Extending the Theory of Normative Social Behavior: Collective Norms, Opinion Leadership, and Masking During the COVID-19 Pandemic.

Novel, public behaviors, such as masking, should be susceptible to normative influence. This paper advances the theory of normative social behavior by considering a new set of moderators of normative influence - superdiffuser traits - and by clarifying the antecedents and consequences of exposure to collective norms. We use data from a two-wave survey of a cohort living in one U.S. county during the pandemic (N = 913) to assess normative effects on masking. We also used a bipartite network (based on people shopping for food in the same stores) to examine exposure to collective norms. The results show different superdiffuser traits have distinct effects on the relationship between perceived injunctive norms and masking intentions. Exposure to collective norms influences masking, but this influence depends on how people interact with their social environments. Network analysis shows that behavioral homophily is a significant predictor of selective exposure to collective norms earlier (but not later) in the pandemic. Implications for understanding normative influence in a context where opinion leadership matters are discussed.

Perceived risk, emotions, and stress in response to COVID-19: The interplay of media use and partisanship.

Relationships between risk perceptions, emotions, and stress are well-documented, as are interconnections between stress, emotion, and media use. During the early COVID-19 pandemic, the public responded psychologically to the threat posed by the pandemic, and frequently utilized media for information and entertainment. However, we lack a comprehensive picture of how perceived risk, emotion, stress, and media affected each other longitudinally during this time. Further, although response to the pandemic was highly politicized, research has yet to address how partisan affiliation moderated relationships between risk, emotion, stress, and media use over time. This three-wave (N = 1021) panel study assessed the interplay of risk, emotion, stress, and media use for Americans with different political affiliations between March and May of 2020. Findings indicate that perceived risk, emotion, and stress at Time 1 predicted media use at Time 2, with predictors varying by type of media. Use of entertainment media and social/mobile media predicted later stress (Time 3), but news consumption did not. Later risk perceptions (Time 3) were not influenced by media use at Time 2. The predictors and consequences of different types of media use were notably different for Republicans and Democrats. In particular, risk perceptions predicted greater news use among Democrats but greater entertainment media use among Republicans. Moreover, social/mobile media use resulted in perceiving the risks of COVID-19 as less serious for Republicans while increasing stress over time for Democrats.

Consuming memes during the COVID pandemic: Effects of memes and meme type on COVID-related stress and coping efficacy

As COVID-19 quickly spread across the globe, social media memes (i.e., typically humorous or cute images related to popular culture) about life in a pandemic also spread across the Internet. We conducted a between-subjects online experiment (N = 748) to assess how viewing memes during this pandemic era may influence audiences' stress and coping. In terms of psychological responses, we found that meme viewing (vs. nonmeme content) was associated with stronger cuteness responses, higher levels of reported humor, more positive emotions, and lower levels of information processing. However, meme viewing was not associated with state anxiety, COVID-19-related stress, or COVID-19-related coping efficacy. Furthermore, because memes generated positive emotions that were in turn related to increased COVID-19 coping efficacy, a path analysis found that viewing memes, as compared with nonmeme content, indirectly increased COVID-19 coping efficacy. Looking at the effects of meme type, we found that memes featuring animals were rated as cuter than memes with humans, though the former engendered lower information processing and predicted lower coping efficacy than did human memes. Cuteness responses, generally, were associated with decreased coping efficacy. In contrast, meme captions related to COVID-19 were related to deeper information processing and lower levels of COVID-19-related stress than were captions unrelated to COVID-19. Information processing was, in turn, associated with increased coping efficacy. This research demonstrates that memes, particularly those that relate to a highly stressful context, may help support efforts to cope with the stressor. (PsycInfo Database Record (c) 2021 APA, all rights reserved) Impact Statement Compared with viewing other media content, viewing memes resulted in Internet users experiencing greater humor and positive emotions. When Internet users viewed memes with captions focused on COVID-19, they reported lower COVID-19-related stress levels than if they viewed memes focused on other topics, suggesting that tackling a stressor directly with humorous popular media content can benefit our emotional state and stress levels. (PsycInfo Database Record (c) 2021 APA, all rights reserved)

The "celebrity canary in the coal mine for the coronavirus": An examination of a theoretical model of celebrity illness disclosure effects.

