Crisis Communication and the Effects of Culture. A Comparative Case Study about H&M and Samsung
Authors
Schrøder, Sofie Kieler ; Karlsen, Anika Camilla
Term
4. term
Publication year
2021
Submitted on
2021-05-31
Pages
90
Abstract
Dette speciale undersøger, hvordan kultur påvirker virksomheders krisekommunikation i en global, social medie–præget kontekst gennem et komparativt casestudie af to sager: H&Ms “coolest monkey in the jungle”-episoden og Samsungs krise i forbindelse med lanceringen af Galaxy Note 7. Med et interpretivistisk og socialkonstruktivistisk udgangspunkt anvendes et kvalitativt design til at analysere organisationernes officielle undskyldninger og krisekommunikation. Diskursanalyse og kritisk diskursanalyse bruges til at undersøge sprogbrug og overtalelsesmidler, og Meyers The Culture Map samt Hofstedes kulturdimensioner anvendes til at fortolke nationale og organisatoriske kulturtræk. Coombs og Holladays perspektiver på krisekommunikation rammesætter vurderingen af strategier og forventede udfald. Diskussionen sammenligner de to cases med fokus på sociale mediers muligheder og udfordringer for hurtig interessentkommunikation. Ifølge den tilgængelige del af arbejdet konkluderes, at kulturelle perspektiver i Sverige og Sydkorea i høj grad former krisekommunikationen; mere detaljerede, case-specifikke fund præsenteres i den fulde analyse.
This thesis examines how culture influences corporate crisis communication in a global, social media–driven environment by comparing two high-profile cases: H&M’s “coolest monkey in the jungle” incident and Samsung’s crisis following the launch of the Galaxy Note 7. Adopting an interpretivist, social constructivist stance, the study uses a qualitative design to analyze each company’s official apologies and crisis communication. Discourse analysis and critical discourse analysis are applied to the language and modes of persuasion used, while cultural frameworks from Meyer’s Culture Map and Hofstede’s cultural dimensions are used to interpret national and organizational contexts. Perspectives from Coombs and Holladay on crisis communication guide the assessment of strategies and expected outcomes. The discussion compares the two cases with attention to the opportunities and challenges social media present for rapid stakeholder communication. Based on the material available in this excerpt, the thesis concludes that cultural perspectives in Sweden and South Korea significantly shape crisis communication; more detailed, case-specific findings are presented in the full analysis.
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