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D1.5 Report on Narratives and Urban Myths 1st Reporting period WP1 Population Behaviour during epidemics Responsible Partner: CSSC Contributing partners: Due date of the deliverable: M6 (July 31st 2012) Actual submission date: M9 (1st October 2012) Dissemination level: PU TELL ME ‐ Transparent communication in Epidemics: Learning Lessons from experience, delivering effective Messages, providing Evidence. Project co‐funded by the European Commission within the 7th Framework Programme – HEALTH theme D1.5 Report on Narratives and Urban Myths TELL ME project – GA: 278723 Table of Contents EXECUTIVE SUMMARY ................................................................................................................................................................ 4 1. Introduction ................................................................................................................................................................................. 6 2. The journey from myth to the urban myth ..................................................................................................................... 7 2.1 Portrait of the myth ............................................................................................................................................................. 7 2.2 The notion of disease in myth and tradition ............................................................................................................... 9 2.3 From myth to legend: Transcendent realities vs. falsified truths (?) ............................................................... 11 2.4 Folklore, traditional oral culture and infectious diseases in history ................................................................. 12 2.5 Urban myths and contemporary legends .................................................................................................................. 16 3. The narrative discourse and the art of rhetoric ......................................................................................................... 20 3.1 The narrative as theory ................................................................................................................................................ 20 3.2 Modes of persuasion and engagement ................................................................................................................... 22 3.3 The wider frame and role of rhetorical tropes ................................................................................................... 24 3.4 Application of the theoretical framework into practice.................................................................................. 26 4. Pandemics in history, popular conceptions and associated myths ................................................................... 27 4.1 The Black Death ............................................................................................................................................................... 28 4.2 The Smallpox pandemic ............................................................................................................................................... 29 4.3 The Spanish Influenza (1918 pandemic) .............................................................................................................. 31 5. An account of infectious disease outbreaks in the 21st century and the media discourse ....................... 34 5.1 Infectious diseases in the dawn of the post‐Westphalian era ...................................................................... 35 5.2 The Foot and Mouth Disease (FMD) 2001/2007 ............................................................................................... 37 5.3 Severe Acute Respiratory Syndrome (SARS) Epidemic .................................................................................. 38 5.4 Avian Influenza (H5N1) ................................................................................................................................................ 40 5.5 2009 (H1N1) pandemic (Swine Flu) ....................................................................................................................... 41 5.6 The media discourse and conceptual metaphors in epidemics of the 21st century ............................ 46 6. The anti‐vaccination movement, the narrative and infiltration to the public ............................................... 49 6.1 The anti‐vaccination movement ............................................................................................................................... 49 6.2 Strategies that fuel the anti‐vaccination discourse ........................................................................................... 51 6.3 Seeking for information via search engines online and the anti‐vaccine movement ......................... 54 7. Empirical evidence and analysis of narratives on myths surrounding the 2009 (H1N1) pandemic .. 58 7.1 Discourse analysis and approach to research ..................................................................................................... 58 7.2 Print media ........................................................................................................................................................................ 59 7.2.1 Newspapers .............................................................................................................................................................. 60 2 D1.5 Report on Narratives and Urban Myths TELL ME project – GA: 278723 7.2.2 News Magazines ...................................................................................................................................................... 67 7.2.3 The ‘scepticism’ press ........................................................................................................................................... 72 7.3 Online communication tools....................................................................................................................................... 73 7.3.1 Message Boards/ Forums ................................................................................................................................... 74 7.3.2 Social Media and Networking Sites ................................................................................................................. 78 7.3.3 Internet ....................................................................................................................................................................... 80 7.4 Films ..................................................................................................................................................................................... 83 CONCLUSIONS AND RECOMMENDATIONS ...................................................................................................................... 86 REFERENCES ................................................................................................................................................................................. 89 . 3 D1.5 Report on Narratives and Urban Myths TELL ME project – GA: 278723 EXECUTIVE SUMMARY This report on ‘Urban Myths and Narratives’ takes many different directions in the investigation of narratives and urban myths surrounding epidemics and vaccination, so that a comprehensive framework is set to explain and better understand the public perceptions that underlie infectious disease outbreaks. Section 1 makes some preliminary remarks and outlines the principal objectives. The report continues to provide the theoretical context behind urban myths, contemporary legends, rumours and other forms of folk narratives, as regards their qualitative elements, purpose and importance of those narratives for the community and the individual alike. In particular, Section 2 of the report discusses the significance of myths and legends for humans, in helping them to understand and conceptualise the complexities of the world. Extensive reference is made to the urban myths and legends, concerning the ways in which those survive in time, how they become generated and then diffused to the public. We provide detailed descriptions of the characteristics of urban myths and legends, so that these notions and terms are clearly established for the reader. This section concludes with the identification of the psychosocial functions of urban myths and legends. In addition to the aforementioned theoretical context built around the functions of the folk narrative, in Section 3 we explore theories of narrative discourse and rhetoric devices, that are most relevant to communication strategies and tactics employed by various actors (e.g. government officials, healthcare professionals, public etc.) during the outbreak of an infectious disease. The extensive analysis of discourse narrative and modes of persuasion and engagement, aims at creating yet another framework where the impact of the various linguistic tools used in communicating messages and symbols could be assessed. The main rhetorical tropes are also presented, namely metaphor, synecdoche, metonymy and irony, which make frequent appearance in the communication during epidemics. In Section 4, we explore major pandemics in older history, namely the Black Death, the Smallpox pandemic and the 1918 influenza pandemic, highlighting popular conceptions and myths generated at the time, in order to identify recurring patterns of urban myths that still exist in our days.
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