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“We Do Not Have Any Further Info to Add, Unfortunately”: Strategic Disengagement on Public Health Facebook Pages
Department of Media and Communication, University of Oslo, Norway.ORCID iD: 0000-0001-6631-1918
Department of Communication and Arts, Roskilde University, Denmark.ORCID iD: 0000-0002-4179-2708
Örebro University, School of Humanities, Education and Social Sciences.ORCID iD: 0000-0001-6407-6037
Department of Media and Communication, University of Oslo, Norway.ORCID iD: 0000-0002-5001-3796
2022 (English)In: International Journal of Strategic Communication, ISSN 1553-118X, E-ISSN 1553-1198, Vol. 16, no 3, p. 499-515Article in journal (Refereed) Published
Abstract [en]

During the COVID-19 pandemic, communication with the public has been a central concern for state actors. One important question has been how to best use social media to ensure the sufficient uptake of their advice and recommendations to the public. With regard to such strategic communicative aims, a significant amount of attention has been previously devoted to the engagement, interaction, and dialogic forms of strategic communication on social media. This paper, however, focuses on an aspect that has not been discussed much in the literature: the need an organization might have to disengage due to a lack of resources or when a conversation has stalled. Using the communication that Scandinavian public health authorities carried out through their Facebook pages as cases, this paper employs a thematic analysis of the associated posts and qualitative interviews with employees to argue that these institutions use three disengagement strategies: 1) contradiction, 2) meta-discursive disengagement, and 3) disengagement through sympathy/empathy. Based on this, we consider the strategic potential of disengagement and discuss whether disengagement strategies can be considered legitimate tools for public health organizations’ crisis communication that can allow them to achieve the dual aim of ensuring citizens’ support for and compliance with authorities’ recommendations.

Place, publisher, year, edition, pages
Lawrence Erlbaum Associates, 2022. Vol. 16, no 3, p. 499-515
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:oru:diva-99790DOI: 10.1080/1553118x.2022.2041021ISI: 000989999800009OAI: oai:DiVA.org:oru-99790DiVA, id: diva2:1677792
Funder
The Research Council of Norway, 312731Available from: 2022-06-28 Created: 2022-06-28 Last updated: 2023-12-07Bibliographically approved

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Rasmussen, Joel

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