A Crisis, or not a Crisis? A Case Study About the Misperception of a Local Social Media Crisis

Social media has evolved into an increasingly central force in our daily lives, particularly in shaping the narrative surrounding national and local crises. This prompts the question: Do all stakeholders in a crisis situation truly grasp its significance when it predominantly unfolds in the digital realm of online social media? This article investigates this issue through a case study of the Roman Zadorov justice movement in Israel. Despite Zadorov’s wrongful imprisonment for Tair Rada’s murder, social media support grew, reshaping perceptions of Katsrin, the town where the murder took place. The four-fold analysis draws on social media content, youth interviews, municipal officials’ perspectives, and a population survey. It reveals how Tair Rada’s case became central to Katsrin’s image, fueled by social media’s influence. However, local officials often failed to recognize social media’s crisis significance, highlighting a disconnect. The article concludes by exploring this dissonance, shedding light on crisis management challenges in the social media era and their impact on local governance.