Louis van Gaal has asked Manchester United fans to keep faith with him after his league debut ended in defeat.
"I can imagine the fans are scared - they saw last year and the first home match," said United's Dutch manager.
"Two weeks ago I was the king of Manchester. Now I am the devil. It is the football world."
The former Netherlands coach - who won league titles with Ajax, AZ Alkmaar, Barcelona and Bayern Munich - was brought in this summer to replace David Moyes, who was sacked after only 10 months in charge.
His tenure began well as United won six friendlies in pre-season, but then came the loss to the Swans at Old Trafford.
"The fans have to believe. Paul Scholes has to believe," said Van Gaal ahead of Sunday's game at Sunderland.
"The club have hired me because of my philosophy, not because I am nice, although I am," the 62-year-old added. "They have not hired me to fire me."
|Van Gaal's major titles|
|Ajax: Three league titles, Champions League, Uefa Cup, Uefa Super Cup||Barcelona: Two league titles, Copa del Rey and Uefa Super Cup|
|AZ Alkmaar: League title||Bayern Munich: League title and DFB Pokal|
Manchester United signed Argentina defender Marcos Rojo for £16m on Wednesday, as Van Gaal further strengthened his options at the back following the departures of Nemanja Vidic, Rio Ferdinand and Patrice Evra.
However, the 24-year-old will not be available for the game at the Stadium of Light because he does not have have a work permit, while the club's other major summer recruits, Spanish midfielder Ander Herrera and England full-back Luke Shaw, are both injured.
Meanwhile, the Dutchman refused to comment on the future of Danny Welbeck, with reports suggesting the England forward is set to leave the club.
Van Gaal said he was angry that details of a conversation he held with the 23-year-old had been leaked.
"The media were not in the room and I do not speak about that because that's private," he added.
"I know what I said to Danny and Danny knows exactly what I said to him."