The roles of the state, media, and the public in communicating and managing COVID-19 vaccines.

           With the COVID-19 pandemic continuing since its initial outbreak in late 2019 abroad and in Thailand in 2020, data from May 2021 shows the emergence of new clusters and new infections across multiple areas. The discovery of highly transmissible mutated strains, such as the Delta variant, has led to a rising trend in the number of infections and deaths. The only hope and solution is a COVID-19 vaccine to change the situation. In Thailand, the government has declared a herd immunity vaccination plan a “national agenda,” designating June 7, 2021, as the start date for mass vaccination. Meanwhile, public interest in COVID-19 vaccines has begun to grow. According to data from Google Trends in May 2021, topics related to "COVID-19 vaccines" were among the top three search terms in Thailand.

         However, during that time, the primary vaccine imported into Thailand, "Sinovac," had not yet been approved by the World Health Organization (WHO). Registration for use was only announced on June 1, 2564. The government's delay in vaccine allocation, coupled with unclear communication, led to widespread uncertainty about whether people would receive the vaccine. This resulted in various reactions from the general public on social media, as reflected in the findings of a study analyzing online opinions, emotions, and feelings regarding the management of COVID-19 vaccines conducted by Media Alert in May 2564.

           Media Alert, a project under the Safe and Creative Media Development Fund's work plan, conducted a study analyzing online communication behavior regarding COVID-19 vaccine management. The survey, conducted in May 2564, revealed that the majority of opinions, emotions, and feelings expressed online reflected negative sentiments towards vaccine management, particularly concerning procurement, distribution, and accessibility. The overall perception was that the process remained unclear, lacked confidence, and was complicated and difficult.

          Ms. Sarinee Achavanuntakul Sarinee Achavanuntakul, an independent economics scholar and recipient of the 12th Golden Fourth Estate Award in 2021 from Rangsit University, shares her knowledge, opinions, and perspectives on good governance, sustainable development, 21st-century citizenship, and social issues that citizens should be aware of based on reason. For example, in her analysis of the COVID-19 vaccine saga, Sarinee attributes the negative online sentiment regarding COVID-19 vaccine management to unclear government communication. This included issues with vaccine types, procurement, delivery schedules, and the registration process, which faced problems from the outset due to inability to register, lack of smartphone access, and numerous questions about allocation and accessibility. These included questions about why only Sinovac and AstraZeneca vaccines were available, why the government didn't participate in the COVAX program, and why citizens had to pay for alternative vaccines, even those reserved, with uncertain delivery dates. Furthermore, there were issues with vaccine allocation and the vaccination order of registered individuals. This includes the existence of various applications such as Mor Prom and Thai Ruam Jai, as well as websites or applications for each province, all of which have created even more confusion for the public.

          Ms. Sarinee Further analysis suggests that information overload on the internet, particularly on social media, contributes to the spread of misinformation, rumors, fake news, and false information. This was especially true during the COVID-19 pandemic, where receiving or transmitting false information had even more detrimental effects. People might use this information for incorrect self-treatment or avoid treatment altogether, potentially leading to life-threatening consequences.

          However, regarding the government's communication about COVID-19 and vaccines, Ms. Sarinee stated that it is an inseparable issue from management. Even with the best communication team, this task is not easy. Therefore, if the government presents clear, transparent, and easily understandable information, avoids technical jargon and propaganda, provides basic information about vaccines, announces in advance which vaccine brands will arrive, when, in what quantities, and how they will be distributed, and keeps up-to-date with new findings on COVID-19, it will help alleviate public anxiety.

          Regarding the role of the media, it was found that, overall, the media tends to too much echo or reflect what the government says. The media should not merely broadcast the government's agenda, but should play a role in shaping the agenda based on public interest. The media should think about issues and present them more systematically. The media should try to ask fundamental questions about vaccines and find answers to report to the public continuously. For example, reporting on vaccine effectiveness or immunity, and reporting breakthrough infections, or the rate of people who have been vaccinated still contracting the virus.