Gestión Comunicacional de Crisis: Entre la agenda corporativa y mediática. Estudio de caso Volkswagen.

This paper addresses a comparative analysis between the message of the media and official statements on the crisis of Volkswagen. The study focuses on Bowen & Zheng (2015) framework strategy applied on the auto industry through a descriptive non-experimental design of qualitative approach. The findings show that the volitional attribution of responsibility is a response to the problematization issued by the media and not by the existence of a moral code that informs decision-making in crisis management. [ABSTRACT FROM AUTHOR]