"It's possible if we do it together." A content analysis of Region Västerbotten's framing in crisis communication during covid-19

In recent years, research has focused more on the importance of language in crisis communication instead of just developing frameworks and strategies. A phenomenon that has recently become a relevant part of this is Framing theory and how this tool can change individual behaviors in situations that require such input. This paper aims to investigate the use of framing within a swedish region’s, Region Västerbotten, crisis communication during covid-19. This in order to underline the importance of language in communication for crises with uncertain time courses. This study examines the region’s press conferences and press releases in order to crystallize important themes related to framing. The method used for this purpose is qualitative content analysis. The results of this study show that the region has used framing to a large extent in terms of measures and facts. This communication has changed over time from being more individual-oriented and rational during the pre-crisis stage, to focus more on measures and used emotional stories during the acute and chronic phases of the crisis. In resolving the crisis, the region has hardly used this type of framing at all. This can be explained by the fact that the communication followed the development of the crisis and used more measures when the individuals in society needed to change their behavior