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När politikerna själva har ordet: en kvalitativ studie av retoriken i Miljöpartiets videobloggar direkt från Bryssel

Fregert, Sara LU and Hermelin, Therese (2021) SKDK11 20211
Department of Strategic Communication
Abstract
When the politicians have the floor
This study examines what happens when political communication is shifted from the traditional news media to the political organization itself, and thus is no longer dependent on journalists and gatekeepers. As well as whether a political organization, through its YouTube channel, can in fact claim to be equivalent to traditional journalism. Based on previous research, a knowledge gap was identified regarding how politicians, within the European Parliament, communicate on the media platform YouTube in order to convey news about their work in Brussels directly to Swedish citizens. The study examines the channel Twenty-Twenty-Two, featuring three MEPs in the Green Party. A rhetorical analysis has then been... (More)
When the politicians have the floor
This study examines what happens when political communication is shifted from the traditional news media to the political organization itself, and thus is no longer dependent on journalists and gatekeepers. As well as whether a political organization, through its YouTube channel, can in fact claim to be equivalent to traditional journalism. Based on previous research, a knowledge gap was identified regarding how politicians, within the European Parliament, communicate on the media platform YouTube in order to convey news about their work in Brussels directly to Swedish citizens. The study examines the channel Twenty-Twenty-Two, featuring three MEPs in the Green Party. A rhetorical analysis has then been carried out on three selected video blogs in order to find out what happens when politicians take on journalistic reporting. The results showed that the Green Party to some extent used the channel to reach out with their political agenda, while partially meeting the requirements as a journalistic medium. Thus, the study concluded that the channel results in its own genre, which we named "dependent journalism". Furthermore, the study illustrates how a political party claims to replace traditional news media and conveys an insight into how communication is affected by the phenomenon of disintermediation. Consequently, the study adds new understanding of digital political communication in today's society and therefore contributes to the research field strategic communication and digital media. (Less)
Abstract (Swedish)
När politikerna själva har ordet
Denna studie undersöker vad som händer när den politiska kommunikationen förflyttas från de traditionella nyhetsmedierna till den politiska organisationen, och därmed inte är beroende av journalister och gatekeepers längre. Samt om en politisk organisation, genom sin Youtube-kanal, i själva verket kan göra anspråk på att likställas med traditionell journalistik. Utifrån den tidigare forskningen identifierades ett kunskapsgap i hur politiker inom Europaparlamentet kommunicerar på medieplattformen Youtube i syfte att förmedla nyheter om sitt arbete i Bryssel direkt till Sveriges medborgare. Studien har utgångspunkt i kanalen Tjugotjugotvå som drivs av Miljöpartiets tre europaparlamentariker. Varpå en... (More)
När politikerna själva har ordet
Denna studie undersöker vad som händer när den politiska kommunikationen förflyttas från de traditionella nyhetsmedierna till den politiska organisationen, och därmed inte är beroende av journalister och gatekeepers längre. Samt om en politisk organisation, genom sin Youtube-kanal, i själva verket kan göra anspråk på att likställas med traditionell journalistik. Utifrån den tidigare forskningen identifierades ett kunskapsgap i hur politiker inom Europaparlamentet kommunicerar på medieplattformen Youtube i syfte att förmedla nyheter om sitt arbete i Bryssel direkt till Sveriges medborgare. Studien har utgångspunkt i kanalen Tjugotjugotvå som drivs av Miljöpartiets tre europaparlamentariker. Varpå en retorisk analys har utförts på tre utvalda videobloggar i syfte att ta reda på vad som händer när politiken tar sig an journalistisk rapportering. Resultatet visade att Miljöpartiet delvis använder kanalen för att nå ut med partiets egna politiska agenda samtidigt som de delvis uppfyller kraven för att vara ett journalistiskt medie. Därmed kom studien fram till att kanalen resulterar i en egen genre, som vi har valt att kalla “beroende journalistik”. Studien åskådliggör hur ett politiskt parti gör anspråk på att ersätta traditionell nyhetsmedia och förmedlar en insikt i hur kommunikationen påverkas av fenomenet disintermediation. Följaktligen tillför studien ny förståelse om digital politisk kommunikation i dagens samhälle och bidrar till forskningsfältet strategisk kommunikation och digitala medier. (Less)
Please use this url to cite or link to this publication:
author
Fregert, Sara LU and Hermelin, Therese
supervisor
organization
course
SKDK11 20211
year
type
M2 - Bachelor Degree
subject
keywords
Political Communication, Journalism, Members of the European Parliament (MEP), Rhetorical Analysis, Disintermediation, Political Agitation, Politisk kommunikation, Journalistik, Europaparlamentariker, Retorisk analys, Politisk agitation.
language
Swedish
id
9049117
date added to LUP
2021-06-07 09:02:26
date last changed
2021-06-07 09:02:26
@misc{9049117,
  abstract     = {{When the politicians have the floor
This study examines what happens when political communication is shifted from the traditional news media to the political organization itself, and thus is no longer dependent on journalists and gatekeepers. As well as whether a political organization, through its YouTube channel, can in fact claim to be equivalent to traditional journalism. Based on previous research, a knowledge gap was identified regarding how politicians, within the European Parliament, communicate on the media platform YouTube in order to convey news about their work in Brussels directly to Swedish citizens. The study examines the channel Twenty-Twenty-Two, featuring three MEPs in the Green Party. A rhetorical analysis has then been carried out on three selected video blogs in order to find out what happens when politicians take on journalistic reporting. The results showed that the Green Party to some extent used the channel to reach out with their political agenda, while partially meeting the requirements as a journalistic medium. Thus, the study concluded that the channel results in its own genre, which we named "dependent journalism". Furthermore, the study illustrates how a political party claims to replace traditional news media and conveys an insight into how communication is affected by the phenomenon of disintermediation. Consequently, the study adds new understanding of digital political communication in today's society and therefore contributes to the research field strategic communication and digital media.}},
  author       = {{Fregert, Sara and Hermelin, Therese}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{När politikerna själva har ordet: en kvalitativ studie av retoriken i Miljöpartiets videobloggar direkt från Bryssel}},
  year         = {{2021}},
}