Results

Qualitative and quantitative data were collected and analyzed from six Alberta Covid-19 update videos from March 17, 2020, to September 15, 2021. The correlating data from public comments are detailed in Figures 1 to 3 and Tables 1 to 7.

Video Analysis Results

The following figures, tables and themes reveal the results of watching the six Covid-19update videos.

Figure 1

Views of Covid-19 Update Videos

Figure 1 compares each of the six videos’ views on the YourAlberta YouTube account and Jason Kenney’s Facebook page. The view count was taken in November 2021, and the exact date is listed on each data collection sheet. The YourAlberta Facebook page does not archive the Covid-19 update videos; however, the public can watch the live updates there. The Government of Alberta website can only host nine videos at a time, and therefore, YouTube was where all six videos were analyzed. The December 8, 2020 update video had the most views on YouTube and Facebook compared to the other five videos. The total views over both platforms were 474,659 (194, 659 on YouTube and 280,000 on Facebook). The December 8 video introduces strict lockdown measures to combat the rapidly growing second wave of Covid-19. The May 26, 2021 update video had the second-highest viewership with a total of 303,690 (89,690 on YouTube and 214,000 on Facebook) views over both platforms. The key message from the May 26 video was the announcement of the “Open for Summer” plan. The December 15 video had the least number of views: 34,875 on YouTube and 78,000 on Facebook.

 Government Officials Speaking in Covid-19 Update Videos

Attendance was taken for each of the six Covid-19 Update videos. Chief Medical Officer of Health, Deena Hinshaw, was present in five of six videos; Dr. Hinshaw was absent on May 26, 2021, for the “Open for Summer” video. This update was earlier in the day, and the health information was not yet available. Premier Jason Kenney was in attendance for five of the six videos and was absent for the Premier March 17, 2020 video (YourAlberta). He announced earlier in the day that Alberta was taking aggressive measures to reduce the spread of Covid. Minister of Health Tyler Shandro spoke in four of the six videos. Minister of Jobs, Economy and Innovation Doug Schweitzer appeared in two out of six videos. He appeared during the announcements on new funding for businesses.

Minister of Municipal Affairs, Tracy Allard; Minister of Community and Social Services,Rajan Sawhney; Minister of Justice and Solicitor General, Kaycee Madu, all appeared once for the December 15, 2020 video. Tracy Allard and Rajan Sawhney reiterated what PremierKenney said about COVID-19 Care Teams. Kaycee Madu mentions the importance of receivingaccurate information along with resources to prevent Covid-19 from spreading.

Alberta Health Services President and CEO Dr. Verna Yui appeared on September 3, 2021, and September 15, 2021. Alberta hospitals were facing severe capacity challenges, greater than any other time during the pandemic (Dr. Verna Yui, September 15, 2021, 34:57). On September 14, Alberta Health Services (AHS) reached 270 patients in ICU. Dr. Yui stated this is the highest number of ICU patients AHS has seen in Alberta’s provincialized health care system (Sept. 15, 2021, 35:09).

Theme 1: Redundant Messaging

Data collected summarizes the number of times a Minister or the Chief Medical Officer repeats the messaging from Premier Kenney. Kenney speaks first in the five of six videos he appears in. He provides a detailed overview of the pandemic situation in Alberta, including outlining new health measures, government initiatives and funding programs, sometimes making brief references to case numbers. In all five videos, other government officials speak after Premier Kenney. While watching the six Covid-19 update videos, a pattern began to emerge. During these updates, the other ministers often repeat what Premier Kenney states without providing significant additional information.

Analysis of data indicates Minister Tyler Shandro says “as Premier said,” “as Premier mentioned,” “as Premier noted,” and “as Premier outlined” at least once in the four of six videos he appears in. In the May 26, 2021 update video, Shandro uses “as Premier said” and “as Premier mentioned” a total of six times. Minister Shandro’s messaging is very repetitive to Premier Kenney’s update. The least use of the phrases by Tyler Shandro was in the September 15, 2021 update video. In this update, Premier Kenney provides minimal detail about the new public health measures, and therefore, Minister Shandro has more to contribute.

Minister Tracy Allard uses the phrase “as Premier stated” once and “as Premier mentioned” twice in the one video, December 15, 2020, that she appears in. Chief Medical Officer of Health, Dr. Deena Hinshaw, used “as Premier mentioned” and “as Premier noted” once. It appears that Kenney gives Hinshaw the most freedom to provide her update with minor redundancy from his own messaging.

