The relation between the tone of voice and the role of the sender in crisis communication.
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2022-07-29
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en
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Abstract
This study analyses whether there is an effect between the role of the sender in crisis
communication and what type of communication a sender is using and if it affects how the
source is evaluated. Specifically, the study examines whether people perceive and evaluate
prime minister Rutte and King Willem-Alexander differently if the tone of voice is not coherent
with their role in communicating about crisis MH17. To test this, the following main research
question is examined: What is the effect between the tone of voice in crisis communication and
the role of the sender regarding credibility, expertise, trust in government, and content
evaluation? Participants evaluate the text and sender on the basis of the credibility and expertise
of the source, their trust in the government, and the overall content evaluation. To analyse the
participants’ evaluations, an online questionnaire is used with a total of 127 Dutch participants.
Overall, the findings indicate that there is no significant effect between the tone of voice in
crisis communication and the role of the sender. Likewise, the dependent variables did not affect
the evaluations of the source based on the texts. This study gives insight into whether the sender
influences how people perceive crisis communication.
Keywords: crisis, crisis communication, role of sender, tone of voice
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