議題回應與危機訊號：鬍鬚張漲價媒體議題分析

Issue Responses and Crisis Signals: Analyses of Media Issues on Formosa Chang Chain Restaurant Raising Prices

本研究分析媒體報導公司決策發展成公司危機的進程。台北庶民小吃名店鬍鬚張滷肉飯 2012 年調漲價格，媒體負面報導發展成公司危機，2014 年調價三次都平安無事。本研究分析四次調價的媒體報導文本，分析同一組織相同決策發展不同的原因。本研究發現 2012 年危機的原因有五：一、組織身分認知落差。二、抗拒策略缺乏實證。三、忽略議題發動者的正當性。四、文化符號的殺傷力。五、忽略社會氛圍的影響。本研究也發現媒體議題發展成組織危機的九大訊號：媒體報導公司決策、出現負面報導、共同定義、議題正當性、使用文化符號、共同立場、偏極化措詞、名人評論、政府表達立場，訊號越多議題越容易演變成危機。本研究發現有助於議題、危機管理理論發展，也對管理實務有啟示。

This research analyzed the course of news coverage of corporate polices that cause the corporate crisis. Formosa Chang chain restaurant in Taiwan raised prices in 2012, withdrew the policy under the pressure of negative media coverage. In 2014 Formosa Chang raised prices three times, nothing happened. We conduct text analysis of media coverage to find why the same company’s same policy caused different consequences. Found five factors caused the 2012 crisis. First, the cognitions of corporate identity are different between Formosa Chang and publics. Second, the defensive strategies of Formosa Chang have not solid supports. Third, Formosa Chang ignored the powerful and legitimate stakeholder. Fourth, Formosa Chang didn’t consider the social climate. We also found nine signals of organizations crisis in media coverage: media cover company policy, negative coverage, common issue definition, issue legitimacy, culture symbol, media take common stance, polarization, celebrity comment, government involved. Theoretical and practical implications have discussed