Why did the event happen? What was the cause triggering the event?
The case began when one of the participants of the tv footage of Big Brother called Shilpa Shetty was called “India” by serumahnya because it found it difficult to pronounce his name. After the episode ended, Ofcom received more than 200 complaints from viewers because it contains elements of racist intimidation by participants of Big Brother. But Channel 4 shook off the incident as a “feminine rivalry.” The number of complaints complaints increased to 8,000. Tessa Jowell, the Culture Secretary, described the incident as a racism presented to be entertainment. But Channel 4 insisted that the existence of cultural differences and is rooted in the class participants and denied the racist incident. Even the producers of Big Brother, Endemol, also dismissed the accusations of racism. Within 3 days the number of complaints increased to nearly 2o.ooo. This is done after the episode ends. These issues are then making the Channel 4 Big Brother program and got the impression that was not good from the mass media at headline news. On the condition that companies or organisations may be called crisis. The crisis is a critical period related to an event that is likely to influence negatively to the company or organization (Kriyantono, 2012, p. 173). Meanwhile, a trigger of this event is the Channel 4 did not want to acknowledge a mistake and still denies even though the public is deliver a complaint against racist intimidation. They also do not evaluate their own performance. The purpose of the evaluation and analysis of the issues that were found to be true, the issue is knowing the cause, and from which source. This analysis reinforced with Prosis research aimed at identifying opinions opinion leaders or influential figures in the community about the issue that occurs (Kriyantono, 2012).
Types and stages of Issue
If it is associated with the stages of the issue, according to Regester Larkin (2008) & case of Celebrity Big Brother 2007 can be categorized into several stages, among other issues:
1. Stage of origin (potential stage).
At this stage, a person or group of people expressing his concern on the issue and give opinions. In the case of Celebrity Big Brother 2007, the first stage is marked by the start of more than 200 complaints from viewers who received by Ofcom at the end of episodes of Big Brother. This was followed by various complaints increased to 8000 as well as Cultural Secretary, Tessa Jowell, described the incident as a racism presented to be entertainment. In the end within 3 days the number of complaints increased to nearly 20,000.
2. mediation and amplifying Stages (imminent stage/emerging)
At this stage, the issue is growing because those issues have had public support, that is, there is a group of people who support each other and give attention to those issues. In the case of Celebrity Big Brother 2007, not found the mediation and amplifying.
3. Stage of organization (current stage and critical stage).
Called the Organization, because at this stage the public have started to organise themselves and form networks. At the current stage, the issues become more popular because of the mass media speak repeatedly with high escalation. This stage occurs when various media to spread about a calculation such as Channel 4 ‘s Daily Express headline writing “C4 Desperate Defending” extra cash “”, while The Times says “the Channel 4 had either been were criminally complicit in promoting racial bullying to boost ratings, or worse, cynically contrived a cast list to elicit a row”. While at the critical stage, occurs when the public began to split into two groups, agreed and opposed. In this case the phases critical stage took place on May 27, 2007 in which the watchdog said that Channel 4 had made a ‘ serious editorial misjudgements “.
4. Stage of resolution (dormant stage).
At this stage, basically the company can resolve the issue by either at least, the public is satisfied because the questions surrounding the issue “can be missed”, news media began to decline, so that the issues are assumed to have expired. In the case of Celebrity Big Brother, this stage occurs when the Channel 4 and Edomol apologize and accept rules from Ofcom. Channel 4 will also be conducting a review that includes: appointment editor and launch a program that is true; introducing the new policy in writing and explain how the actions and language of an attack; employee welfare and appointed a senior one of his duties was to observe and advise the housmates manufacturer. Meanwhile, Keith Vaz MP called by Andy Duncan to apologise to Shilpa Shett
Types and stages of Crisis
According to Coombs, Devlin, Smudde (cited in Kriyantono, 2012, p. 178) in general the crisis evolves through three stages. These stages include:
1. pre crisis Stage (pre-crisis)
Pre crisis stage occurs when the situation is seriously starting to appear and the Organization noticed. At this stage, both the employee and the Organization member of management has knowing the signs of impending crisis. In this case the pre crisis stage occurs when the public gives a complaint against racist intimidation.
2. Stages of crisis (acute crisis)
The crisis stage (acute crisis) happens when the situation can not be dimanajemen by the Organization so that the situation of widespread outside of your organization. In the case of this stage occurs when the Channel 4 did not want to acknowledge a mistake and still denies even though the public is deliver a complaint against racist intimidation.
3. Stage (post-crisis)
Occurs when the crisis already accumulated and organizations working to defend his image. At this time the organization is attempting to remedy any consequences caused the crisis (recovery). This stage occurs when the Channel 4 will also be conducting a review that includes: appointment editor and launch a program that is true; introducing the new policy in writing and explain how the actions and language of an attack; employee welfare and appointed a senior one of his duties was to observe and advise the housmates manufacturer.
1. Channel 4 Big Brother program and did not apply the principle of the worst case-scenario possible. Whereas it is becoming one of the keys to success in handling the crisis, in fact the Channel 4 covering up mistakes and make a defence.
2. Channel 4 Big Brother program and did not make a response quickly and responds, as evidenced when complaints from the audience the Channel 4 did not handle well, but denied allegations of intimidation would be racist.
3. Channel 4 Big Brother program and not principled saved the public interest. This is evident when the number of complaints addressed to the Channel 4, thus causing the cases become flooded intersections.
4. Channel 4 Big Brother program and has no plans for a communication crisis. This is evident when the CEO of Channel 4, Andy Duncan, meet the press and sponsors with a casual dress. He even just read sentence by sentence and give the impression that he was afraid if it does not comply with the script. Andu Duncan is not very behaviour expected by the sponsor. And in the end the media give the impression is not good on the Channel 4 Big Brother program and on headline news.
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