Abstract
Cultural context is emerging as one of the most important aspects of crisis communication; yet cultural context adds layers of complexity to situations that crisis theory has difficulty explaining. This study investigated the crisis communication strategies revealed through U.S. media during the immediate post-crisis phase of the November 5, 2009 Fort Hood shooting. A textual analysis identified situational crisis communication theory strategies (Coombs, 2006) employed by different spokespeople/groups. Cultural context emerged as a key variable in explaining what happened when culturally insensitive policies and procedures were revealed. This case illustrates the importance of incorporating a culturally sensitive approach to homeland security policies, procedures, and understanding.
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