"Boeing is deeply saddened..." : En kvalitativ innehållsanalys av Boeings kriskommunikation efter 737 MAX-krisen

Sammanfattning: This thesis conducts a qualitative content analysis of The Boeing Company's crisis communication during the 737 MAX crisis in 2019, with a focus on the crisis involving Boeing's 737 MAX aircraft, Ethiopian Airlines Flight 302. Applying the Situational Crisis Communication Theory (SCCT) and an ethical framework, the study examines Boeing's crisis communication and how the organization deals with ethical and moral dilemmas and how these are expressed. Utilizing qualitative content analysis, a structured analytical framework was created to facilitate and guide the analysis. The analysis framework included the identification of central themes, patterns, and key concepts that emerged in Boeing's crisis communication during the 737 MAX crisis. By carefully defining coding categories and relationships within the material, the research could reveal and understand various aspects of Boeing's communicative strategies and emphasized messages. The results indicate that Boeing initially attributed high responsibility for the crisis, and its handling of the preventable crisis posed a serious threat to the company's reputation. A connection between high trust and the ability to protect reputations without complete responsibility emerges throughout the study. The organization's cooperative structure likely influences its strategies and perceptions of responsibility. Through concrete actions, Boeing demonstrates a willingness to learn and improve, strengthening the impression of honesty and responsibility. The analysis also highlights the importance of empathetic, ethical, and morally appropriate communication to build and maintain trust. Boeing manifests ethical and moral positions by acknowledging mistakes and showing compassion, in almost all materials. By applying SCCT and an ethical theory, shortcomings in communication to the general public are revealed. Finally, continued research is suggested regarding Boeing's handling of crisis communication on social media and investigations into how the organization's internal communication may have affected employee morale and engagement during the crisis period. Through these insights, the thesis aims to contribute to a deeper understanding of crisis communication in the context of the Boeing crisis and in broader contexts of crisis management and communication. Keywords: Boeing crisis, ethics and morality, crisis, crisis communication, Situational Crisis Communication Theory.