The aim of this research is to study the transformation of public discourse and the adaptation of cultural norms in the context of Covid-19 pandemic. By conducting a cross-cultural analysis of the pandemic discourse, we seek to uncover linguistic and cultural variations in the communication strategies employed by public authorities of the UK and Moldova, and determine the role of cultural background in shaping responses to global health crises. The article explores the linguistic choices that construct social meaning within a specific cultural framework. We have adopted a critical approach to discourse analysis, by using insights from socio-cognitive and linguo-cultural theories. The findings may contribute to a deeper understanding of the impact that global challenges have upon different nations, the way culture is perpetuated and how persuasive strategies are adapted to shape public understanding of major social issues.
