Mixed methods to examine communication crises: Combining a case study with the experimental method
SAGE Research Methods Cases Part 2. Sage. doi: https://dx.doi.org/10.4135/9781526496485. The published article explained in methods case: Len-Ríos, M. E., Finneman, T., Han, K., Bhandari, M.,& Perry, E. (2015). Image repair campaign strategies addressing race: Paula Deen, social media, and defiance. International Journal of Strategic Communication, 9(2), 148-165.
Abstract: In 2013, U.S. television chef Paula Deen faced a public relations crisis following news reports of a court deposition in which she had admitted using a racial epithet in the past. To investigate questions related to her effectiveness at image repair on issues of race and study the question more broadly, we conducted a mixed-methods analysis, which included a case study using rhetorical analysis and then an experiment. A mixed-methods study combines qualitative and quantitative techniques for a specific research purpose. The case study, using multiple qualitative techniques, examined the public apologies Deen issued, including via social media. We first used a rhetorical analysis approach (examining message mechanics) to investigate Deen’s public defense efforts via social media, official statements and televised interviews as evidence of her image repair efforts against charges of her racial insensitivity. Then, we used a follow-up experiment, a quantitative technique that examined the effectiveness of the different response strategies that different types of public personas may use to defend themselves against news media’s reporting of allegations of racial insensitivity (moral defense, performance defense, defiance defense, or no defense). The case presented here demonstrates how combining methods for the purpose of understanding the effects of image repair defense strategies on public perceptions can answer questions that could not be answered by using one method in isolation. It demonstrates how you select materials to conduct a rhetorical analysis for a case study and discusses the decisions that go into designing an experimental study.
Hollywood Shutdown: Production, Distribution, and Exhibition in the Time of COVID
Abstract: Hollywood Shutdown examines the effect of the COVID-19 pandemic on Hollywood beginning with the closure of movie theaters in China over Chinese New Year and ending with Mulan’s bumpy September release on the streaming platform Disney+. One goal of this book is to answer the question: What happened when the coronavirus closed Hollywood? In […]
The maternal health crisis in the U. S.: Communication for survival.
Abstract: Maternal mortality is becoming a “normal” experience in the U.S. as more women die from pregnancy-related complications. Though prevalent in Black women experiences, pregnancy-related complications cut across every race. This panel seeks to discuss communication factors that interplay with pregnant women’s healthcare experiences in the U.S. Specifically, our panel examines different areas of pregnancy-related […]