BIRD FLU

BIRD’S FLU OUTBREAK IN SOCIAL MEDIA: RUMOURS, MYTHS & STRATEGIES TO ADDRESS THEM

October 2, 2024

BIRD’S FLU OUTBREAK IN SOCIAL MEDIA: RUMOURS, MYTHS & STRATEGIES TO ADDRESS THEM

Sudhanya Nath^1*, Chidambaranathan Arumugasami²

¹Additional Veterinary Assistant Surgeon (PhD in Animal Nutrition), F&ARD Department, Block Veterinary Dispensary, Hemgir, Sundargarh-770013. Odisha, India

²Veterinary Officer, Mobile Veterinary Unit, TN – 1962, Tiruvallur – 602001, Tamil Nadu, India

*Corresponding author Email – sudhanyanath@yahoo.com

ABSTRACT

Bird flu is havoc in itself for all poultry farmers due to its rate of transmission and cataclysmic impacts on poultry sector. So, timely detection, regular testing and monitoring domestic flocks and hatcheries on a regular basis, can help us in controlling bird flu. The governments should take care of the costs of control and surveillance, and the possibility of sharing with other stakeholders is difficult in developing nations like India where the majority of poultry farmers have low-income. Furthermore, since the disease is zoonotic and important for public health, emphasizing cost sharing will deter people from reporting it, which could lead to a broader spread of the illness and repercussions on other sectors. In the era of WhatsApp and Instagram, rumours spread faster than fire. Thus, spreading awareness among the people and utilizing social media in delivering accurate information is very essential.

Keywords: Bird flu, Poultry sector, Public health, Rumours, Awareness, Information

INTRODUCTION

Avian influenza, generally referred to as bird flu, is a contagious viral disease that affects numerous kinds of birds, including domestic poultry. Even while the disease could have a negative influence on human health and is a major threat to bird populations, an outbreak would have far-reaching effects beyond simple biological ones. As Troy Sutton, a virologist at Penn State University, United States said – “Every time you give an avian virus a chance to infect a human, it’s like buying a ticket for a lottery you don’t want to win”, it is very necessary to spread awareness among people about bird flu and social media platform can be used wisely to educate people how bird flu spreads to human (Fig. 1) and how it affects human health. Myths and rumours have a significant impact in firing a bird flu outbreak, which should be discouraged. These false beliefs have the potential to worsen the outbreak’s effects and have serious ramifications for the market, the economy, and public health. For the poultry business to effectively manage bird flu outbreaks, it is imperative to comprehend the impact that rumours and falsehoods have on the sector.

The Indian poultry industry has endured an unprecedented change in its structure and operations over the span of forty years, heading from a small backyard pursuit to a significant commercial agricultural enterprise. However, there have been effects of bird flu outbreaks on poultry farmers, duck hatcheries, control costs, stakeholder compensation, and market reactions on prices of original and substitute products as well as backwater tourism. The biggest risk to global food supply chains is the risk associated with procurement, often known as input risk. When it is found, mass culling or killing takes place because track and trace mechanisms have not become operational. In the early months of 2006 India faced losses in the poultry business that exceeded Rs. 2200 crores. So bird flu outbreak is not just a health concern but a factor with the risk implications on the entire poultry supply chain.

(Source: https://rr-middleeast.woah.org/en/our-mission/one-health/highly-pathogenic-avian-influenza/)

Fig. 1: How Bird Flu Spreads to Humans

IMPACT OF RUMOURS AND MYTHS ABOUT BIRD FLU ON INDIA’S POULTRY INDUSTRY

Economic Consequences

Decline in Sales:Misinformation can lead to decreased consumer confidence, resulting in reduced demand for poultry products.
Price Fluctuations:Panic buying or mass culling of birds can destabilize market prices, affecting farmers and suppliers.

Consumer Behavior

Fear and Hesitation: Rumours can cause consumers to avoid poultry products, fearing contamination, even if there’s no actual risk.
Shift in Dietary Choices: Increased anxiety may lead to a significant drop in poultry consumption, pushing consumers towards alternatives.

Operational Challenges

Culling and Biosecurity: Farmers may engage in unnecessary culling of healthy birds based on unfounded fears, disrupting operations.
Increased Costs: Implementing biosecurity measures in response to misinformation can lead to higher operational costs.

Psychological Impact

Stress among Farmers: Persistent myths can lead to anxiety and stress among poultry farmers, impacting their mental health and productivity.
Community Stigma: Farmers in affected areas may face stigma, impacting their social relationships and market access.

STRATEGIES TO ADDRESS RUMOURS AND MYTHS

Effective Communication

Public Awareness Campaigns: Use social media platforms to disseminate accurate information about bird flu, its transmission, and safety measures.
Engage Trusted Figures: Collaborate with local influencers, veterinarians, and public health officials to spread reliable messages.

Education and Training

Workshops for Farmers:Conduct training sessions on biosecurity and disease management to empower farmers with knowledge and reduce panic.
Consumer Education:Inform consumers about safe handling and cooking practices for poultry products to alleviate fears.

Leveraging Technology

Social Media Monitoring:Actively track and respond to misinformation on social media platforms to counteract false narratives quickly.
Use of Infographics and Videos: Create engaging content that simplifies complex information about bird flu (Fig. 2), making it accessible to a broader audience.

(Source: https://www.acko.com/health-insurance/diseases/bird-flu/)

Fig 2: Use of Infographics in educating people regarding Bird Flu

Collaboration with Stakeholders

Government Involvement: Encourage government agencies to take a proactive role in communicating facts and managing outbreaks effectively.
Partnerships with NGOs:Work with non-governmental organizations to amplify outreach efforts and provide resources for affected communities.

Crisis Management Plans

Preparedness Strategies:Develop and implement crisis communication plans that can be activated during an outbreak to ensure timely and accurate information dissemination.
Feedback Mechanisms:Establish channels for farmers and consumers to report misinformation and receive reliable answers from authorities.

CONCLUSION

Addressing the impact of rumours and myths about bird flu outbreak in India requires a multi-faceted approach. Ensuring prompt detection and response to real outbreaks, strengthening the reporting and surveillance systems will lessen the potential for misconceptions to spread. Incorrect assertions can also be avoided through fostering media literacy among the populace and cultivating a culture of scepticism toward unreliable sources of information. Eventually, a concerted effort including governmental agencies, poultry industry stakeholders and media outlets is essential along with effective communication, education, technology, collaboration, and crisis management to safeguard the poultry sector from the adverse consequences of misrepresentation, to guarantee the proper delivery of knowledge to people, to spread of awareness among the public and to foster consumer confidence.

REFERENCES