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När Facebook ger röst till tusentals kunder i en kris

Nilsson, Agnes LU and Björnbäck, Johanna LU (2016) SKDK02 20161
Department of Strategic Communication
Abstract (Swedish)
När Facebook ger röst till tusentals kunder - i en kris

Syftet med studien var att undersöka och analysera hur interaktioner, mellan Canal Digital och deras kunder samt kunderna emellan, konstruerade krisen som utvecklades på Canal Digitals Facebook-sida. Studien ämnade till att fördjupa forskningen inom fältet kriskommunikation med avseende på hur en kriskonstruktion utvecklas i interaktioner på sociala medier. Studien antog både ett sändar- och mottagarperspektiv och genomfördes genom att anamma ett meningsgivande och meningsskapande perspektiv på kommunikation. Studien antog en kvalitativ ansats där materialet samlades in genom en netnografisk observation och analyserades med hjälp av den hermeneutiska cirkeln. Studiens tre... (More)
När Facebook ger röst till tusentals kunder - i en kris

Syftet med studien var att undersöka och analysera hur interaktioner, mellan Canal Digital och deras kunder samt kunderna emellan, konstruerade krisen som utvecklades på Canal Digitals Facebook-sida. Studien ämnade till att fördjupa forskningen inom fältet kriskommunikation med avseende på hur en kriskonstruktion utvecklas i interaktioner på sociala medier. Studien antog både ett sändar- och mottagarperspektiv och genomfördes genom att anamma ett meningsgivande och meningsskapande perspektiv på kommunikation. Studien antog en kvalitativ ansats där materialet samlades in genom en netnografisk observation och analyserades med hjälp av den hermeneutiska cirkeln. Studiens tre slutsatser visade att krisens konstruktion skiljt sig åt aktörerna emellan (Canal Digital och kunderna), att kunderna konstruerat krisen utifrån sina personliga uppfattningar av den och att kriskonstruktionen genomsyrades av negativitet där kunderna agerat som meningsgivande aktörer. Studien indikerar på att kriser är komplexa och går inte att kontrollera när interaktion om dem tar plats på sociala medier, att kunder kräver att deras individuella behov tillfredsställs i relationen mellan en kund och ett företag under en kris samt att kunder känner en moralisk plikt att hjälpa andra kunder i en kris. Genom studien bidrog vi med kunskap inom fältet kriskommunikation. (Less)
Abstract
When Facebook contributes with a voice to thousands of customers - in a time of crisis

This aim of this study was to examine how the interactions, between Canal Digital and it's customers as well as customers in-between, constructed the crisis taking place at Canal Digital’s Facebook-page. The intention with this study was to increase the understanding of the interactions part of a crisis construction when it unfolds on social media, therefore the study takes both a sender and a receiver perspective on crisis interactions as well as a sensegiving and sensemaking perspective on communication. The study takes a qualitative approach and the empirical material was collected through a netnografic observation and was analyzed through a... (More)
When Facebook contributes with a voice to thousands of customers - in a time of crisis

This aim of this study was to examine how the interactions, between Canal Digital and it's customers as well as customers in-between, constructed the crisis taking place at Canal Digital’s Facebook-page. The intention with this study was to increase the understanding of the interactions part of a crisis construction when it unfolds on social media, therefore the study takes both a sender and a receiver perspective on crisis interactions as well as a sensegiving and sensemaking perspective on communication. The study takes a qualitative approach and the empirical material was collected through a netnografic observation and was analyzed through a hermeneutic circle. The study showed three results: that the crisis construction was diverse between Canal Digital and it's customers, that the customers constructed the crisis based on their personal perception of it and that the crisis construction was permeated by negativity by the customers that acted as each others sense making actors. The study indicates that crisis are to complex to control when they unfold on social media, that customers demands individual satisfaction in a crisis situation and that customers are driven by a moral duty of helping other customers. Through this study we contributed with knowledge within the field of crisis communications. (Less)
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author
Nilsson, Agnes LU and Björnbäck, Johanna LU
supervisor
organization
alternative title
En studie om hur en kris konstrueras i interaktioner på sociala medier
course
SKDK02 20161
year
type
M2 - Bachelor Degree
subject
keywords
Keywords: Interaction, crisis, crisis construction, sensegiving communication, sensemaking communication, social media, crisis communication Nyckelord: Interaktion, kris, kriskonstruktion, meningsgivande kommunikation, meningsskapande kommunikation, sociala medier, kriskommunikation
language
Swedish
id
8877989
date added to LUP
2016-06-13 14:12:30
date last changed
2016-06-13 14:12:30
@misc{8877989,
  abstract     = {When Facebook contributes with a voice to thousands of customers - in a time of crisis

This aim of this study was to examine how the interactions, between Canal Digital and it's customers as well as customers in-between, constructed the crisis taking place at Canal Digital’s Facebook-page. The intention with this study was to increase the understanding of the interactions part of a crisis construction when it unfolds on social media, therefore the study takes both a sender and a receiver perspective on crisis interactions as well as a sensegiving and sensemaking perspective on communication. The study takes a qualitative approach and the empirical material was collected through a netnografic observation and was analyzed through a hermeneutic circle. The study showed three results: that the crisis construction was diverse between Canal Digital and it's customers, that the customers constructed the crisis based on their personal perception of it and that the crisis construction was permeated by negativity by the customers that acted as each others sense making actors. The study indicates that crisis are to complex to control when they unfold on social media, that customers demands individual satisfaction in a crisis situation and that customers are driven by a moral duty of helping other customers. Through this study we contributed with knowledge within the field of crisis communications.},
  author       = {Nilsson, Agnes and Björnbäck, Johanna},
  keyword      = {Keywords: Interaction,crisis,crisis construction,sensegiving communication,sensemaking communication,social media,crisis communication Nyckelord: Interaktion,kris,kriskonstruktion,meningsgivande kommunikation,meningsskapande kommunikation,sociala medier,kriskommunikation},
  language     = {swe},
  note         = {Student Paper},
  title        = {När Facebook ger röst till tusentals kunder i en kris},
  year         = {2016},
}