For the past six months, it has been impossible to turn on the television, browse the Internet, or listen to the radio without encountering the latest news surrounding the growing H1N1 pandemic. More commonly known as swine flu, the H1N1 influenza originates from a viral strain found in pigs, which mutated to infect and spread throughout the human population. In America, the virus continues to rapidly sweep across the nation, currently affecting individuals in forty-six states. According to the World Health Organization (WHO) the swine pandemic has taken the lives of over one thousand United States residents and close to five thousand worldwide.
This alarming increase in number of cases and fatalities have led United States health officials to address the issue by directing vaccination companies to commence the mass production of a swine flu-shot (pictured to the left). However, minimal optimism looms as vaccines are being manufactured at a much slower rate than initially intended, directly leading to a shortage of vaccinations and a surge in demand. In addition to the production of enough vaccines, scientists and physicians have to overcome the challenges of high production costs, unpredictable side effects, and minimizing fear surrounding the safety of unfamiliar flu shots. While Americans wait in line for the vaccine, the growing swine flu outbreak has forced President Obama to declare the H1N1 influenza virus a "national emergency," as he stated: "the rates of illness continue to rise rapidly with many communities across the nation, and the potential exists for the pandemic to overburden health care resources." Although this state of national concern is necessary, it indirectly creates additional hype and frantic paranoia facilitated by the media, leaving many Americans uncertain in their decision towards obtaining the vaccine. There is no denying that vaccinations are a crucial component in gaining control of the virus, but increasing fear promoted by the media has distorted influenza preventative mechanisms. The approach towards battling this contagious flu should therefore include diminishing negative media influence among the broader population. Furthermore, to gain control and reduce the spread of the virus, providers need to diverge from the impossible challenge of vaccinating the entire nation, and toward a more feasible task--immunizing smaller segments of the population with higher risks of transmission.
As a result to the increasing coverage surrounding the severe H1N1 pandemic, drug makers are gearing up for the upcoming flu season by preparing millions of doses of swine-flu vaccine, which promises an estimated seven billion dollars in earnings for the vaccine industry. While politicians are willing to take on this financial burden to gain control over the outbreak, drug companies are struggling to produce the intended number of vaccines. Recent reports from the Centers for Disease Control and Prevention (CDC), indicate that the rate of production is about half of the initial estimate--16.1 million doses produced compared to the promised 30 million by the end of the month. CDC director Thomas Frieden expresses his frustration on the issue by stating: "We are nowhere near where we thought we'd be by now." Further analysis on the situation suggests that the actual process to prepare successful medicine is extremely time consuming and can take up to "six to nine months to produce vaccine once a flu strain has been identified." In addition, patient concerns over unforeseen side effects have delayed the operation by lengthening the final requirement to attain approval by the Food and Drug Administration. Even if vaccines become more available, the latest H1N1 story in the media is the anxiety that many believe the swine flu vaccine has unintended harmful consequences. The major questions involve thimersol, a mercury containing substance found in syringes, which has been linked to negative health defects--specifically autism. Although scientists face multiple obstacles to produce a solution to the problem posed by the virus, encouraging research has suggested that current forms of the H1N1 vaccine are hopeful in reducing the spread of influenza. University of Pennsylvania vaccine researcher and pediatrician Paul Offit finds it hard to believe that people still link the two: "there have been six exhaustive studies [of a possible link between thimersol and autism....] They each came back with a definitive answer: No." Significant research and computer-based models have proven that vaccines are the "absolute best protection" available at this point in time; however, scientists need to work in conjunction with the media to reduce extraneous paranoia and promote accurate H1N1 awareness.
Though mass media--television, newspapers, radio, and the Internet--has often been effective in presenting the latest facts to the public, it can have an adverse result: distorting information and creating unnecessary hype. A primary example of this faulty communication was the media's initial reaction to the outburst of swine flu. Los Angeles Times journalist James Rainey harshly criticized the way in which the media, specifically the World Wide Web and television, handled the uncovering of H1N1 human infection. Rainey argued that some news outlets "have a congenital inability to tell this story with precision" and went on to further castigate CNN's website for headlines such as: "Bracing for the Worst." Further analysis of Rainey's point of view suggests that this type of reaction by the media can lead to audiences succumbing to avoidable paranoia, which develops into societal stress as seen by the current vaccine shortage.
While mass media occasionally gets carried away and misconstrues facts, the media outlets can also have a positive influence on health--creating appropriate awareness and making valuable health material accessible to the community. A past study conducted by the California Department of Health Services analyzing anti-smoking campaigns highlighted the media's ability to have a beneficial impact. As stated in the report, "a meaningful proportion of adult smokers in California were at least partially influenced to quit by the media campaign's anti-smoking messages," which apparently signals success in increasing health among Californians by improving communication and awareness of the risks of smoking. Other instances of progressive communication by media outlets include television programs, such as The Daily Show. Recently, host John Stewart (seen above), aired a segment depicting exaggerations of mainstream media towards possible effects of the H1N1 vaccine, and ultimately satirized the media's tendency to distort information. Taken as a whole, it would appear that certain types of media exposure could act as a major contributor to managing the influenza pandemic and improving overall health in America.
In order for the media to maintain a sense of legitimacy, it is essential that they constantly work on editing and providing factual information. Media outlets should not operate with fear-based tactics, but to educate the masses, minimizing extensive publicity that can lead to unnecessary waves throughout society. In an ideal world, an intensive regulatory regimen would be a perfect cure for the media's ability to create unwanted hype. However, in reality, government regulation is rightfully limited due to the First Amendment--freedom of speech and press. Therefore, it is essential for the media to hold themselves accountable and work with the federal government to disseminate a more precise message. Additionally, it is important for viewers to be educated and question inappropriate material presented through assorted media. In cooperation with the media, the federal government should strive toward minimizing the spread of swine flu by targeting segments of the population with the highest risk of transmission. A report recently published in Science discusses the option of vaccinating children between the ages of five to nineteen and adults ranging from thirty to thirty-nine. With the use of a simulation model, researchers proposed that the best strategy to control the flu is to vaccinate portions of the population with a high chance of transmission (as mentioned above), instead of those that are highly susceptible to contracting the disease--infants and elderly. By reducing the rate of transference of the virus, health officials can only hope to decrease the negative hype surrounding the H1N1 pandemic, which has been amplified by the media. Identifying the portions of the population at risk and presenting accurate health information can help to confront the current obstacles generated by swine flu.