Expressing Uncertainty and Risk About the Mpox Outbreak: A Textual Analysis of Twitter Messaging

ABSTRACT

This exploratory study investigates the prevalence and nature of mpox themes on Twitter during summer 2022, focusing specifically on uncertainty and risk-related posts. Within this analysis, we examine a two-week time frame coinciding with the WHO announcement that mpox was a public health emergency. Results indicate that prior to the WHO announcement, individuals frequently expressed uncertainty regarding adequate preparation and knowledge about the virus. Uncertainty-related themes were less common in the week following the WHO announcement, suggesting a shifting narrative toward exclusively correcting misperceptions/false narratives and risk-related concerns. Risk-related themes were prevalent throughout the time frame, although following the WHO announcement, risk-related themes more frequently highlighted diverse contexts and populations impacted by the virus and emphasized the severity of illness. Overall, this project offers insight into how public health messaging can alter social media discourse related to health ambiguities and perceived risk.

KEYWORDS:

• Mpox
• social media
• text mining
• health communication

Disclosure Statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Christopher J. McKinley

Dr. Christopher McKinley is an Associate Professor of Health Communication in the School of Communication and Media at Montclair State University. Dr. McKinley’s current research interests center on health information seeking as well as exploring how technology contributes to health prevention behaviors.

Jin-A Choi

Dr. Jin-A Choi is an Assistant Professor of Advertising in the School of Communication and Media at Montclair State University and the Director of Data Analytics of the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication. Dr. Choi’s scholarship focuses primarily on advertising and data analytics.

Yi Luo

Dr. Yi Luo is an Associate Professor of Public Relations in the School of Communication and Media at Montclair State University. Dr. Luo has conducted research in the areas of organizational change, sensemaking, leadership, social media and communication management, activism, organizational justice, and global public relations.