Adherence to COVID-19 mitigation measures among American adults: the need for consistent and unified messaging

• Published in: Health Education Research Vol. 36; no. 2; pp. 178 - 191
• Main Authors: Bekalu, Mesfin A, Dhawan, Dhriti, McCloud, Rachel, Pinnamaneni, Ramya, Viswanath, Kasisomayajula
• Format: Journal Article Web Resource
• Language: English
• Published: England Oxford University Press 12.04.2021
• Subjects: Adolescent; Adult; Communicable Disease Control; Communication; COVID-19 - prevention & control; Female; Humans; Male; Middle Aged; Original; Public Health - standards; Social Media; United States; Young Adult; United States
• ISSN: 1465-3648; 0268-1153; 1465-3648
• DOI: 10.1093/her/cyab002

In the United States, elite and media communications about the risks of, and mitigation strategies for, COVID-19 have been characterized by lack of consensus. In this study, we draw from a nationally representative sample of American adults to examine the associations between exposure to different media and platforms (mainstream, conservative, liberal or social media) and adherence to COVID-19 mitigation measures such as physical distancing and mask use. We also examine the individual and social factors associated with adherence to mitigation measures. We find that exposure to conservative outlets, being republican, having low confidence in scientists and high perception of information overload are associated with low adherence. In contrast, exposure to liberal and mainstream news outlets, being democrat, having high confidence in scientists, and low perception of information overload are associated with high adherence. The findings suggest the need for consistent and unified public health messaging that cuts across partisan splits and the growing skepticism in science.