Retoriske og Narrative Guidelines til virksomheder på Facebook

Ea Balle Johansen

Studenteropgave: Speciale


More and more companies are active on Facebook in order to communicate with their customers. Facebook is an irresolute everyday medium which might bring about challenges for the companies in question. This thesis presents a number of rhetorical and narrative management guidelines for dealing with the crisis that might arise for companies in the form of a so called shitstorm on Facebook. Firstly, two cases are analysed, Telenor and Jensen’s Bøfhus. Both companies have experienced a crisis of this nature on Facebook. The analysis is conducted by the means of rhetoric, narrativity, and doxa with attention to reaching constructive guidelines from the conclusions one might derive from the crisis in question and the way in which they were managed. The chosen rhetorical methods are: the rhetorical situation, topoi, and ethos. The narrative methods are: the Hollywood model and the actant model. Doxa is also included in this investigation. The different methods are then presented as guidelines for crisis management when dealing with crisis on Facebook. It is discussed whether these guidelines can replace strategies for crisis management and it is argued that guidelines cannot work alone but must work in cooperation with the executive crisis strategy of the company in question. The guidelines should give the employee responsible for communication on Facebook concrete tools to select the best possible content and structure of the communication. It is concluded that the analysis of the management of previous crisis on Facebook could result in these guidelines based on the chosen methods, namely: The rhetorical situation, topoi, ethos, the Hollywood model, the actant model, and doxa.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato28 apr. 2015
VejledereSine Carlsen


  • Facebook
  • Kommunikation