The method in their madness: chaos, communication, and the D.C. snipers

Purpose – The purpose of this paper is to explicate chaos theory metaphorically from a social science perspective to expand upon a relatively new theoretical framework for crisis communication in the public sector. Using the 2002 Washington, DC, area sniper shootings as a case study, the author unravel chaos theory in terms of a public safety crisis that required crisis communication by government officials. Design/methodology/approach – The author analysed front-page coverage in The Washington Post and The New York Times as well as CNN coverage during the three weeks of the sniper shootings, 2 October through 25 October. In total, 56 (69 per cent) of the newspaper stories were published in The Washington Post , and 78 news segments were used from CNN archives. Each story was reviewed for evidence of chaotic elements and crisis communication responses using a code sheet, and the resulting thematic analysis created a composite description of the case. Findings – This case exhibited the main characteristics of a chaotic system, including fractals, error of scale, bifurcation points, self-organisation, feedback, and strange attractors. The results describe how each element of chaos influenced the crisis communication efforts. Originality/value – To date, there is no known research on law enforcement's efforts in crisis communication during the DC sniper shootings. There is also limited research in chaos theory and crisis response. This research may aid in communication efforts during future public safety crises and disasters.