S. Shyam Sundar

S. Shyam Sundar

S. Shyam Sundar is James P. Jimirro Professor of Media Effects and co-director of the Media Effects Research Laboratory at Penn State.

Vaccine protesters hold signs

Commentary: Forceful vaccine messages backfire with holdouts, so how can it be done better?

By: - September 15, 2021

With the FDA approval of the Pfizer-BioNTech vaccine and the continued surge of the Delta variant, governments across the world have renewed their push to increase the number of vaccinated individuals by persuading the holdouts. On Sept. 9, President Joe Biden announced sweeping vaccine mandates, expressing frustration at the vaccine holdouts: “We’ve been patient, but […]