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The demand for justice then went into a wave of massive global protests both in offline and online realities-the #BlackLivesMatter hashtag was widely used on social media when protests were held. Issues pertaining to racism sparked in relation to the event, and many people protested demanding justice. The death of an African-American, George Floyd, that involved white police, has sparked outrage and demonstrations in many U.S. This study aims to reveal how hyperreality is reflected in using the #BlackLivesMatter hashtag on social media. This study adds to our knowledge about how persuasive narratives are incorporated into the social media communication strategies of leaders and highlights the usefulness of this framework for studying ongoing and future crises. In addition, the findings add contextual nuances to the frame functions through the theme of ‘Responsibilization and togetherness’, which are reflected through references to Norwegianness and the cultural concept and practice of dugnad.
Drawing inspiration from Boin, Stern and Sundelius’, work on persuasive narratives, this study shows the ways that Solberg’s posts about COVID-19 exhibit all five identified frame functions.
The analyses identified five major themes: (1) Promoting responsibility and togetherness (2) Coping (3) Being in control amidst uncertainty (4) Fostering hope and (5) Relating with the followers. Out of her 271 posts, 157 of them were about COVID-19 and were chosen for analysis. It draws on data from Solberg’s Facebook posts from Februto Febru(i.e., starting from the day when the first case of COVID-19 was recorded in Norway until the time of data collection for this study). This article explores the Facebook posts of Norway’s Prime Minister Erna Solberg to highlight the key features of her crisis communication during the COVID-19 pandemic.
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