Image Repair in Crisis Communication

William L. Benoit
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Abstract

Image repair theory observes that threats to image (for individuals, groups, and organizations, such as companies or countries) are inevitable. Because reputation is important, criticisms usually provoke a response, defense, or image repair message(s). Each attack (each criticism) has two components, offensiveness and blame. Defenses can address either component (e.g., arguing that an act was offensive or rejecting blame for it). Five general strategies and 14 tactics exist for image repair. Perceptions are key in image repair: the audience’s perceived image of the target prompts criticism and attack; the audience’s perceptions of the message influence the effectiveness of a defense. Those who feel impelled to create image repair messages may face one or more audiences; the image concerns of various audiences may overlap or may be different. This means the defender must decide which audiences to address and develop image repair messages with this in mind. One must select one or more image repair strategies that the defender believes will be most effective with the target audience(s) and embed that strategy in one or more messages. Note that a defender should choose the most effective strategy or strategies; adding in more strategies does not necessary improve the defense. The defender must decide which medium or media should be used to get the message(s) to audience(s). Image repair theory was developed to help understand threats to reputation, face, or image. Such threats are commonplace in human interaction, including contexts such as interpersonal communication, public communication, and social media.
危机传播中的形象修复
形象修复理论认为,对形象的威胁(对个人、团体和组织,如公司或国家)是不可避免的。因为声誉很重要,批评通常会引发回应、辩护或形象修复信息。每一次攻击(每一次批评)都有两个组成部分,进攻和指责。辩护可以针对任何一个组成部分(例如,争辩说一个行为是冒犯性的,或者拒绝为此负责)。形象修复存在5种一般策略和14种策略。感知是形象修复的关键:受众对目标的感知形象引发批评和攻击;听众对信息的看法会影响辩护的有效性。那些被迫创造形象修复信息的人可能会面对一个或多个受众;不同受众的形象关注点可能重叠,也可能不同。这意味着防御者必须决定要针对哪些受众,并根据这一点制定图像修复信息。一个人必须选择一个或多个形象修复策略,防御者认为这将对目标受众最有效,并将该策略嵌入到一个或多个消息中。注意防守者应该选择最有效的策略;添加更多的策略并不一定会改善防御。防守者必须决定应该使用哪种媒体将信息传递给观众。形象修复理论的发展是为了帮助理解对声誉、面子或形象的威胁。这种威胁在人际交往中很常见,包括人际交往、公共交流和社交媒体等环境。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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