ABSTRACT
On April 20, 2010, an explosion on the Deepwater Horizon platform in the Gulf of Mexico started a chain of events that would lead to 11 deaths and millions of gallons of oil pouring into the Gulf waters. BP was the key actor in the crisis, and used many communication channels during and after the crisis to inform its stakeholders about its efforts to cap the well and restore the Gulf region. On May 27, 2010, BP’s YouTube channel was launched with over 20 videos. During the first 18 months of the crisis, it posted over 300 videos to the channel. This study examines the ways in which BP used the videos to communicate its corporate social responsibility and to promote its restoration efforts during the environmental crisis.
