When trust is broken: A rhetorical analysis of nonprofit wrongdoing
Abstract
This project explores the narratives of nonprofit wrongdoing through media coverage and organizational responses exhibited in four individual cases, representing four common types of nonprofit organizations and four distinct types of wrongdoing. Through a rhetorical analysis of nearly 450 texts, the findings from this study illustrate the overall media and organization narratives of wrongdoing and also point to four major contributions of note both for academic study of trust, legitimacy, and wrongdoing as well as for nonprofit practitioners involved with nonprofit wrongdoing. First, a general overlap exists between media and organization narratives. Second, media narratives are supportive rather than skeptical. Third, the emotional response is an important component of nonprofit wrongdoing. Finally, “whistleblowing” is seen as a newsworthy component though it is not included in organizational narratives. In addition, trust and legitimacy are important components of the overall narratives and include a focus on granted nonprofit utility, separation from wrongdoing, and increased accountability and transparency. Overall, the narratives of wrongdoing in this project indicate generalized support for the nonprofit organizations involved even in times of questionable action. By exploring wrongdoing and the related issues of trust and legitimacy within the nonprofit context, this dissertation adds important research in a previously unexplored area. Specifically, this dissertation answered previous calls for organizational communication research focusing on issues of theoretical importance in the nonprofit context and not simply using an organization's nonprofit status as a peripheral characteristic. In addition, this dissertation adds to public relations research by exploring the concepts of trust and legitimacy in a context where those concepts are arguably a foundation for organizational existence.
Degree
Ph.D.
Advisors
Boyd, Purdue University.
Subject Area
Mass communications
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