The spark of a paracrisis
(2019) SKDK11 20191Department of Strategic Communication
- Abstract
- This thesis written within the field of strategic communication and digital media, aims to understand how discourse constructs the paracrisis prevailing on the dairy corporation Arla's Instagram account. A social constructivist perspective to reality and a hermeneutic approach to meaning has been the frame of reference for this study. The empirical material has been compiled through a qualitative textual analysis of the most commented posts during the past two years. Subsequently, the comments on the posts have been analysed through a discourse- and rhetorical analysis. The collected material has been contextualised within the framework of paracrises, new social movement theory, framing and image repair theory. The findings of the analysis... (More)
- This thesis written within the field of strategic communication and digital media, aims to understand how discourse constructs the paracrisis prevailing on the dairy corporation Arla's Instagram account. A social constructivist perspective to reality and a hermeneutic approach to meaning has been the frame of reference for this study. The empirical material has been compiled through a qualitative textual analysis of the most commented posts during the past two years. Subsequently, the comments on the posts have been analysed through a discourse- and rhetorical analysis. The collected material has been contextualised within the framework of paracrises, new social movement theory, framing and image repair theory. The findings of the analysis show that there is a tension between Arla and a new social movement that deems the industry immoral. These two sides frame two contradicting truths within the existing discourse and their rhetorics: both claiming to cherish the wellbeing of animals, yet clashing on what this actually means. The new social movement was found to be using mostly diagnostic and motivational framing in their discourse with an underlying prognostic frame of becoming vegan. To respond to this new social movement Arla mostly utilised simple denial, good intention and minimisation strategies within image repair theory. Furthermore, we found that Arla's faith-holders were additionally using the response strategy of attacking the accuser when confronting the new social movement commentators. This thesis is an extension to literature within crisis communication on social media in addition to being a contribution to the discursive traits of new social movements in digital settings. (Less)
- Popular Abstract (Swedish)
- Denna studie tillhör fältet strategisk kommunikation och digitala medier och har till syfte att förstå hur diskurs konstruerar den parakris som råder på mejeriföretaget Arlas Instagramkonto. Ett socialkonstruvistiskt perspektiv gentemot verkligheten och ett hermeneutiskt anseende gentemot mening har agerat som ett ramverk för denna studie. Det empiriska materialet har samlats in genom en kvalitativ textanalys av de mest kommenterade inläggen under de senaste två åren. Därefter har kommentarerna blivit analyserade genom en diskursiv och retorisk analys. Det insamlade materialet har blivit kontextualiserat med ramverket av en parakris, new social movement theory, framing och image repair theory. Resultaten från analysen visade en spänning... (More)
- Denna studie tillhör fältet strategisk kommunikation och digitala medier och har till syfte att förstå hur diskurs konstruerar den parakris som råder på mejeriföretaget Arlas Instagramkonto. Ett socialkonstruvistiskt perspektiv gentemot verkligheten och ett hermeneutiskt anseende gentemot mening har agerat som ett ramverk för denna studie. Det empiriska materialet har samlats in genom en kvalitativ textanalys av de mest kommenterade inläggen under de senaste två åren. Därefter har kommentarerna blivit analyserade genom en diskursiv och retorisk analys. Det insamlade materialet har blivit kontextualiserat med ramverket av en parakris, new social movement theory, framing och image repair theory. Resultaten från analysen visade en spänning mellan Arla och en ny social rörelse som anser att mejeriindustrin är omoralisk. Dessa två sidor presenterar två motstridiga sanningar i sin diskurs och retorik: båda sidor hävdar att de värderar djurens välmående men vad detta egentligen betyder råder det ingen konsensus om. Den nya social rörelsen visades använda sig mest utav diagnostiserande och motiverande ramar i sin diskurs med underliggande prognostiska ramar kring att bli vegan. Arla har bemött denna nya sociala rörelse genom att till mestadels använda sig utav simple denial, good intention och minimisation strategier från image repair theory. Vidare visar det sig att Arlas faith-holders använde sig av strategin attacking the accuser när de bemötte kommentarer från den nya sociala rörelsen. Uppsatsen är en fortsättning på litteraturen om kriskommunikation på sociala medier och framhävs även som ett bidrag till att förstå de diskursiva dragen inom nya sociala rörelser i digitala miljöer. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8978983
- author
- Teir, Benjamin LU and Flygelholm, Melica
- supervisor
- organization
- course
- SKDK11 20191
- year
- 2019
- type
- M2 - Bachelor Degree
- subject
- keywords
- paracrisis, new social movements, discourse, Arla, social media, strategic communication, framing, image repair theory
- language
- English
- id
- 8978983
- date added to LUP
- 2019-06-05 16:49:17
- date last changed
- 2019-06-05 16:49:17
@misc{8978983,
abstract = {{This thesis written within the field of strategic communication and digital media, aims to understand how discourse constructs the paracrisis prevailing on the dairy corporation Arla's Instagram account. A social constructivist perspective to reality and a hermeneutic approach to meaning has been the frame of reference for this study. The empirical material has been compiled through a qualitative textual analysis of the most commented posts during the past two years. Subsequently, the comments on the posts have been analysed through a discourse- and rhetorical analysis. The collected material has been contextualised within the framework of paracrises, new social movement theory, framing and image repair theory. The findings of the analysis show that there is a tension between Arla and a new social movement that deems the industry immoral. These two sides frame two contradicting truths within the existing discourse and their rhetorics: both claiming to cherish the wellbeing of animals, yet clashing on what this actually means. The new social movement was found to be using mostly diagnostic and motivational framing in their discourse with an underlying prognostic frame of becoming vegan. To respond to this new social movement Arla mostly utilised simple denial, good intention and minimisation strategies within image repair theory. Furthermore, we found that Arla's faith-holders were additionally using the response strategy of attacking the accuser when confronting the new social movement commentators. This thesis is an extension to literature within crisis communication on social media in addition to being a contribution to the discursive traits of new social movements in digital settings.}},
author = {{Teir, Benjamin and Flygelholm, Melica}},
language = {{eng}},
note = {{Student Paper}},
title = {{The spark of a paracrisis}},
year = {{2019}},
}