EconPapers    
Economics at your fingertips  
 

“Are Your Tanks Filled with Orca Tears?”: Crisis Frames and Message Convergence in SeaWorld’s Tanked Twitter Campaign

Chelsea L. Woods ()
Additional contact information
Chelsea L. Woods: Virginia Polytechnic Institute and State University

Corporate Reputation Review, 2018, vol. 21, issue 1, 9-21

Abstract: Abstract Issues and crises often have multiple frames constructed by organizations and the media. While organizations may try to shape the narrative to their benefit, their ability to do so is often limited. The #AskSeaWorld crisis illustrates this challenge as the online question-and-answer session gone awry generated competing frames from SeaWorld, PETA, and the media. Using a framework of issues management, crisis framing, and message convergence and drawing from organizational documents, media reports, and an interview with PETA, this paper examines the different frames that emerged from the crisis and the extent to which they converged. The findings position SeaWorld as an organization that “protests too much” (Ashforth and Gibbs, Org Sci 1(2):177–194, 1990) and invited a digital crisis by publicly responding to value challenges (Hirsch and Andrews, Leadership and organizational culture, University of Illinois Press, Urbana, 1984). This study also illustrates how a hashtag-based campaign attracts critical publics, such as activists, who can challenge organizational reputations using social media, which may be amplified by media reports. Because many of the media reports reflected content relayed by activists, rather than SeaWorld, this convergence lent legitimacy to activists’ claims, heightening SeaWorld’s legitimacy challenges.

Keywords: Crisis frames; Message convergence; Legitimacy; Social media; SeaWorld; PETA (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
http://link.springer.com/10.1057/s41299-017-0039-y Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:crepre:v:21:y:2018:i:1:d:10.1057_s41299-017-0039-y

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41299

Access Statistics for this article

Corporate Reputation Review is currently edited by Guido Berens

More articles in Corporate Reputation Review from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla ().

 
Page updated 2020-01-08
Handle: RePEc:pal:crepre:v:21:y:2018:i:1:d:10.1057_s41299-017-0039-y