NÄR TRYGGHET KRÄVER EN MANUAL. En reflexiv tematisk innehållsanalys av beredskapsbroschyrer i Skandinavien

Abstract

The Scandinavian countries share a common view that the crisis is approaching and that crisis preparedness is particularly relevant to manage the challenging security situation. The potential crises include climate change, cyber threats and attacks on infrastructure (Försvarsmakten, 2025; Myndigheten för samhällsskydd och beredskap, 2025c; Myndigheten för samhällsskydd och beredskap, 2025b; Beredskabsstyrelsen, 2024b). In Norway, Regjeringen (u.å) believes that the country is facing the most serious security situation since the second world war. This study aims to investigate how the authorities in the Scandinavian countries present different aspects of their risk communication. The material analysed is preparedness brochures from Sweden, Denmark and Norway published in 2024. From a media and communication perspective, the study has a high research value based on societal and scientific relevance. Previous research has primarily focused on contextual events such as Covid-19, natural disasters and extreme weather (Herovic m.fl., 2020; Kim m.fl., 2025; Lim m.fl, 2024; da Silva m.fl., 2024; Joslyn m.fl., 2021). Risk communication can therefore be considered a researched field, while we recognise that research on preparedness brochures is limited, particularly in a Scandinavian context. The primary purpose of the study is to examine how individuals, authorities and emergency responders are portrayed and to analyse possible themes based on the brochure's sequence and information. The study is based on a qualitative reflexive thematic analysis (Braun & Clarke, 2022). The study aims particularly to contribute knowledge, deeper understanding and further insight for the authorities´risk communication in a Scandinavia that now lives in peace but is threatened by crisis. The following research questions were formulated to fulfill the purpose of the study: ● What themes are highlighted through the structure and sequence of information in the preparedness brochures? ● How are the individual, the authorities and the emergency responders presented in the brochures for preparedness in the various Scandinavian countries? This study seeks to achieve theoretical transferability by using established theories – framing theory (Entman, 1993) and governmentality (Dean, 2010). Framing theory (Entman, 1993) focuses on how information in text is presented through conscious or unconscious choices of placement, repetition or choice of words which can influence the perception the recipient of the text can get of a certain phenomenon. Furthermore they will be analysed based on governmentality (Dean, 2010) which can be used as a tool to understand how a producer of material uses different logics to control the reader. The theories have also been tested in risk communication research before, for example in Friede (2025) and Almund et al., (2023). However Almund et al., (2023) used a different version of governmentality than this study does. The results of the study show that the preparedness brochures share similarities, but also differences. Similarities identified are the dramaturgical curve of the preparedness brochures: they begin with a threat image, continue with constructing the individual's responsibilities through practical advice and end with a softer tone that emphasizes community and security. All brochures also create a hierarchical structure for the practical advice, where water is consistently placed first and presented as the most basic need. Other similarities concern the presentation of the individual, where the individual is assigned a dual role. The individual is encouraged to make their own plans, make their own decisions while being encouraged to follow the advice and instructions from the brochures. The individual is also presented as part of a community, where it is important to be social, show solidarity and contribute to national preparedness. The presentation of the other actors analysed is another similarity, where both the authorities and emergency responders are presented as authorities that the individual should listen to, but at the same time they are presented as limited in the help they can provide. The differences in the preparedness brochures lie primarily in the presentation of the practical advice, in Denmark they are constructed as if the individual should follow the advice and the advice is binding. In Norway the advice is instead recommendations – through the use of the word ought. In Sweden, the advice is framed as an obligation that must be carried out, using formulations such as you need. Through the identified similarities and differences it can be seen, through framing theory (Entman, 1993) that clear civic ideals are created. The individual is expected to both take responsibility and be a functioning part of a community. Furthermore, dramaturgy can be interpreted as a framework that can guide the reader's perception of the material. Through governmentality (Dean, 2010) it can be seen that an internalized responsibility in the recipient of the brochures can be created and possibly make the individual see self-preparedness as a matter of course. This is based on the fact that producers of the brochures use different logics of control to get their messages across.