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The Structure and the Effect of Crisis Storytelling
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 Title & Authors
The Structure and the Effect of Crisis Storytelling
Hong, Sook-Yeong; Cho, Seung-Ho;
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This research examines a storytelling of a crisis presented in news coverages about Asiana Airline accident happened at San Francisco airport on July 6th, 2013. and investigate how the storytelling affects public's image toward an organization. To answer the research questions, qualitative content analysis of news articles (n=101) and survey (n=125) were employed. The subjects for the content analysis were Chosun Daily Newspaper and Hankyoreh Daily Newspaper, and the period of news articles is range from June 6th, 2013 to June 12th, 2014. The results showed that 10% out of total news articles was positive description toward stewardess who handled the crisis well in emergence situtation. The major expressions of depicting the stewardess's heroic activities in the news articles were tears, composure, hero, quick response, sacrifice, sorry, and so on. The online survey was conducted from Nov. 15, 2013 to Feb. 14, 2014 and found that the stewardess heroic activity influenced positively public's evaluation on Asian airline's crisis management and image of the company.
Airline Crisis;Crisis Storytelling;Hero;Crisis Response;Corporate Image;
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