‘Us-Versus-Them’: Othering in COVID-19 public health behavior compliance

OBJECTIVE: We explored public perceptions about the COVID-19 pandemic to learn how those attitudes may affect compliance with health behaviors. METHODS: Participants were Central Pennsylvania adults from diverse backgrounds purposively sampled (based on race, gender, educational attainment, and healthcare worker status) who responded to a mixed methods survey, completed between March 25–31, 2020. Four open-ended questions were analyzed, including: “What worries you most about the COVID-19 pandemic?” We applied a pragmatic, inductive coding process to conduct a qualitative, descriptive content analysis of responses. RESULTS: Of the 5,948 respondents, 538 were sampled for this qualitative analysis. Participants were 58% female, 56% with ≥ bachelor’s degree, and 50% from minority racial backgrounds. Qualitative descriptive analysis revealed four themes related to respondents’ health and societal concerns: lack of faith in others; fears of illness or death; frustration at perceived slow societal response; and a desire for transparency in communicating local COVID-19 information. An “us-versus-them” subtext emerged; participants attributed non-compliance with COVID-19 behaviors to other groups, setting themselves apart from those Others. CONCLUSION: Our study uncovered Othering undertones in the context of the COVID-19 pandemic, occurring between groups of like-minded individuals with behavioral differences in ‘compliance’ versus ‘non-compliance’ with public health recommendations. Addressing the ‘us-versus-them’ mentality may be important for boosting compliance with recommended health behaviors.