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Krishantering av personliga varumärken
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis attempts to sketch what happens in the intersection between crisismanagement, personal brands and self-presentation. Self-branding and the marketisation ofthe individual, is an increasingly common phenomena and the purpose of this thesis is to casta light on the complexity that arises when a personal brand is subjected to a reputationalcrisis.

The questions asked by this study has been: What communicative strategies are beingused to control the self-presentation through crisis management of personal brands onYouTube? Are these strategies comparable to established theories of crisis managementwithin companies and organisations? 

The thesis uses van Dijk and Goffman to create a table for analysis of both linguisticand extralinguistic features of the crisis communication of two personal brands on YouTube. The material that is analysed consists of six videos, three from each personal brand, and twoblog posts from one of the personal brands. These are all the instances where the twopersonal brands are addressing the crisis. The linguistic and extralinguistic communicativefeatures are identified and analysed using semiotic analysis. The results are then summarisedand compared with Coombs theory of crisis management postures.

In conclusion, our result is a list of 14 communicative strategies being used to controlthe self-presentation of the personal brand. Furthermore, our conclusion is that four of themare comparable to Coombs strategies, five are somewhat comparable and five deviate fromCoombs strategies. This lead us to conclude that the crisis management of personal brands issomewhat comparable to established theories of crisis management within companies andorganisations.

Place, publisher, year, edition, pages
2017. , p. 65
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:uu:diva-341000OAI: oai:DiVA.org:uu-341000DiVA, id: diva2:1180478
Subject / course
Media and Communication Studies
Supervisors
Examiners
Available from: 2018-02-07 Created: 2018-02-05 Last updated: 2018-02-07Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
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Output format
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