Trustworthiness: Public reactions to COVID-19 crisis communication

Abstract In an unprecedented situation of uncertainty, the COVID-19 pandemic tested the public crisis communication capacity. Using focus group data, this study analyzes public reactions to COVID-19 policies in Scandinavia. In line with the “rally around the flag” hypothesis, trust in public health authorities remained high in all three Scandinavian countries throughout the COVID-19 pandemic. We asked how people assessed the trustworthiness of authorities, and how they discussed reasons for complying with regulations and recommendations. Our findings suggest that the trustworthiness of experts and leaders was continually negotiated, manufactured, and renegotiated, producing critical and conditional trust. Willingness to and reasons for complying with measures to curb the disease were expressed and justified by participants from Sweden, Norway, and Denmark, notwithstanding the national policies consisting of harsh regulations and mild pressure.