Hoaxes and the Paradoxical Challenges of Restoring Legitimacy

Shari R. Veil · Timothy L. Sellnow · Elizabeth L. Petrun

103 citations0/0 files storedManagement Communication Quarterly

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Public Relations and Crisis Communication Digital Marketing and Social Media Corporate Identity and Reputation

Abstract

This study addresses the paradoxical demands of a hoax perpetrated through social media that require an organization to make a substantial response to an unsubstantiated claim. Dominos’ response to its 2009 YouTube crisis is used as a case study to demonstrate how this paradoxical challenge can be resolved by publicly casting the crisis as a learning opportunity. Analysis reveals that learning manifests in observable actions that further emphasize a commitment to the values and norms the organization originally met to earn social legitimacy prior to the crisis. Also, responding to a hoax through the same medium by which it was distributed is imperative to counter the hoax message for the same audience that received it.

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References

1983The Iron Cage Revisited: Institutional Isomorphism and Collective Rationality in Organizational Fields 2004The iron cage revisited institutional isomorphism and collective rationality in organizational fields 1995Managing Legitimacy: Strategic and Institutional Approaches 1991The New Institutionalism in Organizational Analysis 1975Organizational Legitimacy: Social Values and Organizational Behavior 2005Rhetorical Strategies of Legitimacy 2002Beyond Survival: Achieving New Venture Growth by Building Legitimacy 1991Institutional Linkages and Organizational Mortality

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