Overview

This book proposes a critical public relations approach to analyzing crisis communication with Malaysia Airlines flight 370 (MH370) disappearance (2014-2018) as a case study. It examines the discursive process of Malaysia’s crisis response and image building, tracing Malaysia Airlines during the immediate response and the Malaysian establishment until the official suspension of the underwater search. The study features a critical discourse analysis of 84 national media texts and 85 response statements, focusing on three aspects: the national media representations of Malaysia’s image, the national carrier and the government’s rhetorical strategies of delivering stances and actions, and the dynamic process of image reconstruction and national recovery. The present project contributes to the current research area by integrating both linguistic and public relations perspectives, and more importantly, by highlighting the ideological impact instead of merely behavioral effectiveness in modern communication research. Target readers may find their interest in corporate crisis communication, critical inquiry about political public relations, and the MH370 incident in general.

Full Product Details

Author:   Huabin Wang
Publisher:   Springer Verlag, Singapore
Imprint:   Springer Verlag, Singapore
Edition:   1st ed. 2022
Weight:   0.541kg
ISBN:  

9789811962578

ISBN 10:   981196257
Pages:   223
Publication Date:   20 October 2022
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand  
We will order this item for you from a manufactured on demand supplier.

Table of Contents

CHAPTER 1  MH370 AS A NATIONAL PR CASE: CONTROVERSY AND CHALLENGES  1.1 Introduction 1.2 Background of Malaysia Airlines flight 370 disappearance 1.3 Outline of the incident: Critical moments of the MH370 crisis 1.4 Malaysia’s government image, patronage politics, and airline governance 1.5 Initial media representations: A cooperative yet nonprofessional or inefficient searcher 1.6 MH370 controversy over the incident: Professionalism, transparency, and diplomacy 1.7 Influence of MH370 controversy: Malaysia in PR challenges 1.8 Significance of the research: Discourse, crisis and PR practice 1.9 Research aims and research questions 1.10 Outline of the research   CHAPTER 2  PR RESEARCH ON NATIONAL CRISES: NATIONAL IMAGE AND CRISIS RESPONSE  2.1 Introduction 2.2 (Political) public relations, key stakeholders and social agents 2.3 An overview of national image       2.3.1 Definition of national image       2.3.2 Fundamental aspects of national image       2.3.3 Notions of and differences between image, reputation and identity 2.4 PR issues for a nation: National crisis, image and recovery       2.4.1 Crisis and national crisis in the PR context       2.4.2 National image as one crucial PR concept       2.4.3 Crisis happening, image rebuilding and national recovery                2.4.3.1 Introduction to 3Rs: Resolving, responding and recovering                2.4.3.2 Crisis response on the negative side: “blame game                2.4.3.3 Crisis response on the positive side: “leadership image                2.4.3.4 Crisis resolution towards national recovery 2.5 Previous studies of airline incidents as (national) crises       2.5.1 Contemporary politics: Conspiracy theories as instances of disaster response       2.5.2 Journalism practice: News report as a reflection of media and national differences       2.5.3 Image repair: PR strategies in (national) airline crisis communication 2.6 MH370 (and Malaysia) as a case of crisis communication and management 2.7 MH370 and PR perspective: Crisis response and image repair as material action       2.7.1 Crisis recognition and response as part of communication process       2.7.2 National image repair and situational crisis communication 2.8 MH370 and CDS perspective: Discourse and communication as social practice      2.8.1 Introduction to Critical Discourse Studies       2.8.2 CDS research on national image and crisis representation       2.8.3 Fairclough’s three-dimensional model for discourse and social change 2.9 An integrated approach to analysing MH370 crisis response and image rebuilding       2.9.1 A historical review of critical investigation into PR research       2.9.2 Integrating PR and CDS I: Framing national crisis through media discourse       2.9.3 Integrating PR and CDS II: Negotiating response strategies in institutional discourse       2.9.4 Integrating PR and CDS III: Identifying ideological perspectives of management practice       2.9.5 Towards a critical PR approach to analysing crisis response and image rebuilding   CHAPTER 3  THEORETICAL FRAMEWORK, RESEARCH METHODOLOGY AND DATA  3.1 Introduction 3.2 Theoretical framework and feasibility of the research 3.3 Introduction to research methodology 3.4 Systemic Functional Grammar 3.5 Transitivity       3.5.1 Introduction       3.5.2 Material process       3.5.3 Mental process       3.5.4 Relational process       3.5.5 Verbal process       3.5.6 Behavioural process       3.5.7 Summary 3.6 Appraisal       3.6.1 Introduction       3.6.2 Attitude                3.6.2.1 Affect                3.6.2.2 Judgement                3.6.2.3 Appreciation       3.6.3 Engagement                3.6.3.1 Contraction                3.6.3.2 Expansion       3.6.4 Summary 3.7 Social actor       3.7.1 