Vad publicerar en partiledare på Instagram?
(2019) SKDK11 20191Department of Strategic Communication
- Abstract
- What does a political party leader post on Instagram?
A qualitative study of political personalization on Instagram
The purpose of this study was to explore the phenomena Personalization in relation to Strategic Political Communication and Social Media. Through an analysis of four Swedish political party leaders usage of the social media platform Instagram, this study aimed to find potential patterns of Political Personalization within a Swedish context. Previous research on Political Personalization has unveiled a shift in focus within strategic political communication, from a party-centered to a candidate-centered. Additionally, research has shown that politicians more personal characteristics has become of importance for voters. In... (More) - What does a political party leader post on Instagram?
A qualitative study of political personalization on Instagram
The purpose of this study was to explore the phenomena Personalization in relation to Strategic Political Communication and Social Media. Through an analysis of four Swedish political party leaders usage of the social media platform Instagram, this study aimed to find potential patterns of Political Personalization within a Swedish context. Previous research on Political Personalization has unveiled a shift in focus within strategic political communication, from a party-centered to a candidate-centered. Additionally, research has shown that politicians more personal characteristics has become of importance for voters. In light of this, social media has enabled prominent politicians to become more personal in their interaction with the public, as well as are given an opportunity for constant campaigning. Therefore the study gathered its empirical material from four party lea- ders’ Instagram accounts and through a qualitative semiotic method analyzed the given material. The analysis resulted in the conclusion that the majority of the selected Swedish party leaders showed patterns of political personalization through their Instagram publication. The self-presentations of the party leaders were characterized by emotional, humoristic, relatable and value-driven content. A showcase of these characteristics and a more personal side were enabled by the platform Instagram and allows politicians to combine political and personal con- tent in their self-presentation. This is preferable in order to gain support from voters.
Number of characters: 114 185
Key words: Political communication, strategic communication, personalization, self-presentation, qualitative analysis, social media, Instagram, Swedish politicians. (Less) - Abstract (Swedish)
- Vad publicerar en partiledare på Instagram?
En kvalitativ studie av politisk personalisering på Instagram
Syftet med denna studie var att undersöka fenomenet Personalisering, i relation till Strategisk Politisk Kommunikation och Sociala medier. Genom en analys av fyra svenska partiledares användande av den sociala medie plattformen Instagram, strävade denna studie efter att finna potentiella teman av Politisk Personalisering ur en svensk kontext. Tidigare forskning inom området Political Personalisering har påvisat ett skifte av fokus inom strategisk politisk kommunikation, från ett parti-centrerat till ett individ-centrerat sådant. Dessutom har forskning även visat att politikers mer personliga karaktärsdrag har blivit allt viktigare... (More) - Vad publicerar en partiledare på Instagram?
En kvalitativ studie av politisk personalisering på Instagram
Syftet med denna studie var att undersöka fenomenet Personalisering, i relation till Strategisk Politisk Kommunikation och Sociala medier. Genom en analys av fyra svenska partiledares användande av den sociala medie plattformen Instagram, strävade denna studie efter att finna potentiella teman av Politisk Personalisering ur en svensk kontext. Tidigare forskning inom området Political Personalisering har påvisat ett skifte av fokus inom strategisk politisk kommunikation, från ett parti-centrerat till ett individ-centrerat sådant. Dessutom har forskning även visat att politikers mer personliga karaktärsdrag har blivit allt viktigare för väljare. I ljuset av detta har sociala medier möjliggjort för framstående politiker att bli mer personliga i deras interaktion med allmänheten, samt möjliggjort för mer konstan- ta kampanjinsatser. Därför har denna studie samlat in empiriskt material från fyra partiledares Instagramkonton och har genom en kvalitativ semiotisk metod analy- serat det givna material. Analysen resulterade i slutsatsen att majoriteten av de utvalda svenska partiledarna påvisade mönster av politisk personalisering genom deras publiceringar på Instagram. Självpresentationen hos partiledarna präglades av emotionellt-, humoristiskt- och värdedrivet innehåll, samt aspekter av igenkänning. En uppvisning av dessa karaktärsdrag och en mer personlig sida möjliggörs av Instagram som plattform, samt tillåter politiker att kombinera politiskt och personligt innehåll i deras självpresentation. Detta är fördelaktigt för att vinna stöd hos väljare.
Antal ord inklusive blanksteg: 114 185
Nyckelord: Politisk kommunikation, strategisk kommunikaiton, personalisering, självpresentation, kvalitativ analys, sociala medier, Instagram, svenska politiker. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8979499
- author
- Furin, Sara LU and Viebke, Sofi
- supervisor
- organization
- course
- SKDK11 20191
- year
- 2019
- type
- M2 - Bachelor Degree
- subject
- keywords
- Politisk kommunikation: strategisk kommunikaiton: personalisering: självpresentation: kvalitativ analys: sociala medier: Instagram: svenska politiker.
- language
- Swedish
- id
- 8979499
- date added to LUP
- 2019-06-05 16:49:47
- date last changed
- 2019-06-05 16:49:47
@misc{8979499,
abstract = {{What does a political party leader post on Instagram?
A qualitative study of political personalization on Instagram
The purpose of this study was to explore the phenomena Personalization in relation to Strategic Political Communication and Social Media. Through an analysis of four Swedish political party leaders usage of the social media platform Instagram, this study aimed to find potential patterns of Political Personalization within a Swedish context. Previous research on Political Personalization has unveiled a shift in focus within strategic political communication, from a party-centered to a candidate-centered. Additionally, research has shown that politicians more personal characteristics has become of importance for voters. In light of this, social media has enabled prominent politicians to become more personal in their interaction with the public, as well as are given an opportunity for constant campaigning. Therefore the study gathered its empirical material from four party lea- ders’ Instagram accounts and through a qualitative semiotic method analyzed the given material. The analysis resulted in the conclusion that the majority of the selected Swedish party leaders showed patterns of political personalization through their Instagram publication. The self-presentations of the party leaders were characterized by emotional, humoristic, relatable and value-driven content. A showcase of these characteristics and a more personal side were enabled by the platform Instagram and allows politicians to combine political and personal con- tent in their self-presentation. This is preferable in order to gain support from voters.
Number of characters: 114 185
Key words: Political communication, strategic communication, personalization, self-presentation, qualitative analysis, social media, Instagram, Swedish politicians.}},
author = {{Furin, Sara and Viebke, Sofi}},
language = {{swe}},
note = {{Student Paper}},
title = {{Vad publicerar en partiledare på Instagram?}},
year = {{2019}},
}