Published in: Journal of Applied Communication Research Vol. 52; no. 5; pp. 642 - 660
• Main Authors: Brace, Wylie, Wolfe, Christopher R.
• Format: Journal Article
• Language: English
• Published: Annandale Routledge 02.09.2024; National Communication Association
• Subjects: Communication; fuzzy-trace theory; gist; Health literacy; mRNA; Texts; Vaccine hesitancy; Websites
• ISSN: 0090-9882; 1479-5752
• DOI: 10.1080/00909882.2024.2385348

During the COVID-19 pandemic, it was important for people to be able to comprehend information about mRNA vaccination. Moderna and Pfizer were two of the largest distributors of mRNA vaccinations, and their websites provided information about how mRNA vaccinations work. Applying the tenets of Fuzzy-trace Theory (FTT), we calculated Gist Inference Scores (GIS) to assess the extent to which texts taken from Moderna and Pfizer websites facilitate gist comprehension. We then rewrote the Moderna and Pfizer texts to increase GIS and tested their ability to facilitate a reader's understanding of how mRNA vaccinations work. We conducted two experiments in which participants read original Moderna and Pfizer texts, a High GIS-version presenting the same content, or control texts on unrelated topics. Findings indicate that the High GIS-version increased comprehension. We conclude that this theory-driven approach can help subject-matter experts better communicate important information, allowing readers to "get the gist" of it.