The Gulf Coast oil spill: Extending the theory of image restoration discourse to the realm of social media and beyond petroleum

摘要: Abstract The explosion of Transocean's Deepwater Horizon, an oil-rig licensed to BP, set in motion a chain unfortunate events that led BP's ruptured oil well disgorging millions gallons into the Gulf Mexico. Since spill, corporate image BP has been severely challenged. company used many strategies preserve and restore image, sought means mitigate intensity ongoing threat individuals, businesses, delicate ecosystem. Among these are interacting with individuals interest groups through social media channels. Benoit's (1995) theory restoration discourse posits various corporations use their during crisis. crisis presents opportunity extend theories realm media. Results content analysis showed corrective action was dominant strategy employed by Facebook, Twitter, YouTube Flickr pages. A high presence negative emotions revealed not effective swaying public opinion favor efforts. Dominant themes all four channels audience comments terms issues on Facebook were also analyzed.