Advanced

Hur man tar sig igenom ett heartbreak och andra viktiga politiska frågor

Carlsson, Johanna LU and Boudrée, Felicia LU (2019) SKOK11 20191
Department of Strategic Communication
Abstract (Swedish)
Sociala medier har blivit en allt viktigare kanal för politiska partier att nå ut med politiska budskap på. Samtidigt tar partiledarna en allt större plats i politiken och blir centralare för partiers valresultat. Denna kvalitativa studie ämnar undersöka hur partiledare personifieras på sociala medier genom en visuell retorisk analys. Vidare ämnar den att undersöka vilka följder politisk personifiering kan få för vår demokrati. Studien finner att partiledare personifieras i hög grad på Instagram med hjälp av retoriska medel som ethos och pathos, samt att aspekter som förhöjer illusionen av en parasocial interaktion frekvent används som en del av personifieringen. Dessutom finns indikationer på att den medielogik som utarbetas fram av... (More)
Sociala medier har blivit en allt viktigare kanal för politiska partier att nå ut med politiska budskap på. Samtidigt tar partiledarna en allt större plats i politiken och blir centralare för partiers valresultat. Denna kvalitativa studie ämnar undersöka hur partiledare personifieras på sociala medier genom en visuell retorisk analys. Vidare ämnar den att undersöka vilka följder politisk personifiering kan få för vår demokrati. Studien finner att partiledare personifieras i hög grad på Instagram med hjälp av retoriska medel som ethos och pathos, samt att aspekter som förhöjer illusionen av en parasocial interaktion frekvent används som en del av personifieringen. Dessutom finns indikationer på att den medielogik som utarbetas fram av massmedier används strategiskt i framställandet av partiledaren för att väcka uppmärksamhet och för att få mottagarna av kommunikationen att identifiera sig med partiledaren.

Personifiering inom politisk kommunikation är ett känt begrepp men desto mindre utforskat i relation till strategisk kommunikation. Genom vår studie ämnar vi att bidra med kunskap kring hur personifiering används av politiska partier för att nå ut till sina publiker, vilka retoriska medel som används i personifieringen och hur följderna kan se ut för demokratin. (Less)
Abstract
Social media is becoming an increasingly important channel where political parties send out political messages. At the same time, party leader’s role in politics is increasing and they are becoming more important for the parties' election results. This qualitative study aims to investigate how party leaders are personalized on social media through a visual rhetorical analysis. Furthermore, it also intends to investigate what consequences political personification can have for our democracy. The study finds that party leaders are highly personalized on Instagram using rhetorical means such as ethos and pathos, and that aspects that enhance the illusion of a para-social interaction are frequently used as part of the personification. In... (More)
Social media is becoming an increasingly important channel where political parties send out political messages. At the same time, party leader’s role in politics is increasing and they are becoming more important for the parties' election results. This qualitative study aims to investigate how party leaders are personalized on social media through a visual rhetorical analysis. Furthermore, it also intends to investigate what consequences political personification can have for our democracy. The study finds that party leaders are highly personalized on Instagram using rhetorical means such as ethos and pathos, and that aspects that enhance the illusion of a para-social interaction are frequently used as part of the personification. In addition, there are indications that the media logic produced by the mass media is used strategically in the production of party leaders to attract attention and to make the recipients of the communication identify with the party leader.

Personification in political communication is a well-known concept, but it is not explored widely in relation to strategic communication. Through our study, we intend to contribute with knowledge about how personalization is used by political parties to reach out to their audiences, what rhetorical means are used in the personification and if the personification affects our democracy. (Less)
Please use this url to cite or link to this publication:
author
Carlsson, Johanna LU and Boudrée, Felicia LU
supervisor
organization
course
SKOK11 20191
year
type
M2 - Bachelor Degree
subject
keywords
personifiering, politisk kommunikation, retorik, politik, demokrati, parasocial interaktion, front stage, back stage
language
Swedish
id
8975489
date added to LUP
2019-06-10 10:19:42
date last changed
2019-06-10 10:19:42
@misc{8975489,
  abstract     = {Social media is becoming an increasingly important channel where political parties send out political messages. At the same time, party leader’s role in politics is increasing and they are becoming more important for the parties' election results. This qualitative study aims to investigate how party leaders are personalized on social media through a visual rhetorical analysis. Furthermore, it also intends to investigate what consequences political personification can have for our democracy. The study finds that party leaders are highly personalized on Instagram using rhetorical means such as ethos and pathos, and that aspects that enhance the illusion of a para-social interaction are frequently used as part of the personification. In addition, there are indications that the media logic produced by the mass media is used strategically in the production of party leaders to attract attention and to make the recipients of the communication identify with the party leader.

Personification in political communication is a well-known concept, but it is not explored widely in relation to strategic communication. Through our study, we intend to contribute with knowledge about how personalization is used by political parties to reach out to their audiences, what rhetorical means are used in the personification and if the personification affects our democracy.},
  author       = {Carlsson, Johanna and Boudrée, Felicia},
  keyword      = {personifiering,politisk kommunikation,retorik,politik,demokrati,parasocial interaktion,front stage,back stage},
  language     = {swe},
  note         = {Student Paper},
  title        = {Hur man tar sig igenom ett heartbreak och andra viktiga politiska frågor},
  year         = {2019},
}