Analyzing effectiveness of image repair theory through social media responses : a case study of Dan Snyder and the Washington Commanders.

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dc.contributor.advisorTefertiller, Alec C.
dc.creatorBurkley Jr., Kerry, 1999-
dc.creator.orcid0009-0007-8750-5026
dc.date.accessioned2023-11-07T15:49:57Z
dc.date.available2023-11-07T15:49:57Z
dc.date.created2023-05
dc.date.issuedMay 2023
dc.date.submittedMay 2023
dc.date.updated2023-11-07T15:49:57Z
dc.description.abstractThe following study provides an analysis of user generated responses on social media reflecting a timeline of scandals that occurred in the last two years involving the Washington Commanders and their owner, Dan Snyder. The organization has experienced crises regarding workplace sexual harassment allegations, electronic mail containing verbal abuse, and mismanagement. Using the framework of William Benoit’s Image Repair Theory (IRT), this study seeks to measure the effectiveness of the Commanders response to investigations of their franchise amid a two year long organizational crisis through reactions to a statement reported on Twitter. Through a thematic analysis and analyzing the statement through Benoit’s five image repair strategies of 626 tweet reactions, the study concluded that the Commanders’ statement was ineffective in reducing offensiveness of their organization’s investigation and instead dealt more damage towards the organization’s image, as four themes regarding the Commanders’ image, reputation capital, and team ownership were concluded as significant, negative factors.
dc.format.mimetypeapplication/pdf
dc.identifier.uri
dc.identifier.urihttps://hdl.handle.net/2104/12566
dc.language.isoEnglish
dc.rights.accessrightsNo access – contact librarywebmaster@baylor.edu
dc.titleAnalyzing effectiveness of image repair theory through social media responses : a case study of Dan Snyder and the Washington Commanders.
dc.typeThesis
dc.type.materialtext
thesis.degree.departmentBaylor University. Dept. of Journalism, Public Relations & New Media.
thesis.degree.grantorBaylor University
thesis.degree.nameM.A.
thesis.degree.programJournalism
thesis.degree.schoolBaylor University

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