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"This lady has minimal brain cells": En multimodal analys om kvinnofientliga framställningar i ett fall av offentlig skam.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2023 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Public shaming is not a new phenomenon, but technological developments have moved it to social media. Modern public shaming can lead to character assassination, witch hunts and punishment for minor offenses or opinions. This creates an environment of surveillance, fear and conformity, where the consequences for the shamed can be disproportionate. This study aims to understand and problematize misogyny in public shaming, through a multimodal analysis of TikTok users' videos depicting the Amber Heard and Johnny Depp defamation trial. Two key questions were investigated: 1. how is Amber Heard versus Johnny Depp portrayed on TikTok videos in the context of the 2022 defamation trial? And 2. in what ways do these TikTok representations of Heard perpetuate misogyny and sexism in this case of online public shaming? The study found that Johnny Depp and Amber Heard were portrayed differently on TikTok, with Heard facing more negative exposure than Depp. The analysis shows that injustices occur in digital public shaming through ridicule, personal attacks and misogynistic rhetoric. Public shaming affects individuals differently depending on factors such as gender, ethnicity and sexuality. Criticism often focuses on an individual's appearance, mental health, honesty or ethnicity rather than their actions. Amber Heard stands out as a typical example of a woman who has been hit harder by stereotypes and hatred. Johnny Depp's greater celebrity and following contributed to users defending him over Heard. The study found that most representations blamed Heard for the incident. The moral panic around Heard is due to users' loyalty to Depp, his authority and misogynistic structures. It is important to continue discussing the complexities of public shaming and its injustices, to understand and influence this phenomenon on social platforms.

Place, publisher, year, edition, pages
2023.
Keywords [sv]
online offentlig skam, kvinnofientlighet, misogyni
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-66206OAI: oai:DiVA.org:hj-66206DiVA, id: diva2:1897373
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2024-09-25 Created: 2024-09-12 Last updated: 2025-10-13Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf