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The current study examined social media content from celebrity influencers during the early stages of the novel coronavirus pandemic. Given the inchoate governmental and media response to the crisis, this paper argues for the importance of celebrity influencer voices. This study utilized a constant comparative method to analyze Instagram posts from 20 celebrity influencers over a two-month period. Findings suggest celebrities demonstrated and normalized the practice of “staying home,” whereby the public used social distancing to mitigate the virus spread. Celebrity influencers also demonstrated “we’re all in this together” by using their platforms to call for action.

We’re all in this together: celebrity influencer disclosures about COVID-19