Experts have studied the impact of media narratives when health scares emerge. 

The new investigation, delving into the complexities of how these scares unfold and their consequences, sheds light on a phenomenon increasingly prevalent in the modern world.

The study categorised most health scares into seven principal types: environmental contaminants, food, malicious incidents, medical treatments, public health interventions, radiation from technology, and exotic diseases. 

A critical finding was the role of various background factors and incident characteristics in shaping the development and impact of these scares. 

These include conspiracy theories, levels of trust in governmental agencies, public anxiety, modern health worries, and a general wariness of chemicals. 

Moreover, characteristics such as the novelty, lack of understanding, invisibility, and man-made nature of these incidents, along with the perception of being out of personal control, significantly contribute to the escalation of health scares.

The study underscores the media's dual role in this context. 

On one hand, traditional and social media can aggravate the rapid spread of health scares, fueling public anxiety and triggering a 'nocebo effect', where negative expectations rather than actual exposure cause adverse effects. 

On the other hand, the media possesses the potential to mitigate these scares. 

“Traditional and social media can reduce health scares' negative impact on public health,” the team noted, suggesting measures such as social media platforms tagging inaccurate posts and traditional media striving for a balance between newsworthiness and avoiding undue alarm.

The researchers say the study shows the need for more in-depth studies to identify the characteristics of media stories that amplify public concern. 

They advocate for the establishment of guidelines governing the media’s reporting on health incidents and potential threats. The aim is to strike a balance that informs the public without exacerbating anxiety or negatively impacting health behaviours.

The full study is accessible here.