When pigs flu: the social life of pandemics

28 April 2009 at 8:45 am 2 comments


Alex Steer writes:

The numbers are changing constantly, but at time of writing, somewhere around 1,800 people (over 1,600 in Mexico) have been infected with the new ‘swine flu’ strain, and 103 people have died. The World Health Organization is coordinating the response, calling it a Public Health Emergency of International Concern.

When reading headlines like these, our thoughts naturally turn to the past and the future: where did this come from, and where will it lead? Our impressions of the past often inform the futures we imagine. We know about the possibilities of pandemic disease, even if few of us have experienced them. In 1919 between 20 and 100 million people worldwide were killed by an influenza pandemic; between 1982 and 2007 more than 2 million died of AIDS.

From flesh-eating viruses to ebola to winter vomiting, we are fascinated by the extremely unpredictable: the small outlying cause that transforms our lives; the sick man on the plane who brings down a city. Modern zombie lore is driven more by our fear of inexplicable pandemic outbreaks than by our belief in voodoo. (If you don’t believe me, watch 28 Days Later, Shaun of the Dead and Dead Set in succession. But don’t do it late at night.)

Pandemics, unlike zombies, have full and active social lives. Even events which seem radically unpredictable have driving forces, many of which don’t need a microscope to be seen. They range from urbanisation to the dense migration networks and transport systems which increase each infectious person’s sphere of influence; from healthcare policies which exclude uninsured low-income workers from care to lumbering organisational structures which make it hard to close roads or supply drugs at short notice. It takes a whole range of forces, not just a few strands of RNA, to make a pandemic.

Our own stories also drive our behaviour. In the hour before this post was written, 24,000 stories containing the word ‘swine flu’ were indexed by Google News. This morning airlines and hotel chains saw steep declines in their share value. Newspapers carried photos of travellers at UK airports wearing masks.

Swine flu may or may not go pandemic, but so far it isn’t even close. Each year 3-4,000 people in the UK die of normal-strain influenza. Our response is out of all proportion to the clinical risk. It reflects our fascination with the pigs-might-fly rareness of new diseases, and our unwillingness to grapple with the other factors that affect how, when, and where people get sick.

The picture of that childhood game of chance, “Pass the Pigs”, was borrowed, with thanks, from Kaptain Kobold on Flickr.

Entry filed under: global, health, media. Tags: , .

Still trusting Twitter Talking about Millennials and progress

2 Comments Add your own

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

Trackback this post  |  Subscribe to the comments via RSS Feed

The Futures Company blog

The Futures Company was created through the merger of Henley Centre HeadlightVision and Yankelovich in 2008. This is the blog of the new company - but the former posts from the former Henley Centre Headlightvision blog still can be found here.

WPP? Leaders in Advertising,Branding,Marketing

%d bloggers like this: