Thesis (BA Communication Arts) -- University of the Philippines Mindanao, 2019

In 2018, many Filipino parents refused to vaccinate their children because of vaccine scare that has been traced to the Dengvaxia crisis. The vaccine scare has caused a 49% drop in vaccination and a 367% increase in vaccine-preventable diseases all over the country (Cepeda, 2018, DOH, 2018; Lo, 2018). This scare can be attributed to the news reportage of the Devangxia crisis as a site for anti-vaccine narratives reinforced by rhetorical heuristics (Aurelio, 2018; Bacungan, de Guzman, and Hermonio, 2018; Cepeda, 2018; Santos, 2018). This study analyzed the rhetoric behind the crisis reportage of the Devangxia crisis by analyzing the rhetorical heuristics that logically equate, represent, or pathically associate vaccines, and vaccination with themes of vaccine danger, death, negligence, and malice. Using thematic analysis, 21 heuristics themes were identified. These themes constituted into four narratives: (N1) Dengvaxia as dangerous, (N2) Dengvaxia program as disaster, (N3) DOH as taking responsibility over the vaccination program. And (N4) Dengvaxia as helpful. Using content analysis, it was revealed that the anti-vaccine narratives (N1 and N2) made up 81% of the news coverage, while the pro-vaccine narratives (N3 and N4), only made up 19% (n=30). Heuristic prominence was also identified, with n1 being prominently logical, N2 being prominently representational, N3 being both prominently logical and representational, and N4 being prominently logical. The study's findings have ramifications on (1) the role of rhetorical heuristics in reinforcing each narrative, (2) narrative prominence on audience exposure and health beliefs, (3) heuristic prominence on audience information processing, and (4) state and quality of crisis reportage in the Philippines.