Media habits tied to vaccine hesitancy as measles cases surge, study finds
People who consume “new right” media are more than twice as likely to be vaccine-hesitant, researchers say
Media choices linked to vaccine views
A new study from Johns Hopkins University finds that Americans’ media consumption habits may play a powerful role in shaping attitudes toward vaccines — especially as measles cases climb nationwide.
The research, published in the journal Vaccine, shows that adults who regularly engage with “new right” digital media outlets are more than twice as likely to be hesitant about vaccines compared to those who avoid those sources.
Researchers surveyed nearly 3,000 U.S. adults in 2025, asking about their news habits and their views on the measles-mumps-rubella (MMR) vaccine. The findings point to a strong correlation between where people get information and how they assess vaccine risks.
“Our work reveals a strong association between people’s specific media habits and their attitudes towards vaccination,” said study author Lauren Gardner, who directs Johns Hopkins’ Center for Systems Science and Engineering.
Measles surge raises stakes
The findings come as the U.S. faces its largest measles outbreak in decades.
More than 2,000 cases were reported across 43 states in 2025 — the highest total since measles was declared eliminated in 2000. Nearly all infections occurred in people who were not vaccinated.
Public health officials warn that declining vaccination rates are fueling the resurgence. MMR coverage among schoolchildren has fallen to about 93%, below the 95% threshold typically needed to prevent widespread outbreaks.
Cases are continuing to rise in 2026.
Who is most likely to be hesitant?
While a majority of Americans — 83% — said the benefits of the MMR vaccine outweigh the risks, roughly one in six respondents expressed hesitancy.
The study identified several demographic patterns among those more likely to be hesitant:
Younger adults, with 62% under age 44
Parents
Lower-income and less-educated individuals
Racial minorities
People identifying as politically conservative or independent
Hesitant respondents were also more likely to align with the “Make America Healthy Again” (MAHA) movement.
The role of “selective media engagement”
One of the study’s key findings centers on what researchers call “selective media engagement.”
Nearly all participants — 87% — said they follow the news, and almost everyone reported being online daily. But the type of content they consumed differed sharply.
Vaccine-hesitant individuals were more likely to rely on:
Alternative health providers
Social media influencers
Non-mainstream health newsletters
They were also more likely to engage with politically conservative digital outlets.
By contrast, non-hesitant individuals were less likely to use those sources and more likely to rely on traditional, authoritative information channels.
Doctors seen as a “protective factor”
The study found that turning to physicians for health information was strongly associated with lower vaccine hesitancy.
That suggests a potential path forward for public health officials trying to boost vaccination rates.
“To improve vaccination rates, health communicators must address how and where Americans find information about vaccines,” the researchers said.
Co-author Amelia Jamison, a health communication specialist at Johns Hopkins, noted that the growing polarization of public health issues makes understanding these dynamics more urgent.
“With public health becoming increasingly polarized, it’s critical to understand people’s attitudes about vaccines,” she said.
What this means
The findings highlight a growing challenge for public health: misinformation and fragmented media ecosystems may be undermining trust in vaccines.
As measles and other preventable diseases re-emerge, experts say outreach strategies may need to go beyond traditional messaging — and focus instead on meeting people where they are, across a wide range of media platforms.
The study suggests that not just how much information people consume, but which sources they trust, could play a decisive role in shaping health outcomes.