Effect of Rational and Emotional Framing on Highly Involved Audience in Severe Crisis Situation: An Experimental Study on MH370

Rational and Emotional framing is an important crisis response strategy (CRS) used by organisations in its effort to minimize damage and reputational threat of a crisis. The framing effect of a message is crucial not only in influencing the audience attitude towards the organization, but also behavi...

Full description

Saved in:
Bibliographic Details
Main Authors: Dayang Aizza Maisha, Abang Ahmad, Noratikah, Mohamad Ashari, Mus Chairil, Samani
Format: Article
Language:English
Published: UKM 2017
Subjects:
Online Access:http://ir.unimas.my/id/eprint/16830/7/Effect.pdf
http://ir.unimas.my/id/eprint/16830/
http://ejournal.ukm.my/mjc/article/view/18638
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Universiti Malaysia Sarawak
Language: English
id my.unimas.ir.16830
record_format eprints
spelling my.unimas.ir.168302023-10-31T03:17:56Z http://ir.unimas.my/id/eprint/16830/ Effect of Rational and Emotional Framing on Highly Involved Audience in Severe Crisis Situation: An Experimental Study on MH370 Dayang Aizza Maisha, Abang Ahmad Noratikah, Mohamad Ashari Mus Chairil, Samani HM Sociology Rational and Emotional framing is an important crisis response strategy (CRS) used by organisations in its effort to minimize damage and reputational threat of a crisis. The framing effect of a message is crucial not only in influencing the audience attitude towards the organization, but also behaviour. Using one of Malaysia’s most high profiled crises MH370 as a crisis scenario, this study examines the effect of framing used by Malaysia Airlines System in its crisis communication effort on Facebook. Facebook is one of the prominent social media platforms used by organizations in time of crisis. Despite its ability to facilitate immediacy and interactivity, the messages that are spread within the dynamic setting of Facebook however could also create contradicting outcome for the organization. This present study seeks to examine the effect of rational and emotional framing from the perspective of Situational Crisis Communication Theory (SCCT). Cognizant to the influencing factor of audience involvement on the effect of framing, this study incorporates Elaboration Likelihood Model (ELM) in examining audience response towards the organization by taking into consideration audience different motivation to message processing. The convergence of SCCT and ELM has made this study significant as it advances the explication of potential crisis communication effects by underscoring the distinct effect held by rational and emotional frames on highly involved audience; especially in regards to a crisis as severe and nationally salient like MH370. UKM 2017 Article PeerReviewed text en http://ir.unimas.my/id/eprint/16830/7/Effect.pdf Dayang Aizza Maisha, Abang Ahmad and Noratikah, Mohamad Ashari and Mus Chairil, Samani (2017) Effect of Rational and Emotional Framing on Highly Involved Audience in Severe Crisis Situation: An Experimental Study on MH370. Malaysian Journal of Communication, 33 (2). pp. 89-104. ISSN 2289-1528 http://ejournal.ukm.my/mjc/article/view/18638
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic HM Sociology
spellingShingle HM Sociology
Dayang Aizza Maisha, Abang Ahmad
Noratikah, Mohamad Ashari
Mus Chairil, Samani
Effect of Rational and Emotional Framing on Highly Involved Audience in Severe Crisis Situation: An Experimental Study on MH370
description Rational and Emotional framing is an important crisis response strategy (CRS) used by organisations in its effort to minimize damage and reputational threat of a crisis. The framing effect of a message is crucial not only in influencing the audience attitude towards the organization, but also behaviour. Using one of Malaysia’s most high profiled crises MH370 as a crisis scenario, this study examines the effect of framing used by Malaysia Airlines System in its crisis communication effort on Facebook. Facebook is one of the prominent social media platforms used by organizations in time of crisis. Despite its ability to facilitate immediacy and interactivity, the messages that are spread within the dynamic setting of Facebook however could also create contradicting outcome for the organization. This present study seeks to examine the effect of rational and emotional framing from the perspective of Situational Crisis Communication Theory (SCCT). Cognizant to the influencing factor of audience involvement on the effect of framing, this study incorporates Elaboration Likelihood Model (ELM) in examining audience response towards the organization by taking into consideration audience different motivation to message processing. The convergence of SCCT and ELM has made this study significant as it advances the explication of potential crisis communication effects by underscoring the distinct effect held by rational and emotional frames on highly involved audience; especially in regards to a crisis as severe and nationally salient like MH370.
format Article
author Dayang Aizza Maisha, Abang Ahmad
Noratikah, Mohamad Ashari
Mus Chairil, Samani
author_facet Dayang Aizza Maisha, Abang Ahmad
Noratikah, Mohamad Ashari
Mus Chairil, Samani
author_sort Dayang Aizza Maisha, Abang Ahmad
title Effect of Rational and Emotional Framing on Highly Involved Audience in Severe Crisis Situation: An Experimental Study on MH370
title_short Effect of Rational and Emotional Framing on Highly Involved Audience in Severe Crisis Situation: An Experimental Study on MH370
title_full Effect of Rational and Emotional Framing on Highly Involved Audience in Severe Crisis Situation: An Experimental Study on MH370
title_fullStr Effect of Rational and Emotional Framing on Highly Involved Audience in Severe Crisis Situation: An Experimental Study on MH370
title_full_unstemmed Effect of Rational and Emotional Framing on Highly Involved Audience in Severe Crisis Situation: An Experimental Study on MH370
title_sort effect of rational and emotional framing on highly involved audience in severe crisis situation: an experimental study on mh370
publisher UKM
publishDate 2017
url http://ir.unimas.my/id/eprint/16830/7/Effect.pdf
http://ir.unimas.my/id/eprint/16830/
http://ejournal.ukm.my/mjc/article/view/18638
_version_ 1781710372156211200