Within the research framework of pragma-dialectics, this study analysed and assessed strategic manoeuvring by dissociation in corporate crisis communication, exemplified by the 2017 United Airlines’ Passenger Dragging-off Incident. As shown from the analysis of the public statements issued on its official website and Twitter, United Airlines adopted dissociation using the lexical item “volunteer” in the different stages of argumentation: bringing forward a standpoint, maintaining a standpoint and mitigating a standpoint. In so doing, the corporation strategically manoeuvred the topical potential and (...) the presentational devices to meet the demands of its primary audience, i.e. the international general public. Whereas employing dissociation of the notion “volunteer” seemed to be reasonable and served the corporation’s interests best, its argumentative effectiveness was called into question based upon the general rules for critical discussion and the institutional context. (shrink)