THE STUDY OF THE GOVERNMENT'S APPLICATION OF IMAGE RESTORATION TYPOLOGIES TAILOR TO DIFFERENT STAKEHOLDERS : LESSON LEARNED FROM FLOOD CRISIS IN 2011
Keywords:
Crisis Communication, Image Restoration Typology, Stakeholder Theory, Taxonomy AnalysisAbstract
The aim of this research is to study Government’s application of image restoration typology tailor to different stakeholders during 2011 Flood crisis specifically, its image regarding socio economic aspect. Benoit and Pang (2008) Image restoration typology and Stakeholder Theory: Esman’s Linkage Model were employed as major theoretical concepts in understanding the application of image restoration typology to different types of stakeholders including: Enabling, Functional, Normative, and Diffused linkages.
Through Taxonomy Analysis, the researcher collected and analyzed different contents of each restoration typology. Phrases, words and sentences reflecting similar contents were coded and categorized into same group of typology. The coding sheet and coding manual were developed in analyzing the collected data.
The important result described in the finding and discussion section showed that the mostly employed typology was “Corrective Action” and “Reduce Offensiveness”. In fact, the Government applied all 5 image restoration strategy in different level of intensity in communicating with is major stakeholders: the affected people including the entrepreneur and general public. Particularly, the “Denial” and “Reduce Offensiveness” were employed in communicating with the media.
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