The final months of 2017 have witnessed the birth of a movement, the #Metoo movement, which started after several Hollywood actresses have accused famed producer Harvey Weinstein of sexual harassment. The movement is an ongoing prevalent phenomenon on social media where its aim is to demonstrate the frequency and widespread of sexual harassment in all sectors of work, whereas the movement Media has been widely reporting on the movement and has given a platform to several women to speak their truths. In my research, I aim to conduct a comparative study of how three mainstream media outlets have covered the moment on their websites. The media outlets chosen are Aljazeera, BBC and CNN. The theoretical framework for the study will revolve around theories of representation, power, and to help in understanding how mainstream media represents the #Metoo movement on their news websites A total of 15 articles will be analyzed through a Multimodal Critical Discourse Analysis. The study concluded that the #Metoo movement is represented through a constructionist approach, and there are minor differences between the three distinctive international mainstream media news websites.

This thesis aims to interrogate how “issue-attention cycle” theory corresponds to online debates that address the issue of sexism, specifically the hashtag campaign #MeToo, in German online media. The issue-attention dynamics of #MeToo on Twitter are analyzed in order to understand the relationship between mainstream media and hashtag activism in Germany, and it is demonstrated what the #MeToo coverage can tell about issue-attention theory on the one hand, and how the theory can help to understand #MeToo on the other hand. To this end, the results of a content analysis of Twitter posts with #MeToo by four major German newspapers, representative of the German online media landscape, were compared to previous hashtag campaigns in Germany that addressed the same topic. In addition, five media experts as well as academics were interviewed, and their insights used to identify the issue-attention dynamics of #MeToo. Anthony Downs’ (1972) “issue-attention cycle” theory is then applied to the hashtag. The results show that so far there have been many ups and downs of attention in the lifecycle of #MeToo, but public attention has not ended. The research also finds that hashtags emanating from the United States, and especially from individuals related to the American entertainment industry, receive far more attention than corresponding hashtags originating in Germany, even though they address the same topic. Finally, and perhaps most significantly, the deployment of the issue-attention cycle showed that a modified model is necessary to address the fast-changing attention dynamics of hashtags on Twitter. Instead of a cycle, attention can be better demonstrated through waves. Adding the variables “new events” and the hashtag as a connector of events and issues to the model helps to better understand current media structures and their attention dynamics, which are strongly influenced by social media.

Abuses and sexual misconduct have been present in the aid sector for decades. In 2013, a UN investigation declared sexual exploitation and abuse the most significant risk to UN peacekeeping missions. Nevertheless, the culture of impunity and hypocrisy still prevails in the aid sector. A recent report supports that one in three UN workers has been sexually harassed over the last two years. In the momentum of the #MeToo movement and of timely disclosures of various cases of sexual abuses and harassment in the international aid sector, people soon started to use the hashtag #AidToo on social media to highlight the prevalence of sexual harassment and misconduct within the industry. This study examines the major trends and the findings of an analysis conducted on the use of the hashtag #AidToo on Twitter over a ten-month period. As of the creation of the hashtag at the end of November 2017 and until the end of September 2018, over 13,000 tweets have used #AidToo in their content. Aid workers, journalists, NGOs, as well as news media compose the primary contributors of #AidToo tweets. Although limited to the political sphere and of limited reach, the movement has been sustainable and constant over its first year. Survivors and whistleblowers are the first to acknowledge that #AidToo has created a new safe space for discussion and has incited additional victims to speak up and share their experience. Aid organisations are now under constant scrunity, along with their values, integrity, and funding. However, the online campaign has mainly been a Northern conversation, and one can wonder if the use of the hashtag on Twitter failed to include the Global South and to give a voice to the actual victims of sexual exploitation and abuse. The #AidToo campaign represents a real and welcomed opportunity as a wake-up call for the aid sector, although it is too soon to observe the long-lasting impacts.

