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Abstract This study applied the genderlect theory to analyze General Motors’ and Toyota’s senior executive crisis communication. The discrepancies in the two companies’ crisis responses were explained through female vs. male-specific communication. Further, the study applied the situational crisis communication theory to analyze the news valence in the media coverage of the crises. While a direct correlation between gender-specific communication and news valence was beyond the purpose of this study, the current analysis can serve as a basis for future research on best crisis communication strategies as informed by gender differences.
