La fabrique d’un héros déchu. Le Dr Arruda dans les médias québécois pendant la COVID-19

Abstract

Objectives: This research focuses on the process of heroization during epidemics. It analyzes the evolution of the media portrayal of Dr. Arruda, Quebec's former national director of public health, during the COVID-19 pandemic to identify the type of spokesperson valued and devalued at different moments during the virus outbreak.

Method: We analyzed 728 articles published by five Quebec media outlets: <i>Le Devoir</i>, <i>La Presse</i>, <i>Le Journal de Québec</i>, <i>Le Journal de Montréal</i>, and <i>24 Heures</i>. The data then underwent a rhetorical frame analysis, which identified fourteen heroization arguments and fourteen blame arguments, taking shape within four broader argumentative logics.

Results: Dr. Arruda was transformed into a fallen hero in a five-stage process: 1) heroization; 2) doubt; 3) accumulation of criticism; 4) minor acts of redemption; and 5) confirmation of the fallen hero status. The analysis illustrates the sinusoidal path during which Dr. Arruda was heroized and criticized several times over. It also shows how the same arguments were used at the beginning of the outbreak to heroize Dr. Arruda and, later, to criticize him.

Conclusion: This research shows that media-exposed spokespeople must adapt to the public's changing needs relating to heroes. It also highlights the difficulty of occupying a highly visible position as public health director during a health crisis. Finally, this research draws insights on how to manage communications in times of health crises.