Introduction
The novel coronavirus (COVID-19) pandemic had a devastating impact on the global community in 2020, resulting in an unprecedented level of disruption to everyday life. From how people work and socialize to how they stay informed and entertained, the media has been at the forefront of providing information and support to the public. The media response to COVID-19 has been unprecedented in many ways, with the global pandemic highlighting the need for effective communication strategies between governments and citizens. The media’s role in this situation is to inform the public about the disease and its implications, and to guide them on how to protect themselves and others.
With a multitude of different approaches, media outlets in Qatar and the United Kingdom have provided coverage of the pandemic, delivering news and public health guidance to the public (Al Khal et al., 2020). This paper will evaluate and compare the media response to COVID-19 in Qatar and the United Kingdom. The research paper will analyze the countries’ communications strategies, their communication aims, and the audiences they were trying to reach. The analysis will also determine whether or not the aims were met and provide a template that can be used to assess the media response of other countries.
Media Response to COVID-19
Qatar
Many controversies have marred the media response to COVID-19 in Qatar. On the one hand, the media has primarily supported the government’s approach to the pandemic, which has seen Qatar take proactive steps to protect its citizens and residents from the virus (Al Khal et al., 2020). On the other hand, the media has also been critical of some of the government’s decisions, such as the restriction on the number of people attending weddings and funerals, as well as the closure of certain businesses.
The Qatar media has generally supported the government’s containment of the virus. The Qatar Tribune, for example, has praised the government’s efforts to contain the virus, noting that “Qatar has implemented one of the most stringent plans to tackle COVID-19, which includes restrictions on public gatherings and the closure of some businesses” (Ahmad & Hillman, 2021). The Tribune also applauded the government for its quick response to the virus, noting that Qatar was one of the first countries in the region to implement measures to contain the virus (Ahmad & Hillman, 2021). The Qatar media has also praised the government for emphasizing public health measures such as social distancing and mandatory mask-wearing.
The Qatar Tribune, for example, acknowledged that in addition to the closure of businesses, Qatar has mandated that all citizens and residents wear masks and practice social distancing. The Tribune also praised the government for its efforts to provide free testing and medical care to those in need (Ahmad & Hillman, 2021). However, the Qatar media has also been critical of some government decisions.
For example, the Qatar Tribune criticized the government for limiting the number of people attending weddings and funerals, noting that the decision was met with criticism from some who argued that it was not necessary. In addition to its disapproval of some government decisions, the Qatari media highlighted the struggles faced by Qataris in the wake of the pandemic. For instance, the Qatar Tribune established that many Qataris have been left struggling financially due to job losses and pay cuts. The Tribune also highlighted the difficulties faced by older people in Qatar, arguing that many elderly Qataris have been left isolated and unable to visit family due to restrictions on movement.
The United Kingdom
The media response to the pandemic in the UK has been both immediate and ongoing. The initial coverage in March 2020 focused on the spread of the virus, the British government’s response, and its impact on the public. It included a focus on the number of cases and deaths, the government’s response plan, and the advice given to the public.
Studies by Nerlich & Jaspal (2021) show that, as the pandemic progressed, the coverage shifted to focus on the economic and social impacts of the pandemic, including the impact on businesses, jobs, and the healthcare system. The media response has been largely positive, with the majority of coverage focusing on the government’s efforts and healthcare workers’ proactive approach to communicating the severity of the situation and the need for citizens to follow relevant health and safety guidelines (Sobande, 2020). The government utilized a range of media outlets, including television, radio, and social media, to reach a broader audience.
The government’s communication strategy focused on providing citizens with the information they needed to stay safe and protect their health. The aim was to raise awareness of the virus and encourage citizens to follow the relevant guidelines. To this end, Sobande (2020) states that the government focused on providing accurate and up-to-date information, while also emphasizing the importance of personal hygiene, physical distancing, and the use of face masks. The government also launched an online platform, ‘Stay Alert,’ to keep citizens informed about the latest developments regarding the virus and the government’s response to it.
The platform featured a range of interactive tools, including an online dashboard for tracking the spread of the virus and a comprehensive database of health and safety information (Nerlich & Jaspal, 2021). The platform also featured a news section where the latest updates and announcements were posted on a regular basis. The media have also covered the humanitarian aspects of the pandemic, including its impact on vulnerable and disadvantaged groups. The media have also reported on the efforts of individuals and communities to support one another during the pandemic, as well as the efforts of charities and other organizations (Sobande, 2020). However, there has also been criticism of the government’s handling of the pandemic, particularly regarding the speed of its response and the management of economic impacts.
