The growth of social media has set demands on organizations to be online and interact with
stakeholders, especially during a crisis. The public are no longer seen as passive receivers of
marketing messages. Previous studies have shown that the need for information increases
during a crisis. Social media can be a powerful tool if is used strategically. This case study
looks deeper into Oxfam’s 2018 Haiti sexual exploitation scandal, as an attempt to understand
how organizations communicate on social media during a crisis. By co-applying multimodal
critical discourse analysis (MCDA) and the social-mediated crisis communication (SMCC)
model, a broader understanding of how the crisis was handled can be developed. The data
consists of four Instagram posts that will be analyzed, drawing upon four multimodal
frameworks from Machin (2017): Iconography: the ‘hidden meanings’ of images; The meaning
of color in visual design; The meaning of typography; and Representation of social actors in
images. In order to obtain a broader picture of the strategies, key public and relationships, the
components of the SMCC model will be identified and presented for this case. The result of
this study shows that multiple response strategies have been used to communicate both tailored
messages and unified organizational messages. It is apparent that Oxfam did not have a clear
strategy and altered between apologizing, “blaming” individuals within the organization and
distancing themselves from the crisis.