Student Theses and Dissertations

Date of Award

Winter 12-27-2021

Document Type


Degree Name

Master of Arts (MA)

Program of Study

Communication Studies



First Advisor

Caryn E Medved


The 2020 Covid-19 pandemic underscored the importance of vaccination in our governmental- health bodies. As a result, effective vaccine communication is more necessary than ever. The goal of this paper is to better understand frames, strategies and themes used by NYC Health as it pertains to video media related artifacts in their Covid-19 vaccination campaign. This research is important because it informs overall health and vaccine discourse. In analyzing data several key themes were discovered. These themes were established through a synthesis of literary strategies meant to activate certain theoretical frameworks. Further research into the effectiveness of these frames on New Yorkers would be beneficial.



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