The proliferation of social media has made it incredibly simple to quickly disseminate valuable information to a large audience. Thus, numerous organizations are now heavily leveraging these social networking platforms as a means for managing their crisis responses. Through a content analysis of 355 posts concerning the Ukraine-Russia conflict made by five large UN humanitarian organizations between February and May, 2022, on their official Facebook pages, this study investigated organizational crisis communication patterns. Findings suggest that UN humanitarian organizations extensively used \"threat\" and \"need for change\" as crisis characteristics to delineate the Ukraine-Russia situation, whereas “protection of safety and security,” “medical assistance,” and “fundraising” appeared as prevailing crisis response themes. Furthermore, “like,” “care,” and other reactions skewed toward posts that called for a “peaceful resolution” of the war. Finally, this study recommends creating war-crisis messages using defensive framing, and fortifying negative sentiment.
","abstract_html":"<p>The proliferation of social media has made it incredibly simple to quickly disseminate valuable information to a large audience. Thus, numerous organizations are now heavily leveraging these social networking platforms as a means for managing their crisis responses. Through a content analysis of 355 posts concerning the Ukraine-Russia conflict made by five large UN humanitarian organizations between February and May, 2022, on their official Facebook pages, this study investigated organizational crisis communication patterns. Findings suggest that UN humanitarian organizations extensively used "threat" and "need for change" as crisis characteristics to delineate the Ukraine-Russia situation, whereas “protection of safety and security,” “medical assistance,” and “fundraising” appeared as prevailing crisis response themes. Furthermore, “like,” “care,” and other reactions skewed toward posts that called for a “peaceful resolution” of the war. Finally, this study recommends creating war-crisis messages using defensive framing, and fortifying negative sentiment.</p>","abstract_has_math":false,"creators":["Zannat, Rubaiya"],"institution":null,"degree_name":"Master of Arts (MA)","degree_level":"Masters Thesis","degree_discipline":null,"degree_department":null,"school":null,"contributors":["Dr. Brent Hale","Dr. Steven Venette","Dr. Lindsey Maxwell"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2022,"date_issued":"2022-12-01T08:00:00Z","date_published":"2022-12-01T08:00:00Z","updated_at":"2026-07-24T05:45:40Z","subjects":["Ukraine","Russia","Crisis","UN","Facebook"],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://aquila.usm.edu/masters_theses/948","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Dr. Brent Hale","Dr. Steven Venette","Dr. Lindsey Maxwell"]},{"key":"dc:creator","label":"Author","values":["Zannat, Rubaiya"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2024-07-31T07:00:00Z"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Masters Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Master of Arts (MA)"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Ukraine","Russia","Crisis","UN","Facebook"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://aquila.usm.edu/masters_theses/948"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["The proliferation of social media has made it incredibly simple to quickly disseminate valuable information to a large audience. Thus, numerous organizations are now heavily leveraging these social networking platforms as a means for managing their crisis responses. Through a content analysis of 355 posts concerning the Ukraine-Russia conflict made by five large UN humanitarian organizations between February and May, 2022, on their official Facebook pages, this study investigated organizational crisis communication patterns. Findings suggest that UN humanitarian organizations extensively used \"threat\" and \"need for change\" as crisis characteristics to delineate the Ukraine-Russia situation, whereas “protection of safety and security,” “medical assistance,” and “fundraising” appeared as prevailing crisis response themes. Furthermore, “like,” “care,” and other reactions skewed toward posts that called for a “peaceful resolution” of the war. Finally, this study recommends creating war-crisis messages using defensive framing, and fortifying negative sentiment.
"]},{"key":"dc:title","label":"Title","values":["CRISIS COMMUNICATION IN THE UKRAINE-RUSSIA CONFLICT: USE OF FACEBOOK BY UN HUMANITARIAN ORGANIZATIONS"]}]}],"canonical_facts":{"dc:contributor":["Dr. Brent Hale","Dr. Steven Venette","Dr. Lindsey Maxwell"],"dc:creator":["Zannat, Rubaiya"],"dc:date.available":["2024-07-31T07:00:00Z"],"dc:description.abstract":["The proliferation of social media has made it incredibly simple to quickly disseminate valuable information to a large audience. Thus, numerous organizations are now heavily leveraging these social networking platforms as a means for managing their crisis responses. Through a content analysis of 355 posts concerning the Ukraine-Russia conflict made by five large UN humanitarian organizations between February and May, 2022, on their official Facebook pages, this study investigated organizational crisis communication patterns. Findings suggest that UN humanitarian organizations extensively used \"threat\" and \"need for change\" as crisis characteristics to delineate the Ukraine-Russia situation, whereas “protection of safety and security,” “medical assistance,” and “fundraising” appeared as prevailing crisis response themes. Furthermore, “like,” “care,” and other reactions skewed toward posts that called for a “peaceful resolution” of the war. Finally, this study recommends creating war-crisis messages using defensive framing, and fortifying negative sentiment.
"],"dc:identifier":["https://aquila.usm.edu/masters_theses/948"],"dc:subject":["Ukraine","Russia","Crisis","UN","Facebook"],"dc:title":["CRISIS COMMUNICATION IN THE UKRAINE-RUSSIA CONFLICT: USE OF FACEBOOK BY UN HUMANITARIAN ORGANIZATIONS"],"thesis:degree_level":["Masters Thesis"],"thesis:degree_name":["Master of Arts (MA)"]},"updated_at":"2026-07-24T05:45:40Z"}