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Are Multicultural Audiences in Favor of the Covid-19 Vaccine?

The Covid-19 vaccine has been quite the topic in the past several months as the search for a solution to the pandemic has loomed. However, with the faster-than-expected production of the vaccine, people have their hesitations. As a result, the vaccine has become politicized and divisive with people excited for their dose or others who refuse to receive it. Specifically, the virus has disproportionately affected minority communities. Therefore, we wanted to know how these communities feel about the vaccine. Where do diverse audiences lie in sentiment towards the vaccine?

For this report, the O.Y.E. social listening tool was implemented to gather insights on who wants to receive the vaccine, how audiences are interacting with Covid-19 information, and why people are hesitant or excited about the vaccine. Examining only the “Covid-19” topic, we took a deep look at the interactions and conversations around the topic. The diverse consumers driving the conversation included healthcare workers promoting the vaccine, news anchors updating audiences on the status of the FDA approval, and skeptics on the possible side-effects of the vaccine.

This analysis was extrapolated from a data set of 82,037 conversations on Twitter, of which 17,676 are from verified U.S. Hispanics and 23,053 are from verified Black Americans. All data was gathered from 12/30/2020 – 1/13/2021. Check out the resources below, including a downloadable case study, videocast, and podcast. Enjoy!

If you like what you see, read about Nativa’s part in Covid-19 Communications or the entire Nativa blog portfolio.

diverse opinions about the covid 19 vaccine

Downloadable Case Study

Download the Case Study here: Diverse Opinions about the Covid-19 Vaccination | Political Trends From a Multicultural Audience


See the full videocast here:


Listen to the full audio on Spotify here:


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