Expressions of governance, risk, and responsibility: Public campaigns in the crisis and risk management of Covid-19 in Denmark, Norway, and Sweden

During the Covid-19 pandemic, public campaigns were an important part of the Scandinavian health authorities’ strategies to combat the spread of the virus. Denmark, Norway, and Sweden had different strategies to manage the crisis: Denmark had the most political crisis management, Sweden the most informational, and Norway was placed somewhere in between. This chapter examines how public risk and crisis communication during a pandemic was handled in these campaigns in the Scandinavian countries, how they function as a governance technology, and how this was carried out rhetorically. We show how indirect, governmental steering dominated the campaign rhetoric in Scandinavia, through a focus on the culturally decided aspects of purity and danger, and through appeal to a sense of personal responsibility and willingness to avoid taking risks among the citizenry. Furthermore, we find that the campaigns are representative for the crisis management strategy in each country.