Bakom cancelkulturen: En kvantitativ studie om intentionen att delta i cancelkultur från ett kommunikativt perspektiv
(2021) SKDK11 20211Department of Strategic Communication
- Abstract (Swedish)
- Studien syftar till att undersöka vad som ligger bakom en individs intention att delta i den form av digital aktivism som kommit att kallas för cancelkultur. Vidare undersöks hur teorier om personlig varumärkeskommunikation kan bidra till att förklara denna intention. Målet med studien har varit att observera relationen mellan intentionen att delta i cancelkultur och olika faktorer som potentiellt kan förklara vad som leder upp till intentionen. Studien grundar sig i en positivistisk ansats och har applicerat en kvantitativ metod för att samla in det empiriska materialet genom en enkätundersökning. De empiriska resultaten visar på både signifikanta och icke-signifikanta samband. Resultaten indikerar att vi i denna studie inte kan påvisa... (More)
- Studien syftar till att undersöka vad som ligger bakom en individs intention att delta i den form av digital aktivism som kommit att kallas för cancelkultur. Vidare undersöks hur teorier om personlig varumärkeskommunikation kan bidra till att förklara denna intention. Målet med studien har varit att observera relationen mellan intentionen att delta i cancelkultur och olika faktorer som potentiellt kan förklara vad som leder upp till intentionen. Studien grundar sig i en positivistisk ansats och har applicerat en kvantitativ metod för att samla in det empiriska materialet genom en enkätundersökning. De empiriska resultaten visar på både signifikanta och icke-signifikanta samband. Resultaten indikerar att vi i denna studie inte kan påvisa något signifikant samband mellan personlig varumärkning och intentionen att delta i cancelkultur. Däremot påvisar studien att det finns ett positivt samband mellan de tre faktorer som presenteras i teorin om planerat beteende (attityd, subjektiv norm och beteendekontroll) och intentionen att delta i cancelkultur. Slutsatsen är således att vi inte finner något stöd för att teorier om personlig varumärkning har en betydande roll för att förklara intentionen att engagera sig i cancelkultur. Trots att vi inte kunde påvisa värdet av ett kommunikativt perspektiv i denna studie menar vi att cancelkultur är starkt sammankopplat med just kommunikation. Av denna anledning understryker uppsatsens sista del vikten av fortsatt forskning kring kommunikation och cancelkultur och uppmanar till att vidare studier tillämpar andra perspektiv och metoder för att få en bredare förståelse för fenomenet. (Less)
- Abstract
- This study aims to investigate what motivates an individual's intention to participate in the form of digital activism that has come to be known as cancel culture. Furthermore, the study investigates how theories about personal branding can contribute to explain this intention. The aim of the study has been to observe the relationship between the intention to participate in cancel culture and various factors that can potentially explain what leads to the intention. The study is based on a positivistic approach and has applied a quantitative method to collect the empirical material through a survey. The empirical results show both significant and non-significant relationships. The results indicate that this study cannot demonstrate any... (More)
- This study aims to investigate what motivates an individual's intention to participate in the form of digital activism that has come to be known as cancel culture. Furthermore, the study investigates how theories about personal branding can contribute to explain this intention. The aim of the study has been to observe the relationship between the intention to participate in cancel culture and various factors that can potentially explain what leads to the intention. The study is based on a positivistic approach and has applied a quantitative method to collect the empirical material through a survey. The empirical results show both significant and non-significant relationships. The results indicate that this study cannot demonstrate any significant relation between personal branding and the intention to participate in cancel culture. However, the study shows that there is a positive relation between the three factors presented in the theory of planned behavior (attitude, subjective norm, and perceived behavioral control) and the intention to participate in cancel culture. Thus, the conclusion is that we find no support that theories of personal branding have a significant role in explaining the intention to engage in cancel culture. Although we could not demonstrate the value of a communicative perspective in this study, we believe that cancel culture is strongly linked to communication. For this reason, the last part of the study underlines the importance of continued research on communication and cancel culture and encourages further studies to apply other perspectives and methods to gain a broader understanding of the phenomenon. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9047445
- author
- Karlsson, Ida LU and Alquier, Emma
- supervisor
- organization
- course
- SKDK11 20211
- year
- 2021
- type
- M2 - Bachelor Degree
- subject
- keywords
- cancelkultur, teorin om planerat beteende, TpB, personligt varumärke, sociala medier, digital aktivism, cancel culture, theory of planned behavior, personal branding, social media, digital activism
- language
- Swedish
- id
- 9047445
- date added to LUP
- 2021-06-07 08:59:34
- date last changed
- 2021-06-07 08:59:34
@misc{9047445,
abstract = {{This study aims to investigate what motivates an individual's intention to participate in the form of digital activism that has come to be known as cancel culture. Furthermore, the study investigates how theories about personal branding can contribute to explain this intention. The aim of the study has been to observe the relationship between the intention to participate in cancel culture and various factors that can potentially explain what leads to the intention. The study is based on a positivistic approach and has applied a quantitative method to collect the empirical material through a survey. The empirical results show both significant and non-significant relationships. The results indicate that this study cannot demonstrate any significant relation between personal branding and the intention to participate in cancel culture. However, the study shows that there is a positive relation between the three factors presented in the theory of planned behavior (attitude, subjective norm, and perceived behavioral control) and the intention to participate in cancel culture. Thus, the conclusion is that we find no support that theories of personal branding have a significant role in explaining the intention to engage in cancel culture. Although we could not demonstrate the value of a communicative perspective in this study, we believe that cancel culture is strongly linked to communication. For this reason, the last part of the study underlines the importance of continued research on communication and cancel culture and encourages further studies to apply other perspectives and methods to gain a broader understanding of the phenomenon.}},
author = {{Karlsson, Ida and Alquier, Emma}},
language = {{swe}},
note = {{Student Paper}},
title = {{Bakom cancelkulturen: En kvantitativ studie om intentionen att delta i cancelkultur från ett kommunikativt perspektiv}},
year = {{2021}},
}