Online news commenting as a means for social listening? A case study of the AstraZeneca vaccine suspension using thematic analysis

This study analyzed whether online comment sections of news websites could form a useful data source for social listening in addition to social media by conducting a thematic analysis of online comment data from (nu.nl) (the largest Dutch online news platform). The study examined responses to the suspension by the Dutch government in 2021 of AstraZeneca's COVID-19 vaccine for people under 60 years old. Within the discussion, three main themes were identified: (1) Criticism towards the Dutch government’s policy (53.4%), (2) Side-effect risks of AstraZeneca’s vaccine (50.5%), and (3) A lack of trust in vaccinations (14.2%). Based on the thematic analysis, practical implications for policymakers can be derived for the topic of the case study. This concerns the need for open and clear communication from the outset of a vaccination campaign surrounding the uncertainty of potential Side-effects and the added value of using comparative risk information when side-effect risks are communicated. The study concludes that despite the not fully representative nature of online news discussions, which prohibits an exact gauge of public opinion, online comments do provide detailed insight into the substantiation of sentiments. This allows for a deeper understanding of the public's motivation for (dis)agreement with governmental decision-making, leading to beneficial insights for future policymaking. The data thus offers a potentially helpful addition for governmental social listening practices. Key words: Thematic analysis, social listening, online news discussions, COVID-19, vaccination.