The perspectives of community members on COVID-19-related social stigma and mitigation strategies: A qualitative study in Madhya Pradesh, India

Aim: Stigma is a well-documented impediment to health-seeking behaviors and treatment adherence. An explicit societal understanding is essential to halt the stigmatization. Studies documented COVID-19-associated stigma among healthcare personnel. However, there is little evidence regarding community perceptions and experiences of the stigma associated with COVID-2019. We described how various communities perceive and experience the stigma associated with the COVID-19 pandemic. Method: We conducted a phenomenological study in three districts of Madhya Pradesh, with both urban and rural areas. We conducted 36 in-depth phone interviews. All the interviews were recorded, transcribed, and translated into English and analyzed using thematic analysis. Results: Two major themes were derived: 1) experiences of coronavirus disease 2019 recovered individuals and community members on discrimination and stigma, and 2) efforts to reduce coronavirus disease 2019-associated discrimination and stigma. Social support is critical in mitigating the adverse effects of stigma and thereby aiding in preventing disease spread. They express gratitude to the local government for moral support. Although activities involving information, education, and communication may be beneficial in reducing the stigma associated with COVID 2019, the mass media have a critical role. Conclusions: The multidisciplinary teams comprising medical, social, and behavioral scientists and communication and media experts should be formed to reduce the risk of ambiguous messages and misinformation related to COVID-19 at primary care at the community level. Furthermore, it is vital for anti-stigma orientation among community members via mass media.