Governments and Social Media Influencers in Times of Crisis
AbstractProblem: As the coronavirus spread across the globe, governments around the worldreceived mixed critique for their communication to the public as some handled it better thanothers in public opinion. While the US government faced backlash over communicationdeemed woefully inadequate by the public, the Danish prime minister, Mette Frederiksen,received praise for her handling and communication with the public during the crisis,indicating that some governments were better at responding to the crisis. As numberssuggest that traditional media, like TV and newspapers, is dwindling in the US, the caseappears to be the same in Finland, as claimed by the Finnish government. Such tendenciesmight suggest that this might be the case in other nations as well. In Finland, thegovernment has therefore decided to communicate through social media and social mediainfluencers by inciting them to share reliable information.Purpose: This study not only seeks to discover how governments may utilize social mediainfluencers in times of crisis, but also how social media influencers around the world arecurrently addressing the pandemic and what can be learned from social media and socialmedia influencers during the pandemic.Methodology: This study adopts a qualitative research approach with an exploratory designand will analyze Instagram posts addressing the pandemic, collected from social mediainfluencers around the world in order, through a multimodal analysis to fulfill the above-mentioned purpose.Conclusion: This study concludes that governments may, when a crisis occurs, chooseamong several crisis response strategies, depending on the crisis, and then base theircommunication to the public on the selected strategy. Communication may be done throughsocial media and social media influencers and, from there, the message may spread far andwide digitally as social media allows users to easily share content among each other.Furthermore, the study found that social media influencers were already inciting communityspirit and spreading awareness through creative solutions like social media challengeswhere users are incited to share content.
https://vbn.aau.dk/ws/files/334552715/Master_s_thesis___Thomas_Boren.pdf