Identifying infodemic sources of exposure, its effects, response capacities and needs in Serbia

BACKGROUND: Serbia has secured adequate quantities of COVID-19 vaccines and ensured continuous access and delivery. However, vaccine uptake has remained a major public health issue due to the infodemic - an overwhelming amount of information, making it difficult for the population to make the right decisions regarding their health. This study aimed to identify the sources of exposure to the infodemic, its effects, existing capacities, and the needs of public health practitioners in Serbia. METHODS: Infodemic management (IM) training and discussions were organized for public health (PH) professionals, civil society organizations (CSOs), and academia in three different regional Institutes of Public Health in Serbia. After learning about the basic terms in IM, the participants discussed infodemic topics in small groups using the “gallery walk” method. Facilitators wrote down their answers and moderated the discussion. RESULTS: Overall, 57 PH practitioners participated in the lessons, discussions, and the “gallery walk”. Participants identified media, including social media, public figures, healthcare personnel and community members as the main sources of infodemic exposure. The most recognized topics were infectious diseases, natural disasters, immunization, nutrition, and environmental issues. Participants identified the reduced trust in health authorities, lower compliance with health recommendations, and lack of satisfaction in both patients and healthcare workers as possible effects of the infodemic. Most participants underlined the lack of support regarding the production of high-quality health information and science communication. CONCLUSIONS: The PH community in Serbia has identified infodemic and infodemic management as a priority in the future and has already conducted activities that are part of the Framework for managing infodemics. Their work could be supported by organizing a network for the exchange of materials, knowledge, and experience. KEY MESSAGES: • PH professionals identified media, public figures, healthcare personnel, and community members as sources of infodemic exposure. • The main infodemic effects are reduced trust in health authorities, lower compliance with health recommendations, and lack of satisfaction in patients and healthcare workers.