Emerging infectious disease outbreaks and real-time health communication: intermediality, uncertainty and dissent.

This article maps out the challenges of public global health communication in the context of the COVID-19 pandemic by providing an overview of the shifting media of health communication from the post-Second World War era to the present. The article explores the communication of science in real-time or live media of film, television, video and digital social media during three emerging infectious-disease (EID) outbreaks to place COVID-19 health communication in historical perspective. Examination of the transition from centralized, top-down communications to distributed, many-to-many, mobile communication illuminates challenges to expertise, authority and control of health narratives and imagery. Through theories of intermediality, the article explores the central function of gaps in communication networks. The article considers three cases of crisis communications amid EIDs: the influenza outbreak of 1957, HIV/AIDS around 1990 and COVID-19 in the early 2020s, and the challenges posed by scientific uncertainty under these circumstances of live, intermedial health communication. The article concludes that 'liveness' in intermedial health communications may have an inherently destabilizing effect on scientific authority.