Crisis Communication Strategies in AI-Based Crises: A Qualitative Case Study of Amazon through the Lens of Situational Crisis Communication Theory

Authors : Güliz Müge Akpınar

Pages : 416-439

Doi:10.55609/yenimedya.1774788

View : 134 | Download : 484

Publication Date : 2025-12-23

Article Type : Research Paper

Abstract :This study examines the communication dynamics of artificial intelligence (AI)–driven crises through the lens of Amazon’s AI-based hiring algorithm. Conducted from the perspective of Situational Crisis Communication Theory (SCCT), the research analyzes the unique structure of algorithmic crises and reveals the limitations of traditional crisis communication models in AI-driven contexts. Designed as a qualitative case study, the research analyzed 17 documents—including media reports, corporate statements, SEC filings, and DEI reports—published between 2018 and 2024 using discourse and thematic analysis techniques supported by MAXQDA software. The findings indicate that Amazon’s initial response, based on a mitigation strategy involving system shutdown, was undermined by prolonged silence and limited disclosure. This combination contradicted the SCCT principles of transparency and accountability, reinforcing the perception of an avoidant corporate stance. Moreover, the “black box” opacity of AI systems hinders transparent communication, while media framing significantly shapes public crisis perception. The study highlights that SCCT alone falls short in addressing such hybrid crises; rather than relying solely on mitigation strategies, early measures prioritizing transparency, independent auditing, and compensation mechanisms are essential for rebuilding organizational trust. In this context, the research proposes a Multidimensional Algorithmic Crisis Communication Framework, integrating technical transparency, ethical responsibility, stakeholder participation, and solution-oriented discourse. This framework contributes to the expansion of SCCT in AI-related crises and offers institutions a renewed perspective on trust-building through proactive risk communication.
Keywords : Yapay Zekâ, Durumsal Kriz İletişimi Kuramı, Amazon, Algoritmik Önyargı, MAXQDA

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