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McDonald’s Reputation Makeover: A Comprehensive Analysis of Image Repair Strategies

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  • Shairah Hana Sulaiman

    (Akademi Pengajian Bahasa, Universiti Teknologi MARA Shah Alam)

  • Khairunnisa Mohd Daud

    (Akademi Pengajian Bahasa, Universiti Teknologi MARA Shah Alam)

  • Nurhilleny Rosly

    (Akademi Pengajian Bahasa, Universiti Teknologi MARA Shah Alam)

  • Fatin Fatinah Shamshul Bahrn

    (Akademi Pengajian Bahasa, Universiti Teknologi MARA Shah Alam)

Abstract

This article analyses rhetorical strategies in press statements by Mcdonald’s Malaysia in response to allegations that it has been supporting Israel during the conflict between Israel and Palestine. Following the conflict, people around the world have voiced out their thoughts regarding what has been happening and many have even taken the initiative to ban or boycott products or businesses that support the Israeli government. Most Malaysians believe Mcdonald’s Malaysia to be one of those businesses which has led the company to release press statements to address the issue. Two press statements were analysed using Benoit’s image repair theory to identify the rhetorical strategies that were employed to repair the company’s image. Public responses towards these press statements on social media were measured using content analysis to categorise positive, negative and neutral statements. The analysis reveals how Mcdonald’s Malaysia used strategies which include denial, shifting the blame as well as bolstering to address the issue as well as to restore its reputation and image during the critical situation. This article provides new insights into understanding how language works within rhetorical strategies of image repair

Suggested Citation

  • Shairah Hana Sulaiman & Khairunnisa Mohd Daud & Nurhilleny Rosly & Fatin Fatinah Shamshul Bahrn, 2024. "McDonald’s Reputation Makeover: A Comprehensive Analysis of Image Repair Strategies," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(8), pages 671-680, August.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:8:p:671-680
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    References listed on IDEAS

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    1. Kim, Changju & Yan, Xiuyan & Kim, Jungkeun & Terasaki, Shinichiro & Furukawa, Hiroyasu, 2022. "Effect of consumer animosity on boycott campaigns in a cross-cultural context: Does consumer affinity matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
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