The Finnish Government’s Strategic Ambiguity in COVID-19 Pandemic Communication: A Case Study

This chapter presents a case study exploring the use of strategic ambiguity in a national government’s strategic external communication addressing multiple and diverse stakeholder demands during a major pandemic. The case study is culturally placed in Finland, a country with high public trust in government authorities. The analysis of discursive strategies in two events occurring during early 2022 showed that the Finnish Government and its authorities used strategic ambiguity when publicly communicating their views, decisions and recommendations about the pandemic. Due to high uncertainty of the long-term effects of COVID-19 on public health, and the need to balance public safety with getting back to normal life, the Finnish Government communicated its pandemic messages in ambiguous ways utilizing five different rhetorical strategies that helped it to change its positions without losing public face. In discussing the benefits and drawbacks of using strategic ambiguity in government communication during a public health emergency, this chapter offers learning opportunities for communication professionals rather than generalizable conclusions about government communications during a pandemic.