Student Research Symposium Program Portal: Submission #156

Abstract Leadership communication plays a critical role in how organizations convey their values, respond to public scrutiny, and maintain trust during periods of social and political tension. In 2022, The Walt Disney Company drew national attention for its measured response to Florida’s Parental Rights in Education law, often referred to as the “Don’t Say Gay” bill. As a company widely associated with inclusion and belonging, Disney faced heightened expectations for a clear, values-driven leadership response.
This research proposal outlines a mixed-methods study designed to examine how audiences interpret Disney’s leadership communication. Drawing on leadership theory, values alignment, and crisis communication frameworks, the study employs narrative metaphors from Wicked: Part One as an interpretive lens to explore varying leadership styles. Planned analyses include film scenes, public social media discourse, and survey responses, offering a multidimensional view of how communication strategies shape perceptions of authenticity, trust, and organizational alignment.
By blending creative, popular-culture approaches with rigorous leadership theory, this project seeks to make organizational communication concepts both accessible and engaging. The ultimate goal is to identify practical strategies that help organizations communicate values clearly and navigate politically sensitive topics with ethical and effective leadership. Through this work, the research aims not only to contribute to scholarly understanding but also to inspire dialogue about how leadership decisions resonate with diverse audiences.