Moa Eriksson Krutrök
Biographic Data
| ID | 307912 |
|---|---|
| NAME | Moa Eriksson Krutrök |
| GIVEN NAMES | Moa Eriksson |
| FAMILY NAME | Krutrök |
| SIGNATURE | KRUTRÖK M E |
| AFFILIATIONS | Umeå University |
| ORCID | 0000-0003-3665-2476 |
| VERIFIED | Yes |
| TOTAL WORKS | 16 |
| TOTAL CITATIONS | 62 |
| WORKS AS AUTHOR | 16 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2016 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 4 |
Memeing the moniker
With the rise of explosive violence in urban Sweden, gang-related crime has become a dominant theme in Swedish media and political discourse. As individual members of prominent criminal networks gain increasing media attention, the construction of the gang myth—how gangs and their members are represented, circulated, and re-imagined—becomes a crucial area of inquiry. This article investigates the ways in which crime content moves through the hybr…
From Adolescence to Adulthood
We live in a moment of profound digital transformation. The platforms, algorithms and networked infrastructures that shape everyday life are not neutral technologies – they are social, political and cultural environments that young people inhabit, navigate and reshape in ways that are only beginning to be understood. This Feature Topic of Media International Australia takes on that challenge, bringing together scholarship from an interdisciplinar…
Digital Death Humour
This study explores the role of humour in shaping digital death discourses on TikTok. examining how users engage with mortality, the afterlife, and dying in playful yet profound ways. Through an analysis of three content strands--#celebritydeathprank, Heaven Receptionist skits, and mourning-dedicated accounts--it investigates how TikTok's participatory culture enables users to navigate and reframe death through creative and often comedic means. R…
Technolinguistic suspension and the digital futures of minority languages
As AI-driven language models transform communication, minority languages like Meänkieli—a national minority language in northern Sweden—face new forms of digital marginalization. Historically suppressed by the Swedish state, Meänkieli now risks exclusion from rapidly evolving AI ecosystems. This article examines how current AI platforms shape language inclusion, combining semi-structured interviews with language technologists, conservators, and p…
The algorithm loves the war”
Content creators in war zones are critical in shaping global perceptions of conflict. Through social media, they document real-time events and reach audiences beyond the traditional news frameworks. Based on an ethnographic study of Czech and Ukrainian TikTok creators sharing war-related content from Ukraine, we introduce the concept of ambivalent visibility – a condition shaped by the conflicting demands creators face in balancing algorithmic am…
Dominant discourses of Green Growth and the Swedish North
A so-called green transition is ongoing in the Swedish North, primarily driven by investments in making basic industries fossil-free. The societal impact in the region is widespread and complex, and the ecological gain is sometimes disputed. In this study, we identify topics, themes, and evolving discourses about the “green” transition in a dataset (N = 9,755 texts) comprising published texts in Swedish news media between 2015 and 2023. Discourse…
Influencer responsibility in practice
During the COVID-19 pandemic, many governments discouraged citizens from travelling both within and outside the nation in an effort to mitigate the spread of the virus. Still, some Scandinavian influencers, whose livelihood often depends on producing aesthetic travel content, chose to go abroad, which led to criticism from both followers and others. While ethical debates over air travel have taken place in social media for a long time, the specif…
Apartheid in the digital outdoors? An analysis of the Instagram content of outdoor brands in the US, UK and Scandinavia
The outdoors offers widely understood health and wellbeing benefits and provides an unparalleled resource for the realization and projection of identity, from the personal to the national. Yet access to the outdoors in the countries of the global North is manifestly unequal, with BIPOC communities typically much less likely than their white counterparts to participate in outdoor leisure activities such as hiking, trail running, cycling, climbing,…
Playful Trauma
Amid the Russian invasion of Ukraine, TikTok has emerged as a pivotal platform, where creators utilize its compressed video formats to mediate the harsh realities of war zones. In this article, we examine 97 videos produced by 12 Ukrainian and Russian TikTok creators in response to the 2022 war in Ukraine. We focus on the playful embodiment of trauma using digital ethnography, analyzing creators' practices and their interconnected memetic communi…
Through a white lens
