Viral Storytelling: COVID-19 Comes to Albany, Georgia.

Early in the COVID-19 pandemic, when the novel coronavirus SARS-CoV-2 spilled into the United States and spawned devastating outbreaks in Albany, Georgia, and multiple other cities, news media organizations served an important public health function. Journalists gathered and reported information about a new infectious disease peril, and they used increasing tolls of cases, hospitalizations, and deaths as a shorthand form of risk communication. However, there were ample reasons from the start to question the completeness, accuracy, and fairness of the information that local news sources provided, and reporters repeated in numerous accounts of the Albany hotspot from March to July 2020. The story that went viral adhered to and supported a standard but strikingly deficient explanation of how novel infectious diseases wreak widespread havoc. The conventional outbreak narrative, exemplified by the Albany news coverage, frames causality, spread, and repercussions in ways that implicate personal behaviors while diminishing or disregarding population-level drivers of epidemics and the contribution of institutional lapses in healthcare safety. A second, closely related ramification of this responsibility framing is stigmatization of specific individuals or groups when they are singled out on the basis of an attribute, such as their race/ethnicity, religion, or sexual orientation, and identified as bearers and spreaders of a communicable disease. As the COVID-19 pandemic once again demonstrated, and the Albany story epitomizes, the conventional outbreak narrative sends strong stigma cues while leaving large gaps in the information needed to contend more equitably and effectively with emerging infectious diseases.