Discourse, Difference, and Divergence: Exploring Media Representations and Online Public Sentiments toward Marginalized Urban Communities in Jamaica during the COVID-19 Pandemic

Despite lacking the resources to adequately adhere to public health protocols, urban residents belonging to impoverished communities in Kingston, Jamaica were prominently featured in local news reports that highlighted their breaches of social distancing. These reports generated an overwhelmingly prejudiced online social discourse, characterized by derogatory and dehumanizing remarks. This research aims to explore the ways media representations of calls for social distancing have unearthed latent social cleavages and contributed to the othering of Kingston's poor. A thematic analysis was used to understand the nature of the public response to these news reports. The comments were manually coded, and emergent themes were classified based on the sentiments expressed. The comments generated evoked class, place, race, and political tensions, potentially perpetuating the public perception of vulnerable groups as the 'threatening other'. These comments possibly represent deeper problems associated with the social divergence of Jamaican society. The lack of sensitivity exhibited shows a general disregard for the stark social realities commonly experienced by subaltern groups. These findings suggest media coverage promoting public safety, while important, may inadvertently lead to heightened social tensions and perpetuate social stigmas against marginalized groups, potentially stirring social divergence and countering efforts toward inclusiveness and integration.