This study examined an organizations’ crisis communication strategy (i.e., crisis response strategy and technical translation strategy) on social media and publics’ cognitive and affective responses. Twenty crisis communication messages posted by Foster Farms regarding a salmonella outbreak and 349 public responses were analyzed. The results showed that a technical translation strategy generated more public acceptances of message and more positive emotions than a crisis response strategy. A crisis response strategy generated more public rejections of message and more negative emotions than a technical translation strategy.
Simon-Friedt, Bridget R. (author), Howard, Jessi L. (author), Wilson, Mark J. (author), Gauthe, David (author), Bogen, Donald (author), Nguyen, Daniel (author), Frahm, Ericka (author), and Wickliffe, Jeffery K. (author)
Format:
Journal article
Publication Date:
2016-09-15
Published:
USA: Elsevier
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 162 Document Number: D07992
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 134 Document Number: D11401
Notes:
30 pages., Online via website., "Despite the growing use of genetically modified crops over the past 20 years, most Americans say they know only a little about GM foods. And many people appear to hold 'soft' views about the health effects of GM foods, saying they are not sure about whether such foods are better or worse for one's health. ... a majority of Americans perceive disagreement in the scientific community over whether or not GM foods are safe to eat. And, only a minority of Americans perceive scientists as having a strong understanding of the health risks and benefits of GM foods."
