A significant portion of internet memes related to mpox are spreading misinformation and perpetuating harmful stigma, particularly against LGBTQ+ communities, according to new research from Makerere University. The study, published in PLOS Global Public Health, examined the dual role of these widely shared digital images since mpox was declared a public health emergency in August 2024.
Researchers Ivaan Pitua and Raafidha Raizudheen conducted a qualitative content analysis of 200 mpox memes circulating on major social media platforms like X (formerly Twitter), Instagram, Reddit, Tiktok, and Facebook between August and October 2024. Their findings reveal that while many memes aim to educate, a substantial number have a damaging impact.
The analysis showed that 40% of the mpox memes conveyed misinformation or perpetuated stigma. Within this subset, approximately 20% (or 8% of the total memes studied) amplified the perceived severity of mpox, using sensational language or alarming visuals that suggested the disease was uncontainable or more lethal than reported. These fearmongering memes often generated high engagement and widespread sharing.
Furthermore, 15% of the harmful memes (or 6% of the total sample) included stigmatizing language or imagery targeting specific demographics, with a particular focus on the LGBTQ+ community. The researchers noted that such memes reinforced harmful stereotypes and led to discussions containing prejudiced or derogatory remarks.
Conspiracy theories also found a platform, with around 5% of the problematic memes (or 2% of the total) endorsing claims related to mpox origins, such as government or pharmaceutical agendas. Though fewer in number, these were shared widely, often fostering distrust in public health measures. The study highlights that engagement with such content typically involved users expressing distrust, potentially undermining public trust in official mpox-related health guidance and creating barriers to health-seeking behaviors.
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