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Krisenkommunikation und soziale Medien in der vernetzten Gesellschaft – Theoretische Perspektive und empirische Befunde

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Handbuch Krisenmanagement

Zusammenfassung

Krisen erschüttern die legitimierte soziale Ordnung und drücken strukturelle und normative Wandlungsprozesse der Gesellschaft aus. Diese Wandlungsprozesse beruhen unter anderem auf der Verbreitung neuer Kommunikationstechnologien wie sozialer Medien (Twitter, Facebook, Blogs, etc.), welche die Kommunikation gesellschaftlicher Akteure dynamisieren. Der vorliegende Beitrag reflektiert die Bedeutung und den Einfluss sozialer Medien auf die kommunikative Konstitution von Krisen. Aufbauend auf der Idee einer vernetzten Gesellschaft ergänzt er gängige Theorien der Krisenkommunikation und skizziert Perspektiverweiterungen hin zu einer „Networked Crisis Communication Theory“. Anhand von drei von den Autoren durchgeführten Studien legt der Text dar, welchen Einfluss soziale Medien wie Twitter, Facebook und Blogs im öffentlichen Diskurs auf Medien sowie auf die Reputation, das Kaufverhalten („secondary crisis reactions“) und das kommunikative Handeln der Rezipienten in Krisen („secondary crisis communication“) haben.

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Notes

  1. 1.

    Zugrunde liegen den Studien zwei Experimente. Im ersten Experiment wurden die Teilnehmer (1677) in 9 Bedingungen (3(Antwortstrategie: Entschuldigung, Information, Sympathie) x 3 (Medium: Twitter, Blog, Zeitung)) mit künstlichen Krisenkommunikationsnachrichten der Firma Mercedes konfrontiert. Im Experiment wurde eine technische Krise simuliert, aufgrund derer es zu Todesfällen kam. Im zweiten Experiment wurden die Teilnehmer (insgesamt 182) in sechs Bedingungen (2 (Krisentyp: intentional vs. Opfer) x 3 (Medium: Twitter vs. Facebook vs. Zeitung)) mit künstlichen Krisenkommunikationsnachrichten von der Firma TEPCO (Tokyo Electric Power Company) konfrontiert, die maßgeblich an der Fukushima-Krise beteiligt und für die Gefahren des nuklearen Unfalls verantwortlich war.

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Authors and Affiliations

  1. Department of Communication Science, VU University Amsterdam, Amsterdam, Niederlande

    Friederike Schultz

  2. Institut für Wissensmedien, Schleichstr. 6, 72076, Tübingen, Deutschland

    Sonja Utz

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  1. Friederike Schultz
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  2. Sonja Utz
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Correspondence to Friederike Schultz .

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  1. Zürich, Switzerland

    Ansgar Thießen

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Schultz, F., Utz, S. (2014). Krisenkommunikation und soziale Medien in der vernetzten Gesellschaft – Theoretische Perspektive und empirische Befunde. In: Thießen, A. (eds) Handbuch Krisenmanagement. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-04293-6_19

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  • DOI: https://doi.org/10.1007/978-3-658-04293-6_19

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