Reassessing social trust: gossip, self-policing, and Covid-19 risk communication in Norway

Abstract This article analyses patterns of compliance with COVID-19 regulations in Southwest Norway. Based on ethnographic fieldwork and a series of interviews, we contrast grassroots discourses with the Norwegian government’s own emphasis on ‘trust’ in its risk communication strategies. As opposed to the official claim that Norwegians complied with COVID-19 emergency regulations because they trusted the authorities, the evidence suggests that citizens complied more due to the informal pressure of their peers. Affective reciprocity and moral judgement, including the dynamics of kinship sociability in which they are expressed, here acquire a critical analytical dimension. In dialogue with dominant theories of trust in risk studies, we argue that such relational aspects of everyday life should be taken into consideration as essential factors for any health risk mitigation strategy.