Comparison
The media response to COVID-19 in Qatar and the UK has been similar. Both countries have emphasized the importance of adhering to the guidelines and regulations established by the authorities, as well as the need to stay informed (Roozenbeek et al., 2020). The media response in both countries has also focused on public health messages, with the government emphasizing the importance of adhering to social distancing guidelines and maintaining good hygiene practices.
However, there are some differences between the two countries’ media responses. In Qatar, the primary sources of information have been the Qatar News Agency and Qatar Television, while in the UK, the leading source has been the BBC. Additionally, Doraiswamy et al. (2021) note that the Qatar News Agency website has provided regular updates on the pandemic response, while the BBC website has provided more detailed information, including the latest news and developments. Therefore, the media responses of both countries to COVID-19 differed in terms of the tools or type of media channels used.
Both countries have also adopted different approaches to communicating with the public. Qatar has taken a more direct approach, with the government providing regular updates on the situation and highlighting the importance of adhering to recommendations and regulations (Chen & Wang, 2021). In contrast, the UK has taken a more subtle approach, with the government providing information through the media and encouraging people to seek medical advice if they have any symptoms or concerns.
Communication Strategies
The selection of communication strategies, the intended audience, and the most suitable channels for disseminating preliminary messages are crucial components of national crisis management plans. According to Généreux et al. (2021), the most effective communication techniques are those that can effectively mitigate fear and disinformation, incorporate psychological elements, and include trustworthy and authoritative information. In this aspect, Qatar and the United Kingdom employed dissimilar media communication tactics, resulting in differing outcomes in the handling of the healthcare issue, despite both ultimately succeeding in combating the COVID-19 pandemic.
In Qatar, one of the communication strategies used in response to the COVID-19 pandemic was a supportive, conversational, and open strategy (Direct Approach). According to the State of Qatar Government Communications Office, people were presented with pertinent, authoritative, and clear information that instructed them on proper conduct, such as maintaining limited mobility, taking increased precautions, and social distancing (“Coronavirus (COVID-19),” 2022). To combat misinformation, scientific and authoritative statistical facts were disseminated with consultation guidelines for official information sources. In this way, the target audience encompassed the public, whose health and safety were emphasized in the national goal of containing the pandemic as soon as feasible.
The UK’s distribution of the crucial information required to advise the public and adjust their behavior to minimize the spread and mortality rates of the disease was less successful than Qatar’s. The country used a subtle approach as the communication strategy. As such, the failure of the country’s authorities to adopt a cohesive national strategy hindered the deployment of effective healthcare response plans. The United Kingdom’s communication approach during the pandemic outbreak may be described as covert and selective. Indeed, the media reaction was uneven, with a great deal of disinformation left uncorrected and unchecked.
The intended audience of the communications was not restricted to the general public but also included corporations and other economic entities, which led to the absence of uniform direction about appropriate conduct (Mheidly & Fares, 2020). Moreover, the political interests of the authoritative persons and organizations had a substantial influence on health issues and the policies intended to address them. Despite the UK’s communication team’s subtle approach, the country had an overall effective response to the COVID-19 pandemic.
Both the UK and Qatar shared the goal of using communication to inform their citizens, encourage adherence to health guidelines like social distancing and hygiene, and offer support during the pandemic (Ben Hassen et al., 2020). While their general audience was the entire population, each country focused specifically on its own vulnerable groups (Pellegrino et al, 2022). Qatar uniquely targeted migrant workers and low-income families. In contrast, the UK concentrated its efforts on older adults, those with pre-existing health conditions, and others deemed susceptible to the virus. This has enabled both countries to ensure that the most vulnerable groups have the information and support they need.
The communication strategies of Qatar and the United Kingdom have been largely successful in responding to the COVID-19 pandemic. Both countries have been able to inform the public about the situation, encourage them to follow the guidelines and regulations, and provide support to those affected by the pandemic (Roozenbeek et al., 2020). The communication strategies have also been effective in reaching the intended audiences.
Conclusion
In conclusion, the COVID-19 pandemic has caused unprecedented disruption to life and the global economy. To address this, governments have implemented various strategies for communicating and disseminating information about the virus and its impact. The media response to COVID-19 in the two countries has been broadly similar, with both countries adopting a proactive approach to communicating the severity of the situation and the necessity for citizens to adhere to relevant health and safety guidelines. Both countries have also been successful in achieving their communication objectives, with Qatar providing citizens with the necessary information to stay safe and protect their health, and the United Kingdom’s government emphasizing the importance of public health measures.
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