In this paper, we explore how highly visible users in the context of #BlackLivesMatter on TikTok shape the narrative around Black victims of police brutality, the understanding of these narratives by others, and the potential consequences of these portrayals for the movement at large. To examine these dimensions, we analysed the 100 most circulated TikTok videos and associated comments depicting victims of police brutality using the #BlackLivesMa…
Social media amplification loops and false alarms
the immediate aftermath of crisis events, there is a pressing demand among the public for information about what is unfolding. In such moments “information holes” occur, people and organizations collaborate to try to fill these in real time by sharing information. In this article, we approach such gaps not merely as the product of the actual lack of information, but as generated by the algorithmically underpinned social media platforms as such, a…
Memeifying academic work precarity
This paper explores how academic life became memeified on TikTok during the COVID-19 pandemic. For many academics, and especially early-career scholars, workloads increased during this time. Female academics, in particular, faced significant increases in household burdens. This paper focuses specifically on the uses of memes as humorous templates for expressing academic work precarity on TikTok (sometimes referred to as “Academic TikTok”), betwee…
Algorithmic Closeness in Mourning
This study looks at how mourning is expressed using the hashtag #grief on the social media app TikTok using qualitative content analysis. In a dataset of 100 TikTok videos, this article explores how the TikTok ranking algorithms, which orders content based on previous user engagements, may connect people in mourning across the platform and how these platform-enabled interactions may shape grief expressions. The study shows how grief was narrated …
Pizza, beer and kittens
The overarching aim of this study is to analyse how social media communication can impact the formation of cultural trauma discourses in the aftermath of disruptive societal events. The article focuses on how the hashtag #openstockholm was used on Twitter for support, sharing and cooperation after the Stockholm lorry attack in 2017. Much of the content posted with this hashtag had a light-hearted tone, flouting the conventional trauma discourses …
Continued Contexts of Terror
This study looks at how terror attacks are rendered discursively meaningful on social media through the concurrent use and reiteration of terror hashtags, which were created following previous incidents of terror. The article focuses on 12 terror attacks in Europe in 2015-2017 and their relating hashtags on Twitter, to see how various combinations of these were reused and co-articulated in tweets posted in relation to subsequent attacks. Through …
Managing collective trauma on social media
This study analyses the meaning-making discourse on Twitter in the 6 days following the 2011 Norway attacks. The attacks in Oslo and on the island of Utøya resulted in 77 deaths, of which 69 were youths on Utøya, where a summer camp arranged by the Norwegian Social Democratic youth organisation Arbeidernes Ungdomsfylking (AUF) was being held. The main discursive themes in the material were found to be focused on the Norwegian nation, expressions …
Algorithmic Closeness in Mourning
This study looks at how mourning is expressed using the hashtag #grief on the social media app TikTok using qualitative content analysis. In a dataset of 100 TikTok videos, this article explores how the TikTok ranking algorithms, which orders content based on previous user engagements, may connect people in mourning across the platform and how these platform-enabled interactions may shape grief expressions. The study shows how grief was narrated …
Pizza, beer and kittens
The overarching aim of this study is to analyse how social media communication can impact the formation of cultural trauma discourses in the aftermath of disruptive societal events. The article focuses on how the hashtag #openstockholm was used on Twitter for support, sharing and cooperation after the Stockholm lorry attack in 2017. Much of the content posted with this hashtag had a light-hearted tone, flouting the conventional trauma discourses …
Managing collective trauma on social media
This study analyses the meaning-making discourse on Twitter in the 6 days following the 2011 Norway attacks. The attacks in Oslo and on the island of Utøya resulted in 77 deaths, of which 69 were youths on Utøya, where a summer camp arranged by the Norwegian Social Democratic youth organisation Arbeidernes Ungdomsfylking (AUF) was being held. The main discursive themes in the material were found to be focused on the Norwegian nation, expressions …
The algorithm loves the war”
