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”In this case FIFA is the damaged party”: En kvalitativ analys av FIFA:s kriskommunikationsstrategier och retoriska uttryck i samband med mutskandalen 2015
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
“In this case, FIFA is the damaged party” : A qualitative analysis of FIFA’s crisis communication strategies and rhetorical expression during the bribery scandal in 2015 (English)
Abstract [sv]

En kris kan drabba vilken organisation som helst, när som helst. Om krisen har orsakats av medlemmar inom organisationen, är det mycket troligt att organisationen även får genomgå en organisatorisk förtroendekris. Följande studie behandlar Féderation Internationale de Football Associations (Fifa:s) mutskandal som uppdagades våren 2015. I studien kommer Fifa:s retoriska uttryck och kriskommunikationsstrategier kring skandalen, samt deras pågående arbete för att återfå sitt förtroende att analyseras genom en kvalitativ metod. De analysverktyg som används i studien är dels en anpassad version av Bröms, Gelang och Mrals retoriska analysmodell, samt Coombs rekommendationer över krisstategier. Materialet är insamlat från Fifa:s egna mediekanaler och består av den presskonferens som Fifa genomförde i samband med skandalen, samt nio stycken pressmeddelanden som publicerades mellan 2015-2018. Studiens resultat visar att Fifa under presskonferensen förminskar sin inblandning i krisen och anser sig själva vara det främsta offret. De ger inte någon offentlig ursäkt, utan menar snarare att deras ledning varit helt ovetande om att mutor och korruption har försiggått. Däremot visar resultatet att Fifa:s bemötande av krisen skiljer sig något i deras pressmeddelanden. Detta då Fifa hade bytt ut sin högsta ledning vid tiden då dessa publicerades, och istället påbörjat arbetet mot en ny och förbättrad organisation. Fifa anser sig fortfarande vara offer i deras pressmeddelanden, till viss del, men tar däremot ansvar för krisen och inser att det är Fifa:s organisationskultur och struktur som måste förändras till att bli mer öppen och tillgänglig för alla, för att kunna fortsätta utveckla fotbollen.

Abstract [en]

A crisis can affect any organization at any time. If the crisis has been caused by members of the organization, it is very likely that the organization may also undergo an organizational crisis of confidence. The following study is about Féderation Internationale de Football Associations (Fifa’s) scandal that was discovered in the spring of 2015. In the study, Fifa's rhetorical expression and crisis strategies around the scandal, as well as their ongoing work to regain their confidence, will be analyzed through a qualitative method. The study's analysis tool consists of a custom version of Bröms, Gelang and Mral’s rhetorical analysis model, as well as Coomb's recommendations on crisis strategies. The material analyzed in the study is collected from Fifa's own channels and consists of a press conference, which was Fifa's first public statement during the scandal, and 9 statements published on their own website between 2015-2018. The result of the study shows that during the press conference, Fifa reduces their involvement in the crisis and considers themself to be the primary victim. They do not give any public apology, but rather say that their management has been completely unaware that bribery and corruption have occurred. However, the result shows that Fifa’s handling of the crisis response differs slightly in their statements, this because Fifa had replaced the management by the time their statement were published, and started work on a new and improved organization. Fifa still considered themselves to be a victim to some extent in their statements, but they did take responsibility for the crisis and realized that it is Fifa's organizational culture and structure that must be changed to become more open and accessible to everyone, in order to continue developing football.

Place, publisher, year, edition, pages
2019. , p. 52
Keywords [en]
Fifa, corruption, organizational culture, confidence crisis, crisis communication strategies, rhetoric, reconstruction
Keywords [sv]
Fifa, korruption, organisationskultur, förtroendekris, kriskommunikationsstrategier, retorik, återuppbyggnad
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-43024ISRN: JU-HLK-MKA-1-20190230OAI: oai:DiVA.org:hj-43024DiVA, id: diva2:1289518
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2019-02-21 Created: 2019-02-18 Last updated: 2019-02-21Bibliographically approved

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Citation style
  • apa
  • harvard1
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  • modern-language-association-8th-edition
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