Crisis Communication, Media Framing, and Public Sentiment: a Content Analysis of Chagee Malaysia’s “Tear & Win” Scandal on Facebook

Koh, Wei Xiang (2025) Crisis Communication, Media Framing, and Public Sentiment: a Content Analysis of Chagee Malaysia’s “Tear & Win” Scandal on Facebook. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

Text Koh Wei Xiang.pdf Restricted to Registered users only Download (10MB)

Abstract

This study investigates how CHAGEE Malaysia’s crisis communication strategy and media framing on Facebook shaped public sentiment during the “Tear & Win” scandal, using Situational Crisis Communication Theory (SCCT) as its analytical framework. Qualitative content analysis was used to analyse CHAGEE’s official Facebook statement, media coverage from five Malaysian news outlets, and public comments. The study reveals that corrective action was the dominant crisis response strategy, which helped stabilise public reaction by reducing emotional intensity and encouraging problem-oriented engagement. However, corrective action alone was insufficient to restore trust without clearer transparency and accountability. Media coverage was overwhelmingly framed around Attribution of Responsibility, reinforcing perceptions of organisational culpability, while differences between mainstream and online media reflected distinct journalistic norms and platform dynamics. Public sentiment mirrored these framing patterns, with sarcasm emerging as the dominant response and positive sentiment remaining marginal, reflecting cautious evaluation rather than outright rejection. Overall, the findings highlight the critical interplay between organisational response strategies, media framing, and public sentiment in shaping crisis outcomes in Malaysia’s digital media environment