Conclusions and Recommendations

The research reveals a definite resistance to pandemic measures among a sector of Albertans who voiced concerns, anger, and distrust in the official government narrative. This was further clarified in the following conclusions and recommendations.

Conclusions

Clear messaging and alternately, inconsistent messaging, impacts public compliance with crisis management. An infodemic, that is, an overabundance of information, misinformation, and disinformation (World Health Organization, n.d.) did not conclusively contribute to a Covid-19 health crisis in Alberta. Further research into cause and effect would be required to make such a conclusion. The data collected, however, did indicate inconsistent and divisive messaging from Alberta’s leadership contributed to a Covid-19 health crisis. According to the data collected in this study, the public responded to pandemic measures and their responses to public health crisis communication. Further, the data demonstrates the messaging from Alberta Premier Jason Kenney, Chief Medical Officer of Health Deena Hinshaw, and other government officials, was inconsistent and frequently denied the need for pandemic measures, followed by implementation of the measures. Themes of distrust and anger were identified as public responses to the inconsistencies and any implemented measures.

Crayne & Medeiros (2021) describe sensemaking as a process by which individuals interpret cues about their changing environments, utilizing the interpretation to explain what occurred and consider future actions. In a crisis, sensemaking is a means to collect information, provide an explanation, and develop appropriate actions, and is an “essential element to successful navigation of crisis events” (Crayne & Medeiros, 2021; Maitlis & Christianson, 2014, p. 463).

Tables 1 to 3 demonstrate the message themes disseminated by Alberta’s Premier, Jason Kenney, which effectively created confusion through inconsistency, divisiveness, and casting blame on other sectors and levels of government. The sensemaking process provides a framework for the public to understand the crisis. Such interpretation of a leader’s communication underpins public motivation to comply with measures, such as mask-wearing, social distancing, or vaccinations (Crayne & Medeiros 2021, Corley & Gioia, 2004, p. 464). Although Alberta’s messaging toward vaccinations was consistently pro-vaccine, urging Albertans to get vaccinated, most other messaging didn’t provide the foundational sensemaking needed to encourage compliance with public health measures and provided opportunity for less proactive messaging from less verifiable sources.

The government of Alberta’s messaging was strengthened by the frequency of updates, hard data, and Dr. Hinshaw’s unifying pleas. The message was weakened by Kenney’s frequent comparisons, divisive comments, definitive, distracting messages, and contradictions. Public reactions to official announcements and to the perception of government officials’ compliance with pandemic measures contributed to distrust and subsequent lack of support for pharmaceutical and non-pharmaceutical prevention measures.

Admitting a mistake is a level of honesty Albertans looked for as they attempted to make sense of the pandemic, and pharmaceutical and non-pharmaceutical interventions. Premier Kenney, however, never fully acknowledges where he may have failed (Mansbridge, October 7, 2021, 19:24). Other messaging contributing to public trust or vaccine hesitancy includes that which was disseminated on social media—a great contributor to the changes in the public’s trust, reactions, and willingness to trust in the Covid-19 vaccines. At first, in March 2020, many individuals were eager to support the restrictions and regulations that were coming into place. Some commenters were hoping they would start sooner and be stricter. As time passed, commenters and viewers became more agitated, and a divide was created between members of the public (vaccinated/unvaccinated, small business owners/government, Albertans/the government, etc.). The public’s usage of the Facebook comments section opened the pandemic conversation to many other perspectives; it created a divide between Albertans and the government.

Comments encouraged vaccine hesitancy and doubt and challenged commenters’ views of the government and other figures in authority. Commenters frequently mentioned the vaccine “goalposts” that were set and how they could not see any loosening of restrictions despite passing them. The public was largely impacted by how the comments section was being used on Facebook; it amplified distrust and vaccine hesitancy, which continued to build as individuals shared their concerns.