Dynamic framing processes between an organization and its audience : an examination of the Equifax cybersecurity crisis
Abstract
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI--COLUMBIA AT REQUEST OF AUTHOR.] During a crisis, public relations professionals not only need to decide how they will frame a crisis with specific messaging, but also need to be prepared to adjust that messaging depending on the public's reaction. For the purposes of this research, a crisis is defined as a dynamic process that involves an evolving conversation between organization and its audience. Due to the gap in current research on this topic, this study will examine how an organization framed and reframed messaging and how their audience accepted/rejected and interpreted those frames during a crisis. Through a qualitative framing analysis of public relations communications, social media, and blogs, this study will examine the 2017 Equifax cybersecurity incident and identify critical moments to explore the interaction between the organization and its audience.
Degree
M.A.
Thesis Department
Rights
Access to files is restricted to the University of Missouri--Columbia