What does scapegoating refer to in health communication?

Scapegoating in health communication refers to the act of blaming a particular group or individual for a problem, often without justifiable evidence. This phenomenon is rooted in social dynamics where a perceived threat or issue is redirected to a specific target, allowing others to deflect responsibility or guilt. In the context of health communication, scapegoating can manifest during public health crises, where certain populations may be unjustly blamed for the spread of disease or health-related issues, leading to stigmatization and discrimination. Understanding scapegoating is crucial in health communication as it impacts how communities respond to health initiatives and affects the overall response to health crises.