"My People Already Know That": The Imagined Audience and COVID-19 Health Information Sharing Practices on Social Media.

This article examines how imagined audiences and impression management strategies shape COVID-19 health information sharing practices on social media and considers the implications of this for combatting the spread of misinformation online. In an interview study with 27 Canadian adults, participants were shown two infographics about masks and vaccines produced by the World Health Organization (WHO) and asked whether or not they would share these on social media. We find that interviewees' willingness to share the WHO infographics is negotiated against their mental perception of the online audience, which is conceptualized in three distinct ways.