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COVID-19 Mitigation Opposition and Threat Response: An Analysis of Media Content on Reddit

Zapcic, Ian
http://orcid.org/0000-0001-8505-1023
http://rave.ohiolink.edu/etdc/view?acc_num=osu1683198542539229

Abstract Details

2023, Doctor of Philosophy, Ohio State University, Social Work.
In the time since the World Health Organization declared COVID-19 a global pandemic in March 2020, hundreds of millions of people around the world have been infected with the disease and millions have died (Sohrabi et al., 2020; Worldometer, 2023). Governments and public health organizations were quick to mobilize safety protocols aimed at mitigating the spread of the novel coronavirus SARS-CoV-2, as well as the rapid development and deployment of vaccines (AJMC, 2021; Wilder-Smith & Freedman, 2020). While this was occurring in the early phases of the pandemic, many individuals expressed fears about their own health or susceptibility to COVID-19 (Heinen et al., 2022). However, many other individuals participated in online social media activities or communities aimed at opposing COVID-19 mitigation or spreading misinformation (Naeem et al., 2021). These communities have been highly implicated in the spread of health-related misinformation and contributed to vaccine hesitancy (Pierri et al., 2021). One such group, a Reddit community called ‘No New Normal’, was considered an influential space for COVID-19 mitigation opposition discourse until its ban in September 2021 (Clark, 2021; Gonzalez, 2021). In order to better understand the No New Normal community, a study was conducted on an archived collection of the most popular 275 No New Normal posts and their associated comments. Qualitative content analysis was employed to examine dynamics of No New Normal posts, as well as differences between higher-voted and lower-voted comments. In addition, a netnographic observation and analysis was performed to investigate the identity politics components of the No New Normal community and how it perpetuated populist narratives. Particular attention was paid to how the fear states caused by COVID-19 were impacting No New Normal users. Chapter Two Findings: Top-voted posts were largely created by a small number of users, re-hosting memes or Twitter-related content. Posts showed an overall disdain for formal systems, belief in the power and strength of the No New Normal community, and a belief that COVID-19 was not a serious threat. These beliefs constituted primary worldviews of the community, offering protective factors toward the disease threat. Chapter Three Findings: Comments offered No New Normal users an opportunity to engage with the content introduced by the posts. While some comments were voted much higher than others, the overwhelming majority of comments with positive vote scores agreed post sentiments. Comment themes reflected results of Chapter Two, though users often incorporated highly relevant personal knowledge to engage in conversation or build self-esteem within the group. Chapter Four Findings: Through its group interactions and ideological foundations, No New Normal behaved as a populist counterpublic on Reddit. Although the group claimed to be countering mainstream narratives, they reinforced hegemonic social values which result in the marginalization of others. Users also seemed incapable, or at least highly resistant, to introspection toward the implications of their rhetoric. Implications: This research has various implications for future research, as well as social work education and practice. This research demonstrates a need for stronger interventions with individuals who are engaging in oppositional and potentially dangerous medical information, particularly in circumstances where face-to-face interaction may be necessarily limited. In addition, this research demonstrates a need for stronger, clearer policies related to the way misinformation is allowed to proliferate in places where individuals may be vulnerable to its influence when experiencing existential fears.
Tom Gregoire (Committee Chair)
Lauren McInroy (Committee Member)
Sharvari Karandikar (Committee Member)
Social Work

Recommended Citations

Citations

  • Zapcic, I. (2023). COVID-19 Mitigation Opposition and Threat Response: An Analysis of Media Content on Reddit [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1683198542539229

    APA Style (7th edition)

  • Zapcic, Ian. COVID-19 Mitigation Opposition and Threat Response: An Analysis of Media Content on Reddit. 2023. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1683198542539229.

    MLA Style (8th edition)

  • Zapcic, Ian. "COVID-19 Mitigation Opposition and Threat Response: An Analysis of Media Content on Reddit." Doctoral dissertation, Ohio State University, 2023. http://rave.ohiolink.edu/etdc/view?acc_num=osu1683198542539229

    Chicago Manual of Style (17th edition)

osu1683198542539229
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© 2023, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.
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