Death of the Slow-Cooker or #CROCK-POTISINNOCENT? This Is Us, Parasocial Grief, and the Crock-Pot Crisis

Abstract

Even though viewers understand that a television show is fictional, they can still mourn the demise of their favorite characters. This fictional grief became apparent with the on-screen death of the character Jack in the program This Is Us. The current study analyzed the death narrative and perceived responsibility in first and second seasons of This Is Us, paired with the online responses posted to social media and the short promotional video between the show and Crock-Pot. Findings suggest that fans experienced and expressed parasocial grief for Jack’s death on social media, attributing blame to the Crock-Pot brand. In turn, the company’s tweets and replies acknowledged and participated in the fans’ mourning rituals while reassuring the brand’s safety, ultimately aiding the brand’s public recovery. From fans’ displaced blame to the later partnership between the show and brand, labeled “#CrockPotIsInnocent,” this case demonstrates the impact of fictional media, social media engagement for parasocial grief, and a successful real-life brand recovery for a fictional crisis.