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Fear of the Fear of the Flu: Assumptions About Media Effects in the 2009 Pandemic

In this article, we present a qualitative study of the Norwegian print news coverage of the 2009 pandemic. In initial research, we found fear to be a notable aspect of the coverage. In studying a relevant subsample in-depth, we discovered that, although there was no sound basis on which to make conclusions about what effects the coverage was having on the public, various actors—including media themselves—came on the mediated scene to express fears that it would create fear and panic. We argue that the mediation of the pandemic can hence be seen as a peculiar case of the “third person effect,” that is, the phenomenon that people tend to believe that other people are more severely influenced by the mass media than what they believe themselves to be. This, we suggest, has some implications for how we think about communication in future pandemics and other crises.