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"Människor som vägrar ge vika för hatet, är i sig en styrka som minskar hatets kraft": En kritisk diskursanalys av influencers bemötande av kritik och trakasserier på Instagram
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
“People who refuse to give in to hatred are in themselves a force that reduces the power of hatred” : A critical discourse analysis of influencers’ response to criticism and harassments on Instagram (English)
Abstract [sv]

Dagens kvinnor blir allt mindre förlåtande och mer publika med det behandlande de får ta emot (Chamberlain, 2016), vilket vi uppmärksammat genom att allt fler influencer publicerar den kritik och de trakasserier de får ta emot online. I dagens samhälle har influencer kommit att få en allt starkare röst samt större socialt inflytande (Freberg, Graham, McGaughey & Freberg, 2011). Det är därför viktigt att analysera vilken kritik och vilka trakasserier kvinnliga influencer publicerar samt hur de bemöter den orättvisa behandlingen för att eventuellt få en uppfattning om hur influencernas agerande kan påverka till exempel deras följare.  

Studien grundar sig i de feministiska teorierna cyberfeminism samt digital feminism för att ur ett feministiskt perspektiv kunna tolka hur kvinnliga influencer använder sig av Instagram för att belysa diskrimineringar. Multimodal kritisk diskursanalys (MCDA) kommer även att tillämpas som teori samt metod för att kritiskt kunna analysera influencernas bemötande. 

De kvinnliga influencernas val att publicera och bemöta den kritik och de trakasserier de får ta emot kan tolkas som att de belyser och uppmärksammar olika diskrimineringar. Valet att publicera och bemöta kritiken och trakasserierna leder till att de både reproducerar men även motarbetar patriarkatet. Den typ av kritik och trakasseri som publiceras är kritik mot agerande och värdering, sexuella trakasserier, dömande kritik, kritik mot profession samt trakasseri mot utseende. Diskurserna som återspeglas i influencernas bemötande kan tolkas som att de dels skyddar sig själva och avsändaren, antar ett mer maskulint beteende samt tar tillvara på sin roll som influencer för att belysa en diskriminering för att utbilda sin publik.

Abstract [en]

Today's women are becoming less forgiving and more public with the treatment they receive (Chamberlain, 2016), which we have noticed by increasing numbers of influencers publishing the criticism and the harassment they receive online. In today's society, influencers have come to have an increasingly strong voice and greater social influence (Freberg, Graham, McGaughey & Freberg, 2011). It is therefore important to analyse what criticism and harassment female influencers publish and how they respond to unfair treatment in order to get an understanding of how influencers actions can affect, for example, their followers.

The study is based on the feminist theories cyberfeminism and digital feminism in order to be able to interpret from a feminist perspective how female influencers use Instagram to highlight injustice. Multimodal critical discourse analysis (MCDA) will also be applied as a theory and method for critically analysing influencers’ respond to criticism and harassment.

The female influencers’ choice to publish and respond to the criticism and the harassment they receive is interpreted as a way in which they illuminate and draw attention to different discriminations. The choice of publishing and responding to the criticism and the harassment they receive, results in them both reproducing but also counteracting the patriarchy. The type of criticism and harassment that is published is criticism of action and valuation, sexual harassment, judgmental criticism, criticism of profession and harassment against appearance. The discourses that are reflected in the influencers’ respond can be interpreted as both protecting themselves and the sender, embracing a more masculine behaviour and taking advantage of their role as an influencer to highlight an injustice to educate their audience.

Place, publisher, year, edition, pages
2019. , p. 56
Keywords [en]
Criticism and harassment online, Feminism, Influencer, Instagram, Multimodal critical discourse analysis
Keywords [sv]
Feminism, Influencer, Instagram, Kritik och trakasserier online, Multimodal Kritisk Diskursanalys
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-42930ISRN: JU-HLK-MKA-1-20190235OAI: oai:DiVA.org:hj-42930DiVA, id: diva2:1287840
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2019-02-21 Created: 2019-02-12 Last updated: 2019-02-21Bibliographically approved

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