Abstract
COVID-19 challenged nations’ leadership to engage their publics in protective strategies. In Denmark, a highly individualistic society that was able to constrain harms during the pandemic, the language of interconnectedness appeared to become a blueprint for government communication. This study explores the structure of public appeals made by the national leadership to appeal for broad participation in COVID-protective measures. We inductively and deductively analyzed all 23 government transcripts of COVID-19 press conferences from 03/01/20-02/28/21. We coded values-based appeals using the original Moral Foundations Theory framework, which includes 5 moral domains (care/harm, loyalty/betrayal, sanctity/degradation, fairness/cheating, authority/subversion), and distinct values combinations. The moral foundations values most frequently invoked: care (protecting Denmark and those most vulnerable to COVID-19); Loyalty (felt-obligation to the whole); and Degradation (risk of contagion). Least frequent were unfairness (unjust actions) and betrayal (actively disserving the greater good). These values were also seen in specific combinations to create appeals beyond single domains, which may help messages resonate across the ideological spectrum. Examples of combined values appeals messaging about Danish identity built around loyalty and care, as captured in the word “samfundssind”. Potential implications for encouraging participation in achieving public health and collective benefit within highly individualistic countries are explored.
Presenters
Christina JäderholmGraduate Research Assistant, School of Public Health, Oregon Health & Science University, Oregon, United States Liana Winett
Associate Professor, Oregon Health and Science University, Portland State University School of Public Health, Oregon, United States
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Public Health Policies and Practices
KEYWORDS
Government communication, Moral Foundations Theory, COVID-19
