#OscarsSoWhite: uma análise do gerenciamento de crise executado pela The Academy

Abstract

This work analyzes the crisis management performed by The Academy after the emergence of the #OscarsSoWhite movement on social media. The popular uproar, which originated in the online world and moved offline, came after the Oscars, for two consecutive years, had no black nominations among the acting categories. The objective of this research is to analyze the communicational actions carried out, as a form of crisis management, by The Academy. Through exploratory and descriptive research, using the case study method, we will observe the communication actions taken by the organization to control damage to its reputation and image.