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Mamma, sluta kommentera på min Instagram- du förstör min image : En kvalitativ studie om identitetsskapande på Facebook, Instagram och Snapchat

Ringart Cohen, Shiran LU and Jabar Naser, Zaid LU (2015) SKDK02 20151
Department of Strategic Communication
Abstract (Swedish)
Mamma sluta kommentera på min Instagram – du förstör min image

Denna kvalitativa studie ämnar öka förståelsen för individers identitetsskapande på sociala medier. En individs identitet förhandlas fram och konstrueras i samspel med andra människor. I och med sociala mediers framväxt utvecklas ständigt nya plattformar där individer kan kommunicera med andra och uttrycka sin identitet. Tidigare forskning lägger stor vikt vid Facebook samt att det finns en problematik i individers identitetsskapande online. Syftet med denna studie är att bidra till forskningsfältet genom att undersöka Facebook och Instagram i samma kontext samt genom forskning om det nyare sociala mediet Snapchat. Detta genom att undersöka individers egna uppfattning av... (More)
Mamma sluta kommentera på min Instagram – du förstör min image

Denna kvalitativa studie ämnar öka förståelsen för individers identitetsskapande på sociala medier. En individs identitet förhandlas fram och konstrueras i samspel med andra människor. I och med sociala mediers framväxt utvecklas ständigt nya plattformar där individer kan kommunicera med andra och uttrycka sin identitet. Tidigare forskning lägger stor vikt vid Facebook samt att det finns en problematik i individers identitetsskapande online. Syftet med denna studie är att bidra till forskningsfältet genom att undersöka Facebook och Instagram i samma kontext samt genom forskning om det nyare sociala mediet Snapchat. Detta genom att undersöka individers egna uppfattning av deras kommunikation på dessa medier och hur detta förhåller sig till deras identitetsskapande process offline. Det empiriska materialet utgörs av fyra fokusgrupper med 16 deltagare i åldrarna 22-27 år. Utifrån vår analys kan vi se två huvudsakliga konsekvenser av att individer kommunicerar på Facebook, Instagram och Snapchat samtidigt. Dels förstår vi att individer använder sig av strategiskt kommunikativa verktyg för att förmedla den bästa sidan av sig själva till sina mottagare. Vidare kan vi utröna att individer tenderar att fly till mer privata sociala nätverk såsom Snapchat, eftersom pressen på ett ständigt framträdande är för stor på Facebook och Instagram. Avslutningsvis ser vi ett behov hos människor att uttrycka fler sidor av sin identitet, varför vi förstår Snapchats uppkomst som de sociala mediernas bakre region. (Less)
Abstract
Mom stop commenting on my Instagram – you are ruining my image

This qualitative study aims to increase the understanding of how individuals construct their identity through social media. An identity is constructed in interaction with other people. With the development of social media new platforms constantly emerge where individuals can communicate with others and express their identities. Previous research mainly focuses on Facebook and the issues regarding individuals’ online identities. The aim of this study is to contribute to the existing field of research through investigating Facebook and Instagram in the same con-text and through research regarding Snapchat – a newer social media platform. This aim is achieved by examining... (More)
Mom stop commenting on my Instagram – you are ruining my image

This qualitative study aims to increase the understanding of how individuals construct their identity through social media. An identity is constructed in interaction with other people. With the development of social media new platforms constantly emerge where individuals can communicate with others and express their identities. Previous research mainly focuses on Facebook and the issues regarding individuals’ online identities. The aim of this study is to contribute to the existing field of research through investigating Facebook and Instagram in the same con-text and through research regarding Snapchat – a newer social media platform. This aim is achieved by examining individuals’ perceptions of their communication on these platforms and how this relates to their identities offline. The empirical data consists of four focus groups with 16 participants between the ages of 22-27. Through our analysis we are able to distinguish two main results of when individuals’ communicate on Facebook, Instagram and Snapchat at the same time. Primarily, it is made clear that individuals use strategic communication tools in order to convey the best version of themselves to the receiver of the message. Further, we argue that individuals tend to escape to more private social media platforms like Snapchat, as the pressure of constant performance is too great on Facebook and Instagram. Finally, the human need of expressing numerous sides of their identity is distinguished as the reason of Snapchat’s existence as the back-stage region of social media. (Less)
Please use this url to cite or link to this publication:
author
Ringart Cohen, Shiran LU and Jabar Naser, Zaid LU
supervisor
organization
course
SKDK02 20151
year
type
M2 - Bachelor Degree
subject
keywords
Strategic Communication, identity, social media, Facebook, Instagram, Snapchat, Impression Management, personal branding, dramaturgical sociology
language
Swedish
id
5466884
date added to LUP
2015-06-12 08:08:07
date last changed
2015-06-12 08:08:07
@misc{5466884,
  abstract     = {Mom stop commenting on my Instagram – you are ruining my image

This qualitative study aims to increase the understanding of how individuals construct their identity through social media. An identity is constructed in interaction with other people. With the development of social media new platforms constantly emerge where individuals can communicate with others and express their identities. Previous research mainly focuses on Facebook and the issues regarding individuals’ online identities. The aim of this study is to contribute to the existing field of research through investigating Facebook and Instagram in the same con-text and through research regarding Snapchat – a newer social media platform. This aim is achieved by examining individuals’ perceptions of their communication on these platforms and how this relates to their identities offline. The empirical data consists of four focus groups with 16 participants between the ages of 22-27. Through our analysis we are able to distinguish two main results of when individuals’ communicate on Facebook, Instagram and Snapchat at the same time. Primarily, it is made clear that individuals use strategic communication tools in order to convey the best version of themselves to the receiver of the message. Further, we argue that individuals tend to escape to more private social media platforms like Snapchat, as the pressure of constant performance is too great on Facebook and Instagram. Finally, the human need of expressing numerous sides of their identity is distinguished as the reason of Snapchat’s existence as the back-stage region of social media.},
  author       = {Ringart Cohen, Shiran and Jabar Naser, Zaid},
  keyword      = {Strategic Communication,identity,social media,Facebook,Instagram,Snapchat,Impression Management,personal branding,dramaturgical sociology},
  language     = {swe},
  note         = {Student Paper},
  title        = {Mamma, sluta kommentera på min Instagram- du förstör min image : En kvalitativ studie om identitetsskapande på Facebook, Instagram och Snapchat},
  year         = {2015},
}