Photo: Jammu Jokinen.
In her doctoral dissertation, MSSc (Politics) Maisa Borg-Jokinen examines the role of emotions and aesthetics in the World Health Organization’s (WHO) COVID-19 vaccine videos on social media. The research highlights how WHO sought to construct three intertwined communities of trust, solidarity, and fear through its communication. While emotionally charged audiovisual content is often associated with anti-vaccine groups online, the research shows that health officials like the WHO also employ emotions in their communication on the same social media platforms. The dissertation offers new insights for a deeper understanding of pandemic politics, digital diplomacy, and communication during future health crises.
The doctoral dissertation titled Emotional–Aesthetic Communities in Global Health: Trust, Solidarity and Fear in the World Health Organization’s COVID-19 Vaccine Videos on Social Media by MSSc Maisa Borg-Jokinen will be publicly examined in the Faculty of Management and Business at Tampere University on 17 October 2026. The dissertation is in the field of International Relations.
The Opponent will be Emeritus Professor Stefan Elbe from the University of Sussex, United Kingdom. The Custos will be Docent Rune Saugmann Andersen from the Faculty of Management and Business.