Facebook - en vinnande valstrategi? En studie om relationsskapande ur ett väljarperspektiv.
(2014) SKOK01 20141Department of Strategic Communication
- Abstract
- In today’s society where Swedish citizens have a hard time identifying themselves with political parties, it has become essential for the parties to use relationship management. The technological evolution in the shape of social media has created a space for more symmetrical communication where relationships can be formed between political parties and voters. This study intends to increase the understanding of how social media, in this case Facebook, serves as a medium for relationship management between political parties and young voters. We have conducted the study from a voter’s perspective where our empirical data consists of qualitative interviews and focus groups and a less extensive quantitative content analysis. Our study shows... (More)
- In today’s society where Swedish citizens have a hard time identifying themselves with political parties, it has become essential for the parties to use relationship management. The technological evolution in the shape of social media has created a space for more symmetrical communication where relationships can be formed between political parties and voters. This study intends to increase the understanding of how social media, in this case Facebook, serves as a medium for relationship management between political parties and young voters. We have conducted the study from a voter’s perspective where our empirical data consists of qualitative interviews and focus groups and a less extensive quantitative content analysis. Our study shows that young voters view Facebook as a platform for impression management to help them convey their identity. Furthermore, they believe that taking a political stand is controversial which in turn complicates impression management. The desire to create an appealing identity is deemed more important than political engagement in terms of “likes” and relationship-building with political parties on Facebook. The study concludes that Facebook is not an ideal communication channel for creating relationships between political parties and young voters. (Less)
- Abstract (Swedish)
- I dagens samhälle där allt fler svenska medborgare har svårt att identifiera sig med politiska partier, har det blivit allt viktigare för partierna att arbeta med relationsskapande kommunikation. Teknologins utveckling, i form av sociala medier, tillåter en mer symmetrisk kommunikation där relationer har möjlighet att skapas mellan politiska partier och väljare. Studien ämnar öka förståelsen för hur sociala medier, i detta fall Facebook, fungerar som kanal för relationsskapande mellan politiska partier och unga väljare. Vi har valt att undersöka detta ur ett väljarperspektiv med ett empiriskt material bestående av kvalitativa intervjuer, fokusgrupper och en mindre omfattande kvantitativ innehållsanalys. Vår studie visar att unga väljare... (More)
- I dagens samhälle där allt fler svenska medborgare har svårt att identifiera sig med politiska partier, har det blivit allt viktigare för partierna att arbeta med relationsskapande kommunikation. Teknologins utveckling, i form av sociala medier, tillåter en mer symmetrisk kommunikation där relationer har möjlighet att skapas mellan politiska partier och väljare. Studien ämnar öka förståelsen för hur sociala medier, i detta fall Facebook, fungerar som kanal för relationsskapande mellan politiska partier och unga väljare. Vi har valt att undersöka detta ur ett väljarperspektiv med ett empiriskt material bestående av kvalitativa intervjuer, fokusgrupper och en mindre omfattande kvantitativ innehållsanalys. Vår studie visar att unga väljare betraktar Facebook som en plattform för intrycksstyrning vilket hjälper dem att förmedla sin identitet. Vidare anser de att politiska ståndtaganden är något kontroversiellt som i sin tur försvårar intrycksstyrningen. Viljan att framställa en tilltalande identitet överröstar därmed politiskt engagemang i form av gilla-markeringar och relationsskapande med politiska partier på Facebook. Studiens slutsats är att Facebook inte är en ideal kanal för att skapa relationer mellan politiska partier och unga väljare. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4463585
- author
- Ulterman, Linn LU and Kurtsson, Micaela LU
- supervisor
- organization
- course
- SKOK01 20141
- year
- 2014
- type
- M2 - Bachelor Degree
- subject
- keywords
- strategisk politisk kommunikation, relationer, sociala medier, Facebook, politiskt engagemang, identitet, intrycksstyrning
- language
- Swedish
- id
- 4463585
- date added to LUP
- 2014-06-12 10:58:31
- date last changed
- 2014-09-04 08:36:23
@misc{4463585,
abstract = {{In today’s society where Swedish citizens have a hard time identifying themselves with political parties, it has become essential for the parties to use relationship management. The technological evolution in the shape of social media has created a space for more symmetrical communication where relationships can be formed between political parties and voters. This study intends to increase the understanding of how social media, in this case Facebook, serves as a medium for relationship management between political parties and young voters. We have conducted the study from a voter’s perspective where our empirical data consists of qualitative interviews and focus groups and a less extensive quantitative content analysis. Our study shows that young voters view Facebook as a platform for impression management to help them convey their identity. Furthermore, they believe that taking a political stand is controversial which in turn complicates impression management. The desire to create an appealing identity is deemed more important than political engagement in terms of “likes” and relationship-building with political parties on Facebook. The study concludes that Facebook is not an ideal communication channel for creating relationships between political parties and young voters.}},
author = {{Ulterman, Linn and Kurtsson, Micaela}},
language = {{swe}},
note = {{Student Paper}},
title = {{Facebook - en vinnande valstrategi? En studie om relationsskapande ur ett väljarperspektiv.}},
year = {{2014}},
}