Several studies have been made on the crisis communication efforts made by politicians and athletes following a personal crisis, but few focus on the efforts made by other people of influence whose image and personal brand get hurt during a crisis. The aim of this study is to examine nine of Swedish journalist Fredrik Virtanen’s statements after he was accused of rape and sexual assault by several women during #metoo. The theoretical framework is based on Goffman’s theories on impression management and Benoit’s image repair theory. The chosen method for this study is a combined qualitative text analysis and critical rhetorical analysis. The results show that a variety of image repair strategies are visible in Virtanen's communication and that the most frequently used strategies aresimple denial, differentiation, attack accuser and minimization. The results support earlier studies on image repair that claim that the cultural and societal as well as the circumstantial context is an important aspect in the success or failure of an image repair effort. The results also imply that without support from people or organisations that have previously been affiliated with the accused, who can assist in the communication efforts, the accused will have a harder time repairing their image.

#MeToo-rörelsen tog fart på allvar hösten 2017 då flera anklagelser om sexuella trakasserier från filmproducenten Harvey Weinstein uppdagades. #MeToo-rörelsen är ett uppror från kvinnor, icke-binära och transpersoner som tillsammans delat med sig av sina erfarenheter om sexuellt våld och trakasserier på arbetsplatser och i övriga samhället. Denna rörelse låg till grund för valet av uppsatsens ämne. Ett intresse väcktes för att se om denna rörelse har haft en påverkan hos företags hållbarhetsrapportering. Sedan räkenskapsåret 2017 har det införts obligatorisk hållbarhetsrapportering för en del företag. Det har dock funnits riktlinjer som Global Reporting Initiative (GRI) har arbetat med sedan 1997 för att förbättra hållbarhetsrapportering inom de tre områdena; miljömässig-, ekonomisk- och social påverkan. Tidigare forskning visar på att desto större företagen är desto mer omfattande rapportering kan hittas. Musikbranschen är en snabbt växande industri som influerar personer från all världens hörn genom sina produkter och evenemang. Av den anledning ansågs just denna bransch intressant att forska om. En annan aspekt var även att det sedan tidigare fanns väldigt lite forskning om hållbarhetsrapporter som inriktat sig på musikbranschen, vilket denna uppsats gör. För att undersöka vilka områden i hållbarhetsrapporteringen som företagen lägger vikt vid har vi skapat ett tabellsystem utefter GRI:s riktlinjer. Detta för att på ett djupare plan kunna analysera och se hur duktiga företagen är på att rapportera om de olika områdena. Resultatet av denna forskning visade att det var svårt att finna någon koppling mellan #MeToo-rörelsen och hållbarhetsredovisningen då rörelsen aldrig nämndes vid namn i de hållbarhetsrapporter vi studerade. Däremot såg vi förbättringar av punkter i det sociala perspektivet, vilket indirekt skulle kunna vara ett resultat från #MeToo-rörelsens påverkan. Universal gjorde en tydlig förbättring med 16 %-enheter i det sociala perspektivet medan Sonys ökning var mindre, med 3 %-enheter. Vi kunde också utefter detta tabellsystem jämföra företagens rapportering mellan varandra. Ramen för vårt tabellsystem är även något som företag eller forskare kan använda sig av för att följa upp vad andra branscher eller företag rapporterar inom de olika aspekterna, samtidigt som de kan undersöka ifall de behöver ändra sin rapportering inom något område. / The #MeToo movement took off seriously in the fall of 2017 when several accusations of sexual harassment by film producer Harvey Weinstein were discovered. The #MeToo movement is an uprising from women, non-binary and transgender people who have shared their experiences of sexual violence and harassment in workplaces and in other communities. This movement was the basis for the choice of topic on the essay. An interest was aroused to see if this movement had an impact on corporate sustainability reporting. Since the 2017 fiscal year, mandatory sustainability reporting has been introduced for some companies. However, there have been guidelines that the Global Reporting Initiative (GRI) has been working with since 1997 to improve sustainability reporting in the three areas; environmental-, economic- and social impact. Previous research shows that the larger the companies, the more comprehensive reporting can be found. The music industry is a fast-growing industry that influences people from all over the world with their products and events. For this reason, this particular industry was considered interesting to research. Another aspect is that not much has been investigated regarding sustainability reports with focus on the music industry, which this paper does. In order to investigate which areas of sustainability reporting the companies attach importance to, we have created a chart system along the GRI guidelines. With the chart system we could analyze the sustainability report on a deeper level and also see how good the companies were at reporting in different areas. The results of this research showed that it was difficult to find any link between the #MeToo movement and the sustainability report as the movement was never mentioned by name in the sustainability reports we studied. However, we saw improvements in the social perspective, which could indirectly be a result of the #MeToo movement's impact. Universal made a clear improvement with 16% units in the social perspective, while Sony made a smaller increase of 3%. We were also able to compare the companies' reporting between each other with the chart system. The framework based on our chart system is also something that companies can use to monitor what other industries or companies report in the various aspects, as well as investigate if they need to improve their reporting in any area.

