Strauss-Kahn Assault Allegations (1). Initial Media Perception and Reputation Impact

We have learnt that few hours ago the Managing Director of International Monetary Fund, IMF, Mr. Dominique Strauss-Kahn has been arrested under the allegations of a sexual assault at Sofitel in New York.

Whatever the final outcome of this affaire for Mr. Strauss-Kahn, it will produce a massive media coverage worldwide. We will monitor the impact of this scandal crisis in the institutional reputation of IMF.

We present here some results built with media content analysis of articles published by May 15, 11 am (CET). We provide first analysis by comparing media reputation right now of IMF and Strauss-Kahn, with news these last 20 days. News about Strauss-Kahn are almost all linked to the sexual attack, while IMF include also many non related news.

First figure shows one of our emotional vector brands. We find that there is a very poor association of these two brands with “Acclaimed”.

Next three figures show the brand reputation concerning rational vectors. Degree of association is poor concerning “Excellence”, average concerning “Leadership and Commitment” and high concerning “Innovative, Efficiency”. Strauss-Kahn reputation is higher than IFM institutional reputation in these areas.

Looking at negative brand vectors, which will be highly affected by the assult affaire, we find that concerning “Scandal”, both brands are substantially associated to it, especially in vectors components scandal, corruption and emabarrassing.

As for vector “Tradegy”, degree of association is strong ang higher for IMF institutional reputation. Strauss-Kahn is lower in general, except for components tragedy, awful and horrible.

Update (18 May 2011)

Even if we will analyze the impact of IMF scandal inother new posts, we want to complete this post showing a 3 days-later media reputation profile of Strauss-Kahn case. Like this, a comparison of the specifi impact of the scandal is easily visible.

We show how all news about Strauss-Kahn are getting a new profile, as just three days after the anouncement of the arrest, massive media coverage to the scandal is overcoming the weight of precedent news unrelated with the scandal.

Now, the brand vector “Scandal” shows a sharp increase of the association of DSK news with scandal. Compared to initial media coverage, DFK followed the same perception profile tahn the institution, IMF. Now, we find a strong increase of association to vector components like scandalous, embarrassing, mistake, harm and awful. Now, the DSK case is clearly harming IMF reputation concerning “Scandal”.

Vector “Tragedy” has also experienced changes in Strauss-Kahn profile. It increases his association to components harm, tragedy, awful and horrible The only vectors that keep sable are worst, failure and catastrophic. All of them seem more related to IMF institutional activities.

Initial media coverage showed us the starting reputational framework for both Dominique Sratuss-Kahn and International Monetary Found. The update included in the post shows the direction of that this reputation crisis will take. All this is analyzed in new posts.

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