As of November 23, 2020, there are 12,246,849 confirmed cases of Covid-19 and over 257,000 deaths in the United States (Wolfson & Wilson). Each day new information is released to the general public to help prevent the spread of Covid-19. While companies such as Pfizer and Moderna have announced a Covid-19 vaccine with more than a 95% success rate, it will be months until widespread immunization is possible. Until then, the only way to successfully fight the virus is through behavioral changes that prevent its spread. According to Noar and Austin (2020), “behavior change is crucial, and yet our messaging will be ineffective if we are not clear what behaviors we want to change in the first place” (p.1736). As the pandemic continues in America, conflicting information and guidelines between regions increase the complexity of the information and decreases the chance of effectively reaching its target audience.
Further contributing to the complexity of the information is the difficulty in conveying accurate information through modern mediums such as the internet. Open-science advocates applaud the internet's ability to make scientific information available to all levels of skill and its creation of an open forum for people to share new information and ideas. Unfortunately, that open forum may occasionally house groups that intentionally spread misinformation and conspiracy theories. “In the context of Covid-19, science communication is at a crossroads. To a greater extent than ever, we are learning to navigate a situation in which tidbits of scientific data can easily circulate and become understood as gospel truth or, just as easily, be dismissed as fake, depending on the audience who happens to receive them” (Koerber, 2020, p.23).
The spread of the Covid-19 virus has been accompanied by the spread of misinformation that erodes the public's trust in science that leads to an increased number of misinformed individuals whose actions put the safety of others at risk. In a study done to measure the impact of misinformation and conspiracy theories regarding Covid-19, it was concluded that "a single exposure to a conspiracy theory in our study reduced individuals' intentions to practice urgently necessary public health behavior"(Bolsen et al.,2020,p.575). It is especially easy for rumors and theories to propagate when new data is obtained regularly.
“One criticism of rapid-response research is that it requires scholars to make an argument about a still unfolding situation.” (Frith, 2020, p.3) Since new information about the virus is being collected constantly, information that was once current on the previous news cycle may be invalidated by the next. Gaps in known information provide access points for outside influences to discredit future publishings, an example of which would be the public's reaction to the CDC publishing new information regarding mask protocols. They updated the protocol to state that every person should wear a mask, not only medical personnel. When the new protocols were released, many people refused to believe them, citing the perceived inconsistencies between the data. Because information is constantly changing, it is the job of the technical communicator to ensure that the newest information is presented as clearly and understandably as possible. By doing so, they limit the amount the information can be misinterpreted misused by other parties.
According to Paek and Hove (2020), "To prevent information vacuums that get filled in by unreliable lay advice and rumors, provide currently known health and risk information repeatedly and regularly"(p.1731). They also advise explaining the reasoning behind scientific disagreements and why they persist and to share any deficiencies of knowledge and information, as being open about lacking information will help foster trust from the public as well as prevent misinformation sprouting from those deficits(p.1731). It appears that the best way to combat misinformation regarding Covid-19 is by helping prevent its growth in the first place. Honesty and openness about available information is the best way for technical communicators to help limit their contribution to the spread of false information and ensure the quality of the message remains intact.
Technical communicators must verify the integrity of their information while sorting through waves of false information coming from independent sources. The most straightforward way to combat false information is by establishing a report with the audience and gaining public trust. When the first confirmed case of Covid-19 arrived in South Korea, the directors of the KCDC and the Central Disaster Management Headquarters held media briefings daily where they provided up to date information about the virus as they received it. Crucially, members of the briefing would regularly admit when they were lacking the necessary information to answer specific questions. “According to a July 2020 national survey, 90% of respondents said that they trusted the KCDC for its management of Covid-19(Lee, 2020, July 29)”(Paek & Hove,2020,p.1730). An increased level of trust was accompanied by an increased amount of safety measures taken by Korean citizens.
Establishing public trust is essential if the expected outcome of a message is their compliance. When the people feel respected, they are more likely to accept a message and follow commands. In an article cited by Paek and Hove (2020), it is stated that “when risk managers treat people as co-equal participants in the scientific process rather than passive recipients of expert control, they are more likely to earn public trust and make people feel empowered to take preventive actions (Markon et al, 2013)”(p.1730). Countries such as New Zealand spread awareness of Covid-19 safety measures through their "be a friend" campaign, which focused on treating everyone equally in order to prioritize disease control by encouraging people to act in the best interest of the people around them and trusting each other. By establishing trust, backlash and doubt can be limited and allow for more legitimate information and instructions to be shared.