From Ridicule to Resistance: Online Public Discourses Surrounding Ivermectin on a Selected British Broadcasting Corporation News Video on Youtube

The dissemination of health information through mainstream media plays a critical role in shaping public perception, particularly during global health crises. This study examined audience responses to the BBC YouTube video titled “The false science around Ivermectin – BBC News”, which debunked Ivermectin as an alternative COVID-19 treatment. Using qualitative textual analysis, 500 most recent out of 1,093 viewer comments posted three years ago were thematically analyzed to explore patterns of public attitudes, stigmatization, and backlash. Findings reveal highly polarized responses. Stigmatization emerged through ridicule, questioning of scientific credibility, moral judgment, and distrust of Ivermectin users, while public backlash manifested via promotion of counter-narratives, accusations of media bias, and active debate. Linguistic and rhetorical strategies—including humor, sarcasm, conspiratorial framing, anecdotal evidence, moral reasoning, and hyperbole—shaped how stigma was reinforced or contested. The findings underscore the interplay of media framing, public risk perception, and online discourse, illustrating how social, cognitive, and moral dimensions contribute to polarized health debates. This study contributes to understanding how mainstream media messages interact with audience beliefs to influence both the stigmatization of health interventions and the expression of public resistance in digital spaces.