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...

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Main Authors:	Dayang Aizza Maisha Abang Ahmad, Noratikah Mohamad Ashari, Mus Chairil Samani
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2017
Online Access:	http://journalarticle.ukm.my/10569/ http://journalarticle.ukm.my/10569/ http://journalarticle.ukm.my/10569/1/18638-54351-2-PB.pdf

id	ukm-10569
recordtype	eprints
spelling	ukm-105692017-07-12T00:26:17Z http://journalarticle.ukm.my/10569/ 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, 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. Penerbit Universiti Kebangsaan Malaysia 2017 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/10569/1/18638-54351-2-PB.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. Jurnal Komunikasi ; Malaysian Journal of Communication, 33 (2). pp. 89-104. ISSN 0128-1496 http://ejournal.ukm.my/mjc/issue/view/905
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
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,
spellingShingle	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
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	Penerbit Universiti Kebangsaan Malaysia
publishDate	2017
url	http://journalarticle.ukm.my/10569/ http://journalarticle.ukm.my/10569/ http://journalarticle.ukm.my/10569/1/18638-54351-2-PB.pdf
first_indexed	2023-09-18T19:57:51Z
last_indexed	2023-09-18T19:57:51Z
_version_	1777406649214959616

Effect of rational and emotional framing on highly involved audience in severe crisis situation: an experimental study on MH370

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