Unveiling crisis communication strategies: A critical discourse analysis of Narendra Modi’s response to the COVID-19 pandemic in India

This paper presents a discursive analysis of crisis communication by Indian Prime Minister Narendra Modi during COVID-19 pandemic. Employing critical discourse analysis, the study examined 239 speeches delivered between March 2020 and December 2021. It discursively analyzed crisis communication emphasizing tone, the language used, frequency, and consistency, by Modi in communicating with the public through speeches, press conferences and media releases during the key stages of the crisis: the start of COVID-19; the peak of the pandemic in India; and post-peak. These stages help understand his broader responses and assist in analyzing the tone and language used at different stages of the crisis. While Modi effectively communicated through various mediums, expressing national pride and blending persuasive, authoritative, and informative tones, he often did not address inequalities, potentially influencing the pandemic’s impact on different communities within India. While generally most leaders in situations of crisis would focus on unifying populations, Modi used even the pandemic to encourage divisiveness as indicated through the analysis of his communication as often his messages were interwoven with undertones of religious nationalism. The study suggests that Modi could have placed greater emphasis on community building, public engagement, and addressing challenges, including the impact on marginalized communities.