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Julia och eliterna: En studie av hur näthatsdebatten utvecklades till en medial lavin
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

English title: Julia and the elite. A study of how the Internet hatred developed into a media avalanche.

Introduction: During February 2013 Swedish media flooded with news of online hate directed towards women after an episode of Uppdrag Granskning on SVT (2013). Female media profiles were given the opportunity to tell the entire Swedish population about the hate and threats they had been exposed to online. In this thesis we want to investigate what topics end up on the media´s agenda, how a piece of news is developed and framed.

Questions: How does a piece of news considered highly newsworthy develop from when it first appears in the media until it gradually disappears? How and why did Internet hatred end up on the media´s agenda? How does the media framed the Internet hatred?

Theory: To be able to answer the questions formulated in this thesis, the following theories have been used: Agenda-Setting theory, framing theory, news valuation and media logic. 

Method: Quantitative content analysis of news broadcasts and debate shows from TV, radio and newspapers. Additionally a qualitative content analysis by support of a rhetorical and semiotic analysis of two debate articles and one TV feature.

Result: The online hate debate was to be divided into two main debates concerning how to handle online hate in terms of the law and men who hate women in the public sphere. The majority of those who participate in the online hate debate belong to some form of either media, political, legal or academic elite. More than halv of those who fight for the online hate-cause belong to the media elite. Julia, who participate in Uppdrag Granskning on SVT, is one of the most prominent citizens who campaign for the cause. 

Conclusion: The most important conclusion in this thesis is that the Internet hatred predominantly centred on Julia and the different elite groups. The media elite was both the victim and the fiercest campaigner for the cause. Even though online hate was described as a general problem in society, it was primarily framed as a problem for the media elite. An event will be considered highly newsworthy and will end up on the media´s agenda if it is, among others, unexpected, sensational and somehow focused on an elite group. A news story is more likely to turn into a media avalanche if it raises interest and engages a large audience, as it leads to an increased demand for more articles in the news reporting. 

Place, publisher, year, edition, pages
2013. , 55 p.
Keyword [en]
Agenda-Setting, framing, media logic, news, newsworthiness, news selection, news valuation, sensational news, content analysis, rhetoric and semiotic analysis, TV, Radio, Newspapers, media avalanche, Internet hatred
National Category
Media and Communications
URN: urn:nbn:se:lnu:diva-28153OAI: diva2:640848
Educational program
Public Relations and Communication Programme, 180 credits
Available from: 2013-08-16 Created: 2013-08-14 Last updated: 2013-08-16Bibliographically approved

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