Infectious diseases risk framing in Bulgarian media during early COVID-19 pandemic and the Ebola crisis.

Introduction: Social forces, in conjunction with biological variables, play a crucial role in shaping the overall health of a community, particularly in the context of infectious disease outbreaks. Mass media calibrates risk perception among the public. The present study's aims are to review risk framings in the Bulgarian National Television in the early stages of the COVID-19 pandemic and to compare results with the communication strategies employed when Ebola was exported outside of Africa. The research seeks to provide a quantitative and qualitative understanding of how the media communicated risk during the two crises. It also aims to determine the extent to which messages altered based on the distinct epidemiological characteristics of the two epidemics.

Methods: We used interdisciplinary analysis, combining methods from the social sciences and epidemiology. It is based on a controlled study of media content comparing the share and presentation of information on infections during two different outbreaks caused by newly emerging pathogens (in 2014 and 2020), as well as during periods with no specific concern for novel public health threats (JAN 2019 and OCT-NOV 2019). A content analysis was carried out.

Results: The findings of the study indicate that during the Ebola crisis, medical frames were used in 92 % of the cases, whereas the majority of the analyzed media coverage of COVID-19 focused on the socio-political frame (97 %). During control periods, the extent of coverage using a medical framework varies between 100 and 86 %. In terms of geographic coverage, the presentation of content followed the principle of proximity. In non-emergency circumstances, clinical practitioners are often preferred candidates for interviews. However, during health crises, the media tends to highlight individuals holding administrative positions and authoritative functions.

Conclusion: The present research confirms the hypothesis that public health emergencies increase the volume of infectious disease content on the news. The most frequently selected speaker categories should be briefed timely on outbreak developments in order to feed the media with accurate information.