Journal of Business and Technical Communication Apr 2019

Why Legitimacy Matters in Crisis Communication: A Case Study of the “Nut Rage” Incident on Korean Air

Myungok Chris Yim Loyola University Chicago ; Hyun Soon Park Sungkyunkwan University

Abstract

This study analyzes the December 2014 “nut rage” incident on Korean Air Lines by means of in-depth interviews with corporate communication experts. We examine how Korean Air managed this crisis of legitimacy, asking whether its legitimization strategy and tactics were effective. The authors argue that Korean Air breached both cognitive and moral legitimacy in terms of leadership, corporate culture, internal and external communication, and legality. The results demonstrate to other organizations what types of legitimacy resources and tactics are required in order to meet social expectations in their responses to crises.

Journal
Journal of Business and Technical Communication
Published
2019-04-01
DOI
10.1177/1050651918816360
Open Access
Closed
Topics
qualitative research

Citation Context

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