Spreading the (Fake) News: Exploring Health Messages on Social Media and the Implications for Health Professionals Using a Case Study

ABSTRACT

Background: The importance of social networking sites (SNSs) as platforms to engage in the correction of “fake news” has been documented widely. More evidence is needed to understand the popularity of health-related rumors and how Health Educators can optimize their use of SNSs. Purpose: The purpose of this study was to explore the spread of health rumors and verified information on SNSs using the Zika virus as a case study. Methods: A content analysis of Zika-related news stories on SNSs between February 2016 and January 2017 was conducted to verify accuracy (phase 1). Phase 1 was followed by an analysis of volume of shares (phase 2) and a thematic analysis of headlines (phase 3). Results: Rumors had three times more shares than verified stories. Popular rumors portray Zika as a conspiracy against the public and a low-risk issue and connect it to the use of pesticides. Discussion: This study identifies the value of integrating in-depth analysis of popular health-related rumors into the development of communication strategies. Translation to Health Education Practice: Misinformation on SNSs can hinder disease prevention efforts. This study shows how information circulating on SNSs can be analyzed from a quantitative and qualitative standpoint to help Health Educators maximize the use of online communication platforms.

Conflict of interest

The authors report no conflicts of interest.