Content creators in war zones are critical in shaping global perceptions of conflict. Through social media, they document real-time events and reach audiences beyond the traditional news frameworks. Based on an ethnographic study of Czech and Ukrainian TikTok creators sharing war-related content from Ukraine, we introduce the concept of ambivalent visibility – a condition shaped by the conflicting demands creators face in balancing algorithmic am…
Continued Contexts of Terror
This study looks at how terror attacks are rendered discursively meaningful on social media through the concurrent use and reiteration of terror hashtags, which were created following previous incidents of terror. The article focuses on 12 terror attacks in Europe in 2015-2017 and their relating hashtags on Twitter, to see how various combinations of these were reused and co-articulated in tweets posted in relation to subsequent attacks. Through …
Playful Trauma
Amid the Russian invasion of Ukraine, TikTok has emerged as a pivotal platform, where creators utilize its compressed video formats to mediate the harsh realities of war zones. In this article, we examine 97 videos produced by 12 Ukrainian and Russian TikTok creators in response to the 2022 war in Ukraine. We focus on the playful embodiment of trauma using digital ethnography, analyzing creators' practices and their interconnected memetic communi…
Apartheid in the digital outdoors? An analysis of the Instagram content of outdoor brands in the US, UK and Scandinavia
The outdoors offers widely understood health and wellbeing benefits and provides an unparalleled resource for the realization and projection of identity, from the personal to the national. Yet access to the outdoors in the countries of the global North is manifestly unequal, with BIPOC communities typically much less likely than their white counterparts to participate in outdoor leisure activities such as hiking, trail running, cycling, climbing,…
Managing collective trauma on social media
This study analyses the meaning-making discourse on Twitter in the 6 days following the 2011 Norway attacks. The attacks in Oslo and on the island of Utøya resulted in 77 deaths, of which 69 were youths on Utøya, where a summer camp arranged by the Norwegian Social Democratic youth organisation Arbeidernes Ungdomsfylking (AUF) was being held. The main discursive themes in the material were found to be focused on the Norwegian nation, expressions …
Pizza, beer and kittens
The overarching aim of this study is to analyse how social media communication can impact the formation of cultural trauma discourses in the aftermath of disruptive societal events. The article focuses on how the hashtag #openstockholm was used on Twitter for support, sharing and cooperation after the Stockholm lorry attack in 2017. Much of the content posted with this hashtag had a light-hearted tone, flouting the conventional trauma discourses …
Continued Contexts of Terror
This study looks at how terror attacks are rendered discursively meaningful on social media through the concurrent use and reiteration of terror hashtags, which were created following previous incidents of terror. The article focuses on 12 terror attacks in Europe in 2015-2017 and their relating hashtags on Twitter, to see how various combinations of these were reused and co-articulated in tweets posted in relation to subsequent attacks. Through …
Algorithmic Closeness in Mourning
This study looks at how mourning is expressed using the hashtag #grief on the social media app TikTok using qualitative content analysis. In a dataset of 100 TikTok videos, this article explores how the TikTok ranking algorithms, which orders content based on previous user engagements, may connect people in mourning across the platform and how these platform-enabled interactions may shape grief expressions. The study shows how grief was narrated …
Social media amplification loops and false alarms
the immediate aftermath of crisis events, there is a pressing demand among the public for information about what is unfolding. In such moments “information holes” occur, people and organizations collaborate to try to fill these in real time by sharing information. In this article, we approach such gaps not merely as the product of the actual lack of information, but as generated by the algorithmically underpinned social media platforms as such, a…
Memeifying academic work precarity
This paper explores how academic life became memeified on TikTok during the COVID-19 pandemic. For many academics, and especially early-career scholars, workloads increased during this time. Female academics, in particular, faced significant increases in household burdens. This paper focuses specifically on the uses of memes as humorous templates for expressing academic work precarity on TikTok (sometimes referred to as “Academic TikTok”), betwee…
Through a white lens
