Approaching doomsday: how SARS was presented in the Norwegian media

Abstract

This article reviews why SARS received so much media attention in Norway, beginning with descriptions of the dynamics and dilemmas faced in health risk communication from the point of view of medical experts and generalist journalists. How the Norwegian media covered SARS is then described and analysed in relation to these risk communication dynamics and dilemmas. Based on the description and short analysis, connotations of the main narratives in the different phases of the SARS outbreak are then discussed. In the conclusion, the nature of SARS itself is used to explain the enormous exposure it received and the massive fear it created in Norway compared to the meagre medical damages it produced there.