Table 1

Video Summary and Key Messages

Table 1 provides a short description of the key messages from each video. The six videos were chosen based on pivotal moments throughout the pandemic while ensuring an equal number of videos from 2020 and 2021 were selected. Several themes were uncovered from the key messages delivered. Tables 3 to 7 examine the following themes: Premier Kenney compares Alberta to other provinces and countries, the Alberta government messaging divides Albertans, identifies the end of the pandemic is near, and definitive and distracting phrases and contradictions are used throughout the messaging.

Table 2

Premier Kenney compares Alberta to Other Provinces and Countries

Table 2 identifies instances where Premier Kenney compares Alberta to other Canadian provinces or countries to justify his decisions to date. When the Covid-19 situation is positive in Alberta, Premier Kenney celebrates his government’s efforts. When the Covid-19 situation is dire, Kenney seems to blame. In the December 8 update video, Kenney indicates Alberta is experiencing a higher rate of cases, hospitalizations and deaths. However, this is acceptable because all other developed societies in the northern hemisphere are in a similar situation. In the September 15 update video, Premier Kenney indicates that Covid-19 is hitting Alberta harder than every other province in Canada because of the low vaccination rates. He is steadfast that the Alberta government was diligent in their efforts to ensure Albertans got vaccinated. The low vaccination rates are not his fault.

Table 3

Theme 2: Dividing Albertans

Table 3 identifies the times Jason Kenney creates a divide between two populations of Albertans with his message. Minister Doug Schweitzer makes one comment that divides the public and small business owners in Alberta. In September 2021, as the Covid-19 cases increased and Alberta’s health care system collapsed, Kenney’s narrative began to set vaccinated Albertans and unvaccinated Albertans against each other. This divide does little for unifying the province in challenging times. Dr. Deena Hinshaw provides messaging that unifies the province. In the September 15 update video, the Chief Medical Officer of Health says, “I want to stress that no one sector or area of our society is driving this spread alone. Instead, it is the result of close contact that occurs wherever people gather together, especially indoors. This means no one sector is to blame” (para. 35-36). She goes on to say, “I ask all of us to go above and beyond the minimum requirements and to do everything we can to stop the spread. Our choices have never mattered more. The choice to be fully immunized saves lives. The choice to reduce close contacts saves lives” (September 15, 2021, para. 45-47). Dr. Hinshaw’s messaging unites Albertans; Premier Kenney’s messaging divides Albertans.

Table 4

Theme 3: The End of the Pandemic is Near

Table 4 identifies the times Premier Jason Kenney made several early assumptions concerning the end of the pandemic starting in December 2020, this followed the public release of COVID-19 vaccines. Jason Kenney continues to reiterate a message conveying that Alberta will soon be at the end of the pandemic and that things shall soon return to normal. The message is repeated to give Albertans comfort in the “Open for Summer” plan. However, in September – after Alberta was open for summer – the cases steadily climbed, the tone changed, and there was no mention of the end of the pandemic again.

Theme 4: Definitive and Distracting Phrases

Jason Kenney speaks in a very definitive way, using phrases that are firm, final and authoritative. Statements like “the best Alberta summer ever” (Jason Kenney, May 26, 2021, 03:17) and “we will not let that happen” (Jason Kenney, December 8, 2020, 07:04) are not facts. They are overconfident statements used to embellish the messaging. The phrases distract, rather than provide accurate information to the listener. The language Jason Kenney chose to use allowed many individuals to be misinformed, leading to distrust of the Alberta Premier’s Communications

Theme 4 was also identified on The Bridge podcast with host Peter Mansbridge and guest Kathleen Petty. The Canadian journalist, Petty, discusses that Jason Kenney does not have the ability to be or appear humble (Mansbridge, 2021, 18:01). Petty discusses how everything Kenney says is big, absolute, and definitive – using terms like “best summer ever” or “open for good” (Mansbridge, 2021, 18:08).

Table 5

Theme 5: Contradictions

Table 5 includes quotations that were later renounced by Premier Kenney and Dr. Deena During both September 2021 video updates (video 5 and video 6), Kenney and Hinshaw admit that moving forward with the Open for Summer plan and transitioning from a pandemic to an endemic was a mistake. The Premier had made multiple public comments that he would not implement a vaccine passport in Alberta. However, on September 15, he announced Alberta would be implementing a proof of vaccination system, the Restriction Exemption Program. The contradicting messaging contributes to a lack of public trust.