Stanna hemma! : En kvantitativ analys om flygbolagens kriskommunikation isociala medier under COVID-19

Detta är en Kandidat-uppsats från Mittuniversitetet/Institutionen för medie- och kommunikationsvetenskap; Mittuniversitetet/Institutionen för medie- och kommunikationsvetenskap

Sammanfattning: This essay examines the aviation companies SAS,Norwegian and Finnair and their crisis communicationon social media before and after the beginning of the COVID-19 crisis. The theories used are Situational Crisis Communication Theory and Corporate Apologiatogether with the general study of crisis communication. The study was done with a quantitative analysis with a coding scheme. The results show us that the aviation companies have a similar approach on social media but with very distinct differences. Everyone used the SCCTs rebuild strategy eventhough the theory recommends the diminish strategy. Every aviation company used Apologias bolstering reaction through accepting responsibility and put themself in positive perspective. Interesting discoveries were that the companies did not act as the SCCT recommends. Norwegian stops publishing content on their social media in the middle of march. Finnair have a primary focus on Twitter where they also have the least amount of followers. The aviation companies drastically changes their communication when the crisis present it self.

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