Förening i kris : En kvalitativ textanalys av ÖFK:s kriskommunikation efter ekobrottshärvan

Detta är en Kandidat-uppsats från Umeå universitet/Institutionen för kultur- och medievetenskaper; Umeå universitet/Institutionen för kultur- och medievetenskaper

Sammanfattning: The purpose of this case study is to examine the crisis response strategies and rhetorical tools Östersunds FK (ÖFK) used in their crisis communication during an economic-crime-crisis. To examine which response strategies ÖFK used to protect their image, Benoit's ​image repair theory (1997)​ supplemented with Bruce & Tahlia’s (2008) ​diversion ​and Coombs ​SCCT​ (2007), are crucial throughout this case study. In addition to that, we have done a rhetorical analysis to examine the use of ethos, pathos and logos in ÖFK:s crisis communication. The analysis indicates that ÖFK mostly used ​ethos​ and ​logos​ as rhetorical tools. Denial​, ​corrective action​ and ​reduce of offensiveness​ were the most common response strategies. Our study provides an insight into how sports associations in Sweden act in crisis. The conclusions are that ÖFK was reactive in their crises communication and we could see tendencies that are consistent with previous crisis communication research in sports association context, but also in political context.

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