Dior - Ett lyxmodemärke i kris : - En studie i argumentens bild av händelsen

Sammanfattning: ABSTRACT The purpose of this essay has been to analyse an incident that received huge attention in the media that took place on February 24 2011 involving the famous fashion designer John Galliano. Galliano who at the time served as a creative director at French luxury fashion house Dior hurled anti-Semitic remarks during an altercation to a couple at Paris café La Perle. We intended to do a study of the material in two parts. The primary focus of our thesis was to analyse six different newspaper articles that involved the incident. We chose to analyse three articles from Great Britain and three from the United States to get a versatile image of the incident. The purpose of the study was to see how the journalists argued for the incident, and see if the varied even though they were based on the same story. The secondary study was to analyse how Dior are working on maintaining their image and which strategies they chose to for its crisis management regarding the incident as an attempt to protect its image. It was performed by analyse statements by the management of Dior in the media. To answer the research questions, we have used the method of qualitative rhetorical content analysis. The method is used to study the argument in various forms of communications. The selected newspapers are The Telegraph (London) and The New York Times (New York). The incident did not just affect Galliano and Dior. The general perception was that the incident left the fashion business in imbalance.  Regarding the crisis management of Dior, these result was that the most startling ones.