Media and social factors influencing stigma towards eczema patients: A survey study in Singapore.

Abstract

Eczema is a common skin health issue in Singapore. A salient challenge eczema patients are facing is the stigma towards them, which has been relatively unacknowledged. It is critical to reducing stigma towards eczema patients, and an essential step is to identify factors influencing stigmatising behaviour. With a general basis of the Integrative Model of Behavioral Prediction, we conducted a cross-sectional online survey (N=293) in the context of Singapore. The sample was recruited via the online panel of a survey company, Rakuten Insights. Our sample's age and education level generally fit with the population in Singapore. Media exposure to eczema content did not influence stigmatising behaviour either directly or indirectly. However, personal connection with eczema patients reduced stigma indirectly, completely mediated by stigmatising attitude towards eczema patients and health literacy. That is, personal connection with eczema patients had a negative relationship with stigmatising attitude, which was positively associated with the intention of and actual stigmatising behaviour. However, personal connection increased health literacy, which in turn reduced stigmatising intention and behaviour. We call for more future initiatives to fight against health stigma. Health promotion can take advantage of eczema patients' social network to educate the general public about the eczema issue to lower stigma. Public policy responses to prevent discrimination on the basis of skin health are also needed. Media organisations should use news media and social media to speak out against stigma towards eczema patients, and avoid using stigmatising language.