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"A Corona a day, keeps the virus away” - En diskursiv studie om pandemins oväntade offer

Fridolf, Ebba LU and Nordlund, Ida (2020) SKOK11 20201
Department of Strategic Communication
Abstract
This thesis aims to investigate the phenomenon of a paracrisis and the discourses constituting it to understand the stakeholder’s contribution to the paracrisis. The studied paracrisis unfolded in the comment section of the mexican beer brand Coronas Instagram during the global outbreak of the Covid-19 virus. The empirical material consists of comments that were analyzed with analytical and theoretical tools found within Critical Discourse Analysis (CDA) and textual analysis. Moreover, the analysis was conducted in accordance with a theoretical framework consisting of theories found within strategic communication, such as Rhetorical Arena Theory (RAT), Corporate Social Responsibility (CSR) and social approval. The results of the study show... (More)
This thesis aims to investigate the phenomenon of a paracrisis and the discourses constituting it to understand the stakeholder’s contribution to the paracrisis. The studied paracrisis unfolded in the comment section of the mexican beer brand Coronas Instagram during the global outbreak of the Covid-19 virus. The empirical material consists of comments that were analyzed with analytical and theoretical tools found within Critical Discourse Analysis (CDA) and textual analysis. Moreover, the analysis was conducted in accordance with a theoretical framework consisting of theories found within strategic communication, such as Rhetorical Arena Theory (RAT), Corporate Social Responsibility (CSR) and social approval. The results of the study show that the paracrisis is mainly constituted and activated by the three discourses perpetrator discourse, victim discourse and the counsellor discourse. All of these discourses also carry meaning in the sense that they all manifest a change in the consumer role and responsibility. Furthermore, the study also contributes with a broadened view of the paracrisis phenomena by offering the understanding that a paracrisis solely can evolve through a negative association, and not only from the company actively partaking in wrongdoings. Additionally, the study also argues that a paracrisis in reality also can stem from the stakeholder's own crisis coping. (Less)
Popular Abstract (Swedish)
Denna studie ämnar att undersöka fenomenet parakris och dess bidragande diskurser för att förstå intressenternas bidrag till parakrisen. Den studerade parakrisen utspelade sig i ölvarumärket Coronas Instagram kommentarsfält vid pandemiutbrottet av viruset Covid-19. Det empiriska materialet består av kommentarer från ovan nämnda kommentarsfält som vi analyserade med analytiska och teoretiska verktyg funna i kritisk diskursanalys och textanalys. Vidare utfördes analysen med hjälp av ett teoretiskt ramverk bestående av teorier inom strategisk kommunikation, som Rhetorical Arena Theory (RAT), Corporate Social Responsibility (CSR) och social approval. Resultaten i studien visar att parakrisen främst innefattar och aktiverades av de tre... (More)
Denna studie ämnar att undersöka fenomenet parakris och dess bidragande diskurser för att förstå intressenternas bidrag till parakrisen. Den studerade parakrisen utspelade sig i ölvarumärket Coronas Instagram kommentarsfält vid pandemiutbrottet av viruset Covid-19. Det empiriska materialet består av kommentarer från ovan nämnda kommentarsfält som vi analyserade med analytiska och teoretiska verktyg funna i kritisk diskursanalys och textanalys. Vidare utfördes analysen med hjälp av ett teoretiskt ramverk bestående av teorier inom strategisk kommunikation, som Rhetorical Arena Theory (RAT), Corporate Social Responsibility (CSR) och social approval. Resultaten i studien visar att parakrisen främst innefattar och aktiverades av de tre diskurserna förövardiskursen, offerdiskursen och rådgivardiskursen. Alla dessa diskurser bidrog även med förståelsen för att dessa kommentarer formulerar ett uttryck för en förändrad konsumentroll och ansvarsfördelning. Vidare bidrar denna studies resultat med en bredare förståelse för fenomenet parakris genom förståelsen för att en parakris kan uppstå genom negativ associering och inte enbart från kritik gällande varumärkets agerande. Till sist argumenterar denna studie även för att en parakris i själva verket kan härstamma från intressenternas egen krishantering. (Less)
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author
Fridolf, Ebba LU and Nordlund, Ida
supervisor
organization
course
SKOK11 20201
year
type
M2 - Bachelor Degree
subject
keywords
Parakris, organisationskris, diskurs, Corporate Social Responsibility, CSR, Paracrisis, organizational crisis, discourse
language
Swedish
id
9015383
date added to LUP
2020-06-10 15:53:02
date last changed
2020-06-10 15:53:02
@misc{9015383,
  abstract     = {This thesis aims to investigate the phenomenon of a paracrisis and the discourses constituting it to understand the stakeholder’s contribution to the paracrisis. The studied paracrisis unfolded in the comment section of the mexican beer brand Coronas Instagram during the global outbreak of the Covid-19 virus. The empirical material consists of comments that were analyzed with analytical and theoretical tools found within Critical Discourse Analysis (CDA) and textual analysis. Moreover, the analysis was conducted in accordance with a theoretical framework consisting of theories found within strategic communication, such as Rhetorical Arena Theory (RAT), Corporate Social Responsibility (CSR) and social approval. The results of the study show that the paracrisis is mainly constituted and activated by the three discourses perpetrator discourse, victim discourse and the counsellor discourse. All of these discourses also carry meaning in the sense that they all manifest a change in the consumer role and responsibility. Furthermore, the study also contributes with a broadened view of the paracrisis phenomena by offering the understanding that a paracrisis solely can evolve through a negative association, and not only from the company actively partaking in wrongdoings. Additionally, the study also argues that a paracrisis in reality also can stem from the stakeholder's own crisis coping.},
  author       = {Fridolf, Ebba and Nordlund, Ida},
  keyword      = {Parakris,organisationskris,diskurs,Corporate Social Responsibility,CSR,Paracrisis,organizational crisis,discourse},
  language     = {swe},
  note         = {Student Paper},
  title        = {"A Corona a day, keeps the virus away” - En diskursiv studie om pandemins oväntade offer},
  year         = {2020},
}