Semester

Spring

Date of Graduation

2024

Document Type

Thesis

Degree Type

MS

College

Reed College of Media

Department

Not Listed

Committee Chair

Julia Fraustino

Committee Member

Diana Martinelli

Committee Member

Steve Urbanski

Committee Member

Dan Totzkay

Abstract

The novel coronavirus disease 2019 (COVID-19) stretched public health systems globally, with millions of cases confirmed across all continents of the world. The United States health systems struggled as the country grappled with emerging variants of the virus, differing levels of vaccine acceptance, misinformation, and disparity in health outcomes. As COVID-19 vaccines emerged, the U.S. Government sought to bolster uptake through myriad measures, including announcing vaccine requirements for federal employees, which was met with mixed reactions. Accordingly, some employers and businesses adopted a “no jab, no job” policy, while others stopped short of mandates but encouraged and incentivized vaccine uptake to increase vaccination rates. With employers and business owners noted as a trusted source of information, this study investigated the role employers might play in increasing COVID-19 vaccine uptake in the state of West Virginia. Using qualitative social science methods to probe the beliefs, thoughts, and experiences of top employers in the state, this study examines employers’ perceptions of their role in issues of public interest broadly, with a focus on COVID-19 vaccination more specifically. Using Roger’s Diffusion of Innovations Theory as a lens, this study investigates the role of employers as opinion leaders, using in-depth interviews conducted with employers within the top three industries in West Virginia with at least 10 employees at each site: hospital, coal mining, and oil and gas industries. Results find that employers can play major role in addressing public interest issues, including boosting COVID-19 vaccination uptake. While employers indicated that they updated employees with regular communication about COVID-19 and vaccination in the thick of the pandemic, communication declined and, in some instances, disappeared after the declared Public Health Emergency ended. The study recommends that employers speak up on issues of public interest, as they hold a vital role in society as opinion leaders that can foster social change. Other practical and theoretical implications are discussed.

Embargo Reason

Publication Pending

Download

Available for download on Saturday, April 26, 2025

Share

COinS