The discursive strategy of legitimacy management: A comparative case study of Google and Apple’s crisis communication statements

This case study assesses how firms deployed language tactically to cope with crisis events. By applying the Systemic Functional Grammar (SFG) approach, we identify linguistic characteristics of Google and Apple’s crisis communication in China and note that different discursive strategies were adopted to manage their organizational legitimacy. When facing a major constitutional crisis that threatens the organization’s cognitive and moral legitimacy, the linguistic components consist of words and grammars with associative relationship, strong rhetoric, and inclusion of audience views to secure a wide range of support. When a legitimacy crisis is instrumental, the wording and grammars used are more with realistic relationships and technical rhetoric, with different expected outcomes.