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Den skräddarsydda sanningen: En kvalitativ studie om den alternativa mediesajten Avpixlats strategiska kommunikation

Himmelstrand, Isabelle LU and Rodriguez Bolin, Nicolas LU (2015) SKOK01 20151
Department of Strategic Communication
Abstract
The aim of this study is to increase the understanding of how the alternative media site Avpixlat strategically communicates its image of Swedish society, how this image is perceived by its readers and what implications it might have for democracy. With a dialectic approach, the communication has been examined from both sender and reader perspectives, using rhetoric- and reception analyses. The empirical material consists of articles from Avpixlat, including readers’ comments, which have been compiled through qualitative textual analyses and analyzed hermeneutically. The empirical evidence has thereafter been contextualized through relevant theories and concepts within the research fields of social sciences and strategic communi- cation,... (More)
The aim of this study is to increase the understanding of how the alternative media site Avpixlat strategically communicates its image of Swedish society, how this image is perceived by its readers and what implications it might have for democracy. With a dialectic approach, the communication has been examined from both sender and reader perspectives, using rhetoric- and reception analyses. The empirical material consists of articles from Avpixlat, including readers’ comments, which have been compiled through qualitative textual analyses and analyzed hermeneutically. The empirical evidence has thereafter been contextualized through relevant theories and concepts within the research fields of social sciences and strategic communi- cation, including public opinion-forming, discourse theory, trust, post-modernism and deliberative democracy. The analysis and the results show that Avpixlat’s democratic potential is reflected in the fact that the site is challenging dominating societal discourses while creating conditions for trust within its group of readers. In tandem, Avpixlat maintains, through its strategic communication, discourses that are strongly characterized by mistrust in different actors in society, which might be democratically problematic. Furthermore, the site is arguing on the basis of positivistic premises, resulting in a lack of shades. This, combined with oppositional voices being actively censored, by not being published in the site’s comment fields, can be said to undermine the possibilities of deliberation and thereby a multifocal exchange of ideas. (Less)
Abstract (Swedish)
Denna studie ämnar att öka förståelsen för hur den alternativa mediesajten Avpixlat strategiskt kommunicerar sin bild av det svenska samhället, hur denna uppfattas av sajtens läsare och vilka implikationer det kan få för demokratin. I ett dialek- tiskt förhållningssätt undersöks kommunikationen utifrån såväl sändar- som läsarperspektiv, med hjälp av retoriska- och receptionsanalytiska metoder. Studiens empiriska material består av artiklar frånAvpixlat samt anslutande läsar- kommentarer, vilka insamlas genom kvalitativa textanalyser och analyseras hermeneutiskt. Empirin kontextualiseras därefter utifrån relevanta teorier och begrepp inom samhällsvetenskapen samt inom forskningsfältet strategisk kommu- nikation, däribland opinionsbildning,... (More)
Denna studie ämnar att öka förståelsen för hur den alternativa mediesajten Avpixlat strategiskt kommunicerar sin bild av det svenska samhället, hur denna uppfattas av sajtens läsare och vilka implikationer det kan få för demokratin. I ett dialek- tiskt förhållningssätt undersöks kommunikationen utifrån såväl sändar- som läsarperspektiv, med hjälp av retoriska- och receptionsanalytiska metoder. Studiens empiriska material består av artiklar frånAvpixlat samt anslutande läsar- kommentarer, vilka insamlas genom kvalitativa textanalyser och analyseras hermeneutiskt. Empirin kontextualiseras därefter utifrån relevanta teorier och begrepp inom samhällsvetenskapen samt inom forskningsfältet strategisk kommu- nikation, däribland opinionsbildning, diskursteori, tillit, postmodernism och deliberativ demokrati. Analys och resultat visar att Avpixlats demokratiska potential återspeg- las i det faktum att sajten utmanar dominerande samhällsdiskurser, samtidigt som sajten skapar förutsättningar för stark inomgruppslig tillit. Samtidigt upprätthåller Avpixlat, genom sin strategiska kommunikation, diskurser präglade av stark misstro mot olika samhällsaktörer, vilket kan utgöra ett demokratiskt problem. Vidare argu- menterar sajten utifrån positivistiska premisser, vilket resulterar i en avsaknad av nyanser. Detta, i kombination med att oppositionella röster aktivt censureras från att komma till uttryck i sajtens kommentarsfält, kan sägas undergräva möjligheterna till deliberation och därmed ett allsidigt meningsutbyte. (Less)
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author
Himmelstrand, Isabelle LU and Rodriguez Bolin, Nicolas LU
supervisor
organization
course
SKOK01 20151
year
type
M2 - Bachelor Degree
subject
keywords
Opinionsbildning, strategisk kommunikation, alternativa medier, demokrati, tillit, andrafiering
language
Swedish
id
5463994
date added to LUP
2015-06-12 08:11:00
date last changed
2015-06-12 08:11:00
@misc{5463994,
  abstract     = {The aim of this study is to increase the understanding of how the alternative media site Avpixlat strategically communicates its image of Swedish society, how this image is perceived by its readers and what implications it might have for democracy. With a dialectic approach, the communication has been examined from both sender and reader perspectives, using rhetoric- and reception analyses. The empirical material consists of articles from Avpixlat, including readers’ comments, which have been compiled through qualitative textual analyses and analyzed hermeneutically. The empirical evidence has thereafter been contextualized through relevant theories and concepts within the research fields of social sciences and strategic communi- cation, including public opinion-forming, discourse theory, trust, post-modernism and deliberative democracy. The analysis and the results show that Avpixlat’s democratic potential is reflected in the fact that the site is challenging dominating societal discourses while creating conditions for trust within its group of readers. In tandem, Avpixlat maintains, through its strategic communication, discourses that are strongly characterized by mistrust in different actors in society, which might be democratically problematic. Furthermore, the site is arguing on the basis of positivistic premises, resulting in a lack of shades. This, combined with oppositional voices being actively censored, by not being published in the site’s comment fields, can be said to undermine the possibilities of deliberation and thereby a multifocal exchange of ideas.},
  author       = {Himmelstrand, Isabelle and Rodriguez Bolin, Nicolas},
  keyword      = {Opinionsbildning,strategisk kommunikation,alternativa medier,demokrati,tillit,andrafiering},
  language     = {swe},
  note         = {Student Paper},
  title        = {Den skräddarsydda sanningen: En kvalitativ studie om den alternativa mediesajten Avpixlats strategiska kommunikation},
  year         = {2015},
}