Top

Published in:

2013 | OriginalPaper | Chapter

Krisenkommunikation und Soziale Medien in der vernetzten Gesellschaft – Theoretische Perspektive und empirische Befunde

Authors : Friederike Schultz, Sonja Utz

Published in: Handbuch Krisenmanagement

Publisher: Springer Fachmedien Wiesbaden

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

Zusammenfassung

Krisen erschüttern die legitimierte soziale Ordnung und drücken strukturelle und normative Wandlungsprozesse der Gesellschaft aus. Diese Wandlungsprozesse beruhen unter anderem auf der Verbreitung neuer Kommunikationstechnologien wie sozialer Medien (Twitter, Facebook, Blogs, etc.), welche die Kommunikation gesellschaftlicher Akteure dynamisieren. Der vorliegende Beitrag reflektiert die Bedeutung und den Einfluss sozialer Medien auf die kommunikative Konstitution von Krisen. Aufbauend auf der Idee einer vernetzten Gesellschaft ergänzt er gängige Theorien der Krisenkommunikation und skizziert Perspektiverweiterungen hin zu einer „Networked Crisis Communication Theory“. Anhand dreier von den Autoren durchgeführten Studien legt der Text dar, welchen Einfluss soziale Medien wie Twitter, Facebook und Blogs im öffentlichen Diskurs auf Medien sowie auf die Reputation, das Kaufverhalten („secondary crisis reaction“) und das kommunikative Handeln der Rezipienten in Krisen („secondary crisis communication“) haben.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

previous chapter Erfolgskritische Faktoren der angewandten Krisenkommunikation

next chapter Krise 2.0: Erfolgreiches Reputationsmanagement mit Social Media

Zugrunde liegen den Studien zwei Experimente. Im ersten Experiment wurden die Teilnehmer (1677) in 9 Bedingungen (3(Antwortstrategie: Entschuldigung, Information, Sympathie) x 3 (Medium: Twitter, Blog, Zeitung) mit künstlichen Krisenkommunikationsnachrichten der Firma Merzedes konfrontiert. Im Experiment wurde eine technische Krise simuliert, aufgrund derer es zu Todesfällen kam. Im zweiten Experiment wurden die Teilnehmer (insgesamt 182) in sechs Bedingungen (2 (Krisentyp: intentional vs. Opfer) x 3 (Medium: Twitter vs. Facebook vs. Zeitung) mit künstlichen Krisenkommunikationsnachrichten von der Firma TEPCO (Tokyo Electric Power Company) konfrontiert, die maßgeblich an der Fukushima-Krise beteiligt und für die Gefahren des Nuklearen Unfalls verantwortlich war.

Beaumont, C. (2009). Amsterdam plane crash: Twitter, social media, and the anatomy of a disaster. Retrieved February 27, 2011, from http://www.telegraph.co.uk/technology/twitter/4806238/Amsterdam-plane-crash-Twitter-social-media-and-the-anatomy-of-adisaster.html.

Benford, R. D. & Snow, D. A. (2000). Framing processes and social movements: An overview and assessment. Annual Review of Sociology, 26, 611–639.

Bennett, W. L. (2003). New media power: The internet and global activism. Oxford: Rowman & Littlefield.

Bollen, J., Mao, H., & Zeng, X. (2010). Twitter mood predicts the stock market. Journal of Computational Science, 2(1), 1–8.CrossRef

Carroll, C. E. (2004). How the mass media influence perceptions of corporate reputation: Exploring agenda-setting effects within business news coverage. Unpublished doctoral dissertation, The University of Texas, Austin.

Castells, M. (2000). The rise of the network society. Oxford: Blackwell.

