UNIVERSITY PARK, Pa.— Megan Pietruszewski Norman, a doctoral student in the Donald P. Bellisario College of Communications, was awarded a grant to study how the threat of Lyme disease is communicated in environments not typically associated with a high risk of contracting tick-borne illnesses — urban areas.

Lyme disease has long been a significant public health concern in the United States, especially in Pennsylvania, which is one of the top U.S. states for reported Lyme disease cases. Norman’s research seeks to address misconceptions surrounding Lyme disease, particularly the belief that it is only a rural issue.

“We often think of Lyme disease as a problem associated with rural, hiking or camping activities, but it's also prevalent in some urban areas that have grass and other plants where ticks can live … which can be surprising,” Norman said. “I suspect that while people may acknowledge the severity of Lyme disease, they don't perceive themselves as personally at risk, especially in urban environments. This is what I'm interested in exploring.”

According to a 2023 report, more than 1,000 cases of Lyme disease were reported in the counties surrounding Philadelphia in 2021, with likely many more unreported. Norman said she hopes her project will highlight the prevalence of Lyme disease in urban areas and develop effective communication strategies to raise awareness and promote prevention.

Norman's project was awarded the Applied Urban Communication Research Grant, which is funded by the Urban Communication Foundation, an organization dedicated to advancing the understanding of urban communication patterns. Norman said she hopes to collaborate with organizations like Penn State Extension and public health organizations to explore how the risks of Lyme disease are communicated.

“I want to understand the obstacles and opportunities organizations face when communicating about Lyme disease,” she said. “What are the different strategies, and how do they vary between places like State College and Philadelphia?”

The project has two parts. In the first phase, Norman will conduct a pilot test to evaluate various "clickbait-style" messages designed to capture the attention of urban residents. This will help identify the most effective strategies for conveying Lyme disease information.

The main experiment will involve presenting participants with one of several social media-style posts, followed by a more comprehensive article on Lyme disease prevention. By analyzing responses to both short-form and long-form content, Norman will gain insights into how people perceive the severity of Lyme disease and their personal susceptibility to it.

Now entering her fourth year as a doctoral student at Penn State, Norman’s research interests focus on strategic health and environmental communication, with a special interest in risk and visual communication strategies.