How companies and corporations respond to events in the community has an enormous impact to those who work for the company and the consumer. This can be especially true for tragedies. This article explores The Walt Disney Company’s reaction to a handful of specific tragedies, focusing most specifically on the Pulse nightclub shooting and the alligator attack of toddler Lane Graves. By assessing Twitter responses, official responses from Disney corporate executive cast members, and unofficial Disney blogs, the article prepares to work through some of the responses and the implications for the company that those responses hold.
Keywords: corporate communication, literacy, community tragedy, Disney, Twitter, participatory