Introduction       3.7.2 Inclusion and exclusion       3.7.3 Activation and passivation       3.7.4 Genericisation and specification       3.7.5 Nomination and categorisation       3.7.6 Summary 3.8 Crisis response strategies       3.8.1 Introduction       3.8.2 Denial posture       3.8.3 Diminishment posture       3.8.4 Rebuilding posture       3.8.5 Bolstering posture       3.8.6 Restructuring posture       3.8.7 Summary 3.9 Data collection       3.9.1 Time of production       3.9.2 Data sources       3.9.3 Data list       3.9.4 Data collection process 3.9.5 Data coding and selection criteria   CHAPTER 4  CRISIS FRAMING AND IMAGE RESTORATION: NATIONAL MEDIA REPRESENTATIONS OF MALAYSIA’S IMAGE IN THE MH370 DISAPPEARANCE  4.1 Introduction 4.2 Period One: Immediate response       4.2.1 National media representations of MAS-related social actors                4.2.1.1 Captain Zaharie: A pilot-in-chief, a “father” and friend                4.2.1.2 First Officer Fariq: A co-pilot, a good son and a pious man                4.2.1.3 MAS: A disciplined airline company and an efficient crisis communicator                4.2.1.4 Image restoration practice in Period I: Framing pilot stories and airline behaviour       4.2.2 National media representations of GOV-related social actors                4.2.2.1 GOV: A leader in the SAR team and recipient of external assistance                4.2.2.2 GOV: A professional crisis investigator with abundant experience                4.2.2.3 GOV: An efficient crisis communicator safeguarding institutional reputation                4.2.2.4 Image restoration practice in Period I: Maintaining professional expertise and institutional reputation 4.3 Period Two: SAR operation and investigation       4.3.1 National media representations of GOV-related social actors                4.3.3.1 GOV: An engaged crisis manager and collaborative team coordinator                4.3.3.2 GOV: A committed crisis investigator with trustworthy attributes                4.3.3.3 GOV/(MAS): An effective communicator seeking for resolution and development                4.3.3.4 Image restoration practice in Period II: Foregrounding leadership, trustworthiness and solidarity 4.4 Period Three: Discovery of the first debris       4.4.1 National media representations of GOV-related social actors                4.4.1.1 GOV: An efficient manager and collaborative team member                4.4.1.2 GOV: A committed crisis investigator with prompt decisions                4.4.1.3 GOV: An effective crisis communicator seeking for information verification                4.4.1.4 Image restoration practice in Period III: Emphasising efficiency and effectiveness 4.5 Period Four: Final suspension       4.5.1 National media representations of GOV-related social actors                4.5.1.1 GOV: An engaged crisis manager and ceaseless searcher in the SAR team                4.5.1.2 GOV: An optimistic crisis investigator rendering all-round support                4.5.1.3 GOV: An effective communicator seeking for a redefined understanding                4.5.1.4 Image restoration practice in Period IV: Conveying continued optimism and redefined resolutions 4.6 Summary   CHAPTER 5  COMMUNICATION PRACTICE AND INSTITUTIONAL POWER: DISCURSIVE REPRESENTATIONS OF CRISIS RESPONSE IN THE MH370 DISAPPERANCE  5.1 Introduction 5.2 Period One: Immediate response       5.2.1 Neutralising the loss or downplaying the negative impact of MH370 as a corporate action                5.2.1.1 Confirmation: What was a hard fact about MH370                5.2.1.2 Prioritising: What to do first for stakeholders                5.2.1.3 Appealing: What to be done then by key publics       5.2.2 Negotiating the attribution of responsibility as another corporate action                5.2.2.1 Denial: What was a false claim about MH370                5.2.2.2 Excusing: What proved MAS responsible or reliable in general       5.2.3 Foregrounding the emotions and leadership roles as all-round support                5.2.3.1 (Partial) apology and victimage: How did MAS feel about the disappearance                5.2.3.2 Compensation: How did MAS react towards the affected stakeholders       5.2.4 Boasting of positive traits among general stakeholders as a verbal action                 5.2.4.1 Reminding: What are the good traits about MAS                 5.2.4.2 Ingratiation: What are the good traits about other stakeholders       5.2.5 Summary: Managing the immediacy of the crisis with a large degree of ambiguity 5.3 Period Two: SAR operation and investigation       5.3.1 Rationalising the loss or the negative impact of MH370 as a corporate action                5.3.1.1 Confirmation: What was an established fact about MH370                5.3.1.2 Prioritising: Where further to go for MAS                5.3.1.3 Appealing: What to know for key publics       5.3.2 Arguing for the professionalism of MAS as the national carrier                 5.3.2.1 Denial: What was misunderstood about MAS                5.3.2.2 Excusing and justification: How were technical, legal and logistical duties negotiated       5.3.3 Foregrounding shared identities and legal arrangement as airline support                5.3.3.1 Victimage: How was MAS represented within the stakeholder circle                5.3.3.2 Compensation: What to do next