INSTITUTIONAL APPROACHES TO HEALTH CRISES

The COVID-19 pandemic demonstrated in practice the need for direct collaboration between governing and scientific institutions. Information exchange proved to be the only tool to control the situation before a vaccine is developed and to determine the dynamics of public trust in institutions. Communication, in these terms, is an instrument for legitimizing imposed measures in society and a decisive factor for their political success. In the context of a health crisis, the role of politicians as communicators should not be underestimated because of the influence they have over the media and public life on the one hand, and because of the existing intersections between public health goals and political interest, on the other. Political response to pandemic situations in different countries is based on established cultural traditions and political priorities, often focusing on social values that unite the majority within the society. Political orientation could influence factors such as perceived risk and behaviour. Although politicization of anti-epidemic measures in 2020 determined subsequent attitudes toward prevention in different countries, positive outcomes have been seen when political leaders engaged with the people and called for unity. Empathy and personal example, as well as the use of social media, have been reported as good practices. While initially the induction of fear stimulated compliance, in the long term it has been viewed as harmful and as a source of distrust.