Not the Michigan State University of Old? A Critical Discourse Analysis of Crisis Communication

The purpose of this study was to examine how Michigan State University (MSU), Mel Tucker, and Brenda Tracy engaged in crisis communication and image repair amid an ongoing crisis involving allegations of sexual assault. Specifically, this work moved beyond identifying the crisis-communication strategies being employed, answering the call to employ critical discourse analysis in scholarly examinations of crisis-communication efforts. MSU primarily employed bolstering (reminder) rooted in procedural discourse and corrective action rooted in discourse(s) of organizational change. Mel Tucker leveraged both rape myth and witch-hunt discourses in his utilization of attack accuser, victimization, and minimization (excuse). Tracy countered his tactics by employing discourse practices associated with the broader “Me Too” movement with her use of victimization, shifting blame, and attack accuser. This work illuminates the nuances of crisis communication beyond the strategies being employed, revealing how the strategies are linked to broader societal discourses. Furthermore, the study demonstrates that discourses and ideologies present in society at large manifest in the crisis-communication efforts of sport organizations and individuals, thereby providing a worthwhile contribution to the corpus of literature pertaining to crisis communication in sport.