한·중 연예인들의 미디어를 통한 위기관리 커뮤니케이션 전략 비교연구

Abstract

A star's reputation is widely recognized as a valued resource. Crises, or unpredictable events that can disrupt a star's acting career, threaten to damage a star's reputation. The star's communicative response to a crisis can serve to limit and even to repair the reputational damage. Scholars frequently recommend highly accommodative strategies that feature apologies for the crisis. This thesis is to conduct a content analysis of apology strategies or image restoration strategies on korean and chinese stars' crisis management, and to investigate the reaction or the acceptance level of image restoration strategies by the public. The results of the content analysis showed that the most frequent image restoration strategy used by korean stars were mortification, apology and justification, including minimization, differentiation and bolstering. On the other hand, chinese stars preferred salience or denial to apology at the very beginning when crisis arose though in order to reduce offensiveness of event bolstering, minimization as well as transcendence were more or less used as event developed. Also the image restoration strategies and the level of responsibility had the main effects on the level of acceptance. Theoretical and practical contributions and implications are discussed in the last part of the thesis.