Impact of Crisis Communication Strategies by Muslim Organizations in the Aftermath of Islamist Terrorist Attacks: An Experimental Eye Tracking Study

Abstract

Muslim organizations play important roles in shaping the publics’ reaction to terrorist attacks with Islamist background. The present study uses methods and models from the Situational Crisis Communication Theory to investigate whether and which response strategies affect attitudes toward Muslims and attention to positive and negative information about Muslims. Specifically, an eye tracking experiment was conducted with 202 residents of Germany. We found more positive attitudes after active vs. passive response styles. Effects on attention as measures with eye tracker were not observed. Across all experimental conditions, negative information about Muslims was inspected longer than positive information. The findings are discussed with regard to SCCT and possible ways to improve the media coverage in the aftermath of terrorist attacks.