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Constructing Reputation Through Crisis Silence: A Content Analysis of Northvolt AB's Social Media Crisis Communication

Sandell, Vanessa LU and Nilsson, Maja (2025) SKOK11 20251
Department of Strategic Communication
Abstract
Northvolt AB is a Swedish sustainable battery producer with a passion for green energy. During 2024, a series of crisis events affected the organization, posing threats to its reputation. The purpose of this study is therefore to investigate how Northvolt during an active crisis phase implemented strategic communication in order to strengthen their image or reputation. Through coding of data, followed by the application of Image Repair Theory (IRT) and Semiotic Theory, a content analysis of 45 posts from Northvolt’s Instagram during 2024 has been executed. This study’s primary findings showed an overall implementation of strategies such as denial and reducing offensiveness by Northvolt, as a way to emphasize organizational positivity, and... (More)
Northvolt AB is a Swedish sustainable battery producer with a passion for green energy. During 2024, a series of crisis events affected the organization, posing threats to its reputation. The purpose of this study is therefore to investigate how Northvolt during an active crisis phase implemented strategic communication in order to strengthen their image or reputation. Through coding of data, followed by the application of Image Repair Theory (IRT) and Semiotic Theory, a content analysis of 45 posts from Northvolt’s Instagram during 2024 has been executed. This study’s primary findings showed an overall implementation of strategies such as denial and reducing offensiveness by Northvolt, as a way to emphasize organizational positivity, and avoid crisis acknowledgement. Instead, themes of innovation, employee satisfaction, and sustainability were communicated. This suggests a deliberate attempt from Northvolt to shape stakeholder perceptions as a way to improve its reputation and maintain legitimacy. These results underline the importance of balanced crisis communication, where positive information and organizational transparency should be communicated in tandem. This study contributes to a deeper understanding of social media crisis communication, and how organizations like Northvolt attempt to reconstruct its image in a reputational crisis. (Less)
Please use this url to cite or link to this publication:
author
Sandell, Vanessa LU and Nilsson, Maja
supervisor
organization
course
SKOK11 20251
year
type
M2 - Bachelor Degree
subject
keywords
Strategic communication, social media crisis communication, reputation management, Image Repair Theory, Semiotic Theory, Northvolt, Instagram
language
English
id
9192095
date added to LUP
2025-06-18 10:18:22
date last changed
2025-06-18 10:18:22
@misc{9192095,
  abstract     = {{Northvolt AB is a Swedish sustainable battery producer with a passion for green energy. During 2024, a series of crisis events affected the organization, posing threats to its reputation. The purpose of this study is therefore to investigate how Northvolt during an active crisis phase implemented strategic communication in order to strengthen their image or reputation. Through coding of data, followed by the application of Image Repair Theory (IRT) and Semiotic Theory, a content analysis of 45 posts from Northvolt’s Instagram during 2024 has been executed. This study’s primary findings showed an overall implementation of strategies such as denial and reducing offensiveness by Northvolt, as a way to emphasize organizational positivity, and avoid crisis acknowledgement. Instead, themes of innovation, employee satisfaction, and sustainability were communicated. This suggests a deliberate attempt from Northvolt to shape stakeholder perceptions as a way to improve its reputation and maintain legitimacy. These results underline the importance of balanced crisis communication, where positive information and organizational transparency should be communicated in tandem. This study contributes to a deeper understanding of social media crisis communication, and how organizations like Northvolt attempt to reconstruct its image in a reputational crisis.}},
  author       = {{Sandell, Vanessa and Nilsson, Maja}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Constructing Reputation Through Crisis Silence: A Content Analysis of Northvolt AB's Social Media Crisis Communication}},
  year         = {{2025}},
}