Kejsaren är nak(d)en! - En kvalitativ fallstudie av NA-KD:s kris och dess krisrespons
(2021) SKDK11 20211Department of Strategic Communication
- Abstract (Swedish)
- Denna studie intresserar sig för när en organisations förtroende sätts på spel. Kriskommunikation är i fokus och mer specifikt hur modejätten NA-KD har hanterat ett försök till bojkott, vilket kan kopplas till det aktuella fenomenet cancel culture. Studiens primära syfte handlar om att öka förståelsen för hur organisationer som utsätts för en liknande kris online kan hantera dessa med hjälp av responsstrategier, och därigenom bidra till forskningsfältet strategisk kommunikation. Även dagens komplexa digitala landskap och dess inverkan på krishantering belyses. För att kunna uppfylla syftet och formulerad frågeställning har en kvalitativ fallstudie utförts med en socialkonstruktivistisk ansats. Vidare har samtlig data hämtats genom internet... (More)
- Denna studie intresserar sig för när en organisations förtroende sätts på spel. Kriskommunikation är i fokus och mer specifikt hur modejätten NA-KD har hanterat ett försök till bojkott, vilket kan kopplas till det aktuella fenomenet cancel culture. Studiens primära syfte handlar om att öka förståelsen för hur organisationer som utsätts för en liknande kris online kan hantera dessa med hjälp av responsstrategier, och därigenom bidra till forskningsfältet strategisk kommunikation. Även dagens komplexa digitala landskap och dess inverkan på krishantering belyses. För att kunna uppfylla syftet och formulerad frågeställning har en kvalitativ fallstudie utförts med en socialkonstruktivistisk ansats. Vidare har samtlig data hämtats genom internet och studien har således präglats av netnografisk forskning. Efter genomförd analys, vilken har delats upp i tre olika tidsperioder och utförts med hjälp av ett ramverk med Rhetorical Arena Theory och Situational Crisis Communication Theory, blir det tydligt att organisationer idag verkar i en högst komplex omgivning. Av denna anledning bör en beredskap, inte minst för cancel culture, finnas hos dagens organisationer. Det var vidare möjligt att konstatera att NA-KD har sänt ut ett spretigt budskap i sin krishantering då de inte har varit konsekventa med sina responsstrategier. Flera strategier anses dessutom vara olämpliga att nyttja utifrån den identifierade kristypen, likväl som utifrån de riktlinjer som forskningen presenterar. Dessutom lyfts kanalvalets betydelse fram och det har konstaterats att NA-KD:s val resulterade i en negativ inverkan på hur organisationens intressenter upplevde hanteringen. Detta medförde att kritik spilldes över på deras primära kontaktyta, Instagram. I det avslutande avsnittet diskuteras också cancel cultures egentliga kraft och huruvida vår nutida acceleration av livstempot kan reducera denna. (Less)
- Abstract
- This study is interested in when an organization's trust is exposed. Crisis communication is in focus and more specifically how the fashion giant NA-KD has handled an attempt to boycott, which can be linked to the current phenomenon of cancel culture. The primary purpose of the study is to increase the understanding of how organizations that are exposed to a similar crisis online can handle these with response strategies, and thereby contribute to the research field of strategic communication. Today's complex digital landscape and its impact on crisis management are also highlighted. In order to be able to fulfill the purpose and formulated question, a qualitative case study has been carried out with a social constructivist approach.... (More)
- This study is interested in when an organization's trust is exposed. Crisis communication is in focus and more specifically how the fashion giant NA-KD has handled an attempt to boycott, which can be linked to the current phenomenon of cancel culture. The primary purpose of the study is to increase the understanding of how organizations that are exposed to a similar crisis online can handle these with response strategies, and thereby contribute to the research field of strategic communication. Today's complex digital landscape and its impact on crisis management are also highlighted. In order to be able to fulfill the purpose and formulated question, a qualitative case study has been carried out with a social constructivist approach. Furthermore, all data have been retrieved online and the study has thus been characterized by a netnographic research. After completing the analysis, which has been divided into three different time periods and performed with the help of a framework with Rhetorical Arena Theory and Situational Crisis Communication Theory, it becomes clear that organizations today operate in a highly complex environment. For this reason, a readiness, not least for cancel culture, should be present in today's organizations. It was also possible to state that NA-KD has sent out a scattered message in its crisis management as they have not been consistent with their response strategies. In addition, several strategies are considered unsuitable to use on the basis of the identified type of crisis, as well as on the basis of the guidelines presented by the research. Also the importance of choice of channel is highlighted and it has been noted that NA-KD's choice resulted in a negative impact on how the organization's stakeholders experienced the situation and how it was handled. This meant that criticism was spilled over into their primary touchpoint, Instagram. The concluding section also discusses the actual power of cancel culture and whether our current acceleration of the pace of life can reduce this. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9048542
- author
- Eriksson, Ebba LU and Stenberg, Klara
- supervisor
- organization
- course
- SKDK11 20211
- year
- 2021
- type
- M2 - Bachelor Degree
- subject
- keywords
- kriskommunikation, crisis communication, NA-KD, cancel culture, Rhetorical Arena Theory, Situational Crisis Communication Theory, digitala medier, digital media, krisrespons, crisis response, sociala medier, social media
- language
- Swedish
- id
- 9048542
- date added to LUP
- 2021-06-07 14:25:15
- date last changed
- 2021-06-07 14:25:15
@misc{9048542,
abstract = {{This study is interested in when an organization's trust is exposed. Crisis communication is in focus and more specifically how the fashion giant NA-KD has handled an attempt to boycott, which can be linked to the current phenomenon of cancel culture. The primary purpose of the study is to increase the understanding of how organizations that are exposed to a similar crisis online can handle these with response strategies, and thereby contribute to the research field of strategic communication. Today's complex digital landscape and its impact on crisis management are also highlighted. In order to be able to fulfill the purpose and formulated question, a qualitative case study has been carried out with a social constructivist approach. Furthermore, all data have been retrieved online and the study has thus been characterized by a netnographic research. After completing the analysis, which has been divided into three different time periods and performed with the help of a framework with Rhetorical Arena Theory and Situational Crisis Communication Theory, it becomes clear that organizations today operate in a highly complex environment. For this reason, a readiness, not least for cancel culture, should be present in today's organizations. It was also possible to state that NA-KD has sent out a scattered message in its crisis management as they have not been consistent with their response strategies. In addition, several strategies are considered unsuitable to use on the basis of the identified type of crisis, as well as on the basis of the guidelines presented by the research. Also the importance of choice of channel is highlighted and it has been noted that NA-KD's choice resulted in a negative impact on how the organization's stakeholders experienced the situation and how it was handled. This meant that criticism was spilled over into their primary touchpoint, Instagram. The concluding section also discusses the actual power of cancel culture and whether our current acceleration of the pace of life can reduce this.}},
author = {{Eriksson, Ebba and Stenberg, Klara}},
language = {{swe}},
note = {{Student Paper}},
title = {{Kejsaren är nak(d)en! - En kvalitativ fallstudie av NA-KD:s kris och dess krisrespons}},
year = {{2021}},
}