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소셜미디어 시대의 조직 위기와 명성

Organizational Reputation and Crisis Research in the Era of Social Media

김수진|유승희
한국PR학회 (Korean Academic Society For Public Relations)|2022.09|PR연구 (Journal of Public Relations)|제26권 제3호|pp. 167-188|DOI 10.15814/jpr.2022.26.3.167

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참고문헌

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소셜미디어Social media기대위반이론조직 명성조직 위기온라인 파이어스톰Organizational CrisisOrganizational ReputationExpectancy Violation TheoryOn-line Firestorm
주제분류신문방송학

초록

배경 및 연구목적 조직의 명성관리를 위한 주요한 커뮤니케이션 수단으로 소셜미디어가 널리 이용되고 있으며, 동시에 가짜뉴스의 생산과 확산과 같은 새로운 위기 또한 소셜미디어를 통해 이루어지고 있다. 이에 본 연구에서는 소셜미디어 시대 에 조직 명성에 영향을 미치는 위기커뮤니케이션에 대한 이론적 논의를 검토하고, 변화하는 위기 생태계를 향한 새로운 논의를 더함으로써 조직 명성 회복에 대한 새로운 방향성과 연구 필요성을 제안하고자 했다. 연구방법 소셜미디어 시대의 조직 위기와 명성에 대한 검토를 위해 기존의 연구자료들을 포괄적으로 수집하고 분석하여 궁금증에 대한 결론을 내리는 체계적 문헌고찰(Systematic Review)의 방식을 취하였다. 연구결과 체계적 문헌 고찰을 통해 소셜미디어 시대의 조직 위기를 기대위반이론과 2차적 위기커뮤니케이션을 중심으로 정리했다. 기대위반이론은 조직 명성이 곧 조직에 대한 공중의 기대임을 설명하며 PR 영역에서 조직 명성 연구에 적용 가능성을 제시했다. 2차적 위기커뮤니케이션은 소셜미디어 시대의 조직 위기가 어떻게 형성, 확산되는지를 통해 역 2차적 위기커뮤니케이션의 가능성에 대해 논의했다. 결론 및 함의 커뮤니케이션 기술 발전과 함께 도래한 조직의 위기와 명성의 관련성을 검토함으로써 향후 위기 생태계에서 직관과 전략적 추론이 함께 하는 명성관리를 위한 연구 방향과 필요성을 제안했다.

Abstract

Objectives Social media is widely used as a major communication means for managing an organization’s reputation. In this study, we reviewed the theoretical discussion on crisis communication that affects the reputation of organizations in the social media era and suggested a new direction for reputation recovery and the need for research by adding a new discussion on the changing crisis ecosystem. Methods A systematic review was adopted as the research method, which comprehensively collected and analyzed existing research data to answer the research questions. Results Through systematic literature review, organizational crises in the age of social media have been analyzed and summarized, focusing on the expectancy violation theory and secondary crisis communication. The expectancy violation theory explains that an organization’s reputation is the public’s expectation of the organization and suggests its applicability to the study of organizational reputation in the PR area. Secondary crisis communication discussed the possibility of reverse secondary crisis communication through how organizational crises in the age of social media are formed and spread. Conclusions This study reviewed the relationship between the crisis and reputation of an organization that has come along with the development of communication technology and suggested the research direction and necessity for reputation management combining intuition and strategic reasoning in the future crisis ecosystem.

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