| Author: | Feng, Zhenhui |
| Title: | How the airline industry communicated the COVID-19 pandemic crisis via social media |
| Advisors: | Ngai, Cindy (CBS) |
| Degree: | DALS |
| Year: | 2024 |
| Department: | Faculty of Humanities |
| Pages: | 186 pages : color illustrations |
| Language: | English |
| Abstract: | The COVID-19 pandemic has persisted for over three years, presenting airlines with unprecedented challenges. Exploring communication strategies is crucial for airlines to establish and foster relationships with stakeholders during health crisis emergencies. This research scrutinized data from airlines' social media accounts to investigate their utilization of frames and metadiscourse in conveying information about the COVID-19 pandemic to the public. To investigate these elements, this study employs both qualitative and quantitative content analysis of social media posts. Subsequently, interviews are conducted to validate the association between frames, metadiscourse, and public engagement, as well as to delve into respondents' motivations and inclinations to engage on social media. The study analyzed 718 Facebook posts from the top 20 safest airlines in 2021, covering the period from March 11, 2020, to September 14, 2022. Data analysis identified four distinct frames: Human interest, Leadership, Disease prevention, and Corporate social responsibility. Additionally, the study explored ten metadiscourse markers: Transitions, Frame markers, Code glosses, Endophorics markers, Evidentials, Boosters, Hedges, Attitude markers, Self-mentions, and Engagement markers. The data reveals that the top 20 safest airlines in 2021 predominantly applied two frames: Disease prevention and Corporate social responsibility, with Disease prevention being the most prevalent on their Facebook pages. The study found that Leadership and Disease prevention were popular during the COVID-19 pandemic and were effective communication strategies for facilitating public engagement. Transitions and Self-mentions were the most prevalent metadiscourse markers in airline posts. The findings of this study will enable airlines to strategically employ frames to influence stakeholders' perceptions and enhance their positive image. Additionally, using metadiscourse markers can aid in interpreting crises and facilitate public engagement. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 8064.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.17 MB | Adobe PDF | View/Open |
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