Media Responsibility in the Face of Possible Pandemic

By the time our winter edition goes to print, I am sure that the pandemonium cause by the imbalanced media attention to H1N1 will have subsided, as will have our over-booked appointments and non-stop phone enquiries at the clinic.

For the first time in my career, I have witnessed just exactly how strong an impact the media has on our beliefs, our stress levels, and our health decisions. Every year Canadians, including children and pregnant women, are known to die from complications related to an influenza infection, and every year, I have wondered why there is so little reporting about evidence-based approaches to the prevention and treatment of influenza aside from hand washing and vaccination. Why is it that our national magazines and newspapers implied that our only reasonable and responsible option in the face of a swine flu pandemic was to line up for a barely tested vaccination? Why did there seem to be news every evening about lives lost unexpectedly with little attention paid to pre-existing conditions? Although there is always reason for some concern with influenza outbreaks, this does not excuse the media for playing up fear, or mis-representing facts. As of the end of October, the rates of hospitalization and death related to H1N1 were lower than was reported for influenza in 2005 or 2006 by the public health agency of Canada.

As a Naturopathic Doctor, my largest concern in this flu season has mirrored the concern I felt about the advent of HPV vaccinations. I worry that vaccines confer a false sense of security for people, and enable them to be less responsible about their own health maintenance. Will a population that has been vaccinated for H1N1 then presume that they cannot contract the virus? Will people pay less attention to hand washing, and worry less about the health of their immune system? Will the vaccine be considered more effective than adequate rest, appropriate nutrition, and regular self care?

One of the best things to come of this pandemic situation is that people are finally making the decision to stay home, and keep their children home, if they are sick. This practice of resting and retreating from school and work when sick has been long over-due for a revival. Not only do we spare our colleagues and classmates from potential infection by staying home when we are sick, but we also allow our bodies and our immune system's the opportunity to fully recover in a shorter time. Somehow though, this responsible and reasonable course of action was reported by the media as increased absenteeism rates at school- implying that something was wrong, as opposed to some decision making was right. Why weren't parents congratulated for making the decision to keep their children home in light of this possible pandemic?

Whether or not a person decides to have themselves or their children vaccinated for H1N1 remains their choice- but shouldn't there also be focus in the media, and in the public service environments, and at the assessment clinics, about what else people should be doing to optimize their health this influenza season?