Media Measurement’s Work Featured in WHO’s 100th Situation Report
Media Measurement’s groundbreaking methodology has been featured in WHO’s 100th COVID-19 Situation Report. We have ben using our expertise in media monitoring to immunise the population from bad information, using infodemiology metrics and social media listening insights to follow current conversations and predict future citizen concerns on a weekly basis.
“Never before has so much real-time information been collated and shared in the public domain during a public health crisis. This is largely due to the rapid growth of digital communications and social networking which have brought about both positive and negative impacts on society. Today, we are fighting a massive ‘infodemic’– an overabundance of false or misleading information on COVID-19, which poses a grave threat to response efforts and public health. At the same time however, new and impactful measures to manage the infodemic have been identified.
The WHO Information Network for Epidemics (EPI-WIN), in collaboration with research partners, has rapidly built an innovative analysis capability, to run a weekly study using digital media data to identify, understand and categorize the key concerns expressed by millions of people online. The purpose of this groundbreaking work is to provide WHO with curated intelligence to fill information voids with solid facts from trusted sources before misleading information becomes viral, causing further damage to communities.
The public perception of misleading or false information often coincides with harmful rumour-spreading posts, groups and profiles that are widely spread on social media platforms. EPI-WIN’s work in this area therefore focuses not only on identifying misleading sources, posts and narratives, but on identifying or predicting rising areas of concern and information voids.
This is made possible by aggregating publicly available social and news media, web analytics as well as online search data, currently in the English language. Data sets are based around a newly developed pandemic public health taxonomy that focuses on four thematic areas: the cause, the illness, the interventions, and the treatment. In addition, a fifth area looks at the type of information shared and meta-conversations on mis- and dis-information.
These data, captured at a global level, provide the baseline for the analysis, and are examined by digital consultants to identify the most prevalent thematic areas, and themes that are seeing the highest level of growth. Analysts then detect the pace at which comments on these themes are shared, their networks and potentially threatening sources. This systematic approach gives the EPI-WIN team an early warning of the points of concern expressed by the digital public.
Advanced language analytics are also applied to the data, to measure the presence of emotional language and provide insight into how people are discussing topics. These also highlight whether there is a tangible week-on-week shift in emotional language used for each tracked taxonomy. The analysis focuses on emotions (including denial, sadness, anxiety, fear, anger and acceptance), rather than sentiment (positive versus negative). This enables WHO to share the types and formats of information needed to address the needs of the public in the most effective way.
Weekly insights highlight key topics of concern, including areas demonstrating an increase in the spread of misleading information, how and where that information has been spread, the context behind the spread, and the underlying narratives that need to be addressed through reliable information. Applying this methodology to public health has provided invaluable insight, inspiring new ways of thinking and communicating risk during health emergencies. This research framework is now being used in Canada in French by the Québec National Institute of Public Health (INSPQ) to guide public health communication strategies in the province. There is now an opportunity to compare the similarities and differences of how this insight can be used at the local level, and with the added layer of bilingual search options.
The general approach to analysis was presented at the recent WHO consultation on infodemic management framework.”
Using this methodology, Media Measurement is helping public health authorities, NGOs and governments fight the dangerous infodemic, which can be equally as dangerous as the pandemic and result in the loss of more lives. If you would like to learn more about our work, please contact us at email@example.com.
Media Measurement is a leading digital research consultancy. We breathe life into data, telling meaningful stories that inspire fresh thinking. Today’s global digital village holds billions of conversations connecting people, ideas and opinions – this revolution is a force for good.
We work with organisations who have a positive mission. Who dare to challenge the status quo. Who recognise the opportunities hidden in digital data so they can act – when and where it matters.
MM. INSPIRING DIGITAL INTELLIGENCE.
Contact us today at firstname.lastname@example.org to discover how our research approach can help your organisation.