Social Media as a Conduit for Spreading Misinformation: An Examination of Antivaccination Messages in the Wake of the 2019 Washington Measles Outbreak

Abstract

Public health experts have studied global pandemics long before the COVID-19 outbreak of 2020. Since the worldwide spread of HIV, SARS, H1N1, and Ebola among others, scholars have focused on identifying best practices for risk mitigation and reaching disparate publics to engage in appropriate risk mitigation behaviors. The 2019 measles outbreak in Washington, USA flourished in large part due to the viral spread of misinformation on social networking platforms. Due to the intended openness of these platforms, antivaccination messaging became prominent, and the U.S. among other countries to have eradicated measles saw a number of outbreaks. In the U.S. in 2019, many of these occurred in Washington state. These outbreaks served as an impetus for social media platforms to reconsider their role in spreading health misinformation and its contribution to real-world danger. This analysis considers open media ethics to understand social media platforms’ initial decisions to allow vaccine misinformation and the role of communication scholars and practitioners have in understanding, and acting on misinformation. Using a case study approach, this article examines online discourse about the measles, mumps, and rubella vaccine, policy measures related to vaccine exemption, and social media organization formal responses in 2019 directly related to the increase in U.S. measles outbreaks. Using an open media ethics framework, findings from this study illustrate the ways in which these organizations initially intended to have an open platform for health-related discussions. Further analysis demonstrates that these organizations focused on existing terms of use to put in place protective measures that would prevent the further spread of this mis- and disinformation. However, conclusions drawn illustrate that placing the onus on social media organizations alone is insufficient to prevent outbreaks such as this to occur, and as the COVID-19 pandemic began the following year, the implications of this study continue to pose questions about social media misinformation management. Keywords: media ethics; misinformation; social networks; user-generated content; vaccine hesitancy