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H&M gör Åhlénstricket: En studie av H&Ms kriskommunikation på Facebook vid lanseringen av barntröjan Coolest monkey in the jungle
Umeå University, Faculty of Arts, Department of culture and media studies.
Umeå University, Faculty of Arts, Department of culture and media studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
H&M does the Åhlénstrick : A study of H&M crisis communication on Facebook at the launch of the children’s hoodie coolest monkey in the jungle (English)
Abstract [en]

This study aims to see how H&M are using crisis communication through Facebook to investigate if they are able to contain their reputation and trustworthiness during and after crisis. This has been done by a quantitative content analysis and the qualitative critical discourse analysis with Norman Fairclough’s three-dimensional model. The study is based on theories relating to crisis communication, brand preservation, ethnicity and rhetoric. The study has been conducted on an official statement H&M made on its Facebook page where 579 comments were analyzed. In the quantitative analysis, three themes emerged from which qualitative research took its starting point to prevent the occurrence of subjective interpretations of the material. In the qualitative analysis, these themes developed and deployed in the categories racism, defense and insultment with subsequent subcategories. These themes were analyzed further in relation to the theoretical framework. H&Ms statement and answers have been analyzed separately. The study found that crises based on trust such as this children's collection probably trigger harder against smaller companies that are more dependent on reputation and credibility than world- leading clothing companies like H&M.

Place, publisher, year, edition, pages
2018. , p. 52
Keywords [en]
H&M, crisis communication, critical discourse analysis, rasism, public relations, image repair theory, reputation management, rhetoric
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-146757OAI: oai:DiVA.org:umu-146757DiVA, id: diva2:1198821
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2018-04-19 Created: 2018-04-18 Last updated: 2018-04-19Bibliographically approved

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H&M gör Åhlénstricket(13412 kB)75 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf