May 5, 2003
Did the Canadian media, specifically the Toronto media, add to the severe economic impact that the SARS outbreak had on Canada’s largest city? One only have to examine the media coverage before and after the World Health Organization’s advisory against traveling to Toronto to realize how the media exacerbated the economic impact that SARS had on the city.
Prior to the WHO advisory, the media concentrated on the number of deaths. Very little mention was given to those who were probable or suspected cases but did not get the disease, or if they did, recovered quickly. When five children came down with symptoms and were admitted to Sick Children’s Hospital, it made the headlines, only to disappear as quickly as it came. The children recovered and were discharged from hospital, but the media paid almost no attention. By choosing not to cover the "success stories", the media made the outbreak seem worse than it really was. The media also failed to stress that most of the fatalities were elderly people who had pre-existing medical conditions. The death of a 99-year-old man was mentioned without any information concerning his health prior to getting SARS. Had the deaths of the elderly been put more into perspective, the resultant impact on Toronto may have been reduced.
When a religious group was quarantined, the media played up the dangers of people going to church on Easter Sunday. During the same time period, the Toronto Maple Leafs were in the Stanley Cup playoffs, but nothing was written or broadcast about the dangers of going to the sold out Air Canada Centre, or crowded sports bars. Just because one person who contracted the disease happened to be a member of a religious group didn’t make celebrating Easter more dangerous than other activities. The number of persons who contracted SARS from celebrating Easter or watching the Leafs play--zero.
After the WHO issued its travel advisory regarding Toronto, and the politicians woke up, the media started acting more responsibly. It was almost as if they suddenly realized the bad economic situation that Toronto was in. Stories started to appear concerning people who had contracted the disease but recovered. More coverage was given to the fact that the most recent cases were contained to hospital settings. It took the WHO to get the media to cover the other side of the story.
The media has been unhelpful in other ways too. The Toronto Sun runs its stories under the heading of "SARS epidemic". Epidemic is defined as a disease that is rapidly spreading throughout the community. SARS neither spread rapidly, nor throughout the community generally, and the medical profession was reluctant to refer to the outbreak as an epidemic.
Famous personalities such as Elton John and Billy Joel cancelled scheduled appearances in Toronto. The media never questioned why they cancelled, leaving the reader or listener to assume that it was because they feared serious illness, or death, if they fulfilled their commitments. Very little press was given to the fact that some entertainers such as Elton John, travel with huge entourages and could not get insurance in the U.K. because of a British travel advisory that was in effect. Other celebrities, such as figure skaters David Pelletier and Jaime Sale, were given almost hero status for not cancelling.
An egregious example of media behaviour occurred a day before the WHO lifted the travel advisory against Toronto. Federal Health Minister Ann McLellan visited Toronto and rode the subway; presumably proving that Ann McLellan could ride the subway. During her ride she was the subject of an exclusive interview by Citytv’s Adam Vaughn. McLellan looked around and pointed out that no one was wearing a mask on the crowded car. Vaughn looked at her with a straight face asked her how she could get that message out.
Duh! Vaughn’s the one with the camera and airtime. Why couldn’t he and his fellow journalists get the message out? It seems that Vaughn, like many others in society, thinks that everything is the responsibility of the government.
No wonder Toronto’s in such bad shape..