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Examination of the Efficacy of Situa...

Roeder, Melinda.

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Examination of the Efficacy of Situational Response Strategies Utilized in Crises Instigated or Aggravated by Viral Videos that Threaten Harm to Reputation or Brand.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Examination of the Efficacy of Situational Response Strategies Utilized in Crises Instigated or Aggravated by Viral Videos that Threaten Harm to Reputation or Brand./
Author:	Roeder, Melinda.
Description:	66 p.
Notes:	Source: Masters Abstracts International, Volume: 54-05.
Contained By:	Masters Abstracts International54-05(E).
Subject:	Communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1591289
ISBN:	9781321824803

Examination of the Efficacy of Situational Response Strategies Utilized in Crises Instigated or Aggravated by Viral Videos that Threaten Harm to Reputation or Brand.
Roeder, Melinda.

Examination of the Efficacy of Situational Response Strategies Utilized in Crises Instigated or Aggravated by Viral Videos that Threaten Harm to Reputation or Brand. - 66 p.

Source: Masters Abstracts International, Volume: 54-05.

Thesis (M.A.)--Gonzaga University, 2015.

The proliferation of social media has created new challenges for crisis managers. Scandals that are initiated or aggravated by viral video pose a particularly poignant threat (Chen & Lee, 2014). Situational Crisis Communication Theory (SCCT) offers useful guidelines for selecting response strategies (Coombs, 2007). However, this theory includes no specific consideration for the properties of viral video, such as expedience of dissemination or impact of images that can be particularly shocking, disturbing, or violent. This thesis examines two case studies in which viral video compelled organizational leaders to publicly address crises that threatened reputational harm or tainting of a brand. Rhetorical analyses were conducted to evaluate speeches and public comments as well as the efficacy of strategies recommended by SCCT. Theories of framing, mediums, and replication also informed these studies in regards to the relevance and influence of viral images on public perception (Carroll, 2004; McLuhan, 1964; Holland et. al, 2003; Benjamin, 1978). Results indicate that SCCT guidelines remain a useful tool for crisis managers; however, special consideration must be given to the treatment of viral videos. It is recommended that response strategies be implemented swiftly and should target the same media platforms though which the viral videos were created, shared, viewed, and otherwise disseminated.

ISBN: 9781321824803Subjects--Topical Terms:

524709
Communication.

Examination of the Efficacy of Situational Response Strategies Utilized in Crises Instigated or Aggravated by Viral Videos that Threaten Harm to Reputation or Brand.
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245 1 0 $a Examination of the Efficacy of Situational Response Strategies Utilized in Crises Instigated or Aggravated by Viral Videos that Threaten Harm to Reputation or Brand.
300 $a 66 p.
500 $a Source: Masters Abstracts International, Volume: 54-05.
500 $a Advisers: Michael Hazel; David Givens.
502 $a Thesis (M.A.)--Gonzaga University, 2015.
520 $a The proliferation of social media has created new challenges for crisis managers. Scandals that are initiated or aggravated by viral video pose a particularly poignant threat (Chen & Lee, 2014). Situational Crisis Communication Theory (SCCT) offers useful guidelines for selecting response strategies (Coombs, 2007). However, this theory includes no specific consideration for the properties of viral video, such as expedience of dissemination or impact of images that can be particularly shocking, disturbing, or violent. This thesis examines two case studies in which viral video compelled organizational leaders to publicly address crises that threatened reputational harm or tainting of a brand. Rhetorical analyses were conducted to evaluate speeches and public comments as well as the efficacy of strategies recommended by SCCT. Theories of framing, mediums, and replication also informed these studies in regards to the relevance and influence of viral images on public perception (Carroll, 2004; McLuhan, 1964; Holland et. al, 2003; Benjamin, 1978). Results indicate that SCCT guidelines remain a useful tool for crisis managers; however, special consideration must be given to the treatment of viral videos. It is recommended that response strategies be implemented swiftly and should target the same media platforms though which the viral videos were created, shared, viewed, and otherwise disseminated.
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