Coombs, W. T. (1995). Choosing the right words: The development of guidelines for the selection of the appropriate crisis response strategies. Management Communication Quarterly, 8, 447–476.CrossRef

Coombs, W. T. (2007). Protecting organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate Reputation Review, 10(3), 163–176.CrossRef

Coombs, W., & Holladay, S. (2002). Helping crisis managers protect reputational assets. Management Communication Quarterly, 16(2), 165.CrossRef

Coombs, W., & Holladay, S. (2005). Stakeholder emotions: Affect and crises. Research on Emotion in Organizations, 1, 263–280.CrossRef

Coombs, W. T., & Holladay, S. J. (2007). The negative communication dynamic. Exploring the impact of stakeholder affect on behavioral intentions. Journal of Communication Management, 11(4), 300–312.CrossRef

Coombs, W. T., & Holladay, S. J. (2008). Comparing apology to equivalent crisis response strategies: Clarifying apology’s role and value in crisis communication. Public Relations Review, 34, 252–257.CrossRef

Eisenegger, M. (2008). Blogomanie und Blogophobie. Organisationskommunikation im Sog technizistischer Argumentationen. fög discussion paper 2008-0002. fög – Forschungsbereich Öffentlichkeit und Gesellschaft, Zürich.

Ellison, N., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook “friends:” Social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12(4), 1143–1168.CrossRef

Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of Communication, 43(4), 51–58.CrossRef

Esrock, S., & Leichty, G. (1998). Social responsibility and Corporate web pages: Self- presentation or agenda-setting? Public Relations Review, 24(3), 305–319.CrossRef

Eyrich, N., Padman, M. L., & Sweetser, K. D. (2008). PR practitioners’ use of social media tools and communication technology. Public Relations Review, 34(4), 412–414.

Friedland, L. A., Hove, T., & Rojas, H. (2006). The networked public sphere. Javnost-the public, 13(4), 5–26.

Gonzalez-Herrero, A., & Smith, S. (2010). Crisis communications management 2.0: Organizational principles to manage crisis in an online world. Organizational Development Journal, 28(1), 97–105.

Gruhl, D., Guha, R., Kumar, R., Novak, J., & Tomkins, A. (2005). The predictive power of online chatter. Proceedings of the eleventh ACM SIGKDD international conference on Knowledge discovery in data mining.

Grunig, J. E., & Hunt, T. T. (1984). Managing public relations: Holt, Rinehart and Winston.

Himelboim, I. (2008). Reply distribution in online discussions: A comparative network analysis of political and health newsgroups, Journal of Computer-Mediated Communication, 14(1), 156–177.

Jin, Y., Liu, B. F., & Austin, L. (2011). Examining the role of social media in effective crisis management: The effects of crisis origin, information form, and source on public’s crisis responses. Communication Research.

Jorgensen, B. (1994). Consumer reaction to company-related disasters: The effect of multiple versus single explanations. Advances in Consumer Research, 21, 348–352.

Kent, M. L. & Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28(1), 21–37.

Kent, M. L., Taylor, M., & White, W. J. (2003). The relationship between Web site design and organizational responsiveness to stakeholders. Public Relations Review, 29(1), 63–77.

Kleinnijenhuis, J., Schultz, F., Oegema, D., & van Atteveldt, W. (2013). Financial News and Market Panics in the age of high frequency trading algorithms. Journalism, 14(2), 271–291.

Kleinnijenhuis, J., Schultz, F., Utz, S. & Oegema, D. (im Erscheinen). The mediating role of the news in the BP oil spill crisis 2010: How US news is influenced by public relations and in turn affects public awareness, foreign news and the share price. Communication Research.

Kiousis, S., Popescu, C., & Mitrook, M. (2007). Understanding influence on corporate reputation: An examination of public relations efforts, media cov-erage, public opinion, and financial performance from an agenda-building and agenda-setting perspective. Journal of Public Relations Research, 19(2), 147–165.CrossRef

Kleinijenhuis, J., Utz, S., Schultz, F., & Oegema, D. (2011). The mediating role of US News in the BP oil spill: how the news depends on BP and how it affects public awareness, UK news and the BP share price. Paper accepted for presentation at the ICA 2011, 26–28th of May, Boston, USA.

Lerner, J., & Tiedens, L. (2006). Portrait of the angry decision maker: How appraisal tendencies shape anger’s influence on cognition. Journal of Behavioral Decision Making, 19, 115–137. doi:10.1002/bdm.515.CrossRef

Liu, B. F., Austin, L., & Jin, Y. (2011). How publics respond to crisis communication strategies: The interplay of information form and source. Public Relations Review, 37(4), 345–353.CrossRef

McCombs, M., & Shaw, D. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36(2), 176–187.CrossRef

Messner, M. & Distaso, M. W. (2008). The source cycle. Journalism Studies, 9(3), 447–463.

