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Persuasive narrative during the COVID-19 pandemic: Norwegian Prime Minister Erna Solberg’s posts on Facebook

Author

Listed:
  • Sanjana Arora

    (University of Stavanger)

  • Jonas Debesay

    (Oslo Metropolitan University)

  • Hande Eslen-Ziya

    (University of Stavanger)

Abstract

This article explores the Facebook posts of Norway’s Prime Minister Erna Solberg to highlight the key features of her crisis communication during the COVID-19 pandemic. It draws on data from Solberg’s Facebook posts from February 27, 2020 to February 9, 2021 (i.e., starting from the day when the first case of COVID-19 was recorded in Norway until the time of data collection for this study). Out of her 271 posts, 157 of them were about COVID-19 and were chosen for analysis. The analyses identified five major themes: (1) Promoting responsibility and togetherness (2) Coping (3) Being in control amidst uncertainty (4) Fostering hope and (5) Relating with the followers. Drawing inspiration from Boin, Stern and Sundelius’, work on persuasive narratives, this study shows the ways that Solberg’s posts about COVID-19 exhibit all five identified frame functions. In addition, the findings add contextual nuances to the frame functions through the theme of ‘Responsibilization and togetherness’, which are reflected through references to Norwegianness and the cultural concept and practice of dugnad. This study adds to our knowledge about how persuasive narratives are incorporated into the social media communication strategies of leaders and highlights the usefulness of this framework for studying ongoing and future crises.

Suggested Citation

  • Sanjana Arora & Jonas Debesay & Hande Eslen-Ziya, 2022. "Persuasive narrative during the COVID-19 pandemic: Norwegian Prime Minister Erna Solberg’s posts on Facebook," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-10, December.
    • Handle: RePEc:pal:palcom:v:9:y:2022:i:1:d:10.1057_s41599-022-01051-5
    DOI: 10.1057/s41599-022-01051-5
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    References listed on IDEAS

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    1. Peter D. Lunn & Cameron A. Belton & Ciarán Lavin & Féidhlim P. McGowan & Shane Timmons & Deirdre A. Robertson, 2020. "Using behavioral science to help fight the Coronavirus," Journal of Behavioral Public Administration, Center for Experimental and Behavioral Public Administration, vol. 3(1).
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    3. Boas Shamir & Robert J. House & Michael B. Arthur, 1993. "The Motivational Effects of Charismatic Leadership: A Self-Concept Based Theory," Organization Science, INFORMS, vol. 4(4), pages 577-594, November.
    4. Jennifer Golbeck & Justin M. Grimes & Anthony Rogers, 2010. "Twitter use by the U.S. Congress," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 61(8), pages 1612-1621, August.
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