In the early days of the pandemic, Australians became global poster children for a particular kind of panic: the frantic dash to stockpile toilet paper. But new research reveals that what began as an understandable response to crisis was rapidly transformed into a full-blown moral panic, with serious consequences for social cohesion and public trust. The findings were published in the journal Crime, Media, Culture.
At the heart of the crisis was anxiety. Faced with an invisible threat and mixed messages from government leaders, people resorted to tangible acts of control. For many, this meant stockpiling essential items like toilet paper. Yet the media narrative quickly turned, painting bulk buyers not as cautious citizens but as selfish hoarders.
Researchers analysed over a hundred news articles from Australia’s leading outlets during the first four months of 2020. What they found was a pattern of blame disproportionately levelled at people from lower socio-economic backgrounds and migrant communities. These individuals were cast as irrational, un-Australian, and dangerous. At the same time, bulk buying by wealthier Australians was largely overlooked or even portrayed sympathetically.
This skewed coverage had consequences. Supermarkets introduced new security measures, police were deployed, and the term “panic buyer” became a catch-all for social dysfunction. Imagery in the media often dehumanised shoppers, likening them to mobs or animals. Some headlines used words such as “stampede”, “swarm”, and “crisis”, amplifying the public’s sense of unease.
The study also highlights a telling contradiction: while media and political figures condemned panic buying, they also contributed to the very panic they criticised. Images of empty shelves and frenzied crowds were replayed endlessly, feeding a vicious cycle. People saw chaos, feared missing out, and joined the rush.
Underlying the public shaming was a broader political context. By focusing on individual behaviours, the media narrative diverted attention from structural issues like supermarket monopolies, supply chain fragility, and government miscommunication. Blaming shoppers, especially those already marginalised, allowed institutions and authorities to avoid scrutiny.
The research shows how moral panics often have two effects. First, they punish certain groups for behaviour deemed unacceptable. Second, they excuse similar actions by more powerful or privileged individuals. In this case, a wealthy woman bulk buying pet food was framed as a responsible dog owner, while others doing the same were accused of inciting public disorder.
What emerged was not just a shortage of household goods, but a shortage of empathy and critical perspective. The toilet paper saga became symbolic of deeper anxieties: about control, about community, and about who gets to define appropriate behaviour in times of crisis.
The pandemic revealed more than just the gaps in supply chains. It exposed the fragility of social trust, and how quickly fear can be weaponised. As the dust settled, the media’s role in fuelling panic raised uncomfortable questions about accountability in the face of national emergencies.
