This article says that the change in the government's framing of coronavirus is moving the narrative to one of individual responsibility.
Previously the frame was that we were under threat from an enemy, and they knew best what to do to protect us. That didn't work.
Jon suggests a framing around citizenship, the citizen narrative:
The right role for government in this story is to equip and enable us: to share as much information as possible and as much power as possible, so that we can work together where we live to find a new and sustainable normal.