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Från tropisk hetta till arktisk kyla: En kvalitativ studie av Parken Zoos kriskommunikation på Facebook
Jönköping University, School of Education and Communication, HLK, Media and communication science.
Jönköping University, School of Education and Communication, HLK, Media and communication science.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syftet med studien var att undersöka hur Parken Zoo använde sig av Facebook för att kommunicera med sina intressenter under en kris som drabbade organisationen hösten 2012. Med hjälp av en kvalitativ textanalys studerade vi de Facebookinlägg som Parken Zoo hade publicerat under krisen. Därefter genomförde vi en kvalitativ intervju med marknadschefen på Parken Zoo, som var ansvarig för kommunikationen på Facebook under krisen.

Med hjälp av ett analysverktyg baserat på situational crisis communication theory och image restoration theory kunde vi avgöra vilka försvarsstrategier Parken Zoo hade använt i Facebookinläggen.

Resultatet visade att Parken Zoo omedvetet hade använt många olika försvarsstrategier, men att tre tydliga budskap förmedlades i Facebookinläggen. Resultatet visade också att Parken Zoos syfte var att använda Facebook som ett dialogverktyg, men att de i själva verket använde Facebook för att sprida enkelriktad kommunikation.

En slutsats vi kunde dra från studen var att det är viktigt för organisationer att vårda sina kundrelationer genom att bemöta intressenternas frågor och kommentarer på sin Facebooksida under en kris. En annan slutsats var att det är viktigt för organisationer att ha en god krisberedskap och att inkludera Facebook i den.

Abstract [en]

The purpose of this study was to examine how Parken Zoo used Facebook to communicatate with their stakeholders during a crisis 2012. Using a qualitative textual analysis, we examined Parken Zoo’s Face- book posts during the crisis. Next, we conducted a qualitative interview with the marketing manager at Parken Zoo, who was responsible for the organization’s communication on Facebook during the crisis.

Using an analysis tool based on situational crisis communication theory and image restoration theory, we assessed which crisis response strategies Parken Zoo had used in their Facebook posts.

The results showed that Parken Zoo subconsciously had used many different crisis response strategies, but that three clear messages were conveyed in the Facebook posts. The results also showed that Parken Zoo’s aim was to use Facebook as a dialogue tool, but in fact they used it for one-way communication.

One conclusion from this study was that it is important for organizations to care for their relationship with the stakeholders by responding to their questions and comments on their Facebook page during a crisis. Another conclusion was that it is important for organizations to develop a proactive crisis management portfolio and to include Facebook in it.

Place, publisher, year, edition, pages
2015. , 60 p.
Keyword [en]
crisis communication, crisis, social media, facebook, situational crisis communication theory, scct, image restoration theory, irt, Parken Zoo
Keyword [sv]
kriskommunikation, kris, sociala medier, facebook, situational crisis communication theory, scct, image restoration theory, irt, Parken Zoo
National Category
Communication Studies Media Studies
Identifiers
URN: urn:nbn:se:hj:diva-25879OAI: oai:DiVA.org:hj-25879DiVA: diva2:788199
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2015-02-13 Created: 2015-02-13 Last updated: 2015-02-13Bibliographically approved

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CiteExportLink to record
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  • apa
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