Using Digital Data to Get Ahead of the COVID-19 Infodemic
Among the many challenges presented by the COVID-19 pandemic, the resulting saturation of the information landscape can lead to confusion, mistrust, and risk-taking.
Our starting point was a unique situation presenting a clear challenge – the first global pandemic accompanied by an infodemic in the highly digitalised society of the 21st Century. The spread of excess information (good and bad) was worrying for public health agencies across the world, with mis- and dis-information thriving across platforms and borders generating confusion, mistrust and risk-taking behaviours.
Research Plan
The task for MM and the WHO Information Network for Epidemics team was to develop a methodology capable of identifying, categorising and understanding the key public health concerns which have driven the infodemic, and to allow WHO to make informed decisions on how to fill digital information voids with high-quality health communication.
We deployed a taxonomy-based approach, dividing digital content into five main categories and 35 subcategories:
- The cause of the illness – how did the virus emerge and how is it spreading?
- The illness – what do we know about the virus, its symptoms and how it is transmitted?
- The interventions – how can it be cured?
- The treatment – what actions have been taken by authorities and institutions?
- Types of information – what are the public perceptions on circulating information?
Using this taxonomy, we have been able to track which topics are the most discussed and the fastest growing on a weekly basis, providing an overview of which narratives have gained salience and allowing our clients to pre-empt any growing information voids or recurring COVID-19 myths. This is supplemented by emotions analysis, carried out to identify surges in sentiment-bearing language in connection with any given topic.
Research Pathway
The taxonomy has been updated as the pandemic has evolved. The solid structure of five umbrella categories complemented by the adaptable subcategories has allowed us not only to adjust to new concepts and terminology entering the COVID-19 discourse, but to provide a robust framework for social listening in the event of any future public health crisis.
Access Papers
Key findings from the research and a discussion on the use of taxonomies in social listening exercises:
In-depth discussion on the methodology: