Purpose: The objective of this study was to characterize the online discussion related to norovirus school outbreaks in order to better understand what messages are currently being communicated.
Methods: Using an online search engine, 64 outbreaks and 312 associated media articles were found from 2006 to 2014. Inclusion criteria included mention of norovirus in a school setting, availability of document in English and ability to locate document through internet searches. A mixed-methods approach, content analysis focusing on artifact text, was carried out. Articles were coded by two researchers and a list of themes was established through an iterative approach.
Results: Of the 64 outbreaks, 76% also had social media activity. The most used social media platforms were on Facebook and Twitter. Major themes found in both news articles and social media activity included the use of drama and humor, placing blame on others for the outbreak and discussing preventative measures. Some preventative measures referenced were incorrect or misleading, including discussions on using hand sanitizer and vaccines.
Significance: This is one of the first studies to analyze online conversations around norovirus, and provides important information as new methods of communication about the virus are developed. The lessons learned from analyzing how people discuss norovirus, and what information they are receiving, can guide new intervention methods that are more targeted to an online audience and address identified gaps.