In this paper, we explore how highly visible users in the context of #BlackLivesMatter on TikTok shape the narrative around Black victims of police brutality, the understanding of these narratives by others, and the potential consequences of these portrayals for the movement at large. To examine these dimensions, we analysed the 100 most circulated TikTok videos and associated comments depicting victims of police brutality using the #BlackLivesMa…
Influencer responsibility in practice
During the COVID-19 pandemic, many governments discouraged citizens from travelling both within and outside the nation in an effort to mitigate the spread of the virus. Still, some Scandinavian influencers, whose livelihood often depends on producing aesthetic travel content, chose to go abroad, which led to criticism from both followers and others. While ethical debates over air travel have taken place in social media for a long time, the specif…
Apartheid in the digital outdoors? An analysis of the Instagram content of outdoor brands in the US, UK and Scandinavia
The outdoors offers widely understood health and wellbeing benefits and provides an unparalleled resource for the realization and projection of identity, from the personal to the national. Yet access to the outdoors in the countries of the global North is manifestly unequal, with BIPOC communities typically much less likely than their white counterparts to participate in outdoor leisure activities such as hiking, trail running, cycling, climbing,…
Playful Trauma
Amid the Russian invasion of Ukraine, TikTok has emerged as a pivotal platform, where creators utilize its compressed video formats to mediate the harsh realities of war zones. In this article, we examine 97 videos produced by 12 Ukrainian and Russian TikTok creators in response to the 2022 war in Ukraine. We focus on the playful embodiment of trauma using digital ethnography, analyzing creators' practices and their interconnected memetic communi…
Digital Death Humour
This study explores the role of humour in shaping digital death discourses on TikTok. examining how users engage with mortality, the afterlife, and dying in playful yet profound ways. Through an analysis of three content strands--#celebritydeathprank, Heaven Receptionist skits, and mourning-dedicated accounts--it investigates how TikTok's participatory culture enables users to navigate and reframe death through creative and often comedic means. R…
Technolinguistic suspension and the digital futures of minority languages
As AI-driven language models transform communication, minority languages like Meänkieli—a national minority language in northern Sweden—face new forms of digital marginalization. Historically suppressed by the Swedish state, Meänkieli now risks exclusion from rapidly evolving AI ecosystems. This article examines how current AI platforms shape language inclusion, combining semi-structured interviews with language technologists, conservators, and p…
The algorithm loves the war”
Content creators in war zones are critical in shaping global perceptions of conflict. Through social media, they document real-time events and reach audiences beyond the traditional news frameworks. Based on an ethnographic study of Czech and Ukrainian TikTok creators sharing war-related content from Ukraine, we introduce the concept of ambivalent visibility – a condition shaped by the conflicting demands creators face in balancing algorithmic am…
Dominant discourses of Green Growth and the Swedish North
A so-called green transition is ongoing in the Swedish North, primarily driven by investments in making basic industries fossil-free. The societal impact in the region is widespread and complex, and the ecological gain is sometimes disputed. In this study, we identify topics, themes, and evolving discourses about the “green” transition in a dataset (N = 9,755 texts) comprising published texts in Swedish news media between 2015 and 2023. Discourse…
Memeing the moniker
With the rise of explosive violence in urban Sweden, gang-related crime has become a dominant theme in Swedish media and political discourse. As individual members of prominent criminal networks gain increasing media attention, the construction of the gang myth—how gangs and their members are represented, circulated, and re-imagined—becomes a crucial area of inquiry. This article investigates the ways in which crime content moves through the hybr…
From Adolescence to Adulthood
We live in a moment of profound digital transformation. The platforms, algorithms and networked infrastructures that shape everyday life are not neutral technologies – they are social, political and cultural environments that young people inhabit, navigate and reshape in ways that are only beginning to be understood. This Feature Topic of Media International Australia takes on that challenge, bringing together scholarship from an interdisciplinar…
Sociology (10 works) · Political science (9 works) · Media studies (8 works) · Gender, Feminism, and Media (7 works) · Law (7 works) · Psychology (7 works) · Social Media and Politics (6 works) · Art (5 works) · Politics (5 works) · Social media (5 works)