%0 Journal Article
%T Scapegoating in media coverage: Analysing blame
%A Christine Viertmann£¿
%J Public Relations Inquiry
%@ 2046-1488
%D 2018
%R 10.1177/2046147X18796268
%X This article explores scapegoating in media coverage by analysing news reports on three former CEOs of large German corporations (Deutsche B£¿rse, Deutsche Bank, and Deutsche Bahn) during crisis situations. Scapegoating is defined as a social mechanism including its linguistic construction as an archetypal narrative. The scapegoat role for each CEO was analysed by using content analysis of business news reports (n£¿=£¿864) from eight print newspapers and one online paper. A new methodology was developed based on a combination of the Linguistic Category System proposed by Semin and Fiedler and the rhetorical approach of Narrative Theme Analysis formulated by Boje. In addition, eight semi-structured expert interviews were conducted with Hartmut Mehdorn (former CEO of Deutsche Bahn), two communication directors, and five business journalists. The results revealed differences in attribution of the so-called ¡®sacrificial marks¡¯ or ¡®stigmata¡¯ related to a CEO¡¯s group affiliation and personality. A scapegoat index value S is presented as the measurand to capture the scapegoat role of a person in media texts. The limitations of the study are linked to the small number (three) of case studies and the new methodology that needs further testing
%K Business journalism
%K CEO communication
%K scapegoating
%U https://journals.sagepub.com/doi/full/10.1177/2046147X18796268