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Att hantera kriser på sociala medie r: Kriskommunikation och publikens reaktioner på TikTok - En fallstudie av Balenciagas krishantering

Karlsson Sköldqvist, Alma LU and Stärner, Erik LU (2023) DIKK60 20231
Division of ALM and Digital Cultures
Abstract
This thesis centers around Balenciaga's controversy that spread in the fall of 2022. By
examining statements published by Balenciaga and associated stakeholders, the study aims to
review how the crisis was managed based on crisis management strategies. This is done through
textual analysis and applying theories regarding crisis management, primarily Situational
Crisis Communication Theory. Furthermore, the thesis qualitatively reviews how users on the
platform TikTok perceived the campaigns and the crisis management. This is carried out by
examining how the controversy spread and expressed itself on TikTok concerning the
company's crisis management and with what motives the users spread it. By examining how
the discourse spread on... (More)
This thesis centers around Balenciaga's controversy that spread in the fall of 2022. By
examining statements published by Balenciaga and associated stakeholders, the study aims to
review how the crisis was managed based on crisis management strategies. This is done through
textual analysis and applying theories regarding crisis management, primarily Situational
Crisis Communication Theory. Furthermore, the thesis qualitatively reviews how users on the
platform TikTok perceived the campaigns and the crisis management. This is carried out by
examining how the controversy spread and expressed itself on TikTok concerning the
company's crisis management and with what motives the users spread it. By examining how
the discourse spread on TikTok, with the help of theories regarding secondary crisis
communication, spreadability, and cancel culture, the essay maps and describes the scope of
the campaigns and controversy as well as the consequences.
Furthermore, secondary and primary crisis communication is analyzed to understand
the course of events and escalation of the controversies and how they affect each other. The
study concludes that Balenciaga and the involved stakeholders used several crisis management
strategies, both separately and in combination, in connection with the crisis during the fall of
2022. The contradictory crisis communication in connection with Balenciaga's campaigns
caused reactions and engagement on the TikTok platform as a result of spreadability and
secondary crisis communication. (Less)
Please use this url to cite or link to this publication:
author
Karlsson Sköldqvist, Alma LU and Stärner, Erik LU
supervisor
organization
course
DIKK60 20231
year
type
M2 - Bachelor Degree
subject
keywords
Balenciaga, crisis communication, secondary crisis communication, cancel culture, social media, fashion, Demna, spreadability, TikTok
language
Swedish
id
9130001
date added to LUP
2023-06-28 15:40:23
date last changed
2023-06-28 15:40:23
@misc{9130001,
  abstract     = {{This thesis centers around Balenciaga's controversy that spread in the fall of 2022. By
examining statements published by Balenciaga and associated stakeholders, the study aims to
review how the crisis was managed based on crisis management strategies. This is done through
textual analysis and applying theories regarding crisis management, primarily Situational
Crisis Communication Theory. Furthermore, the thesis qualitatively reviews how users on the
platform TikTok perceived the campaigns and the crisis management. This is carried out by
examining how the controversy spread and expressed itself on TikTok concerning the
company's crisis management and with what motives the users spread it. By examining how
the discourse spread on TikTok, with the help of theories regarding secondary crisis
communication, spreadability, and cancel culture, the essay maps and describes the scope of
the campaigns and controversy as well as the consequences.
Furthermore, secondary and primary crisis communication is analyzed to understand
the course of events and escalation of the controversies and how they affect each other. The
study concludes that Balenciaga and the involved stakeholders used several crisis management
strategies, both separately and in combination, in connection with the crisis during the fall of
2022. The contradictory crisis communication in connection with Balenciaga's campaigns
caused reactions and engagement on the TikTok platform as a result of spreadability and
secondary crisis communication.}},
  author       = {{Karlsson Sköldqvist, Alma and Stärner, Erik}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Att hantera kriser på sociala medie r: Kriskommunikation och publikens reaktioner på TikTok - En fallstudie av Balenciagas krishantering}},
  year         = {{2023}},
}