A Comparative Content Analysis of News Stories and Press Releases During the 2015 Blue Bell Ice Cream Recall
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A Comparative Content Analysis of News Stories and Press Releases during the 2015 Blue Bell Ice Cream Recall by Brandyl Brooks, B.S. A Thesis In Agricultural Communications Submitted to the Graduate Faculty of Texas Tech University in Partial Fulfillment of the Requirements for the Degree of MASTER OF SCIENCE Approved Dr. Courtney Meyers Chair of Committee Dr. Courtney Gibson Dr. Erica Irlbeck Mark Sheridan Dean of the Graduate School August, 2017 Copyright 2017, Brandyl Brooks Texas Tech University, Brandyl Brooks, August 2017 To my dad, who always encouraged me to reach for the stars. ii Texas Tech University, Brandyl Brooks, August 2017 ACKNOWLEDGMENTS As I write my acknowledgements, I find myself in a whirlwind of emotions. To look back on my life and think how far I have come with the help of so many wonderful people and having faith in the Lord, just makes me feel so blessed. Through the really hard times, to the good times, I wouldn’t be where I am today without each of you. In the past two years, I have left Lubbock, had a great job, lost my dad, moved back to Lubbock, was accepted to graduate school, got another great job, and got married. Now I can add receiving my Master’s to that list. If it wasn’t for Dr. Meyers talking me into coming to grad school, I wouldn’t be right where I am today. Grad school has been a pleasant surprise and something I wasn’t sure I could accomplish. I cannot thank you enough, Dr. Meyers, for being the best advisor, encourager, life mentor, and role model. You always help me sort through my thoughts and have taught me to be patient, timely, and positive. You pushed me with just enough tough love and encouraged me to be a better student, researcher, and person, and I cannot thank you enough. You are an inspiration and I am so thankful to have been advised by you throughout my college career. I also want to thank Dr. Irlbeck and Dr. Gibson. My research ideas, mistakes, and lessons couldn’t have been learned without you both. I may have drug this process out, but you both have been with me every postponed defense date that lead us here. You have positively influenced my research abilities and my communication skills through your classes, and visits in the office. Thank you for being positive, calm, and encouraging as I finally finished my thesis. It is amazing faculty like you that make CASNR a iii Texas Tech University, Brandyl Brooks, August 2017 welcoming college and the Agricultural Communications program such an outstanding major. I couldn’t have accomplished anything without the love and support of my family. It hasn’t been easy, the transition was hard, and when I told you God was telling me to move back to Lubbock for graduate school at the worst point of time in our lives, instead of telling me no, you helped me move. Thank you Mom, Aunt Sally, and Uncle David for trusting me all of these times and encouraging and helping me follow my dreams. Finally, I want to thank my husband, Brodie. I’m sure when you were praying about finding someone to spend the rest of your life with, you didn’t think it’d be someone that wanted to take on way too much. Although I do have the tendency to overload my plate, you always stand with me and help me when I need it. You have been the light when times get dark, the happiness to all of my days, a shoulder to cry on, my best friend, and the love for the rest of my life. Thank you for always being there for me. iv Texas Tech University, Brandyl Brooks, August 2017 TABLE OF CONTENTS ACKNOWLEDGMENTS ............................................................................................... iii ABSTRACT ..................................................................................................................... vii LIST OF TABLES ......................................................................................................... viii LIST OF FIGURES .......................................................................................................... x I. INTRODUCTION ......................................................................................................... 1 Background and Setting ...................................................................................................... 1 About Blue Bell ............................................................................................................ 3 2015 Blue Bell Creameries Recall Timeline ................................................................ 5 Significance of the Study .................................................................................................. 12 Purpose of the Study and Research Questions .................................................................. 14 Assumptions ...................................................................................................................... 15 Limitations & Delimitations ............................................................................................. 15 II. LITERATURE REVIEW ......................................................................................... 17 Food Safety and Recalls in U.S. ....................................................................................... 17 Crisis Communication ...................................................................................................... 20 Crisis Management ........................................................................................................... 25 Reputation Management ................................................................................................... 29 Brand Equity ..................................................................................................................... 30 Reputation Halo Effect ..................................................................................................... 32 Theoretical Framework ..................................................................................................... 35 Framing ....................................................................................................................... 35 Situational Crisis Communication Theory .................................................................. 41 III. METHODOLOGY ................................................................................................... 48 Purpose and Research Questions ...................................................................................... 48 Research Design ................................................................................................................ 49 Sample ............................................................................................................................... 49 Coding Procedure .............................................................................................................. 50 Coder Training .................................................................................................................. 51 Code Book ........................................................................................................................ 53 Data Collection ................................................................................................................. 58 v Texas Tech University, Brandyl Brooks, August 2017 Data Analysis .................................................................................................................... 59 IV. RESULTS .................................................................................................................. 60 Research Question One ............................................................................................... 60 Research Question Two .............................................................................................. 63 Research Question Three ............................................................................................ 65 Research Question Four .............................................................................................. 69 Research Question Five .............................................................................................. 74 V. CONCLUSIONS, DISCUSSION, AND RECOMMENDATIONS ....................... 76 Conclusions & Discussion ................................................................................................ 77 Research Question One ............................................................................................... 77 Research Question Two .............................................................................................. 79 Research Question Three ............................................................................................ 80 Research Question Four .............................................................................................. 81 Research Question Five .............................................................................................. 84 Recommendations ............................................................................................................. 86 Research ...................................................................................................................... 86 Practice ........................................................................................................................ 88 REFERENCES ................................................................................................................ 90 APPENDICES ..............................................................................................................