Skandal, skuld och strategi : En kvalitativ undersökning av kriskommunikativa ursäktsstrategier i ursäktsvideoklipp på Youtube

Crisis communication has become a relevant and increasingly common subject in today's society, especially in relation to influencers and social media. Cancel culture, a fairly new term that has become extremely popular, is a constant part of most people's everyday life. There is always a new canceled influencer or celebrity to be detected. The goal with this essay is to study how these celebrities use crisis communication to apologize after accusations that could lead to cancelation. To examine this, three research questions have been formulated: How are the four canceled influencers portrayed in the apology videos? Which recurring characteristics in the four influencers apology videos can be connected to crisis communication-related apology strategies? What kind of response does the four apology videos receive in the form of comments on the Youtube channels? To answer these questions a multimodal critical discourse analysis has been used to collect and analyse data from four different apology videos along with the comments on each video. The collected material was then analyzed with a multimodal critical discourse analysis. To help guide and understand the material the two theories IRT and SCCT were used. The results of the study showed that even though a majority of the influencers published a well working apology according to the theoretical strategies the response in the comments were very harsh. Cancel culture is a growing part of our society and with this study the aim is to explore the area and therefore expand the knowledge about it.