Metzger, M., Flanagin, A., & Zwarun, L. (2003). College student web use, perceptions of information credibility and verification behavior. Journal of Computers & Education, 41(3), 271–290.CrossRef

Pattriotta, G., Gond, J.-P., & Schultz, F. (2011). Maintaining legitimacy: Controversies, orders of worth and public justifications. Journal of Management Studies, 48(8), 1804–1836.CrossRef

Raupp, J. (2011). Organizational communication in a networked public sphere. Studies in Communication and Media, 1, 15–36.

Scheufele, B. T. (2006). Frames, schemata, and news reporting. Communications, 31, 65–83.CrossRef

Scheufele, D. A., & Tewksbury, D. (2007). Framing, agenda-setting, and priming: The evolution of three media effects models. Journal of Communication, 57(1), 9–20.

Scheufele, B., Haas, A., & Brosius, H. B. (2011). Mirror or molder? A study of media coverage, stock prices, and trading volumes in Germany. Journal of Communication, 61(1), 48–70.

Schultz, F., & Raupp, J. (2010). On the social construction of crises between governmental and corporate organizations. An inter-organizational and inter-systemic perspective. Public Relations Review, 36(2), 112–119.CrossRef

Schultz, F., & Wehmeier, S. (2010). Online-relations. In W. Schweiger & K. Beck (Hrsg.), Handbuch Online-Kommunikation (S. 409–433). Wiesbaden: VS-Verlag.CrossRef

Schultz, F., Utz, S., & Göritz, A. (2011). Is the medium the message? Perceptions of and reactions to crisis communication via twitter, blogs and traditional media. Public Relations Review, 37(1), 20–27.CrossRef

Schultz, F., Kleinnijenhuis, J., Oegema, D., Utz, S., & van Atteveldt, W. (2012a). Strategic framing in the BP crisis: A semantic network analysis of associative frames. Public Relations Review, 38(1), 97–107.CrossRef

Schultz, F., Utz, S., & Glocka, S. (2012b). Towards a networked crisis communication theory: Analyzing the effects of (social) media, media credibility, crisis type, and emotions. Paper presented at the 62nd Annual ICA conference, Phoenix, Arizona.

Sweetser, K. D., & Metzgar, E. (2007). Communicating during crisis: Use of blogs as a relationship management tool. Public Relations Review, 33(3), 340–342.CrossRef

Taylor, M., Kent, M. L., & White, W. J. (2001). How activist organizations are using the Internet to build relationships. Public Relations Review, 27(3), 263–284.

Utz, S., Schultz, F. & Glocka, S. (2013). Crisis communication online. How medium, crisis type and emotions affected public reations in the Fukushima Daiichi nuclear disaster. Public Relations Review.

Valuch, J. (2011). Haiti’s viral volunteers: How social media is changing the face of crisis response. Retrieved February 27, 2011, from http://views.washingtonpost.com/leadership/guestinsights/2011/01/viral-volunteers-for-haiti-how-social-media-ischanging-the-face-of-crisis-response.html.

Weber, K., & Glynn, M. A. (2006). Making sense with institutions: context, thought and action in Karl Weick’s theory. Organization Studies, 27, 1639–1660.CrossRef

Weiner, B. (1995). Judgments of responsibility: A foundation for a theory of social conduct. New York: Guilford.

White, C., & Raman, N. (1999). The World Wide Web as a public relations medium: The use of research and planning in website development. Public Relations Review, 25, 405–419.CrossRef

Title: Krisenkommunikation und Soziale Medien in der vernetzten Gesellschaft – Theoretische Perspektive und empirische Befunde
Authors: Friederike Schultz
Sonja Utz
Publisher: Springer Fachmedien Wiesbaden
Book: Handbuch Krisenmanagement
Print ISBN: 978-3-531-19366-3

Electronic ISBN: 978-3-531-19367-0

Copyright Year: 2013
DOI: https://doi.org/10.1007/978-3-531-19367-0_19