Doping sinner Contador? Facebook reactions on the image-repair strategies of a professional bicycle racer

Pöppel, K., Strauss, B.

Abstract

In 2010 the Spanish cyclist Alberto Contador was suspected of doping, whereupon he published a defense statement on Facebook. According to Situational Crisis Communication Theory (Coombs, 2007) this statement could be matched to different image-repair strategies. These strategies aim to repair a damaged reputation and to regain trust. As the Integrative Model of Organizational Trust assumes (Mayer, Davis & Schoorman, 1995), one can trust in the ability, benevolence and integrity of a person. In this case study we transfer both theories to doping and social media. A content analysis of all user reactions (N=1240) to Contador's statement was conducted. Two independent coders rated the reactions by a coding scheme concerning the general reaction and components of trust. N=1222 reactions were coded in agreement (Ƙ=.933). Contador applied diverse image-repair strategies, especially justification and victimage. Within three hours after publication of the statement, 44,4% of all user reactions were posted: 89,3% supportive and 2,6% refusing. In 143 reactions the term "trust" was named, however a link to Mayer`s theory couldn`t be identified: 87,5 % didn't match to these trust components, 6.7% refered to Contador's ability and 5,8% to integrity. Social media like Facebook can easily be used for crisis communication reasons, and to generate fast reactions and support. One reason for this could be the impression of a close relationship with the athlete. In this case study many user reactions are global and Mayer's trust components could only be identified rarely. The need for a sport specific trust theory will be discussed.