Spokesperson Credibility: Ethos and Identification of Food-related Crisis and Emergency Risk Messages by Culturally Diverse Groups

• In Event: Ethics, Education and Public Relations: Teaching and Learning Credible Dialogue

Abstract

This study explores how different cultural groups view spokesperson credibility when communicating risk and crisis messages. Focus group data suggest: Outside spokespeople are perceived positively if they establish their intelligence, virtue, and good will with the public; spokespeople from within a cultural group are regarded with skepticism; and a spokesperson from within a cultural group provided vicarious credibility through identification for the outside spokesperson when sending crisis and emergency risk messages.

Authors

• Robert Littlefield, North Dakota State University

• Kimberly Cowden, North Dakota State University

• Julie Novak, Wayne State Univ

• Robert Ulmer, University of Arkansas, Little Rock

• Nadra Curry, Mississippi Valley State University