"A Corona a day, keeps the virus away” - En diskursiv studie om pandemins oväntade offer

Sammanfattning: This thesis aims to investigate the phenomenon of a paracrisis and the discourses constituting it to understand the stakeholder’s contribution to the paracrisis. The studied paracrisis unfolded in the comment section of the mexican beer brand Coronas Instagram during the global outbreak of the Covid-19 virus. The empirical material consists of comments that were analyzed with analytical and theoretical tools found within Critical Discourse Analysis (CDA) and textual analysis. Moreover, the analysis was conducted in accordance with a theoretical framework consisting of theories found within strategic communication, such as Rhetorical Arena Theory (RAT), Corporate Social Responsibility (CSR) and social approval. The results of the study show that the paracrisis is mainly constituted and activated by the three discourses perpetrator discourse, victim discourse and the counsellor discourse. All of these discourses also carry meaning in the sense that they all manifest a change in the consumer role and responsibility. Furthermore, the study also contributes with a broadened view of the paracrisis phenomena by offering the understanding that a paracrisis solely can evolve through a negative association, and not only from the company actively partaking in wrongdoings. Additionally, the study also argues that a paracrisis in reality also can stem from the stakeholder's own crisis coping.