Evaluating Government Responses to Misinformation-induced Image Crises: An Image Restoration Perspective

Misleading information in any form, such as misinformation, disinformation and fake news, can potentially create an image crisis for any entity. When such crises occur, the concerned authority is compelled to respond in order to restore its image. This article examines image restoration strategies employed when Haritha Karma Sena (HKS), an initiative under the state government of Kerala, faced an image crisis after misleading information circulated on social media. Drawing on the image restoration theory, the study conducted a qualitative document analysis of official Facebook responses by ministers, public servants and government bodies during the crisis. The study found that denial, bolstering, attacking the accuser and corrective action were the principal strategies deployed to counter the spread of misleading information and restore HKS’s image. The analysis also identifies a distinct sub-strategy termed ‘legal deterrence’, in which the accused’s formal enforcement authority was invoked to discourage further circulation of damaging claims. The study contributes to image restoration scholarship by extending its application to government-led grassroots initiatives confronting social media-driven misinformation and to the emerging literature on governmental responses to digital misinformation.