RATIONALE: On March 11, 2020, actor Tom Hanks announced via social media that he had been diagnosed with COVID-19. Previous research has found celebrity illness disclosures to influence behavior, but during the uncertainty of a pandemic, the effects of such a disclosure were unclear. OBJECTIVE: To test the proposed Celebrity Illness Disclosure Effects (CIDE) model, demonstrating how an illness disclosure, communicated through mediated and interpersonal channels, may shape willingness to engage in prevention behaviors. METHODS: We conducted an online survey (N = 587) 24 hours after Hanks' COVID-19 disclosure. RESULTS: Findings revealed that celebrity-related perception variables predicted illness-related cognitions and emotions\, which were associated with willingness to enact prevention behaviors. Greater willingness to seek information, stronger perceptions of COVID as a threat, and stronger perceptions of efficacy for dealing with COVID after learning of Hanks' diagnosis predicted stronger willingness to enact prevention behaviors. However, anxiety about COVID predicted lower willingness to enact prevention behaviors. CONCLUSIONS: The CIDE model can serve as a guide for future research in this area. The results can help scholars who aim to better understand the phenomena around celebrities and health communication as well as policymakers who hope to ride the wave of star power to improved public health outcomes.

Schadenfreude After Watching the News: How Audiences Respond to Media Coverage of Partisans Disclosing Illnesses

When public figures make announcements about their illness, audiences may be influenced to change their own health behaviors. However, if a disliked political figure becomes ill, feelings of schadenfreude, or pleasure at another?s misfortune, may arise and schadenfreude could predict news consumer?s information seeking and health-related intentions. Surveys of audience responses to news of conservative radio host Rush Limbaugh?s lung cancer diagnosis (N = 414) and to news of Republican Senator Rand Paul?s COVID-19 diagnosis (N = 407) found that such illness announcements can evoke schadenfreude, with schadenfreude associated with decreased willingness to undertake preventative health behaviors.

A Mixed Methods Inquiry into the Role of Tom Hanks' COVID-19 Social Media Disclosure in Shaping Willingness to Engage in Prevention Behaviors.

Given the vast amounts of COVID-19-related messages flooding mediated and interpersonal communication channels during the global pandemic, celebrity COVID-19 disclosures offer rare opportunities to cut through message fatigue and apathy and garner the attention of wide swaths of the public. We conducted a convergent mixed method analysis of audience responses to actor Tom Hanks' March 11, 2020 disclosure of his COVID-19 diagnosis via social media. We collected our data within 24 hours of his announcement, allowing us to quickly capture emotional and cognitive responses to the announcement and to assess both demographic and psychosocial differences in types of people who heard the news in this time frame and those who had not. In our study, 587 participants had heard the news of Hanks' disclosure while 95 had not. Participants who had heard responded to an open-ended prompt asking if the disclosure affected them at all. Those who had not heard were funneled into a field intervention to test how random assignment to seeing Hanks' disclosure post or not would affect audiences' COVID-19-related emotions, cognitions, and willingness to enact prevention behaviors. The results of this mixed methods study revealed differences in responses to Hanks' disclosure based on health information source trust and involvement with Hanks as well as effects of the intervention on efficacy for dealing with COVID-19. We discuss implications for health communication theory and crafting messages that can effectively build off the attentional inertia generated by celebrity illness disclosures to encourage prevention efforts.

Mental Health and Its Predictors during the Early Months of the COVID-19 Pandemic Experience in the United States.

To date, there has been relatively little published research on the mental health impacts of COVID-19 for the general public at the beginning of the U.S.' experience of the pandemic, or the factors associated with stress, anxiety, depression, and post-traumatic growth during this time. The current study provides a longitudinal examination of the predictors of self-reported stress, anxiety, depression, and post-traumatic growth for U.S. residents between April and May, 2020, including the influence of demographic, psychosocial, and behavioral factors on these outcomes. The findings indicate that, generally, the early months of the U.S. COVID-19 experience were characterized by a modest negative impact on mental health. Younger adults, people with pre-existing health conditions, and those experiencing greater perceived risk, higher levels of rumination, higher levels of co-rumination, greater social strain, or less social support reported worse mental health. Positive mental health was associated with the adoption of coping strategies, especially those that were forward-looking, and with greater adherence to national health-protection guidelines. The findings are discussed with regard to the current status of health-protective measures and mental health in the U.S., especially as these impact future management of the on-going pandemic.