Misinformation in the 2019 samoan measles epidemic: The role of the influencer

In October 2019 Samoa experienced a devastating outbreak of measles. Within two months 5,520 cases had been reported and 79 deaths, the majority of them being children. The question arises as to why the disaster developed and what the contributing factors were. This paper proposes that one of the main explanations for the disaster – and also the recovery - lies in the power of social media and the actors in that arena. In particular, this research aimed to examine the relatively recent social media phenomenon of the influencer; to demonstrate the significant power of influencers as a reference group, either individually or in concert; and to demonstrate the potential danger of misinformation in the hands of influencers. Basic communication theory was used as the theoretical lens for the research. Thus the source or sender; the message; the media; and the receiver were all examined. Official documents, traditional media reports and social media postings were all included in the research. While measles vaccinations have always been available in Samoa, they were never mandatory. Vaccination rates plummeted to an all-time low when two children died from incorrectly administered vaccines. The deaths provided the anti-vax campaigners with the necessary fuel to argue their cause. In late 2019 when an outbreak of measles in New Zealand made its way to Samoa, the vaccination drive was heightened, although many remained skeptical and preferred traditional approaches. Social media are heavily used in Samoa and became the main channel for the anti-vaxxers’ opinions and exhortations. Prominent among these were a well-known and highly regarded traditional healer. Another significant influencer was a Samoan woman now living in Australia. In many regards she appears to be a Samoa’s own Kim Kardashian, and seems to hold commensurate sway. The exhortations of these influencers were severely condemned by many medical experts and bodies as misinformation. The high potential of fatalities if this misinformation was followed, posed a huge threat to Samoans. Ultimately the traditional healer was arrested and, as far as possible, the authorities cancelled the Samoan woman’s promotion initiatives. It was not until December 2019 when mandatory enforcement of vaccinations was finally introduced by the government under a state of emergency that the epidemic was brought under control. This paper highlights the huge power of social media, and the potentially disruptive – and even fatal – influence of influencers and misinformation. It serves to alert governments to be especially vigilant of social media activity and to have substantial social media plans in place, which consider the factors that might play an influential role in such a situation.