Graduation Year

2025

Document Type

Thesis

Degree

M.A.

Degree Name

Master of Arts (M.A.)

Degree Granting Department

Zimmerman School of Advertising and Mass Communications

Major Professor

Mildred Perreault, Ph.D.

Committee Member

Kelli Burns, Ph.D.

Committee Member

Stephanie Anderson, Ph.D.

Keywords

media framing, qualitative analysis, symbolic convergence theory

Abstract

This study examines Taylor Swift’s crisis communication strategies during public controversies, particularly her disputes with Kanye West and Kim Kardashian between 2016 and 2019. Using Situational Crisis Communication Theory (SCCT) and Symbolic Convergence Theory (SCT), this research employs qualitative analysis to assess media framing, symbolic narrative construction, and the role of digital engagement in reputation management. Through a thematic analysis of 72 lifestyle journalism articles (in U.S. based publications from 2016-2019), the findings reveal that Swift strategically navigated public scrutiny by reclaiming negative imagery, such as the snake symbol, and leveraging social media to reframe her public persona. The study highlights how gendered media portrayals influenced audience perceptions, often casting Swift’s crisis responses as manipulative while affording male figures greater creative leniency. Additionally, it underscores the significance of fan engagement in mitigating reputational damage and reshaping public narratives. These findings contribute to the broader understanding of celebrity crisis communication in the digital age, illustrating how strategic branding, media discourse, and audience participation interact in shaping reputation recovery. Recommendations emphasize the importance of symbolic messaging, direct audience engagement, and proactive crisis response strategies for public figures managing high-profile controversies.

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