To wear or not to wear, was that the question? Understanding citizen responses to COVID‐19 crisis management in social media across Europe

Abstract This study aims to gain qualitative insights about and compare public responses to COVID‐19 crisis management during the different pandemic phases and across three countries—Norway, Sweden and Italy. To do so, we have carried out a qualitative content analysis of a selection of 2606 tweets containing the term ‘face mask’ in Italian, Norwegian, and Swedish published between March 1, 2020 and June 31, 2022. The article combines risk society theses with social practice theory as a lens through which to examine public responses to crisis management. Analyzing the data from Norway, Sweden, and Italy, this article discusses the extent to which individualism, reflexive modernization, and cosmopolitanism account for citizen responses to authority's crisis management efforts in each of the countries during the different phases of the pandemic. Findings highlight the crucial role of socio‐cultural contexts that shape citizen responses to crisis management over time, showcasing a spectrum of attitudes ranging from scepticism and critique to trust and compliance. This comparative analysis underscores the importance of considering the dynamic interplay between criticism and support, individualism and collectivism, as well as global and local experiences in understanding diverse and situated societal responses to crisis management during a global pandemic. The article also points to social media as a meaningful arena where individuals and groups share information and participate in discussions that shape collective views, thus having a significant role in shaping citizen responses to COVID‐19 crisis management and influencing decision‐making.