Date of Award

5-30-2015

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Michael Hazel

Second Advisor

Dr. David Givens

Abstract

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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