Politik under personliga omständigheter: En kvalitativ studie av narrativen i partiledaren Ebba Buschs videobloggar
(2020) SKDK11 20201Department of Strategic Communication
- Abstract
- This study examines the personalization of politics and aims to investigate how personal and political narratives are constructed and related to each other on a politician's own communication channel. Previous research has tended to disregard these channels and mainly focused on personalization from a news media perspective. Whilst there is a lack of consensus regarding the spread of personalization, there is also a perception that social media is driving the phenomenon. Therefore, this study analyzes the Swedish party leader Ebba Busch's video blogging. Through a social-semiotic and narrative analysis, the results of the study show that Busch’s vlogging constructs a favorable image of her as a person and politician. It can be concluded... (More)
- This study examines the personalization of politics and aims to investigate how personal and political narratives are constructed and related to each other on a politician's own communication channel. Previous research has tended to disregard these channels and mainly focused on personalization from a news media perspective. Whilst there is a lack of consensus regarding the spread of personalization, there is also a perception that social media is driving the phenomenon. Therefore, this study analyzes the Swedish party leader Ebba Busch's video blogging. Through a social-semiotic and narrative analysis, the results of the study show that Busch’s vlogging constructs a favorable image of her as a person and politician. It can be concluded that personal themes are dominant in the vlogs, which proves how politics on a politician's social channel is personalized. Furthermore, the study shows that the mixing of political and personal narratives can be seen as a strategy for reaching out to less politically interested groups with political messages. This can be understood as a way to encourage a trivialized understanding of political issues but could also be seen as a progressive adaptation to the media landscape and the society’s changing expectations of politicians. The study exemplifies how political communication is constructed on a platform where personal content is favored. In addition, the platform has not ever been used by a Swedish party leader before. Thus, the study deepens the knowledge of contemporary political communication and contributes to the research field of strategic communication and digital media. (Less)
- Popular Abstract (Swedish)
- Denna studie undersöker personalisering av politik och syftar till att åskådliggöra hur personliga och politiska berättelser konstrueras och förhåller sig till varandra på en samtida politikers egen kommunikationskanal. Tidigare forskning har tenderat att bortse från dessa kanaler och har främst fokuserat på personalisering av politik utifrån ett nyhetsmediaperspektiv. Det råder en brist på konsensus gällande personaliseringens utbredning, samtidigt som det finns en uppfattning om att sociala medier driver fenomenet. Denna studie analyserar därför partiledaren Ebba Buschs videobloggande, vilket görs genom en socialsemiotisk och narrativ analys. Studiens resultat visar att Busch konstruerar en fördelaktig bild av sig själv som person och... (More)
- Denna studie undersöker personalisering av politik och syftar till att åskådliggöra hur personliga och politiska berättelser konstrueras och förhåller sig till varandra på en samtida politikers egen kommunikationskanal. Tidigare forskning har tenderat att bortse från dessa kanaler och har främst fokuserat på personalisering av politik utifrån ett nyhetsmediaperspektiv. Det råder en brist på konsensus gällande personaliseringens utbredning, samtidigt som det finns en uppfattning om att sociala medier driver fenomenet. Denna studie analyserar därför partiledaren Ebba Buschs videobloggande, vilket görs genom en socialsemiotisk och narrativ analys. Studiens resultat visar att Busch konstruerar en fördelaktig bild av sig själv som person och politiker. Det kan konstateras att personliga teman är dominerande i vloggarna, vilket kan ses som ett bevis på hur politik på en politikers egen sociala kanal är tydligt personaliserad. Vidare påvisar studien att blandandet av politiska och personliga berättelser kan ses som en strategi för att nå ut med politiska budskap till mindre politiskt intresserade grupper. Detta kan vidare uppmuntra till en ytlig förståelse av politiska frågor, men kan också ses som en progressiv anpassning till medielandskapet och samhällets förändrade krav på politiker. Studien exemplifierar hur politisk kommunikation konstrueras på en plattform där personligt innehåll gynnas - och som dessutom tidigare inte har använts av en svensk partiledare. Således tillför studien nya insikter om modern politisk kommunikation och bidrar därför till forskningsfältet strategisk kommunikation och digitala medier. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9015264
- author
- Gardelius, Lisa-Mari LU and Börjesson, Joacim
- supervisor
- organization
- alternative title
- Politics under personal circumstances: A qualitative study of the narratives in Swedish party leader Ebba Busch's video blogs
- course
- SKDK11 20201
- year
- 2020
- type
- M2 - Bachelor Degree
- subject
- keywords
- personalisering, politisk kommunikation, personliga berättelser, politiska berättelser, socialsemiotik, narrativ analys, sociala medier, videoblogg, personalization, political communication, personal narratives, political narratives, social semiotic, narrative analysis, social media, video blogs
- language
- Swedish
- id
- 9015264
- date added to LUP
- 2020-06-11 10:52:01
- date last changed
- 2020-06-11 10:52:01
@misc{9015264,
abstract = {{This study examines the personalization of politics and aims to investigate how personal and political narratives are constructed and related to each other on a politician's own communication channel. Previous research has tended to disregard these channels and mainly focused on personalization from a news media perspective. Whilst there is a lack of consensus regarding the spread of personalization, there is also a perception that social media is driving the phenomenon. Therefore, this study analyzes the Swedish party leader Ebba Busch's video blogging. Through a social-semiotic and narrative analysis, the results of the study show that Busch’s vlogging constructs a favorable image of her as a person and politician. It can be concluded that personal themes are dominant in the vlogs, which proves how politics on a politician's social channel is personalized. Furthermore, the study shows that the mixing of political and personal narratives can be seen as a strategy for reaching out to less politically interested groups with political messages. This can be understood as a way to encourage a trivialized understanding of political issues but could also be seen as a progressive adaptation to the media landscape and the society’s changing expectations of politicians. The study exemplifies how political communication is constructed on a platform where personal content is favored. In addition, the platform has not ever been used by a Swedish party leader before. Thus, the study deepens the knowledge of contemporary political communication and contributes to the research field of strategic communication and digital media.}},
author = {{Gardelius, Lisa-Mari and Börjesson, Joacim}},
language = {{swe}},
note = {{Student Paper}},
title = {{Politik under personliga omständigheter: En kvalitativ studie av narrativen i partiledaren Ebba Buschs videobloggar}},
year = {{2020}},
}