Initial response operations to epidemics often neglect the reactions and emotional impacts epidemics have on populations. Our project supports response operations through studying the emotional responses of individuals particularly focusing on the spread of misinformation. Media posts about stockpiling, acts of prejudice, sharing of ‘fake news’ and general worries about Covid-19 may illustrate the degree of fear sweeping the UK as the spread of Covid-19 continues. Covid-19 is unique as the first pandemic occurring during the proliferation of ‘fake news’.

The close connectivity of humans through technical networks and constant news/information sources creates a dangerous disease ecology that epidemics can thrive in. The spread and sharing of posts or information, whether intentional or not, may pass through social media platforms or via formal media sources (e.g. newspapers) to exacerbate fears over the uncertainties in the progress of the pandemic. Digitally enabled emotional contagion (termed ‘infodemic’) may facilitate the mistrust of vaccines and preventative interventions (especially with growing scepticism of many vaccines), hinder public information efforts, disrupt social support networks, lead to panic buying as witnessed in the UK or cause rioting as witnessed in Ukraine. Dangerous narratives generated through public fear (e.g. discrimination of Chinese populations) are also being reinforced through the spread of misinformation or sharing of attitudes via media sources. We can harness novel data structures (e.g. newspapers, social media) to minimise the spread of misinformation through disrupting its influence by identifying leverage points to stem the flow of misinformation

We will generate novel data that will build upon the behavioural responses to the pandemic that will be captured in Covid-Liv Cohort Study.

We provide a greater range and sample size of information than can be captured by the smaller Covid-Liv Cohort survey, which will supplement their data and allow fo ra detailed analysis of behavioural responses as measured through social media platforms. Through directly linking social media posts to media posts, we can assess their influences on population attitudes and behaviours. We offer the ability to study social networks which are difficult to capture through traditional data sources.