Abstract:
This research explores how the media frame when organizations take a stance on a
politically charged issue without being prompted or asked to do so. Specifically, through
doing a content analysis, this paper will look at the framing that takes place, and the overall
tone and attitude that is put out to the public. Articles from The Wall Street Journal, USA
Today, The New York Times and The Washington Post will be examined in regards to two
cases. The first is the Chick-fil-a case of 2014, when CEO Dan Cathy spoke out about gay
marriage and marriage equality. The next is the Hobby Lobby Case of 2014, when the
organization did not want to be required to provide medical coverage for things connected
to women’s preventative care like birth control. The conclusions that come from this
reserach will help to guide future research and organizational decisions when it comes to
speaking out in this regard. The findings will help organizations to make conclusions so
that it will be easier, using theory of planned behavior, to determine if this is something
that will change their reputation, and if so, if this will be a positive or negative change.
