台灣麥當勞砷油事件之危機語藝研究

2009年6至7月間台灣麥當爆發砷油事件。其肇因於麥當勞油炸用油不僅被消費者保護機關檢驗出酸價過高（劣變指數），且含有砷毒，可能嚴重危害消費者健康，引發全島民眾恐慌。對此，研究者透過學者Coombs所提的「危機反應策略」，探討台灣速食連鎖業龍頭麥當勞如何回應此一似乎是罪證確鑿的危機事件，亦即分析其採用哪些語藝回應策略來挽回企業形象，以拯救不斷下滑的業績。經分析後，發現麥當勞雖然大量使用「藉口」策略來減低傷害，不過卻同時使用「道歉」與「修正行為」以及「攻擊指控者」與「否認」這兩組相互矛盾對立的策略，顯示出麥當勞在回應策略運用上顯得手足無措。事實上，研究者的效果評估更發現，麥當勞在此事件中大打迷糊仗，危機管理瀕臨破產，不僅流失一成以上的業績，民眾最後仍弄不清楚事實的真相，徒增民眾對麥當勞的不信任感。

關鍵字

危機反應策略；危機語藝；麥當勞；砷油事件；跨國公司

並列摘要

The Essay discussed the crisis response strategies of Taiwan number one multi-national fast food corporation McDonald in the Arsenic-In-Frying-Oil Event. By using the 'Crisis Response Strategies' proposed by the scholar W. Timothy Coombs to analyze the McDonald's related responses to the accused from officials and non-profit organizations, researcher found out the McDonald's rhetoric response strategies.After analyzing, researcher first found they used the strategy 'Excuse' 17 times to reduce losses in images, and also took the 'Attack the accuser' and 'Denial' strategies 8 times, 'Corrective action' and 'Full apology' 13 times to response the questions and challenges from the external world.In the end of the paper, researcher tried to evaluate the effect of McDonald's rhetoric response strategies, and found them fail in convincing Taiwanese to trust them again. Researcher strongly suggested Taiwan McDonald to improve their crisis management system.