Abstract
Bullshit is a concept that, until now, has been subject to limited analysis within a leadership context. In light of the growing prevalence of fake news and other circumstances where objective facts have less influence on shaping political debates or public opinion than appeals to emotions and personal beliefs, the study of bullshit in leadership emerges as a pertinent topic in contemporary society. The foundation of this thesis, therefore, is to examine the dynamics between leaders, bullshit, and the
contexts in which it arises, guided by the research question: Why and how do leaders employ bullshit in selected analytical contexts, and how is this bullshit received by its intended audience?
Based on both primary and secondary data analyzed using discourse analysis and various leadership metaphors, the thesis identifies the types of leadership figures under examination, as well as how they employ bullshit and for what purposes. The findings conclude that, for both Trump and Musk, the use of bullshit appears focused on persuading their audience with the aim of achieving their often narcissistically motivated goals. Furthermore, the thesis argues that there is a tendency among individuals with strong political ideologies to believe in misinformation or bullshit that reinforces their political biases. Additionally, it is contended that it has become easier for such individuals to exist within self-created information bubbles and tailor their news consumption to align with their personal worldviews and ideological reinforcement.
In discussing the practical implications, the thesis also reflects on potential future consequences stemming from its analysis.
| Educations | MSc in Business Administration and Organizational Communication, (Graduate Programme) Final Thesis |
|---|---|
| Language | English |
| Publication date | 2025 |
| Number of pages | 68 |
| Supervisors | Dan Kärreman |