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Personliga politiker eller professionella privatpersoner?

Cronsell, Hanna LU and Markås, Johanna (2019) SKDK11 20191
Department of Strategic Communication
Abstract (Swedish)
Denna studie ämnar att undersöka hur svenska partiledare använder sin Instagram-plattform för självrepresentativa ändamål. Här illustreras hur partiledare kombinerar personliga och professionella taktiker för att skapa bilden av en komplett ledare. För att undersöka fenomenet självrepresentation i den politiska sfären kommer tre partiledares Instagramkonton, av vilka samtliga representerar riksdagspartier, att granskas. Undersökningen genomförs med hjälp av en kvalitativ innehållsanalys och innehållet examineras genom Erving Goffmans perspektiv om självrepresentation. För att analysera materialet utvecklas, baserat på Goffmans teorier om självrepresentation, tre kategorier enligt följande; den professionella främre regionen, den personliga... (More)
Denna studie ämnar att undersöka hur svenska partiledare använder sin Instagram-plattform för självrepresentativa ändamål. Här illustreras hur partiledare kombinerar personliga och professionella taktiker för att skapa bilden av en komplett ledare. För att undersöka fenomenet självrepresentation i den politiska sfären kommer tre partiledares Instagramkonton, av vilka samtliga representerar riksdagspartier, att granskas. Undersökningen genomförs med hjälp av en kvalitativ innehållsanalys och innehållet examineras genom Erving Goffmans perspektiv om självrepresentation. För att analysera materialet utvecklas, baserat på Goffmans teorier om självrepresentation, tre kategorier enligt följande; den professionella främre regionen, den personliga främre regionen samt den iscensatta bakre regionen. Studien ämnar att illustrera, genom underkategorierna inramning, fasad, manér och uppträdande, dramatiskt förverkligande, dramaturgisk lojalitet samt yrkeslegitimitet hur svenska partiledare manifesterar sin självrepresentation på Instagram. Analysen visar att politiker integrerar personliga och professionella representationer av självet för att skapa fullständiga personporträtt med mångfacetterade personligheter. Våra tolkningar resulterade i slutsatsen att politiker först och främst skapar innehåll som framställer deras professionella persona, men några fynd demonstrerar att de även porträtterar sig själva i rollen som förälder och vän. Trots att visst innehåll var personligt i sin karaktär kommer vi till slutsatsen att det bara var skenbart personligt då partiledarnas syfte med plattformarna är att använda dem som scener för att framställa sin politiska agenda genom självrepresentation. (Less)
Abstract (Swedish)
This paper aims to examine how party leaders in Sweden employ their Instagram platform for the purpose of self-representation. We shed light upon how party leaders combine personal and professional communication tactics to manage their image as competent leaders. In order to explore the phenomenon of self-representation in the political sphere the Instagram accounts of three party leaders whom represented parties in the Swedish Riksdag (parliament) will be investigated. The investigation is conducted with the use of a qualitative content analysis and we aim to explore the content through the lens of Erving Goffman’s theories on self-representation. To make sense of our material we developed, based on Goffman’s theories on... (More)
This paper aims to examine how party leaders in Sweden employ their Instagram platform for the purpose of self-representation. We shed light upon how party leaders combine personal and professional communication tactics to manage their image as competent leaders. In order to explore the phenomenon of self-representation in the political sphere the Instagram accounts of three party leaders whom represented parties in the Swedish Riksdag (parliament) will be investigated. The investigation is conducted with the use of a qualitative content analysis and we aim to explore the content through the lens of Erving Goffman’s theories on self-representation. To make sense of our material we developed, based on Goffman’s theories on self-representation, three categories as follows; the professional frontstage, the personal frontstage and the staged backstage. We aim to illustrate, through the sub-categories setting, front, manner and performance, dramatic realization, team loyalty and professional competence how Swedish party leaders manifest their self-representation on Instagram. The analysis implies that politicians integrate personal and professional representations of the self in order to create portraits of complete human beings with a vast array of personality traits. Our interpretations conclude that politicians create content that primarily revolve their professional persona, but some findings indicate they share personal information in regard to their role as parents and friends. Even though some content was more personal in character, this paper concludes that it was only apparently personal and that the purpose was to portray themselves as competent leaders in relation to their professional role. (Less)
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author
Cronsell, Hanna LU and Markås, Johanna
supervisor
organization
alternative title
Personal politicians or professional civilians?
course
SKDK11 20191
year
type
M2 - Bachelor Degree
subject
keywords
Political communication, self-representation, frontstage, backstage, personalisation, social media, Instagram, politisk kommunikation, självrepresentation, främre region, bakre region, personifiering, sociala medier.
language
Swedish
id
8978529
date added to LUP
2019-06-11 16:05:43
date last changed
2019-06-11 16:05:43
@misc{8978529,
  abstract     = {This paper aims to examine how party leaders in Sweden employ their Instagram platform for the purpose of self-representation. We shed light upon how party leaders combine personal and professional communication tactics to manage their image as competent leaders. In order to explore the phenomenon of self-representation in the political sphere the Instagram accounts of three party leaders whom represented parties in the Swedish Riksdag (parliament) will be investigated. The investigation is conducted with the use of a qualitative content analysis and we aim to explore the content through the lens of Erving Goffman’s theories on self-representation. To make sense of our material we developed, based on Goffman’s theories on self-representation, three categories as follows; the professional frontstage, the personal frontstage and the staged backstage. We aim to illustrate, through the sub-categories setting, front, manner and performance, dramatic realization, team loyalty and professional competence how Swedish party leaders manifest their self-representation on Instagram. The analysis implies that politicians integrate personal and professional representations of the self in order to create portraits of complete human beings with a vast array of personality traits. Our interpretations conclude that politicians create content that primarily revolve their professional persona, but some findings indicate they share personal information in regard to their role as parents and friends. Even though some content was more personal in character, this paper concludes that it was only apparently personal and that the purpose was to portray themselves as competent leaders in relation to their professional role.},
  author       = {Cronsell, Hanna and Markås, Johanna},
  keyword      = {Political communication,self-representation,frontstage,backstage,personalisation,social media,Instagram,politisk kommunikation,självrepresentation,främre region,bakre region,personifiering,sociala medier.},
  language     = {swe},
  note         = {Student Paper},
  title        = {Personliga politiker eller professionella privatpersoner?},
  year         = {2019},
}