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Kriskommunikation i närvaron av en stark social movement, ett flerstämmigt perspektiv på kampen om inramningen av krisen

Haraldsson, Anna LU and Rydén, Emelie (2018) SKDK11 20181
Department of Strategic Communication
Abstract
This study aims to contribute with knowledge of how organizations that are criticized by a strong social movement can use crisis communication in order to minimize reputational damage. Reduced stakeholder trust can have serious consequences for the organization's ability to achieve its overall goals. The study was based on a qualitative case study with a multivocal approach on an organizational crisis linked to the Swedish media company TV4 that occured when the Metoo movement reached Sweden in October 2017. The Rhetorical Arena Theory was applied as a general framework and the analysis was conducted in two levels: from a macro perspective prominent voices were identified in the rhetorical arena; from a micro perspective framing analysis... (More)
This study aims to contribute with knowledge of how organizations that are criticized by a strong social movement can use crisis communication in order to minimize reputational damage. Reduced stakeholder trust can have serious consequences for the organization's ability to achieve its overall goals. The study was based on a qualitative case study with a multivocal approach on an organizational crisis linked to the Swedish media company TV4 that occured when the Metoo movement reached Sweden in October 2017. The Rhetorical Arena Theory was applied as a general framework and the analysis was conducted in two levels: from a macro perspective prominent voices were identified in the rhetorical arena; from a micro perspective framing analysis was used and a generic analysis model was developed to examine how the prominent voices used crisis communication to ascribe responsibility for the crisis. The study demonstrated that the organization embraced the same thematic framing of the crisis as the voices of the Metoo movement used, and actively used crisis communication and action to change the framing of itself from the cause of an organizational problem, to part of the solution of a societal problem. Based on the theoretical framework, this could be considered as a possible communication strategy for other organizations in similar situations.

Keywords: organizational crisis, crisis communication, rhetorical arena theory, fram-ing, strategic communication, social movement, self-organizing network, metoo (Less)
Abstract (Swedish)
Denna studie syftar till att bidra med kunskap kring hur organisationer som blir måltavla för kritik från en stark social movement kan använda kriskommunikation för att minimera skadan på sitt rykte, då ett minskat förtroende från intressenterna kan få allvarliga konsekvenser för organisationens förmåga att uppnå sina övergripande mål. Studien baserades på en kvalitativ fallstudie utifrån ett flerstämmigt perspektiv på en organisationskris som uppstod på det svenska medieföretaget TV4 i samband med att Metoo-rörelsen hösten år 2017 nådde Sverige. Rhetorical Arena Theory tilllämpades som ett övergripande ramverk och en analys genomfördes i två nivåer: i makroperspektivet identifierades framträdande röster på den retoriska arenan, i... (More)
Denna studie syftar till att bidra med kunskap kring hur organisationer som blir måltavla för kritik från en stark social movement kan använda kriskommunikation för att minimera skadan på sitt rykte, då ett minskat förtroende från intressenterna kan få allvarliga konsekvenser för organisationens förmåga att uppnå sina övergripande mål. Studien baserades på en kvalitativ fallstudie utifrån ett flerstämmigt perspektiv på en organisationskris som uppstod på det svenska medieföretaget TV4 i samband med att Metoo-rörelsen hösten år 2017 nådde Sverige. Rhetorical Arena Theory tilllämpades som ett övergripande ramverk och en analys genomfördes i två nivåer: i makroperspektivet identifierades framträdande röster på den retoriska arenan, i mikroperspektivet användes framinganalys och en generisk analysmodell som utarbetades för att undersöka hur de framträdande rösterna använde kriskommunikation för att tillskriva ansvar för krisen. Studien påvisade att organisationen anammade den tematiska inramning av krisen som rösterna i Metoo-rörelsen använde, samt aktivt arbetade för att i ord och handling förändra inramningen av sig själv från orsaken till ett organisationsproblem till en del av lösningen av ett samhällsproblem. Utifrån det teoretiska ramverket skulle detta kunna betraktas som en möjlig kommunikationsstrategi för andra organisationer som befinner sig i liknande situationer.

Keywords: organisationskris, kriskommunikation, rhetorical arena theory, framing, strategisk kommunikation, social movement, självorganiserande nätverk, metoo (Less)
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author
Haraldsson, Anna LU and Rydén, Emelie
supervisor
organization
course
SKDK11 20181
year
type
M2 - Bachelor Degree
subject
keywords
organisationskris, kriskommunikation, rhetorical arena theory, framing, strategisk kommunikation, social movement, självorganiserande nätverk, metoo, organizational crisis, crisis communication, strategic communication, self-organizing network
language
Swedish
id
8946122
date added to LUP
2018-06-11 13:57:36
date last changed
2018-06-11 13:57:36
@misc{8946122,
  abstract     = {This study aims to contribute with knowledge of how organizations that are criticized by a strong social movement can use crisis communication in order to minimize reputational damage. Reduced stakeholder trust can have serious consequences for the organization's ability to achieve its overall goals. The study was based on a qualitative case study with a multivocal approach on an organizational crisis linked to the Swedish media company TV4 that occured when the Metoo movement reached Sweden in October 2017. The Rhetorical Arena Theory was applied as a general framework and the analysis was conducted in two levels: from a macro perspective prominent voices were identified in the rhetorical arena; from a micro perspective framing analysis was used and a generic analysis model was developed to examine how the prominent voices used crisis communication to ascribe responsibility for the crisis. The study demonstrated that the organization embraced the same thematic framing of the crisis as the voices of the Metoo movement used, and actively used crisis communication and action to change the framing of itself from the cause of an organizational problem, to part of the solution of a societal problem. Based on the theoretical framework, this could be considered as a possible communication strategy for other organizations in similar situations.

Keywords: organizational crisis, crisis communication, rhetorical arena theory, fram-ing, strategic communication, social movement, self-organizing network, metoo},
  author       = {Haraldsson, Anna and Rydén, Emelie},
  keyword      = {organisationskris,kriskommunikation,rhetorical arena theory,framing,strategisk kommunikation,social movement,självorganiserande nätverk,metoo,organizational crisis,crisis communication,strategic communication,self-organizing network},
  language     = {swe},
  note         = {Student Paper},
  title        = {Kriskommunikation i närvaron av en stark social movement, ett flerstämmigt perspektiv på kampen om inramningen av krisen},
  year         = {2018},
}