Shitstorms: Challenging traditional crisis communication theories
Author
Nielsen, Nicklas Lykke
Term
4. term
Publication year
2018
Submitted on
2018-05-31
Pages
44
Abstract
Specialet undersøger, om to klassiske krisekommunikationsrammer—Benoits Image Repair/Image Restoration Theory og Coombs' Situational Crisis Communication Theory—er tilstrækkelige til at håndtere en moderne 'shitstorm' (en pludselig, massiv online modreaktion på sociale medier), eller om de skal videreudvikles. Undersøgelsen bygger på en sammenlignende analyse af Volkswagens dieselemissionsskandale og United Airlines' håndtering af passageren David Dao, hvor organisationernes kommunikationsvalg kortlægges op imod de to teorier for at se, hvor strategierne ikke formåede at dæmpe den digitale modstorm. Analysen viser, at sociale medier giver interessenter større indflydelse og skaber nye forventninger om hurtige og åbne svar. Hvis organisationer ikke anerkender disse krav—f.eks. ved at reagere for langsomt eller vælge en uhensigtsmæssig strategi—kan en shitstorm opstå eller blive forværret. Tøven giver desuden plads til rygter og misinformation, som er sværere at få under kontrol, og memes og andre delbare formater kan forstærke og fastholde negative fortællinger og bør adresseres aktivt. Konklusionen er, at de klassiske teorier stadig giver nyttig vejledning, men at de bør udvides med større fokus på responstid, interessentperspektiv og dynamikkerne i netværksdrevne onlinefænomener (herunder memes), så krisekommunikation bedre kan imødekomme en shitstorm.
This thesis examines whether two established crisis communication frameworks—Benoit's Image Repair/Image Restoration Theory and Coombs' Situational Crisis Communication Theory—are sufficient for managing a modern 'shitstorm' (a rapid, large-scale online backlash on social media) or need further development. The study uses a comparative analysis of the Volkswagen emissions scandal and United Airlines' handling of passenger David Dao, mapping each organization's communication choices against the two theories to identify where strategies failed to contain the online backlash. Findings show that social media shifts power to stakeholders and raises expectations for fast and open communication. When organizations ignore these demands—by responding too slowly or choosing an ill‑suited strategy—a shitstorm can start or intensify. Delay also allows rumors and misinformation to set the agenda, and memes and other highly shareable formats can amplify and entrench negative narratives and should be addressed directly. The thesis concludes that traditional theories remain useful but need extensions that prioritize response speed, the stakeholder perspective, and the dynamics of networked online phenomena (including memes), so crisis communication can better meet the challenges of a shitstorm.
[This abstract was generated with the help of AI]
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