| Summary: | This paper examines the mechanisms of “successful” communication in matters of political leaders’ability to gain public trust and credibility during large scale crises. Even though political actors andother stakeholders tend to be very proactive to promote their views, news media also play an activeand important role in framing public policy issues and crises.1 Thus, this thesis involves both politicalactors and media in the context of framing and crisis communication. Their interrelation and itsimportance for explaining successful crisis communication is demonstrated by producing a case studyof the Norwegian government’s communication efforts during and after the terrorist attack in Osloand the island of Utöya 22/7 2011. This paper argues and demonstrates that the active use ofpositive frames, that are cultural congruent and resonate with the media shaping, is a necessity tocreate a favorable context for winning praise and support in times of crisis. In line with previousresearch, framing strategies in crisis communication is demonstrated to be central to the crisisresponse and determines whether a responsible stakeholder is able to create momentum, maintainand even gain increased public support or not.
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