Keywords

COVID-19, Crisis Communication, Unemployment, Uses and Gratification Theory, Rhetorical Arena Theory

Abstract

The COVID-19 pandemic led to widespread unemployment, significantly impacting Floridians who faced delays and systemic issues with the state's unemployment system. This study examines crisis communication within a Reddit community, focusing on how individuals used informal communications to navigate the unemployment benefits crisis. Guided by Rhetorical Arena Theory (RAT) and Uses and Gratification Theory (U&G), the research addresses: (1) How did individuals in the active audience discuss challenges faced when trying to access Florida’s unemployment system? (2) What lessons can be drawn from the analysis of informal communications on social media for improving crisis communication strategies during future crises? A qualitative content analysis of 215 posts from a subreddit created by Floridians seeking unemployment compensation, dated April 30, 2020, to December 31, 2020, was conducted using NVivo. Key themes identified included payment delays, systemic failures, financial and emotional distress, community support, and mistrust of government actions. The findings revealed that the subreddit was proactively used for information sharing and social cohesion. Despite frustration and anxiety from payment delays and administrative inefficiencies, users actively engaged in problem-solving and advocacy. The study extends RAT by highlighting the role of informal online networks in crisis communication and supports U&G by showing how individuals seek information and support during crises. This research underscores public administrators' need for robust crisis communication strategies that incorporate digital platforms and community participation. It emphasizes the importance of transparency, consistency, and responsiveness in government communications to maintain public legitimacy and improve unemployment system management during future crises. It also speaks to the importance of capacity building for public organizations and future research with administrative burden.

Completion Date

2024

Semester

Summer

Committee Chair

Knox, Claire

Degree

Doctor of Philosophy (Ph.D.)

College

College of Community Innovation and Education

Department

School of Public Administration

Degree Program

Public Administration

Format

application/pdf

Identifier

DP0028539

URL

https://purls.library.ucf.edu/go/DP0028539

Language

English

Release Date

8-15-2024

Length of Campus-only Access

None

Access Status

Doctoral Dissertation (Open Access)

Campus Location

UCF Downtown

Accessibility Status

Meets minimum standards for ETDs/HUTs

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