Government responsible communication in crisis situations: Frida Sofia‘s case

Abstract

Within the framework of expectations that the 21st century‘s society demands, the economic, political and environmental crises that various countries face have forced corporations and public institutions to re-evaluate the fragility that the environment represents for their activities. In this way, the role played by communication as a strategic element to preserve corporate image and reputation becomes essential. The present research aims to analyze the institutional discourse of public spokesmen before a national crisis situation, and thus, contribute to the axis of responsible communication of organizations. In view of the foregoing, we analyzed the case of crisis known as "Frida Sofia”, which derived from the earthquake in Mexico on September 19, 2014. Based on the methodology proposed by Grice, an analysis of the oral and written discourse of the main spokespersons of the governmental institution Secretaría de Marina (SEMAR) was carried out, with the purpose of establishing their discursive responsibility within the context of crisis. The research responds to a documentary-interpretative nature, which is based on pragmatics; a field of study which analyzes the way in which the context influences the interpretation and meaning of a certain event. The axis of responsible communication refers to a committed act of the organizations, whose main characteristic is the constant and honest dialogue between the entity and its spokespersons; elements that, in different contexts and situations, allows for a more sensitive crisis management and less affection for the institution at stake.