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                            Planned Parenthood Takes On Live Action: An Analysis of Media Interplay and Image Restoration Strategies in Strategic Conflict Management
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The University of Southern Mississippi The University of Southern Mississippi

The Aquila Digital Community The Aquila Digital Community

Dissertations

Spring 5-2012

Planned Parenthood Takes On Live Action: An Analysis of Media Planned Parenthood Takes On Live Action: An Analysis of Media

Interplay and Image Restoration Strategies in Strategic Conflict Interplay and Image Restoration Strategies in Strategic Conflict

Management Management

Leslie Lynn Rasmussen
University of Southern Mississippi

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Part of the Broadcast and Video Studies Commons, Health Communication Commons, Mass

Communication Commons, Social Influence and Political Communication Commons, and the Social

Media Commons

Recommended Citation Recommended Citation
Rasmussen, Leslie Lynn, "Planned Parenthood Takes On Live Action: An Analysis of Media Interplay and
Image Restoration Strategies in Strategic Conflict Management" (2012). Dissertations. 823.
https://aquila.usm.edu/dissertations/823

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The University of Southern Mississippi



PLANNED PARENTHOOD TAKES ON LIVE ACTION: AN ANALYSIS OF

MEDIA INTERPLAY AND IMAGE RESTORATION STRATEGIES

IN STRATEGIC CONFLICT MANAGEMENT



by



Leslie Lynn Rasmussen



Abstract of a Dissertation
Submitted to the Graduate School

of The University of Southern Mississippi
in Partial Fulfillment of the Requirements
for the Degree of Doctor of Philosophy



























May 2012

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Following the release of Live Action videos, which depicted Planned Parenthood

staff appearing to disregard reporting laws and assisting sex traffickers, several issues

emerged on media. To identify the dominant issue addressed on each type of media and

explores the relationship between issue and story balance as events unfolded. The next set

of questions explores story balance (Hotlzhausen & Roberts, 2009) with main issue and

news frame among media and by organization. Examining main issue addressed by

month will profile any trends among media as the crisis matured.

The videos not only spurred a Federal funding crisis for Planned Parenthood, but

also caused significant reputational damage. The apparent willingness of clinic staff to

offer services to sex traffickers and failure to report statutory rape arguably was viewed

as immoral and illegal conduct. Benoit’s (1997) image restoration theory identified

several dominant strategies organizations may employ to restore damage to its image. To

identify the strategies that appeared on social media and controlled online media the

following research questions is advanced:

RQ3: Is there a difference in the image restoration strategies of Planned

Parenthood and Live Action, and among social media and controlled online media?

RQ3a: Is there a relationship in image restoration strategies that appeared among

media?

RQ3b: Is there a relationship in image restoration strategies represented by

organizations?

Contingency theory (Cancel et al., 1997) claimed the organizational stances,

ranging from pure accommodation to pure advocacy, are influenced by internal and

external factors. Strategic conflict management unfolds over time, requiring

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organizations to shift accordingly. Lumpkins et al. (2010) suggested generating conflict

using specific factors in news releases could lead to favorable media coverage, when

applied to health advocacy. To understand the factors influencing Planned Parenthood

and Live Action, as well as the relationship between factors and traditional news

coverage, the following questions are advanced:

RQ4: How did Planned Parenthood and Live Action change their stances along the

continuum ranging from pure advocacy to pure accommodation?

RQ5: Which contingent factors influenced the stances of Planned Parenthood and Live

Action?

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