In 2021, I conducted participant observation research on the Herman Cain Award subreddit, examining the effectiveness of fear appeals on social media. In that research, I determined that fear appeals on social media platforms are just as effective as when used on mass media platforms. The research also showed that the fear appeals in the subreddit worked to appeal to the unvaccinated users’ fear of online ridicule rather than a fear of bodily harm. I found this finding interesting and worked to expand my research, now two years later, by further investigating the platform using Protection Motivation Theory, a health behavior theory I identified during my initial research. In my current research, I use this theory to analyze the forum\u27s Immunized to Prevent (IPA) section and the effects of fear of online ridicule in health communication
