“Genuinely sorry”- eller? : En multimodal diskursanalys av Djerf Avenues “dubbla kriskommunikation” under krisen 2024

Sammanfattning

In today’s media landscape information spreads rapidly, requiring companies to act strategically during crises. This study examines how crisis communication is constructed in influencer-based companies when both the influencer and the company communicate simultaneously during a crisis, a phenomenon referred to as “dual crisis communication". This study investigates the communication of Matilda Djerf and her company Djerf Avenue during the 2024 crisis, focusing on how responsibility, legitimacy and authenticity were constructed in their messages. To interpret these strategies Coombs’ Situational Crisis Communication Theory (SCCT) is applied, which focuses on crisis responsibility. The material studied consists of public statements from the influencer and the company. The data were analyzed qualitatively to identify communication strategies. The results show that Matilda Djerf and Djerf Avenue used distinct strategies to communicate responsibility on different levels. Matilda Djerf emphasized personal accountability and emotional presence, while Djerf Avenue focused on organizational responsibility and professionalism. This demonstrates that dual crisis communication can both clarify and complicate perceptions of responsibility, legitimacy and authenticity. This study highlights the complex interplay between individual and organizational communication in digital crises.