
An analysis of 200 social media mpox memes finds that 60% promoted awareness of the disease, but 40% spread misinformation or perpetuated stigma, according to a study published yesterday in PLOS Global Public Health.
The team from Uganda examined mpox-related English-language memes shared on social media from the public health emergency declaration in August 2024 through October of that year.
"Memes have become a popular communication tool, especially during public health crises, offering both opportunities and challenges for messaging," the Makerere University researchers wrote.
1 in 5 exaggerated mpox severity
About 60% of the mpox memes presented accurate information on symptoms, preventive measures, and testing locations. Roughly 25% of these memes humorously depicted mpox symptoms by using exaggerated imagery or captions to remind viewers of signs and symptoms.
Public health organizations may benefit from partnering with social media influencers to create accurate, relatable meme content that engages audiences without perpetuating harmful stereotypes.
Informative memes on preventive measures such as vaccination and hygiene made up about 20% of this category, often using jokes to destigmatize discussions about vaccination. Many users shared these memes, tagging friends or family to encourage safe health practices.
In 15% of awareness memes, healthcare providers or health agencies were referenced or humorously incorporated, with many providers leaving comments or sharing them.
But 40% of all memes contained misinformation or perpetuated stigma, especially against LGBTQ+ groups, which the authors said may have decreased public trust in health authorities and discouraged health-seeking behaviors.
About 20% of these memes exaggerated the severity of mpox through sensational language or alarming visuals that suggested the disease was uncontainable or far more lethal than reported. Users shared them widely and expressed heightened concern.
Another 15% included stigmatizing language or imagery targeting specific groups, reinforcing stereotypes, and leading to discussions that featured prejudiced or derogatory remarks. And roughly 5% of memes promulgated conspiracy theories about mpox origins.
"The findings suggest that while memes can positively impact public health communication, their potential to spread misinformation requires strategic monitoring and response," the researchers wrote. "Public health organizations may benefit from partnering with social media influencers to create accurate, relatable meme content that engages audiences without perpetuating harmful stereotypes."