The increase in digitalisation of society and the growth of the internet has increased the development and activity of the media. People who are active in media create a personal brand with a goal to portray positive connections to themselves in order to attract opportunities. If the person behaves or says something controversial they face a risk of getting canceled. Cancel culture is a term that is researched in this paper and indicates that a person has made a mistake. This leads to the person being hung out in public, meaning a negative image for the personal brand. By getting canceled the person gets fired from their job or removed from a specific environment. The purpose of this study is to analyze how two Swedish celebrities use personal branding as a strategy to reestablish themselves in the media using crisis- and strategic communication within today's cancel culture. Using a qualitative research method with a focus on strategic and crisis communication this study uses a hermeneutic method based on interpretation to analyze the specific strategies that Paolo Roberto and Alexander Bard uses when trying to reestablish themselves. The study analyzes Alexander Bard and Paolo Robertos communication on social media platforms and oral interviews on the Swedish channel TV4 after being fired for their behavior. The study examines the use of strategies by Roberto and Bard in their communication. The empirical data is based on the interviews with TV4 and posts on social media regarding the incident that got Bard and Roberto canceled. It was found that Roberto and Bard used two different types of communication strategies when trying to reestablish themselves after being canceled and this study examines if their strategies were successful or not. The study answers the question on how personal branding can be used as a method to reestablish a brand after being canceled.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-115303 |
| Date | January 2022 |
| Creators | Byman, Jacob, Kamruddin, Qais |
| Publisher | Linnéuniversitetet, Institutionen för medier och journalistik (MJ) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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