This project investigates Malaysia Airlines communicative efforts in the MH17-crisis. The theoretical frame consists of W. Timothy Coombs’ Situational Crisis Communication Theory (SCCT) and Image Restoration Theory by William L. Benoit. The Coombs’ analysis entails looking at the contextual factors to develop relevant strategies. Benoit is used as a framework in the textual analysis to explore which strategies MAS employed - scrutinising press releases from the first 48 hours. We compare the ‘ideal handling’ of SCCT and the ‘actual handling’ analysed through the terminology of Benoit’s Image Restoration theory. Through the analyses we can conclude that MAS was effective in their communicative handling of the MH17-crisis but a strategy dealing with Expression of Sympathy should be additionally developed.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat|
|Udgivelsesdato||15 jun. 2015|
- Crisis Communication