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Dissemination of Mask Effectiveness Misinformation Using TikTok as a Medium

2021; Elsevier BV; Volume: 68; Issue: 5 Linguagem: Inglês

10.1016/j.jadohealth.2021.01.029

1879-1972

Nicholas M. Baumel, John K. Spatharakis, Steven T. Karitsiotis, Evangelos I. Sellas,

Infection Control and Ventilation

Juxtaposing the immense popularity of TikTok as a social media platform with its ability to propagate videos instantaneously, exposure to misleading information becomes an urgent domain of investigation. Although spreading misinformation may not be the intent of a social media app like TikTok, it is often an unintentional consequence of such an open access platform. Adolescent users of TikTok, who make up more than 60% of the active user base, are at substantial risk of misinformation [[1]Clement J. U.S. TikTok users by age 2020 | Statista. 2020 [online] Statista.https://www.statista.com/statistics/1095186/tiktok-us-users-age/Date accessed: December 18, 2020Google Scholar]. As of July 20, 2020, three hashtags related to COVID-19 had reached almost 131 billion views collectively [[2]Ostrovsky A.M. Chen J.R. TikTok and its Role in COVID-19 information propagation.J Adolesc Health. 2020; 67: 730Abstract Full Text Full Text PDF PubMed Scopus (11) Google Scholar]. TikTok's global influence, especially among adolescents, has the potential to yield both profound benefits and significant detriments. The field of adolescent health has the ability to use TikTok in a way that promotes positive behavior change related to the COVID-19 pandemic [[3]Giovanelli A. Ozer E.M. Dahl R.E. Leveraging Technology to Improve health in adolescence: A Developmental science Perspective.J Adolesc Health. 2020; 67: S7-S13Abstract Full Text Full Text PDF PubMed Scopus (21) Google Scholar]. Face coverings attenuate the transmission of SARS-CoV-2 viral particles [[4]CDC - National Center for Immunization and Respiratory Diseases (NCIRD)Division of viral Diseases - Considerations for Wearing masks.https://www.cdc.gov/coronavirus/2019-ncov/prevent-getting-sick/cloth-face-cover-guidance.htmlDate accessed: December 18, 2020Google Scholar]. While N95 respirators are especially effective, even surgical masks and reusable 12-16-layer cotton masks display strong trends toward efficacy [[5]Chu D.K. Akl E.A. Duda S. et al.Physical distancing, face masks, and eye protection to prevent person-to-person transmission of SARS-CoV-2 and COVID-19: A systematic review and meta-analysis.Lancet. 2020; 395: 1973-1987Abstract Full Text Full Text PDF PubMed Scopus (1431) Google Scholar]. Despite the massive amount of data substantiating the effectiveness of masks, dissemination of mask misinformation remains a problem on TikTok. To explore the dissemination of potentially misleading information, we first examined videos marked with the hashtags "Mask," and "Masks," along with the comments under each video. As of December 18, 2020, these hashtags had reached 6.1 billion and 714 million views, respectively. Table 1 displays the data analysis for the 150 most viewed videos under each of these hashtags and the most "liked" comment under each video. On TikTok, the most "liked" comments are also the most viewed as they are displayed first when a user enters the comment section.Table 1Comparison of 150 most viewed videos and liked comments for "Mask" and "Masks" hashtagsaData were pooled for "Mask" and "Masks" hashtags by averaging the percentage values gathered from the individual hashtags.,bAll authors contributed to gathering of data for all categories.MetricsVideosCommentsPresence of healthcare professionalscDirect measure of what percentage of videos/comments were created by healthcare professionals. It was determined manually by investigating profile information of video creators and commenters.5.00%.67%MisinformationdDirect measure of what percentage of videos/comments were classified as misinformation. It was determined using official CDC guidelines related to mask efficacy.17.67%5.67%Citations using scientific journalseDirect measure of what percentage of videos/comments cited scientific publications. This included any written or oral reference to a peer-reviewed scientific journal.4.00%.00%a Data were pooled for "Mask" and "Masks" hashtags by averaging the percentage values gathered from the individual hashtags.b All authors contributed to gathering of data for all categories.c Direct measure of what percentage of videos/comments were created by healthcare professionals. It was determined manually by investigating profile information of video creators and commenters.d Direct measure of what percentage of videos/comments were classified as misinformation. It was determined using official CDC guidelines related to mask efficacy.e Direct measure of what percentage of videos/comments cited scientific publications. This included any written or oral reference to a peer-reviewed scientific journal. Open table in a new tab Next, we examined variability in narrative between two starkly opposing hashtags about mask effectiveness. We found substantial disparities between the two hashtags "WearAMask," and "MasksDontWork," displayed in Tables 2 and 3. For these hashtags, data were gathered using the 75 most viewed videos under each hashtag and the five most "liked" comments under each video.Table 2Comparison of the 75 most viewed videos within the "WearAMask" hashtag and the five most "liked" comments on each videoMetricsVideosCommentsPresence of healthcare professionals24.0%1.60%Misinformation10.6%9.30%Citations using scientific journals5.30%.53% Open table in a new tab Table 3Comparison of the 75 most viewed videos within the "Masksdontwork" hashtag and the five most "liked" comments on each videoMetricsVideosCommentsPresence of healthcare professionals1.33%1.06%Misinformation45.3%32.3%Citations using scientific journals2.67%.27% Open table in a new tab This analysis of information about mask effectiveness in preventing transmission of SARS-COV-2 highlights an opportunity for researchers and clinicians to increase their influence on TikTok. Having an increased presence of professionals who provide medically accurate information on TikTok would almost certainly lead to improved health literacy of adolescent TikTok users. Dr. Daniel Leventhal, MD, Ph.D., aided in the revision process before submission.