Corporate pedophilia or moral panic? A research of user sentiments in a corporate firestorm
Author
Virenfeldt, Cecilie
Term
4. term
Publication year
2023
Abstract
This thesis examines how user sentiments and TikTok’s algorithms shaped the late-2022 firestorm surrounding Balenciaga’s Gift Shop 2022 and Garde-Robe Spring 2023 campaigns. Adopting a social constructivist perspective, the study analyzes one TikTok video about the campaigns and 20 associated comments. It applies a modified Critical Discourse Analysis tailored to social media that integrates elements of Social Media-CDA, the Media Proximization Approach, and social semiotic analysis to investigate discursive products and practices, algorithmic processes (such as echo chambers), and ideological struggles in mediated reality. Findings indicate that hostile perceptions and affective reactions were voiced and amplified on TikTok, where algorithmic circulation created an echo chamber, intensified negative sentiment, and accentuated a perceived divide between users and Balenciaga. These dynamics fueled moral panic centered on claims of pedophilia and coalesced into a public firestorm that materialized user sentiment and prompted Balenciaga to respond, including withdrawing the campaigns.
Specialet undersøger, hvordan brugersentimenter og TikToks algoritmer formede den mediestorm, der opstod i november 2022 omkring Balenciagas kampagner Gift Shop 2022 og Garde-Robe Spring 2023. Med et socialkonstruktivistisk udgangspunkt analyseres én TikTok-video om kampagnerne og 20 tilhørende kommentarer. Analysen anvender en modificeret kritisk diskursanalyse tilpasset sociale medier, der kombinerer elementer fra Social Media-CDA, Media Proximization Approach og socialsemiotisk analyse, for at belyse diskursive produkter og praksisser, algoritmiske processer (f.eks. ekkokamre) og ideologiske kampe i medieret virkelighed. Resultaterne viser, at fjendtlige opfattelser og affektive reaktioner blev udtrykt og forstærket på TikTok, hvor algoritmisk distribution skabte et ekkokammer, intensiverede negative holdninger og fremhævede en oplevet afstand mellem brugere og Balenciaga. Dette bidrog til moralsk panik centreret om påstande om pædofili og udviklede sig til en offentlig firestorm, der materialiserede brugernes sentiment og medvirkede til, at Balenciaga reagerede ved bl.a. at trække kampagnerne tilbage.
[This apstract has been generated with the help of AI directly from the project full text]