Gestión Comunicacional de Crisis: Entre la agenda corporativa y mediática. Estudio de caso Volkswagen España / Crisis Communication Management: Between the corporate and the media agenda. Case study Volkswagen

Luis Miguel Romero-Rodríguez, Angel Torres-Toukoumidis, Amor Pérez-Rodríguez

Resumen


En este texto se aborda un análisis comparativo entre el mensaje de los medios de comunicación y los comunicados oficiales en la crisis de Volkswagen. El estudio se centra en el encuadramiento de la estrategia de Bowen & Zheng (2015) aplicadas en la crisis del sector automotriz a través del diseño no experimental descriptivo de enfoque cualitativo en las estrategias de respuesta. Los hallazgos demuestran que la atribución volitiva de las responsabilidades es una respuesta a la problematización emitida por los medios y no por la existencia de un código moral que sustente la toma de decisiones en la gestión de crisis.

Abstract

This paper addresses a comparative analysis between the message of the media and official statements on the crisis of Volkswagen. The study focuses on Bowen & Zheng (2015) framework strategy applied on the auto industry through a descriptive non-experimental design of qualitative approach. The findings show that the volitional attribution of responsibility is a response to the problematization issued by the media and not by the existence of a moral code that informs decision-making in crisis management.

 

 


Citas


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ISSN: 2174-3681

Prefijo DOI: 10.5783

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