Vaccine rhetoric, social media, and dissensus: An analysis of civic discourse between Norwegian health authorities and citizens on Facebook and Twitter during crisis

Abstract

To shed light on the rhetorical aspects of communication during crisis, we examined the Norwegian discourse on Facebook and Twitter related to the issue of Covid-19 vaccines. Based on our review of recent Nordic studies, we compare our findings with existing studies on social media and Covid-19 in Denmark, Finland, and Sweden. We apply the conceptual frame of rhetorical citizenship in our analysis of the rhetorical practices by Norwegian health authorities and how citizens perceived, supported, or contested information about Covid-19 vaccines between July 2020 and March 2021. The analysis shows a change over time and a shift of moods and arguments reflecting the unfolding of the crisis, going from scepticism to optimism, to disappointment and critique of the health authorities. Observing that social media dynamics may further unproductive dissensus, we argue that rhetorical practices are an essential aspect of communication strategies to maintain civic deliberation and trust during crisis management.