Public trust in governments´ communicating with intermediaries : Finnish and Swedish Governments during the COVID-19 pandemic

Abstract

During the first wave of the pandemic in 2020, the Finnish and Swedish governments followed two very contrasting COVID-19 approaches. Using a ‘test, trace, isolate and treat’ strategy, the Finnish government adopted a hybrid approach which saw relatively heavy government intervention to contain community transmission. The Swedish government adopted a de facto ‘herd immunity’ approach in which relatively light government intervention resulted in higher community transmission. These two approaches shaped the way the Finnish and Swedish governments communicated COVID-19 messages as well as the way people perceived their government’s handling of the pandemic and their subsequent behavioural responses.

Particularly, this chapter examines public trust in these governments as a source of information and the role of - and public trust in - intermediaries as government stakeholders in the COVID-19 communication process. Trust in government is vital during major health crises as it affects the way the public responds to government recommendations about the way they should behave, such as social distancing and mask-wearing measures. This study shows that public perceptions in both countries were overall positive and public trust in the respective authorities remained high. The chapter concludes with recommendations for government health communicators on how to use strategic communication to build and manage public trust.