“Jag trodde på allt du sagt” : Publikreaktioner och parasociala relationer i Matilda Djerf-krisen

Sammanfattning

This study aims to investigate the public’s response to Matilda Djerf’s defense statement published on the social media platform Instagram. This with the purpose to make way for an understanding of how the public generally reacts to an influencer's crisis communication. It takes its theoretical base in the theory concerning parasocial relationships which was established by Horton & Wohl (1956). Through a qualitative content analysis 50 comments are analyzed from the comment section of Djerf’s post. These 50 comments have been selected through a purposive sampling where four criteria have guided the process to ensure that the comments are representative of the public’s discussions. It is investigated to which extent the public sees Djerf as credible in her defense as well as to what extent they assign her responsibility for the situation, both of these questions are also discussed in relation to the existing knowledge of parasocial relationships. The study’s results show a mostly negative public opinion of Djerf but also a supportive and defensive minority. The response is understood in the light of parasocial relationships mainly through parasocial breakup despair or an avoidance thereof.