Den förbjudna toaletten : En kvantitativ innehållsanalys av publikreaktioner på Instagram

Sammanfattning

The study aims to examine the audience's reactions in connection to Aftonbladet’s exposé of Matilda Djerf’s company Djerf Avenue in 2024. The article generated widespread criticism and public attention, particularly on social media. This study analyzes comments left under three of Matilda Djerf’s Instagram posts during the scandal, as well as how they evolve over the course of the crisis. The empirical material consists of 190 comments which were analyzed using a quantitative content analysis. The comments were coded according to different themes, such as calls to action, criticism of Djerf as a person, support and cancel rhetoric. The results indicate that criticism directed at Djerf as a person dominates across all posts, while criticism targeting Djerf Avenue occurs to a significantly lesser extent. During the initial phase of the crisis, reactions are characterized by strong emotional reactions, focusing on personal attacks and calls for boycotts. In the second phase, greater focus is directed toward Djerf’s apology and the audience’s evaluation of her response to the situation. In the later phase, the intensity of negative reactions decreases while supportive comments become more visible. The results also suggest that audience reactions are largely influenced by parasocial relationships and by the audience’s expectations of authenticity from influencers. The study contributes to a greater understanding of how crises involving influencers develop on social media and how audience reactions change over time.