An examination of the situational crisis communication theory (SCCT) on Eswatini's civil conflict

Abstract

This exploratory case study positions the civil conflict of 2021 in Eswatini as a crisis, and conducts an assessment of the crisis response strategy used by Government to manage the crisis. The study employed the Situational Crisis Communication Theory (SCCT) to analyse the Eswatini government’s crisis response strategies, and evaluate the extent to which these strategies aligned with the recommendations of the SCCT. A qualitative methodology consisting of qualitative content analysis of visual and textual artefacts embedded in media statements, news reports, news briefings, televised and written statements from Eswatini Government between June and July of 2021 was used to make sense of the Eswatini government’s response to the crisis. The study findings show that that the Eswatini government’s crisis response strategy frequently employed the deny posture, suggesting that Eswatini government disassociated itself from the crisis and accused protesters for causing anarchy and the censure of foreign mercenaries for the conflict. The study finds that the motives behind the government's defensive communication approach were aimed at deflecting criticism and aimed at protecting reputation by shifting blame to external factors. Other themes identified in the study include instructing-adjusting information, diminishing, rebuilding, and bolstering strategies. Outside of the SCCT, the study observes that the government employed propaganda to frame narratives to influence public opinion and shift blame during the conflict. In this bid, the study finds Eswatini government’s crisis response strategy sought to enhance the country’s image and reputation, distract government from any negative sentiments associated with the civil conflict and control the narrative surrounding the protests and the damage caused.