Kriskommunikation i närvaron av en stark social movement, ett flerstämmigt perspektiv på kampen om inramningen av krisen

Sammanfattning: This study aims to contribute with knowledge of how organizations that are criticized by a strong social movement can use crisis communication in order to minimize reputational damage. Reduced stakeholder trust can have serious consequences for the organization's ability to achieve its overall goals. The study was based on a qualitative case study with a multivocal approach on an organizational crisis linked to the Swedish media company TV4 that occured when the Metoo movement reached Sweden in October 2017. The Rhetorical Arena Theory was applied as a general framework and the analysis was conducted in two levels: from a macro perspective prominent voices were identified in the rhetorical arena; from a micro perspective framing analysis was used and a generic analysis model was developed to examine how the prominent voices used crisis communication to ascribe responsibility for the crisis. The study demonstrated that the organization embraced the same thematic framing of the crisis as the voices of the Metoo movement used, and actively used crisis communication and action to change the framing of itself from the cause of an organizational problem, to part of the solution of a societal problem. Based on the theoretical framework, this could be considered as a possible communication strategy for other organizations in similar situations. Keywords: organizational crisis, crisis communication, rhetorical arena theory, fram-ing, strategic communication, social movement, self-organizing network, metoo