Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Into the Metaverse: How Facebook Inc. communicated their rebranding to Meta in the middle of a crisis and how it was framed in the Swedish media landscape

Isaksson, Clara LU (2022) SKOM12 20221
Department of Strategic Communication
Abstract
This study analyses how then Facebook Inc. communicated their rebranding to Meta
while in the middle of their worst public relations crisis to date, as well as how the news of Meta’s rebranding was framed in the Swedish news media. Through the
theoretical framework of image repair and framing, the purpose of this study is to
provide deeper knowledge on the aspect of rebranding within the context of crisis.
The study was conducted using a qualitative content analysis of all of Meta’s
communication regarding their new brand, in addition to a qualitative framing
analysis of the news coverage regarding Meta’s rebranding that was published in
nationwide Swedish news outlets. During the content analysis, five themes emerged,
... (More)
This study analyses how then Facebook Inc. communicated their rebranding to Meta
while in the middle of their worst public relations crisis to date, as well as how the news of Meta’s rebranding was framed in the Swedish news media. Through the
theoretical framework of image repair and framing, the purpose of this study is to
provide deeper knowledge on the aspect of rebranding within the context of crisis.
The study was conducted using a qualitative content analysis of all of Meta’s
communication regarding their new brand, in addition to a qualitative framing
analysis of the news coverage regarding Meta’s rebranding that was published in
nationwide Swedish news outlets. During the content analysis, five themes emerged,
including: focusing on the new technology, using the success of others, “Look at all the good we’ve done”, “We’re all in this together”, and responsibility, privacy, and safety. The themes all refer to different strategies with the purpose of highlighting the company’s positive impacts in society, several of them corresponding with Benoit’s (1995) image repair strategies, of which the good intentions strategy was the most frequently used one. When conducting the framing analysis, two different frames where identified: confusing, more confusing, Meta? and one big diversion strategy. Showing that despite Meta’s communications efforts, the Swedish news media kept their focus on the rebranding simply being a diversion strategy amidst the recent crisis. On this basis, the findings of this study indicates that introducing a new brand during an ongoing public relations crisis does not work as a solution to the crisis. It is simply perceived as a matter of putting lipstick on a pig. (Less)
Please use this url to cite or link to this publication:
author
Isaksson, Clara LU
supervisor
organization
course
SKOM12 20221
year
type
H2 - Master's Degree (Two Years)
subject
keywords
crisis communication, brand communication, rebranding, image repair theory, framing
language
English
id
9099536
date added to LUP
2022-09-07 13:52:28
date last changed
2022-09-07 13:52:28
@misc{9099536,
  abstract     = {{This study analyses how then Facebook Inc. communicated their rebranding to Meta 
while in the middle of their worst public relations crisis to date, as well as how the news of Meta’s rebranding was framed in the Swedish news media. Through the 
theoretical framework of image repair and framing, the purpose of this study is to 
provide deeper knowledge on the aspect of rebranding within the context of crisis.
The study was conducted using a qualitative content analysis of all of Meta’s 
communication regarding their new brand, in addition to a qualitative framing 
analysis of the news coverage regarding Meta’s rebranding that was published in 
nationwide Swedish news outlets. During the content analysis, five themes emerged, 
including: focusing on the new technology, using the success of others, “Look at all the good we’ve done”, “We’re all in this together”, and responsibility, privacy, and safety. The themes all refer to different strategies with the purpose of highlighting the company’s positive impacts in society, several of them corresponding with Benoit’s (1995) image repair strategies, of which the good intentions strategy was the most frequently used one. When conducting the framing analysis, two different frames where identified: confusing, more confusing, Meta? and one big diversion strategy. Showing that despite Meta’s communications efforts, the Swedish news media kept their focus on the rebranding simply being a diversion strategy amidst the recent crisis. On this basis, the findings of this study indicates that introducing a new brand during an ongoing public relations crisis does not work as a solution to the crisis. It is simply perceived as a matter of putting lipstick on a pig.}},
  author       = {{Isaksson, Clara}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Into the Metaverse: How Facebook Inc. communicated their rebranding to Meta in the middle of a crisis and how it was framed in the Swedish media landscape}},
  year         = {{2022}},
}