The Internet and social media are becoming an influential source of information regarding health care issues, including vaccination. The profound analysis of the Russian Internet discourse on vaccination demonstrated that nowadays there is no clear-cut understanding of adequate strategy concerning informational policy in this direction. The article defines the principles of information policy for pro-vaccine attitudes spreading on the Internet.
Methods: The sampling consisted of the Muscovites Internet messages containing the keywords 'vaccine' and 'vaccinations' and their derivatives. The analyzed period of data export is the first quarter of 2019. The size of uploading was 19948 messages, the random sample of 800 messages and 280 images was taken. Veterinary and spam messages were excluded.
Results: The topic of vaccines in our sample is discussed more frequently by women (72%). The average age of participants is 35. The algorithms of vaccination, complications, and necessity of vaccines are the most frequently discussed issues. In our sample pro and contra vaccines messages are of equal percentage (42% and 41% respectively) and there are 17% of those who are in doubt. The key argument for contra vaccines is post-vaccination complications. The visual propaganda of vaccine supporters is aimed at the ideas of common good, rationality, scientific knowledge, they are using lots of humor, and it usually requires the context awareness. The opponents apply more personal and emotional approach. their values are family and personal experience, common sense. Their approach is more appealing to the 'common' reader.
Conclusion: The article describes strategies for argumentation and pro and contra vaccine propaganda on the Internet. The research offers its results to the segment users concerning their rational and emotional reactions. The work strategy with each group is proposed.
Keywords: Internet; anti-vaccine; propaganda; social media; vaccination; vaccine.