2023

Jenny Lindholm; Tom Carlson; Frederike Albrecht; Helena Hermansson

This chapter analyses how Nordic health authorities and prime ministers used social media during the first wave of the Covid-19 pandemic. The research questions address the extent to which they interacted with other actors on social media and what communication objectives they pursued in messages to the public. The data consists of health authorities’ Twitter communication and prime ministers’ Instagram posts. The results show that both the health authorities and prime ministers primarily interacted internally with domestic governmental and administrative actors. Still, they pursued different communication objectives. Whereas the health authorities mainly instructed the public on how to act, the prime ministers provided support and appealed for solidarity. National differences are observed. The Danish case stands out, as both the national health authority and the prime minister clearly focused on communicating support to the public.