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Glossary

Viral communication

Viral marketing (viral advertising) refers to marketing techniques that use pre-existing

social networking services and other technologies to try to produce increases in brand

awareness or to achieve other marketing objectives through self-replicating viral

processes, analogous to the spread of viruses or computer viruses (cf. Internet memes

and memetics).

It can be delivered by word of mouth or enhanced by the network effects of the Internet

and mobile networks. Viral marketing may take the form of video clips, interactive

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Viral

Of or pertaining to a virus. For example, if a person has a viral rash, the rash was

caused by a virus.

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Vibrio cholerae

One of the Vibrio bacteria, V. cholerae (as the name implies), is the agent of cholera, a

devastating and sometimes lethal disease with profuse watery diarrhea. V. cholerae is

bioterrorism agent category B (water safety threat).

 

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Vertical chain of communication

Communication between members of different levels of organizational hierarchy; i.e.,

between managers and subordinates. (1)

 

(1) Glossary of communication, University of Jyväskylä

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Ventilator

A machine that mechanically assists a patient in the exchange of oxygen and carbon

dioxide, a process sometimes referred to as artificial respiration.

 

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Vector

In medicine, a carrier of disease or of medication. For example, in malaria a mosquito

is the vector that carries and transfers the infectious agent. In molecular biology, a

vector may be a virus or a plasmid that carries a piece of foreign DNA to a host cell.

 

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Variola

See Smallpox.

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Validity

An expression of the degree to which the surveillance data measure the true incidence

of cases in the population.

 

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Vaccines

A vaccine is a biological preparation that improves immunity to a particular disease. A

vaccine typically contains an agent that resembles a disease-causing microorganism,

and is often made from weakened or killed forms of the microbe, its toxins, or one of its

surface proteins. The agent stimulates the body's immune system to recognize the

agent as foreign, destroy it, and "remember" it, so that the immune system can more

easily recognize and destroy any of these microorganisms that it later encounters.

 

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Vaccine resistant groups

Vaccine refusal can take on a number of forms, one of which is the formation of groups

that encourage the partial or total refusal to take vaccine. These groups can exert their

influence through the media, particularly through the press and the Internet. Distrust,

misinformation, contemporary legends, lack of transparency from government and

institutions, and a generally perceived lack of efficacy of vaccines – strengthened by

conflicting reports in the scientific literature and "personal experience" – can lead to the

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Action plan on Science in Society related issues in Epidemics and Total pandemics
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