The Na-kd Truth : En Foucauldiansk diskursanalys av makt, straff och disciplin inom fenomenet bojkottskultur

Detta är en Kandidat-uppsats från Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

Sammanfattning: What are the power relations between the fashion company Na-kd, influencers, and the general public? This study problematizes and concretizes the events surrounding the fashion company Na-kd that took place at the end of 2020 and is further discussed as an example of so-called cancel culture. The study explores the cancel culture phenomenon through the theoretical framework of Michel Foucault; including power, punishment, and discipline. By way of a Foucauldian discourse analysis, we have identified three main discourses: the boycott discourse, the violation discourse, and the discourse regarding subject positions. The analysis also identified the following subject positions as active partakers in the discourse: followers, company, influencer, woman, and boycotter which are discussed and analyzed in terms of how they relate to one another. The study’s key findings include the problematic use of boycott culture as a concept and whether it can be applied to companies or not, the shift of responsibility from company to influencers (i.e. individuals), and how great the power of the followers actually is.

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