Date of Award
8-20-2013
Document Type
Thesis
Degree Name
Radio-Television, MSMC
First Advisor
Lily Zeng
Committee Members
Gilbert Fowler; Po-Lin Pan
Abstract
This study examined how the press releases from the four major Chinese milk companies, namely Mengniu, Yili, the Bright Group and Sanlu responded to the 2008 Chinese milk scandal from September 8, 2008 to December 25, 2011. Four hundred and ten press releases were considered as the crisis responding announcements for the 2008 Chinese milk scandal from the four Chinese milk companies, with 55 from Sanlu, 124 from Mengniu, 106 from Yili and 125 from the Bright Group. By dividing the milk scandal into the three stages, the findings revealed that during the pre-crisis stage, the four companies displayed considerable similarities, keeping silence and cover-up. From the crisis stage, the responding strategies varied dramatically when each of the four companies involved in the milk scandal with different degree. The companies began to reveal the different interest they represented by selecting contextual information. During the post-crisis stage, Sanlu went bankrupt and the other three companies survived by using Western crisis communication strategies.
Rights Management
This work is licensed under a Creative Commons Attribution 4.0 International License.
Recommended Citation
Zhou, Lijie, "Crisis Communication Strategies Used During the 2008 Chinese Milk Scandal: A Content Analysis of Press Releases from Four Major Chinese Milk Companies" (2013). Student Theses and Dissertations. 820.
https://arch.astate.edu/all-etd/820
