Exploring Media Framing of the Monkeypox Pandemic in Mainstream and Social Media: A Framing Theory Analysis

This study investigates the application of framing theory in the context of media coverage of the monkeypox outbreak, analyzing the divergent approaches adopted by mainstream and social media. Utilizing six framing models, the research methodically examined a corpus of 100 media items, comprising news articles and social media posts, collected from January to December 2022. The content was categorized under four principal themes: symptoms and transmission, prevention and treatment, public opinion and attitudes, and social strategies. The analysis elucidated a notable differentiation in framing preferences. Mainstream media predominantly utilized 'Framing of Situations' and 'Framing of Attributes,' denoting a tendency towards narrative and descriptive reporting. In contrast, social media exhibited a proclivity for 'Framing of Actions' and 'Framing of Issues,' reflective of an interactive and dynamic communicative style. A Chi-square statistical analysis yielded a significant association between the types of media and the employed framing models (Chi-square = 25.38, p < 0.0001). The computed Cramér's V value of 0.316 indicated a moderate degree of association, suggesting nuanced variances in framing strategies between mainstream and social media. This study contributes to the scholarly understanding of media framing in the milieu of a global health crisis. The findings underscore the distinct ways in which different media platforms engage audiences and shape public perceptions during health emergencies. These insights are instrumental for the formulation of effective public health communication strategies, highlighting the pivotal role of media framing in the dissemination and reception of health-related information.