How newspaper images position different groups of people in relation to the COVID‐19 pandemic: A social representations approach

This study examines newspaper photographs related to the COVID‐19 pandemic in Finland. Drawing on social representations theory and positioning theory, we explore social representations and identities related to COVID‐19 in mass media using a visual rhetoric analysis. More specifically, we focus on how newspaper photographs construct subjects' positions for different age groups. The data consisted of 4,506 photographs of people published in the two largest Finnish newspapers between 1 January and 31 August 2020. The study identified the following subject positions for the different age groups: (a) children as controlled pupils and joyful players; (b) youth as future‐oriented graduates and reckless partygoers; (c) adults as authoritative experts, adaptive professionals, responsible caretakers and active recreationists and (d) elderly people as isolated loners. In addition to echoing the positions of villains, heroes and victims identified in previous studies, the photographs seemed to construct an intergroup divide between adults and the other age groups. Methodologically, this study elaborates the usefulness of the analysis of visual rhetoric in social representations research. Theoretically, we seek to advance the understanding of the role of media, particularly images, in the social construction of knowledge.