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The Normative Dimension of Securitization as a Strategic Crisis Communication Theory.Lessons from the COVID-19 Pandemic in Central & Eastern Europe

The aim of the study. This article aims to advance the development of the normative dimension of securitization as strategic crisis communication theory. Securitization is a powerful persuasive tool because it builds an argument that an existential threat is looming and extraordinary measures should be employed to counter it (Buzan et al., 1998; Vultee in Balzacq, 2010; Watson, 2012). Research methods and techniques. The theorization in this article is based on an analysis exploring a set of cases of Slovakia’s counter-pandemic measures during the first two years of the COVID-19 outbreak in the country. Results and discussion. The case study of Slovakiais informative because the instances there reflect a broader array of problems that are experienced across various global societies; for example, a failure to introduce measures that are inclusive of the marginalized people in terms of ethno-racial discrimination or digital disparities. The analysis helps to extract a set of practical recommendations that aim to craft ethically-sound securitized discourses for persuasive purposes during crises. The framework proposed by Floyd (2011; 2019) is used as the main scaffold for normative securitization and is further enhanced by the relevant ethics standards of the strategic communication field, leading to the introduced lineup of recommendations. Conclusions. The author provides recommendations for the use of securitization methods: 1) establishing the causes of securitization (determining the cause of the threat to a particular type of security; establishing a clear and transparent set of guidelines to consistently determine which frame is reasonably superior to another frame (s)); 2) taking into account the reference object of securitization (inclusion of all victims and groups; establishing a clear and transparent set of guidelines for determining the consequences of non-human entities and concepts from a regulatory point of view).Keywords:securitization, strategic crisis communication theory, normative communication theory, COVID-19 communication, pandemic communication, Slovakia