Summary of findings and implications

This chapter summarises the findings by pointing out broad patterns across the nine dimensions, including the provision of information about the vaccine, mentions of HPV alongside other vaccines, calls to action, personal narratives, vaccine attitudes, and change over time. The chapter then discusses the implications of these findings, noting that whilst the majority of tweets are pro-vaccination, they receive far less engagement than anti-vaccination tweets, which is potentially problematic due to the amplification of engaged with tweets. In response to this, we propose some alternative styles for those communicating official health information, which may help promote engagement and by extension amplification. Moreover, we note how vaccines are often discussed in relation to other vaccines often in order to express hesitancy. Consequently, we direct future research to explore this further across other modes of communication and investigate the effect of public health communication, which also discusses more than one vaccine at the same time. Finally, we discuss how groups of co-occurring keywords can be used to both support and oppose vaccinations, emphasising the dynamic and contextually situated nature of language. We thus warn policymakers and public health communicators to be wary of simple fixes to complex problems and instead encourage them to embrace and work with this complexity.