“Security, first of all, begins at home”: How Finland, Latvia, and Germany prepare “ordinary people” for crises

In Europe, and specifically in countries bordering the Baltic Sea, preparedness issues have moved up the policy agenda since Russia's 2014 and 2022 invasions of Ukraine. “Ordinary people” are encouraged to prepare for crises—be it through stockpiling food at home, fact-checking information, or signing up for military training. This article unpacks the process through which individual subjects are “responsibilized.” More specifically, it analyses how the risk of war is communicated to make targets act responsibly, drawing on empirical evidence from Finland, Latvia, and Germany. A main tenet is that policy actors appeal to nationally distinct sets of moral codes to responsibilize publics. The Finnish war experience attests to the value of being united, willing and capable of fighting back. Latvia's defence is framed as an integrative force—with the ultimate aim to deter aggressors and ensure national survival. In Germany, inconsistent messaging prevails, simultaneously reassuring and alerting the public.