H&M and The Coolest Monkey in the Jungle: A case study of H&M's online Crisis Communication
Author
Kjærsgaard, Mette Kirk
Term
4. term
Publication year
2018
Submitted on
2018-05-31
Pages
98
Abstract
Dette speciale undersøger H&M’s krise i januar 2018, der opstod, da et foto i webshoppens katalog viste en afroamerikansk dreng i en hættetrøje med teksten “Coolest Monkey in the Jungle”. Billedet udløste beskyldninger om racisme på sociale medier, kommentarsporene flød over med kritik, og H&M udsendte en offentlig undskyldning og tog ansvar. Specialet ser på, hvordan oprøret på sociale medier udfoldede sig, hvordan undskyldningen blev opfattet, hvilke retoriske greb H&M brugte, og hvordan de valgte teorier og metoder kan bidrage til krisekommunikation på sociale medier. Metodisk gennemføres en tematisk analyse af brugernes kommentarer (via kodning) for at forstå syn på H&M, hændelsen og kommunikationen. H&M’s pressemeddelelse med undskyldningen analyseres med Appraisal Framework (hvordan sproget udtrykker vurderinger og følelser og inviterer læseren til at dele afsenderens holdning) samt klassiske retoriske appeller: ethos (troværdighed), pathos (følelser) og logos (logik). Derudover anvendes Situational Crisis Communication Theory (Timothy Coombs) til at vurdere, om H&M valgte den bedst egnede strategi i situationen. Resultaterne viser, at 15% af forbrugerne vurderede H&M og krisekommunikationen positivt, mens 26% var negative – selv om analysen indikerer, at H&M fulgte den mest passende strategi for denne type krise. Appraisal-analysen fandt mange markører for vurdering af H&M (judgment) og for styrke (graduation), som understreger den utvetydige indrømmelse af skyld. Analysen af appeller viste større vægt på ethos og pathos end på logos, altså fokus på følelser og troværdighed frem for detaljeret argumentation, hvilket passer til krisens etiske karakter. Konklusionen er, at selv med gode intentioner, anbefalede metoder og klare undskyldninger kan etisk prægede kriser naturligt begrænse effekten af krisekommunikation.
This thesis examines H&M’s January 2018 crisis that arose when a photo in its online store showed an African-American boy wearing a hoodie with the text “Coolest Monkey in the Jungle.” The image sparked accusations of racism on social media, comment sections filled with criticism, and H&M issued a public apology taking responsibility. The study explores how the social media backlash unfolded, how the apology was perceived, which rhetorical strategies H&M used, and how the chosen theories and methods can inform crisis communication on social media. Methodologically, it applies a thematic analysis of user comments (via coding) to understand views on H&M, the incident, and the communication. The press-release apology is analyzed with the Appraisal Framework (how language expresses evaluations and feelings and invites readers to adopt the writer’s stance) and classical rhetorical appeals: ethos (credibility), pathos (emotion), and logos (logic). It also uses Situational Crisis Communication Theory (Timothy Coombs) to assess whether H&M chose the most suitable strategy for this situation. Findings show that 15% of consumers viewed H&M and its crisis communication positively and 26% negatively—even though the analysis indicates that H&M followed the approach best suited to this type of crisis. The Appraisal analysis found many markers of judgment toward H&M and of graduation (intensity), reinforcing an unequivocal admission of guilt. The persuasive appeals leaned more on ethos and pathos than on logos, emphasizing feelings and credibility over detailed reasoning, which fits the crisis’s ethical nature. The thesis concludes that, even with good intentions, recommended practices, and clear apologies, ethically charged crises can naturally limit the impact of crisis communication.
[This abstract was generated with the help of AI]
Documents