Vaccins et communication : La convergence comme stratégie de création de valeur sociale

• Main Author: Isaac Nahon-Serfaty
• Format: Article
• Language: English
• Published: Université du Québec à Montréal 2013-01-01
• Series: Communiquer
• Subjects: vaccine; social value; Gabriel Tarde; communication; rotavirus; HPV
• Online Access: http://journals.openedition.org/communiquer/173

The main objective of this paper is to demonstrate the relevance of the analytical framework inspired by Tarde’s (1902/2006) theory of social value in order to study the convergence strategy deployed by institutional and corporate actors around the rebirth of vaccination as a public health policy. Based on a case study approach, we analyzed three key moments in the recent development of vaccination: 1) the introduction of Rotarix (to prevent rotavirus infection); 2) the launch of Gardasil (to prevent HPV) ; 3) and the use of the H1N1 vaccine in the context of the global pandemic. This exploratory study shows how the convergence hypothesis contributes to explain the structuring role of communication around the values of truth, usefulness, and beauty (meaning here emotion) in shaping public policies in a context of crisis and new health care challenges.