Türbülansla Yüzleşmek: Durumsal Kriz İletişimi Teorisi Işığında Boeing 737 MAX Krizinin Analizi

Öz

Kriz durumlarıyla karşılaşan ticari kuruluşlara yönelik araştırmalar birçok farklı şekilde yürütülmektedir. Bu araştırmalar, gelecekteki kararları iyileştirmek ve olumsuz sonuçları hafifletmek için bir temel sağlar. Bu çalışma, Boeing Şirketi'nin Lion Air'in 610 sayılı uçuşu ve Etiyopya Hava Yolları'nın 302 sayılı uçuşunda yaşanan çifte felaketin ardından kamuoyundaki tepkilerini incelemektedir. Durumsal Kriz İletişimi Teorisi kullanılarak yapılan bu çalışma, Boeing’in resmi çevrim içi medya açıklamalarını bir yıllık bir süre boyunca analiz etmektedir. Bulgular, kronolojik olarak üç belirgin aşamadan oluşan bir ilerlemeyi ortaya koymaktadır: Günah keçisi arama ile karakterize edilen ilk savunmacı tutum; sistemik tasarım hatalarını kabullenmeye doğru bir geçiş; ve düzeltme ile teknik "çözümlere" odaklanan nihai bir aşama. Analiz, Boeing'in zamanla yeniden yapılanma stratejilerini benimsemiş olmasına rağmen, başlangıçtaki sorumluluktan kaçınma eğiliminin itibar kaybını daha da artırdığını ve düzenleyici denetimi yoğunlaştırdığını göstermektedir. Verilen mesajlar, 737 MAX operatörlerinin yanı sıra yolcuların bu uçaklarla uçma konusundaki artan endişelerini yatıştırmayı hedeflemiştir. Boeing, ürettiği her bir uçağın içine yerleştirdiği tehlikeleri tespit etmiş olmasına rağmen, düzenleyici kurumların 737 MAX'lerin uçuşlarını durdurmasını engellemeye çalışmıştır. Bu çalışmada, Boeing'in İletişim yanıtları ve şirketin devam eden sorunlarına ilişkin sonuçlar sunulmaktadır.

Anahtar Kelimeler

• Durumsal Kriz İletişimi Teorisi
• Kriz Yönetimi
• Kurumsal İletişim

Experiencing Turbulence: Analysis Of Boeing’s 737 Max Crisis Using Situational Crisis Communication Theory

Öz

Research into business organizations encountering crisis events takes many forms. These provide a basis for improving future decisions and mitigating negative consequences. This study examines the Boeing Company’s responses in public media following the dual catastrophes of Lion Air Flight 610 and Ethiopian Airlines Flight 302. Using the Situational Crisis Communication Theory (SCCT), this study analyzes Boeing’s official online media statements over one year. The findings reveal a distinct tri-modal chronological progression. An initial defensive posture characterized by scapegoating; a transition toward acknowledging systemic design failures; and a final phase focused on rectification and technical “fixes.” An assessment of Boeing’s actions using the SCCT framework is offered. The analysis suggests that while Boeing eventually adopted rebuilding strategies, its initial resistance to responsibility exacerbated reputational damage and intensified regulatory scrutiny. The messaging was aimed at 737 MAX operators as well as at placating passengers’ increased anxiety about flying in them. Boeing sought to avoid regulators from grounding the 737 MAX even though it identified the hazards it had built into each of them. The communication responses and implications for the firm’s continuing problems are presented.

Anahtar Kelimeler

• Situational Crisis Communication Theory
• Crisis Management
• Corporate Communications

Destekleyen Kurum

N/A

Etik Beyan

This manuscript is original, is not under review elsewhere, and has been approved by all authors. We declare no conflicts of interest.

Teşekkür

Dear Editorial Board, I am writing to submit our manuscript titled "Experiencing Turbulence: Analysis Of Boeing’s 737 Max Crisis Using Situational Crisis Communication Theory" for consideration for publication in Başkent Üniversitesi Ticari Bilimler Fakültesi Dergisi as Research Article. Using Coombs’ Situational Crisis Communication Theory (SCCT), this paper analyzes Boeing’s response to the 737 MAX crisis, providing practical insights into reputation management and strategic communication during severe organizational disruptions. We believe it aligns well with your journal's focus on strategic management and global business challenges. This manuscript is original, is not under review elsewhere, and has been approved by all authors. We declare no conflicts of interest. Thank you for your time and consideration Sincerely, Gaye Acikdilli

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