A critical discourse analysis of Anheuser-Busch's crisis management strategy during the Bud Light boycott

Abstract

As the discussion calling for diversity and inclusion grows increasingly prominent in society, so does the financial incentive of large corporations to publicly display commitment to these values. However, displaying such commitment can be complicated. This thesis analyzes Anheuser-Busch's crisis communication during the Bud Light controversy and the boycott following it in April 2023. This is accomplished by applying principles of critical discourse analysis in conjunction with properties of discourse to identify how language is being utilized. The materials analyzed in this thesis consist of CBS Mornings’ interview with the chief executive officer of Anheuser-Busch, Brendan Whitworth, as well as the company’s official press release. The study demonstrates how the seemingly small factors in corporate communication, combined with the choice of representative voicing it, can contribute towards a cohesive and functional strategy for an organization’s corporate- and crisis management communication. This study also addresses the importance of compatibility between the brand’s value proposition and the previously mentioned strategy of corporate communication.