The COVID-19 pandemic presented an unprecedented global health crisis, placing tremendous pressure on news media to effectively communicate the outbreak amid significant uncertainties. This study investigates how BBC News and CNA YouTube channels framed the initial phase of the pandemic, from the first coverage of the outbreak to reports of the first community transmission. Guided by framing theory, discourse analysis, and multimodal analysis, an inductive qualitative content analysis was conducted on 27 news clips from BBC News and 87 from CNA YouTube channels. The findings revealed stark differences in framing strategies. BBC News predominantly categorized the initial outbreak as a localized health and humanitarian crisis in China, distancing the United Kingdom from the narrative. The narrative was further augmented by the recurring visual motif of Asians wearing facemasks, implicitly conveyed the message of difference between them and us. Conversely, CNA constructed the initial outbreak as a shared regional threat to Asian countries, emphasizing Singapore’s vulnerability and multifaceted response. Via contextualizing COVID-19 alongside Singapore’s 2003 SARS experience, CNA highlighted institutional preparedness and called for public compliance with policies. The findings of the study reveal how European and Asian media adopt distinct strategies in framing emerging health crises, reflecting broader socio-political narratives. As nearly five years have passed since the COVID-19 outbreak, this work provides a timely opportunity to reflect on lessons learnT and to inform future media strategies for reporting public health emergencies. These insights offer practical guidance for media professionals, facilitating balanced, culturally sensitive, and accurate health communication strategies.
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