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The University of Queensland [B]y integrating the ELM, this study draws attention to rhetorical devices.while disclosing additional insights into the persuasive mechanisms underlying such rhetoric. A subset of Australia s population expresses vaccine hesitancy, which may be fueled by small groups of vocal vaccine deniers, such as the Australian Vaccination-risks Network (AVN). This study features a content analysis of the AVN s blog posts published from 2012 to 2019. By identifying message variables associated with the Elaboration Likelihood Model (ELM) of persuasion, the goal is to explore the ways by which AVN media makers are using persuasive cues when communicating to Australian publics. The findings are explored in the context of Australian vaccine hesitancies and the country s No Jab No Pay/Play (NJNP/P) policies.

New south walesThomas aechtnerAustralian networkAustralian vaccination networkUniversity of queenslandAustralian vaccination risks networkElaboration likelihood modelAustralian vaccinationAsking questionsContrast principleNegativity effectMessage repetitionMessage argumentsScarcity principleSocial consensusSource cues