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The "New Flu": Ontological Insecurity and Pandemic Sense-Making in the US South.

Jasmina Polovič1,2, Laura A Bray1, Gloria Tallbull1

  • 1Center for Applied Social Research, University of Oklahoma, Norman, Oklahoma, USA.

Medical Anthropology
|January 22, 2026
PubMed
Summary

The COVID-19 pandemic caused emotional distress, leading some Oklahomans to frame it as the "New Flu." This narrative helped manage the disruption, especially amid distrust in institutions.

Keywords:
AnxietyCOVID-19United Statesnew flunormalizationontological insecuritypandemics

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Area of Science:

  • Sociology
  • Public Health
  • Psychology

Background:

  • Pandemics trigger significant emotional disruption and existential insecurity.
  • The COVID-19 pandemic lacked a clear cultural script for emotional processing.
  • Institutional distrust complicated public response to health crises.

Purpose of the Study:

  • To explore the emotional impact of the COVID-19 pandemic.
  • To examine how vaccine-hesitant residents in Oklahoma normalized pandemic-related emotions.
  • To understand the narrative construction of COVID-19 as the "New Flu."

Main Methods:

  • Qualitative analysis of emotional experiences during the pandemic.
  • Examination of narrative construction among vaccine-hesitant populations.
  • Focus on residents in Oklahoma.

Main Results:

  • Ontological insecurity was prevalent at the pandemic's start.
  • Participants constructed narratives to understand COVID-19, notably as the "New Flu."
  • This narrative normalized disruption and made the threat emotionally manageable, particularly within a context of institutional distrust.

Conclusions:

  • The "New Flu" narrative served as a coping mechanism for ontological disruption.
  • Individual health practices were shaped by these constructed narratives.
  • Understanding these narratives is crucial for public health communication during pandemics.