Image Repair Strategies in the Pricey Prawn Scandal of Qingdao
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The pricey prawn scandal of Qingdao in the 2015 National Day Holiday, not only violates the principle of integrity management, but also seriously damages the image of Qingdao──World Famous Tourist City. This study applies image repair strategies to Qingdao municipal government departments’ attempt to restore its damaged image in crisis communication. Through a discourse analysis, it is found that the government departments mainly adopt the following strategies: denial, evasion of responsibility (defeasibility), reduction of offensiveness (bolstering, compensation), corrective action and mortification. Then we evaluate the effectiveness of this image repair effort.