“…Governmental warnings about the emergence of a pandemic often serve only to raise anxiety levels (Fielding et al, 2005) and can rapidly contribute to a state of panic, such as the 'SARS phobia' that followed the outbreak of Severe Acute Respiratory Syndrome in Asia in 2003 (Cheng, 2004). Faced with an apparently uncontrollable threat, individuals often turn to emotion-focused strategies to cope (Mak, Ho, Cheung, Woo, Cheung, & Lee, 2006). In this paper, we analyse data from a study conducted in Malaysia, focussing on pig farmers, a group at the centre of much public attention during the swine flu crisis (The Guardian, May 2009).…”