'Are you vaccinated? Yeah, I'm immunized': a risk orders theory analysis of celebrity COVID-19 misinformation.

Abstract

Background: On 11 March 2020, COVID-19 was declared a global health pandemic by the World Health Organization (WHO). Vaccinating populations is paramount in changing the course of a pandemic. The rapid spread of (mis) and disinformation online from celebrities, politicians, and media influencers creates a corrosion of trust in public health interventions.

Methods: Given the importance of the spread of information during a public health crisis, the current study uses risk orders theory with a constructivist grounded theory approach to analyze an episode of a popular podcast available on YouTube, titled, 'Aaron Rodgers Tells Pat McAfee His Side of Vaccine Situation.'

Results: Findings illuminated three themes concerning COVID-19 medical interventions from celebrity discourse: (1) misinterpreting medical terminology; (2) conflating bodily autonomy and altruism; and (3) political ideology as an impetus for misinformation.

Conclusions: The discussion offers implications for healthcare practitioners in debunking mis- and disinformation. Foremost, lack of transparency concerning autonomy, liberty, freedom, and choice from public health experts who design messages during a public health crisis creates a space for non-medical influencers to promote pseudoscience, misinformation, and disinformation. This leads to public distrust of medical experts and confuses the public's understanding of best practices based upon standard of medical evidence and care.