for MAS as legally plausible       5.3.4 Boasting of the unwavering commitments fulfilled by each stakeholder group                5.3.4.1 Reminding: What was the ongoing commitment by MAS                5.3.4.2 Ingratiation: What was greatly appreciated by MAS       5.3.5 Clarifying the loss and/or reducing the negative impact of MH370 as a government action                5.3.5.1 Confirmation: What was verified about MH370 by GOV                5.3.5.2 Prioritising: What was re-emphasised by GOV                5.3.5.3 Appealing: What to be recommended by GOV       5.3.6 Arguing for the credibility of GOV in connection with the investigation process                5.3.6.1 Attacking the accuser(s): Who was to blame for the false claim                5.3.6.2 Denial: What was misunderstood about the investigation                5.3.6.3 Excusing and justification: What proved GOV technically and logistically reliable       5.3.7 Boasting of the positive traits and specified contributions as another government action                5.3.7.1 Reminding: What contributions were made by GOV                5.3.7.2 Ingratiation: What was highly appreciated by GOV       5.3.8 Summary: Maintaining perceived control of the crisis in a prolonged process 5.4 Period Three: Discovery of the first debris       5.4.1 Validating the loss or reducing the negative impact of MH370 as a joint practice                5.4.1.1 Confirmation: What was officially confirmed or verified by GOV                5.4.1.2 Prioritising: What was consistently maintained by MAS                5.4.1.3 Appealing: What was the special request from GOV       5.4.2 Foregrounding the emotions and national solidarity as collective support                5.4.2.1 (Partial) apology: How did MAS and GOV feel about the first breakthrough?                5.4.2.2 Victimage: How were MAS and GOV positioned against the first breakthrough       5.4.3 Boasting of the commitments fulfilled by MAS, GOV and other stakeholder groups                5.4.3.1 Reminding: What were the ongoing commitments practiced by MAS and GOV                5.4.3.2 Ingratiation: What were the contributions acknowledged by MAS and GOV       5.4.4 Summary: Measuring the level of crisis breakthrough(s) in a joint government practice 5.5 Period Four: Final suspension       5.5.1 Finalising the loss or negative impact of MH370 as a government action                5.5.1.1 Confirmation: What was finalised by GOV as the crisis truth       5.5.2 Maintaining the least attribution of responsibility as another government action                5.5.2.1 Denial: What was not true about MAS                5.5.2.2 Excusing and justification: What proved them technically and logistically reliable       5.5.3 Summary: Mastering the partial truth of the crisis as a redefined conclusion 5.6 Summary   CHAPTER 6  DISCUSSION AND IMPLICATIONS: DISCOURSE AND PR PRACTICE  6.1 Introduction 6.2 Media discourse, crisis framing and image restoration       6.2.1 Corporate image in the MH370 crisis: MAS as national carrier of Malaysia       6.2.2 Government image in the MH370 crisis: Representing the Malaysian establishment       6.2.3 Summary 6.3 Institutional discourse, crisis response and communication actions       6.3.1 Use of crisis response strategies in the MH370 crisis: A summary       6.3.2 Restructuring as a new posture in the MH370 crisis       6.3.3 Linguistic realisations of crisis response strategies                6.3.3.1 Denial posture: Denial                6.3.3.2 Denial posture: Attacking the accuser                6.3.3.3 Diminishment posture: Excusing                6.3.3.4 Diminishment posture: Justification                6.3.3.5 Rebuilding posture: (Partial) apology                6.3.3.6 Rebuilding posture: Compensation                6.3.3.7 Bolstering posture: Reminding                6.3.3.8 Bolstering posture: Ingratiation                6.3.3.9 Bolstering posture: Victimage                6.3.3.10 Restructuring posture: Confirmation                6.3.3.11 Restructuring posture: Prioritising                6.3.3.12 Restructuring posture: Appealing       6.3.4 Summary 6.4 PR implications based on Malaysia’s crisis communication and management       6.4.1 Corporate performances of MAS as national carrier       6.4.2 Political behaviour of GOV constituting the Malaysian establishment       6.4.3 Summary 6.5 Contributions of a critical PR approach to crisis communication and management       6.5.1 Relationship between discourse, crisis and communication practices       6.5.2 Media discourse, institutional discourse and ideological impact       6.5.3 Communication power, national recovery and identity 6.6 Conclusion

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Author Information

Dr. Huabin Wang is currently a postdoctoral researcher from School of International Studies, Sun Yat-sen University. He obtained his Ph.D. degree from the Department of English, City University of Hong Kong. His research interests include critical discourse studies, crisis communication, and public relations in general. As a critical discourse analyst, Dr. Wang will spare no effort to promote a critical public relations approach to political and corporate communication studies during his lifelong academic career.

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