Media coverage of panic buying during Covid-19

What is it about?

During the Covid-19 pandemic, reports of panic buying and stockpiling dominated the news, with images of empty supermarket shelves becoming a common sight. This research looked at how English newspapers covered these events and how their reporting may have shaped public behaviour. By analysing 209 news articles published between February and April 2020, the study found that 89% used dramatic language—words like “chaos” and “panic” to describe shopping behaviour. Additionally, 64% included images of empty shelves, reinforcing a sense of scarcity. In contrast, very few articles (just 8%) mentioned supply chain resilience or reassured the public that food stocks were stable. This kind of reporting may have played a role in fueling public anxiety, encouraging more people to rush to the shops. Instead of just reflecting reality, the media coverage may have influenced behaviour, making stockpiling seem more widespread and necessary. The study highlights the need for more responsible reporting during crises. Instead of focusing on panic, newspapers could provide clearer explanations of supply issues and help prevent unnecessary shortages. The findings suggest that governments, retailers, and journalists should work together to ensure balanced reporting that avoids causing undue concern. This research offers an important lesson for future emergencies: how the media frames a crisis can shape public response, sometimes making a situation worse rather than helping to manage it.

Featured Image

Photo by John Cameron on Unsplash

Photo by John Cameron on Unsplash

Why is it important?

Why This Research Matters: Panic Buying, Policy, and Civil Resilience Understanding how the media shapes public behaviour during crises is critical for civil resilience and effective policymaking. The Covid-19 pandemic exposed the fragility of supply chains and the power of media narratives to influence consumer behaviour. Reports of panic buying led to empty shelves, not because of genuine shortages, but due to fear-driven demand spikes. This research highlights how sensationalist reporting may escalate public anxiety, creating self-fulfilling shortages that put vulnerable groups at risk. For policymakers, these findings underscore the need for stronger crisis communication strategies. Governments and retailers must work together to provide clear, fact-based messaging during emergencies, counteracting misinformation and reassuring the public about food security. The study also raises questions about media responsibility—how news outlets frame supply chain issues can either help stabilise public response or worsen disruption. Incorporating these insights into civil contingency planning can help prevent future crises. Policy interventions, such as early intervention messaging, strategic rationing measures, and proactive media guidelines, could mitigate the risks of public overreaction. As governments focus on national preparedness and food security, this research offers a valuable lesson: communication is as important as supply chain management. Ensuring that future crises are managed with balanced, evidence-based reporting is key to protecting public confidence, preventing unnecessary shortages, and strengthening societal resilience in times of crisis.

Perspectives

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During the Covid-19 pandemic, I remember watching news coverage of empty supermarket shelves and hearing people around me worry about whether they’d be able to get basic essentials. The way the media framed these stories didn’t just reflect public concern—it may have actively shaped it. Reports of panic buying spread quickly, reinforcing a sense of scarcity, which in turn led to more people rushing to the shops. This experience led me to explore how sensationalist reporting influenced public behaviour during crises. My research highlights how dramatic headlines and alarming images created self-fulfilling shortages, putting vulnerable groups at greater risk. When people see stockpiling in the media, they are more likely to engage in it themselves, further straining supply chains. For policymakers, this underscores the need for stronger crisis communication strategies. Governments and retailers must work together to provide clear, fact-based messaging that reassures the public and prevents unnecessary panic. The research also raises important questions about media responsibility—how news outlets report on supply chain issues can either help stabilise public response or intensify disruption. As we focus on national preparedness and food security, these findings show that communication is as vital as supply chain management. The way we talk about food crises can either build resilience or create chaos—and that’s why responsible reporting and evidence-based policymaking must go hand in hand.

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