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本文是一篇商务英语论文，笔者认为近年来，社交媒体蓬勃发展，对许多行业都产生了重大影响。在危机传播领域，社交媒体不仅成为公众信任的信息来源，而且为公众与组织之间的沟通提供了更多的渠道，也为组织危机管理带来了极大的便利。与此同时，社交媒体也加剧了危机传播的广度、深度和强度。

CHAPTER ONE   INTRODUCTION

1.1 Research background

With the development of multinational enterprises, intercultural communication has been playing an increasingly important role. Crises involving multinational enterprises in global contexts have been occurring regularly (Dhanesh & Sriramesh, 2018, p. 206). Crises are bound to bring about negative consequences on the image of international company and undermine customer loyalty. Effective crisis communication can reduce the damage to the minimum while clumsy response can lead to economic loss.

Before the study on crisis communication, the definition of crisis should be made clear. A  crisis  is  defined  as  the  perception  of  an  unpredictable  event  that  threatens  important expectancies of stakeholders and can seriously affect an organization’s performance and generate negative outcomes (Coombs, 2007, p. 163). If a crisis cannot be properly dealt with in a short time, it will often bring harm to the reputation of the organization. Crisis communication are strategies used to repair the reputation and to reduce negative effect and  to  prevent  negative  behavioral  intentions  (Coombs,  2007,  p.  170).  By  employing various kinds of communicative skills when communicating with the target audience, the goal of crisis communication practitioners is to create and maintain a positive image and a strong relationship with the audience. Crisis communication is now regarded as a necessary part of corporation and has been studied for roughly 30 years especially in the business field. 

1.2 Rationale

After conducting a literature review of crisis communication and then intercultural crisis communication, it is found that due attention has been paid to the study of cultural context on crisis communication. The focus has been on how different contextual aspects such as culture,  political  systems,  and  media  can  influence  the  effectiveness  of  crisis communication  strategies.  In  many  of  these  studies,  Hofstede’s  cultural  dimensions (Hofstede,  as  cited  in  Zhou  &  Shin,  2017,  p.  1044)  has  been  used  as  the  theoretical framework to explain the role of culture in selecting crisis communication strategies (Zhou & Shin, 2017, p. 1044). Laufer, Garrett, and Ning (2018, pp. 215-221) have studied the ways that the level of power distance can affect future purchase intentions when the CEO was the spokesperson during the crisis. Studies of traditional Chinese cultural values such as its collectivistic culture, nationalism, rationalism, and face-giving/saving have suggested that these should be taken into account in Chinese crisis communication (Huang, Wu, & Cheng, 2016, p. 203). The following two aspects are summarized to clarify the significance of further research. 

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