An increased focus on individual responsibility in communication
In recent years, individual responsibility and participation in society’s crisis preparedness have been increasingly emphasized in Swedish crisis preparedness policy. This is evident in the communication of both the Swedish Civil Contingencies Agency (MSB) and local municipalities.
Several DURCOM studies describe and analyze the messaging strategies used by Swedish municipalities and the Swedish Civil Contingencies Agency (MSB) in their digital risk communication to legitimate individual responsibility.
One study examines locally produced campaign materials from twelve municipalities during the Crisis Preparedness Weeks of 2017, 2018, 2019, 2020, and 2021. Another study analyzes MSB’s message development over the past decade. The research shows how an increased focus on shifting responsibility to individuals is reflected in communication and is spreading throughout the broader crisis preparedness system.
This growing emphasis on individual responsibility can be interpreted as a way for the state to offload its own responsibility and avoid public dissatisfaction and a loss of legitimacy. At the same time, it can also be seen as a return to the traditional Swedish preparedness discourse, in which preparedness is viewed as a shared project between the individual and the state.
Ågren, M (2025). A tricky balancing act: Legitimating individual responsibility for preparedness while (not) communicating public sector robustness. (Submitted to Crisis and Risk Communication).