How do Norwegian versus German health authorities use rhetoric and build upon public trust in their communication during the Covid-19 crisis?

Abstract

This case study investigates two television programs, 'Markus Lanz' (ZDF) in Germany and 'Debatten' (NRK) in Norway, focusing on the rhetorical strategies employed by health authorities during the critical period of November to December 2021, marked by the emergence of the Omicron variant. The analysis employs a qualitative approach, conducting rhetorical examinations of health authorities in six episodes, three from each show. Health authorities featured include experts from the Norwegian Institute of Public Health, the Norwegian Directorate of Health, the German Robert-Koch Institute, and the Standing Committee on Vaccination. Further, the study integrates a quantitative component through a sentiment analysis using ChatGPT for Twitter/X comments related to the shows. The findings highlight that health authorities prioritize informative over persuasive strategies, emphasizing transparency and credibility. They establish expert ethos through expert pedagogy and expert techne, explaining complex concepts and referencing relevant studies. The authorities consistently explain the scientific basis of their decisions, engaging in transparent communication, and crisis management. Twitter/X reactions are more negative towards German health authorities, aligning with communication and resource challenges. Opponents receive more positive reactions in Norway, influenced by their rhetoric and asking of critical questions. Practical implications suggest that audiences value clarity, rationality, objectivity, effective communication, and expertise.