An analysis of the messages conveyed in the Boris Johnson Party Gate crisis within the framework of image restoration

The aim of this study is to analyse the communication strategies used by the then British Prime Minister Boris Johnson during the "Party-Gate" crisis within the framework of Image Restoration Theory (IRT). This analysis aims to provide insight into how political figures use communication strategies to shape their perceptual image during crisis processes. The findings of the study are also important in terms of contributing theoretically to Political Image Restoration communication, creating practical implications for the field of corporate communication and contributing to the literature in question. The methodological part of the study is based on content analysis. Within the scope of the study, data on the statements and opinion polls made by Boris Johnson and his team in response to the allegations that they violated the quarantine rules were obtained through media publications and social media tools. The data obtained were systematically coded through MAXQDA software in the context of strategies corresponding to the strategies specified in IRT. During the analysis process, the data were analysed in annual periods from the beginning to the end of the crisis. The findings of the study include a comprehensive analysis of the years in question, as well as comparative analyses. As a result of the research, it was found that the IRT strategies used by Boris Johnson and his team during the crisis had limited effects and failed to show any effectiveness in shaping public perception.