Bønneland, Mie Marie

Pedersen, Daniel Holm

Sørensen, Julie Vastila

This paper examines Disney's communicative conduct of the LGBT+ controversy, which occurred due to the company donating money to republicans which triggered the crisis. This paper's empirical data is gathered through an Instagram post’s comment section in a passive netnographic methodology by which a list of narratives has been made in an inductive way. Furthermore, the thesis elucidates an intern email that has been published based on the crisis. The paper is composed through different communication theories such as crisis communication by Timothy Coombs, The Rethorical Arena by Frandsen and Johansen, The VCI Model, target group segmentation and The Stakeholder Salience Model. The analysis identifies Disney’s different crisis response strategies regarding the internal email and the external Instagram post. Furthermore, it interprets how these strategies worked. Lastly the project describes new strategies Disney can use. The strategies that we compiled are to make an internal culture analysis using Edgar Schein’s theory, besides Disney needs to stop the donations to politicians and say sorry to their employees. Externally Disney should have posted their message on Disney’s official profile, where the following is wider as well as avoid any political content on the profile of Walt Disney World in Florida to cater to the subculture

Disney's conduct of the LGBT+ controversy - in a communication perspective

Abstract

Similar works

Full text

Available Versions

Roskilde Universitet