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“I am a stupid Youtuber, and I just won the election!” A Multimodal Analysis of Calibrated Amateurism and the Framing of the European Parliament in Fidias Panayiotou’s Instagram Communication

Hedström, Sigge LU and Tran, Phuong Nghi LU (2026) SKDK11 20261
Department of Strategic Communication
Abstract
As influencers infiltrate political institutions, they are fundamentally redefining the rules of political expertise. This paper examines Fidias Panayiotou, a YouTuber turned Member of the European Parliament (MEP), and his strategic practice of an amateur persona. The study adopts a qualitative case study design and multimodal content analysis to investigate Fidias’s construction of political identity through calibrated amateurism on Instagram during his initial period in the European Parliament (EP). Furthermore, the study explores how these platform-driven performances frame the institution itself, through his digital communication. The findings illustrate a systematic application of calibrated amateurism, where perceived non-expertise... (More)
As influencers infiltrate political institutions, they are fundamentally redefining the rules of political expertise. This paper examines Fidias Panayiotou, a YouTuber turned Member of the European Parliament (MEP), and his strategic practice of an amateur persona. The study adopts a qualitative case study design and multimodal content analysis to investigate Fidias’s construction of political identity through calibrated amateurism on Instagram during his initial period in the European Parliament (EP). Furthermore, the study explores how these platform-driven performances frame the institution itself, through his digital communication. The findings illustrate a systematic application of calibrated amateurism, where perceived non-expertise is continuously constructed to foster trust and legitimacy. By contrasting vlog-style aesthetics with the formal bureaucracy of the EP, Fidias establishes an alternative authenticity that extends beyond traditional institutional legitimacy. This study highlights a significant accountability dilemma as calibrated amateurism optimizes digital relatability, it simultaneously risks diminishing institutional authority, consequently reinforces a tension where performed amateurism undermines political legitimacy. (Less)
Please use this url to cite or link to this publication:
author
Hedström, Sigge LU and Tran, Phuong Nghi LU
supervisor
organization
course
SKDK11 20261
year
type
M2 - Bachelor Degree
subject
keywords
Calibrated amateurism, Framing theory, Digital political communication, Influencer politicians, Multimodality, European Parliament, Platform logics.
language
English
id
9231013
date added to LUP
2026-07-13 11:59:23
date last changed
2026-07-13 11:59:23
@misc{9231013,
  abstract     = {{As influencers infiltrate political institutions, they are fundamentally redefining the rules of political expertise. This paper examines Fidias Panayiotou, a YouTuber turned Member of the European Parliament (MEP), and his strategic practice of an amateur persona. The study adopts a qualitative case study design and multimodal content analysis to investigate Fidias’s construction of political identity through calibrated amateurism on Instagram during his initial period in the European Parliament (EP). Furthermore, the study explores how these platform-driven performances frame the institution itself, through his digital communication. The findings illustrate a systematic application of calibrated amateurism, where perceived non-expertise is continuously constructed to foster trust and legitimacy. By contrasting vlog-style aesthetics with the formal bureaucracy of the EP, Fidias establishes an alternative authenticity that extends beyond traditional institutional legitimacy. This study highlights a significant accountability dilemma as calibrated amateurism optimizes digital relatability, it simultaneously risks diminishing institutional authority, consequently reinforces a tension where performed amateurism undermines political legitimacy.}},
  author       = {{Hedström, Sigge and Tran, Phuong Nghi}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{“I am a stupid Youtuber, and I just won the election!” A Multimodal Analysis of Calibrated Amateurism and the Framing of the European Parliament in Fidias Panayiotou’s Instagram Communication}},
  year         = {{2026}},
}