冻肉对抗COVID-19错误信息:牛排乌姆和积极期望违规分析

IF 1.8 2区文学 Q3 BUSINESS

Journal of Business and Technical Communication Pub Date : 2021-01-01 DOI:10.1177/1050651920959187

E. Bogomoletc, Nicole M. Lee

{"title":"冻肉对抗COVID-19错误信息:牛排乌姆和积极期望违规分析","authors":"E. Bogomoletc, Nicole M. Lee","doi":"10.1177/1050651920959187","DOIUrl":null,"url":null,"abstract":"COVID-19 has forced many businesses to adjust their communication strategies to fit a new reality. One surprising example of this strategy adjustment came from the company Steak-umm, maker of frozen sliced beef. Instead of finding new ways to promote its products, the company shifted its focus to the public’s urgent needs, breaking down possible approaches to navigating information flow during the pandemic. This resulted in overwhelming praise on social and news media, including almost 60,000 new Twitter followers within a week. Drawing on expectancy violation theory, this case study examines Steak-umm’s strategy, the content of social media responses, and why the approach was successful.","PeriodicalId":46414,"journal":{"name":"Journal of Business and Technical Communication","volume":"35 1","pages":"118 - 125"},"PeriodicalIF":1.8000,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1050651920959187","citationCount":"8","resultStr":"{\"title\":\"Frozen Meat Against COVID-19 Misinformation: An Analysis of Steak-Umm and Positive Expectancy Violations\",\"authors\":\"E. Bogomoletc, Nicole M. Lee\",\"doi\":\"10.1177/1050651920959187\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"COVID-19 has forced many businesses to adjust their communication strategies to fit a new reality. One surprising example of this strategy adjustment came from the company Steak-umm, maker of frozen sliced beef. Instead of finding new ways to promote its products, the company shifted its focus to the public’s urgent needs, breaking down possible approaches to navigating information flow during the pandemic. This resulted in overwhelming praise on social and news media, including almost 60,000 new Twitter followers within a week. Drawing on expectancy violation theory, this case study examines Steak-umm’s strategy, the content of social media responses, and why the approach was successful.\",\"PeriodicalId\":46414,\"journal\":{\"name\":\"Journal of Business and Technical Communication\",\"volume\":\"35 1\",\"pages\":\"118 - 125\"},\"PeriodicalIF\":1.8000,\"publicationDate\":\"2021-01-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.1177/1050651920959187\",\"citationCount\":\"8\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Business and Technical Communication\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.1177/1050651920959187\",\"RegionNum\":2,\"RegionCategory\":\"文学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business and Technical Communication","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1177/1050651920959187","RegionNum":2,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 8

摘要

新冠疫情迫使许多企业调整沟通策略，以适应新的现实。这种战略调整的一个令人惊讶的例子来自于冷冻切片牛肉生产商steak公司。该公司没有寻找新的方式来推广其产品，而是将重点转移到公众的迫切需求上，打破了在大流行期间引导信息流的可能方法。这在社交媒体和新闻媒体上获得了压倒性的赞誉，一周内推特上就新增了近6万名粉丝。利用期望违背理论，本案例研究考察了Steak-umm的策略、社交媒体回应的内容，以及这种方法成功的原因。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Frozen Meat Against COVID-19 Misinformation: An Analysis of Steak-Umm and Positive Expectancy Violations

COVID-19 has forced many businesses to adjust their communication strategies to fit a new reality. One surprising example of this strategy adjustment came from the company Steak-umm, maker of frozen sliced beef. Instead of finding new ways to promote its products, the company shifted its focus to the public’s urgent needs, breaking down possible approaches to navigating information flow during the pandemic. This resulted in overwhelming praise on social and news media, including almost 60,000 new Twitter followers within a week. Drawing on expectancy violation theory, this case study examines Steak-umm’s strategy, the content of social media responses, and why the approach was successful.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Journal of Business and Technical Communication Multiple-

CiteScore

5.10

自引率

18.20%

发文量

期刊介绍： JBTC is a refereed journal that provides a forum for discussion of communication practices, problems, and trends in business, professional, scientific, and governmental fields. As such, JBTC offers opportunities for bridging dichotomies that have traditionally existed in professional communication journals between business and technical communication and between industrial and academic audiences. Because JBTC is designed to disseminate knowledge that can lead to improved communication practices in both academe and industry, the journal favors research that will inform professional communicators in both sectors. However, articles addressing one sector or the other will also be considered.