Influence of Language and Tone in Crisis Response Tweets

Abstract

This study investigates how the language and tone used in tweets during crises influence public perception and audience reactions. Drawing on a diverse range of literature from the USA, Canada, Europe, and African countries, the study reveals critical insights into effective crisis communication strategies on Twitter. The findings highlight that language, encompassing the choice of words, syntax, and grammar, is a powerful tool that can convey empathy, sincerity, transparency, or defensiveness. Similarly, tone, reflecting the emotional or attitudinal expression, can significantly influence how tweets are interpreted and received by the public. The study aligns with Situational Crisis Communication Theory (SCCT), emphasizing the importance of matching crisis response strategies to the perceived severity of the crisis. It explores cross-cultural perspectives, demonstrating how language and tone must align with local cultural norms and values to resonate effectively with diverse audiences. The study also emphasizes the impact of visuals alongside language and tone, showing how images, videos, or infographics can amplify messages and evoke stronger emotional responses. Recommendations for organizations include adopting sincere and empathetic tones, integrating cultural sensitivity, and strategically using visuals to enhance crisis response tweets on Twitter. These findings contribute to theory by enhancing our understanding of crisis communication strategies, to practice by offering actionable recommendations, and to policy by suggesting guidelines for effective crisis communication on social media platforms during crises.