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Krishantering av personliga varumärken
Uppsala universitet, Humanistisk-samhällsvetenskapliga vetenskapsområdet, Samhällsvetenskapliga fakulteten, Institutionen för informatik och media, Medier och kommunikation.
Uppsala universitet, Humanistisk-samhällsvetenskapliga vetenskapsområdet, Samhällsvetenskapliga fakulteten, Institutionen för informatik och media, Medier och kommunikation.
2017 (svensk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
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.

sted, utgiver, år, opplag, sider
2017. , s. 65
HSV kategori
Identifikatorer
URN: urn:nbn:se:uu:diva-341000OAI: oai:DiVA.org:uu-341000DiVA, id: diva2:1180478
Fag / kurs
Media and Communication Studies
Veileder
Examiner
Tilgjengelig fra: 2018-02-07 Laget: 2018-02-05 Sist oppdatert: 2018-02-07bibliografisk kontrollert

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Krishantering av personliga varumärken(907 kB)65 nedlastinger
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