Denna studie är en kvalitativ semiotisk innehållsanalys som behandlar ämnet organisationskommunikation och aktivism på Instagram. De två rörelser som har legat till grund för studien är Metoo och Black Lives Matter. Dessa rörelser och deras Instagram-konton, @metoosweden och @blacklivesmattersweden, är de analysobjekt som har använts i studien. Dessa konton har använts för att undersöka hur de använder Instagrams funktioner och visuella gestaltningar för att skapa engagemang gällande sin aktivism. Studiens teoretiska ramverk är identifikationsteorin och teckenläran semiotik. I undersökningen har fem inlägg från respektive konto analyserats, samt fem kommentarer på varje inlägg. Den utvalda metoden för undersökningen är en semiotisk bild- och textanalys. Studien visar att @blacklivesmattersweden använder sig av ett mer varierat visuellt innehåll i sina inlägg, i jämförelse med @metoosweden. Kontot @metoosweden förankrar sitt innehåll till en svensk kontext i en högre utsträckning än vad @blacklivesmattersweden gör genom bilder och text. Studien visar även att aktivism uttrycker sig i interaktionen mellan avsändaren och mottagaren i kommentarsfälten. Interaktionen är varierad i sitt uttryck, där den överlag innefattar olika infallsvinklar som är positiva till aktivismen som bedrivs.

This research investigates the use of sexual violence in the HBO series <i>Game of Thrones</i> to determine: how victims react to the violence they experience, how relationships are expressed after the violence occurs, and how the show changed after the #MeToo and #TimesUp movements became viral.

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The purpose is to determine and clarify if today's society (2009 to 2019) in Sweden is currently undergoing the fourth wave of feminism by studying the three historical waves of feminism with the main question, ‘Is the society in the fourth wave of feminism?’ The theoretical review is based on several theories about the definition of waves of feminism and social movements. The concepts and theories are operationalized into the factors: actors, results, focus areas and political participation. The selected method consists of a study with descriptive case with a qualitative character based on a literature study. The analysis of the similarities of the historical waves of feminism applied to todays feminism movement prove similarities about the results, but in a smaller scale today. The focus areas have strong similarities to the historical waves and the political participation have strong similarities too, apart from the role of social media today. About the actors, the similarity is strong but todays feminism consists of a large role of individual actors on social media. The conclusion it that the society today is perceived to have clear similarities to the historical waves and can because of that represent the fourth wave of feminism.

This thesis is a qualitative study that examines the correlation between the activist movement #MeToo and the possible effects it had on journalists’ professional conduct with regard to ethics, through the theoretical framework of journalism culture and patriotic journalism. The analysis is based on six semi- structured interviews with journalists that were involved in publications during the height of the #MeToo movement in Sweden. The study indicates that the movement influenced the informants, several found it difficult to differentiate the personal and work-related impact it had on them at the time. Their intense coverage of the movement was fueled by the engaged public, as well as the activist movement itself, which could be interpreted as market orientation or interventionism – or both. Their expressed solidarity with the movement’s values and goals, as well as the fact that their own industry had a specific #MeToo- campaign, positioned the journalists between their solidarity to the society and their professional identity.