Public health pedagogy and digital misinformation: Health professional influencers and the politics of expertise

Abstract

This article asks: ‘To what extent can health professional influencers function as health pedagogues, educating their audiences and protecting public health in an era of digital misinformation?’ The article teases out that question by applying Content Analysis and Framing Analysis to a selection of TikTok and Instagram posts by Dr Michael Mrozinski, a Scottish general practitioner who is based in Australia. The posts seek to debunk online misinformation and provide facts regarding COVID-19. Mrozinski's social media content exemplifies what the article terms ‘public health pedagogy’ (PHP) – pedagogy that is informed by public health principles and that is undertaken outside traditional educational institutions. The article also asks: ‘How exactly does Mrozinski respond to misinformation actors and to what extent does this diminish the effectiveness of his PHP?’ The article investigates whether Mrozinski's hostility towards these actors actually invokes stereotypes of medical experts as elitist and uncaring. Those stereotypes are commonly expounded by misinformation and conspiracy actors.