planned parenthood takes on live action

113 Pages·2017·0.85 MB·English

The University of Southern Mississippi
The Aquila Digital Community
Dissertations
Spring 5-2012
Planned Parenthood Takes On Live Action: An Analysis of Media
Interplay and Image Restoration Strategies in Strategic Confict
Management
Leslie Lynn Rasmussen
University of Southern Mississippi
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Rasmussen, Leslie Lynn, "Planned Parenthood Takes On Live Action: An Analysis of Media Interplay and
Image Restoration Strategies in Strategic Confict Management" (2012). Dissertations. 823.
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The University of Southern Mississippi

PLANNED PARENTHOOD TAKES ON LIVE ACTION: AN ANALYSIS OF
MEDIA INTERPLAY AND IMAGE RESTORATION STRATEGIES
IN STRATEGIC CONFLICT MANAGEMENT

by

Leslie Lynn Rasmussen

Abstract of a Dissertation
Submitted to the Graduate School
of The University of Southern Mississippi
in Partial Fulfillment of the Requirements
for the Degree of Doctor of Philosophy

May 2012
ABSTRACT

PLANNED PARENTHOOD TAKES ON LIVE ACTION: AN ANALYSIS OF

MEDIA INTERPLAY AND IMAGE RESTORATION STRATEGIES

IN STRATEGIC CONFLICT MANAGEMENT

By Leslie Lynn Rasmussen

May 2012
On February 1, 2011 the pro-life organization Live Action released videos that
appeared to show Planned Parenthood clinic staff disregarding statutory rape and
abortion reporting laws and aiding sex traffickers. The videos posted online quickly
garnered over a million views and placed Planned Parenthood at the forefront of national
news. The Federal government intervened and threatened to remove funding to the Title
X organization. Planned Parenthood launched a campaign to retain funding using social
media and controlled online media, and attempted restore its image as a reputable
healthcare provider while engaged in conflict with Live Action.
A content analysis was performed to investigate the use of social media and
controlled online media of two parties engaged in conflict and to explore the interplay
with traditional media. Results illustrate public relations theories in practice as
organizations manage conflicts while considering new communicative platforms. Planned
Parenthood’s approach contradicted research that suggests organizations at fault have
more influence by admitting fault and apologizing. Results further suggest Planned
Parenthood’s efforts were effective in securing favorable media coverage.
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COPYRIGHT BY

LESLIE LYNN RASMUSSEN

2012
The University of Southern Mississippi

PLANNED PARENTHOOD TAKES ON LIVE ACTION: AN ANALYSIS OF
MEDIA INTERPLAY AND IMAGE RESTORATION STRATEGIES
IN STRATEGIC CONFLICT MANAGEMENT

by

Leslie Lynn Rasmussen

A Dissertation
Submitted to the Graduate School
of The University of Southern Mississippi
in Partial Fulfillment of the Requirements
for the Degree of Doctor of Philosophy

Approved:

Jae-Hwa Shin
Director

Fei Xue

Cheryl Jenkins

Christopher Campbell

Kim M. LeDuff

Susan A. Siltanen
Dean of the Graduate School

May 2012
ACKNOWLEDGMENTS

I would like to express my sincere thankfulness and appreciation to my committee
members: Dr. Jae-Hwa Shin, Dr. Kim LeDuff, Dr. Fei Xue, Dr. Christopher Campbell,
and Dr. Cheryl Jenkins. Despite their busy schedules, each one offered guidance,
patience, moral support, and friendship.
I would like to give special recognition to my committee chair Dr. Shin. Thank
you for allowing me to explore my interests through this project and providing me with
excellent guidance. In addition, I owe a great deal of gratitude to Dr. LeDuff and my
graduate advisor Dr. Fei Xue who both provided immense support from day one. Dr.
LeDuff allowed me to carve out my path and explore different fields. Dr. Xue’s humor,
wit, and joyful spirit helped guide and comfort me. Dr. Campbell, the first professor I met
at Southern Miss, regularly checked in on my progress and wellbeing throughout my
graduate studies. Dr. Jenkins offered excellent technical and editorial advice, and was
kind enough to join the committee on short notice. You have all been a tremendous help
to me throughout this journey.
I would also like to thank my fellow graduate students for their camaraderie and
constant motivation. Melody Fisher, Sidharth Muralidharan, and Lisa Parker – I will
count you as friends for the rest of my life.
Last, though certainly not least, I would like to thank my parents, Louis and
Gloria Casiano, and my husband, Michael Rasmussen. They constantly said, “You can do
this.” And I did. A simple thank you does not do justice to the overwhelming feelings of
love, respect, and gratitude I have in my heart for you all.

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TABLE OF CONTENTS
ABSTRACT ....................................................................................................................... ii
ACKNOWLEDGMENTS ................................................................................................. iii
LIST OF TABLES ............................................................................................................ vii
LIST OF ILLUSTRATIONS ........................................................................................... viii
CHAPTER
I. INTRODUCTION ...................................................................................... 1
Problem Statement
Purpose of the Study
Significance of the Study

II. THE CRISIS SITUATION ....................................................................... 12

Planned Parenthood
Live Action

III. REVIEW OF LITERATURE ................................................................... 23

Defining a Crisis
New Media and Crisis Communication
Image Restoration Strategies
Contingency of Strategic Conflict Management

IV. RESEARCH QUESTIONS ...................................................................... 43

V. METHODOLOGY .................................................................................... 47

Sampling Frame and Method
Units of Analysis
Pretest and Reliability
Coding Categories

VI. RESULTS ................................................................................................. 54

VII. DISCUSSION AND CONCLUSION ...................................................... 68

iv
APPENDIXES .................................................................................................................. 82

REFERENCES ................................................................................................................. 94
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LIST OF TABLES

Table

1. Timeline of Key Events………………………………………………….………20

2. Units of Analysis on Social Media and Controlled Online Media………………50

3. Units of Analysis on Traditional Media …………………………………….…...50

4. News Frame by Media Type…………………………………………………….55

5. News Frame by Organization……………………………………………………56

6. Main Issue by Media Type ………………………………………………………57

7. Main Issue by Organization ……………………………………………………...58

8. Source of Information by Media Type. ……………………………………….….62

9. Source of Information by Organization ………………………………………….63

10. Story Balance and News Frame ………………………………………………….64

11. Story Balance and Main Issue ……………………………………………………65

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