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Although evidence of the benefits of breastfeeding is widespread, there are several challenges to initiate and sustain it. Infant formula companies use marketing strategies that violate existing regulations, contributing to its early abandonment. We explore the digital marketing exposure of infant formulas in Argentina by analyzing people's interactions with brands and the traces of these interactions in conversations engaged in Facebook groups during 2022, from a qualitative approach based on digital ethnography. Results show that companies deploy regulatory avoidance tactics and seek contact with mothers. Users do not interact with the accounts but are exposed to their strategies given the correlation between product attributes present in advertising with their motivations and aspirations. The mediators between marketing and mothers are medical professionals, used as marketing resources. We conclude that authorities should promote new agreements on the practices of medical professionals and develop regulations taking into account digital environments.

In the face of declining vaccination coverage and the dissemination of health-related information, conversations in the public/mediatic digital sphere constitute a relevant study area for the field of health communication. Through a qualitative study based on the analysis of government publications, digital press, and social media, we characterize the public conversation on vaccines - in terms of topics, moments, axes, and framings in Argentina during the 2020-2021 period - marked by the debate on covid-19 vaccines. The results show that public conversation focused on covid-19 vaccination, structured in two distinct moments (vaccine production and vaccination campaign), and under moral framings grounded in vaccination as a care practice and science as an authoritative voice. Simultaneously, doubts about the safety and efficacy of vaccines shaped arguments of vaccine hesitancy, which we understand as part of extended practices associated with distrust towards institutions and reinterpretations of scientific knowledge and care.

The decline in vaccination coverage associated with the population's mistrust of vaccines has been defined as a global health threat. Adopting a qualitative approach centered on the social significance of vaccines, we conducted semi-structured interviews with mothers and fathers in the City of Buenos Aires between July and December 2020. We describe and analyze their knowledge and the arguments used to justify their acceptance or reluctance to vaccinate their children in the context of COVID-19. The results show that the studied population possesses knowledge about vaccines and accepts them as a preventive practice. Nonetheless, it was possible to identify a broad spectrum of attitudes towards vaccination, including more reticent positions based on concerns regarding their safety, adverse effects, and the need to apply them for eradicated diseases, proposing vaccination as an optional and complementary practice to other care practices. Arguments are organized under the assumption of individual and moral responsibility for health care, an expression of the current sociocultural and health backdrop.