Svepande Mediehantering : En studie om förtroendekriser som konsekvens av medioker mediehantering

Sammanfattning: On October 17, 2012, TV4 broadcasted an episode of the documentary series Kalla fakta. The episode received a lot of attention when it revealed that Parken Zoo, a very popular destination for families, was not as well maintained beneath the surface as it gave the impression of being. The case attracted attention in all possible media for a long time, which led to a beginning of an extensive investigation of the Zoo. The purpose of this study is to examine how Parken Zoo handled the media after the examination of TV4’s Kalla fakta, and how it affected people’s confidence in the Zoo. This paper consists of an overall case study of Parken Zoo that can be divided into two different methods. One qualitative content analysis where the outcome has been developed by analyzing articles and television clips in four news media in Sweden and one quantitative survey in the form of a questionnaire study to investigate the confidence of the Zoo. Our main theories are the agenda setting theory, the principle of symmetry and Thompson theory of what a scandal is. Our theses are: How did Parken Zoo manage media after the examination of TV4’s Kalla fakta? How did this affect people’s confidence in the Zoo? The revelation by Kalla fakta and Parken Zoo's media management both created a temporary loss of confidence for the Zoo in the public opinion. This loss of confidence may be rebuilt in the next few years on condition that Parken Zoo play their cards right.