“Hello! It’s Patriarchy. We own you. Goodbye” : A qualitative study of the frames and rhetorical strategies in media critique.

A qualitative study of the Swedish Instagram account Kvinnohat´s framing of media criticism. The Instagram account Kvinnohat is an example when citizens with a feminist agenda participate in a public debate. With a critical point of view Kvinnohat approach society; which media is a part of. Social network with photo-sharing implement such as Instagram is a quite new type of social media. Instagram has quickly become a part of many peoples everyday life, especially among adolescents. Kvinnohat allows guest admins to do personal photo-sharing from the account Kvinnohat so that different feminist users have an opportunity to express their opinions. We have analyzed how Kvinnohat use rhetorical strategies and frames to express their opinions about media. By analyzing the frames with help of Robert Entmans (2004) Cascading Activation Model the result of the study shows how Kvinnohat frame their content. The semiotic analysis reveals the visual rhetoric in the post and is a supplement for the rhetorical analysis in which the strategies appears. The result of the study showed that the attitude in Kvinnohat's media criticism is both negative and positive. Kvinnohat and like-minded followers are not only consuming media but also questioning the content and the media industry. The founders of Kvinnohat often recommend their followers a positive media content where the content shows a norm critical perspective. The negative critique practiced by Kvinnohat tend to inform and educate their audience of a problem. To strengthen a relationship between Kvinnohat and its followers, Kvinnohat tend to be personal in their posts by relating to their followers, and inspire them to interact