Risk governance during the COVID‐19 pandemic: A quantitative content analysis of governors' narratives on twitter

Abstract

The current study addresses the communication aspect of risk governance during the COVID-19 pandemic by examining whether governors' tweets differ by political party, gender and crisis phase. Drawing on the Centers for Disease Control and Prevention's Crisis Emergency Risk Communication (CERC) model and framing literature, we examined the salience of five CERC's communication objectives, namely acknowledge crisis with empathy, promote protective actions, describe preparedness/response efforts, address rumours and misunderstanding and segment audience. Using a deductive and inductive approach, we analysed 7000 Twitter messages sent by the 50 US state governors during the period of 13 March 2020 to 17 August 2020. Our findings suggest that governors' tweets aligned with CERC's communication objectives to a varying degree. We found main and interaction effects of political party, gender and crisis phase on governors' communication objectives. New emergent communication objectives included attention to mental health, call for social influencers and promoting hope. Implications are discussed.