A Multimodal Analysis of Chiara Ferragni's Pandoro-gate Scandal

Despite the growing interest in multimodal analysis, there is still limited research on how visual and verbal strategies interact in managing reputational crises in the digital environment. This study aims to bridge this gap by examining Ferragni's crisis response during the "Pandoro-gate" scandal. Specifically, the research analyzes the multimodal strategies employed by Ferragni to understand how she attempted to protect her image and repair her reputation by leveraging both verbal and visual resources. Adopting a multimodal approach based on Kress and van Leeuwen's Visual Grammar (2006) and Coombs’s Situational Crisis Communication Theory (2007), this study conducts an analysis of Ferragni's communicative choices, focusing on the visual and strategic elements present in her social media crisis response. The multimodal framework was also employed to explore the narrative strategies employed by Italian, English, and American newspapers to frame the crisis. The findings reveal that Ferragni's response, characterized by Deny and Diminish strategies alongside partial Rebuild and Bolstering strategies, was poorly aligned with the audience's expectations and the preventable crisis cluster, allowing traditional media to frame the narrative in a negative light. Furthermore, the analysis highlights how Ferragni's use of visual elements, failed to convey sincerity and accountability, further damaging her credibility. The study highlights the significance of integrating multimodal analysis with crisis communication strategies to gain a deeper understanding of the complexities of social media crises. The Ferragni case serves as a reference for future crises involving influencers, highlighting the necessity for coherent and strategic multimodal communication to effectively manage public perception and reduce reputational damage.