Politiker som varumärken - innan och efter digitaliseringen
(2022) SKOK11 20221Department of Strategic Communication
- Abstract
- Since the emergence of social media, politicians and political parties have adopted new platforms to communicate with voters. Historically, political branding has taken place in traditional media, however, as society has become more digitalized, such branding has switched platforms. The aim of this study is to examine and compare the communication of leading Swedish politicians during election campaigns of the 1970s and the 2010s, with the purpose of identifying contingent differences.
The study seeks to identify branding components in communication and branding efforts from leading Swedish politicians. Previous research has focused on examining political branding from the politicians’ perspective and as of now, the research field... (More) - Since the emergence of social media, politicians and political parties have adopted new platforms to communicate with voters. Historically, political branding has taken place in traditional media, however, as society has become more digitalized, such branding has switched platforms. The aim of this study is to examine and compare the communication of leading Swedish politicians during election campaigns of the 1970s and the 2010s, with the purpose of identifying contingent differences.
The study seeks to identify branding components in communication and branding efforts from leading Swedish politicians. Previous research has focused on examining political branding from the politicians’ perspective and as of now, the research field lacks comparative studies. Thus, this study aims to fill this research gap and contribute to the existing knowledge on political branding and politicians as personal brands. Through a quantitative and qualitative content analysis of news articles from 1973 and Instagram posts from 2018, the analysis identifies what branding components were used in the documents and whether the use of branding components differs between the time periods.
The findings show that more political efforts can be identified in the political communication from 1973 whereas more non-political efforts can be identified in the communicative efforts from 2018. Further, the results indicate that political branding existed to a great extent in both 1973 and 2018, but that the way political branding occurs has changed. In 1973 the politicians emphasized their politics as a means to brand themselves, whereas in 2018 the politicians mainly focused on building an emotional bond to the consumer through personal content. (Less) - Abstract (Swedish)
- Sedan sociala mediers uppkomst har politiker och politiska partier använt sig av nya plattformar för att kommunicera med väljare. Historiskt sett har politiskt varumärkesbyggande ägt rum i traditionella medier, men i takt med samhällets digitalisering har varumärkesbyggandet bytt plattform. Syftet med studien är att undersöka och jämföra ledande svenska politikers kommunikation under 1970- och 2010-talets valkampanjer i syfte att identifiera skillnader.
Studien ämnar att identifiera komponenter av varumärkesbyggande i kommunikativa och varumärkesbyggande insatser av ledande svenska politiker. Tidigare forskning har fokuserat på att undersöka politiskt varumärkesbyggande från politikers perspektiv och i dagsläget saknar forskningsfältet... (More) - Sedan sociala mediers uppkomst har politiker och politiska partier använt sig av nya plattformar för att kommunicera med väljare. Historiskt sett har politiskt varumärkesbyggande ägt rum i traditionella medier, men i takt med samhällets digitalisering har varumärkesbyggandet bytt plattform. Syftet med studien är att undersöka och jämföra ledande svenska politikers kommunikation under 1970- och 2010-talets valkampanjer i syfte att identifiera skillnader.
Studien ämnar att identifiera komponenter av varumärkesbyggande i kommunikativa och varumärkesbyggande insatser av ledande svenska politiker. Tidigare forskning har fokuserat på att undersöka politiskt varumärkesbyggande från politikers perspektiv och i dagsläget saknar forskningsfältet komparativa studier. Således syftar denna studie till att fylla forskningsluckor och bidra till den existerande kunskapen om politiskt varumärkesbyggande och politiker som personliga varumärken. Genom en kvantitativ och kvalitativ innehållsanalys av nyhetsartiklar från 1973 och Instagraminlägg från 2018 identifierar analysen vilka varumärkesbyggande komponenter som använts i dokumenten samt om användningen av varumärkesbyggande komponenter skiljer sig mellan de två tidsperioderna.
Resultaten visar att fler politiska insatser kan identifieras i den politiska kommunikationen från 1973 medan fler icke-politiska insatser kan identifieras i de kommunikativa insatserna från 2018. Vidare visar resultaten på att politiskt varumärkesbyggande har förekommit i hög grad både 1973 och 2018. Däremot går det att se en förändring i hur det förekommer. 1973 lyfte politikerna fram sin politik i syfte att marknadsföra sig själva, medan politikerna 2018 främst fokuserade på att bygga emotionella band till konsumenten genom personligt innehåll. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9083107
- author
- Wennberg Fagerhem, Lovisa LU and Hailemeskale, Naomi
- supervisor
- organization
- course
- SKOK11 20221
- year
- 2022
- type
- M2 - Bachelor Degree
- subject
- keywords
- social media, digitalization, political branding, political communication, Instagram
- language
- Swedish
- id
- 9083107
- date added to LUP
- 2022-06-15 15:08:17
- date last changed
- 2022-06-15 15:08:17
@misc{9083107,
abstract = {{Since the emergence of social media, politicians and political parties have adopted new platforms to communicate with voters. Historically, political branding has taken place in traditional media, however, as society has become more digitalized, such branding has switched platforms. The aim of this study is to examine and compare the communication of leading Swedish politicians during election campaigns of the 1970s and the 2010s, with the purpose of identifying contingent differences.
The study seeks to identify branding components in communication and branding efforts from leading Swedish politicians. Previous research has focused on examining political branding from the politicians’ perspective and as of now, the research field lacks comparative studies. Thus, this study aims to fill this research gap and contribute to the existing knowledge on political branding and politicians as personal brands. Through a quantitative and qualitative content analysis of news articles from 1973 and Instagram posts from 2018, the analysis identifies what branding components were used in the documents and whether the use of branding components differs between the time periods.
The findings show that more political efforts can be identified in the political communication from 1973 whereas more non-political efforts can be identified in the communicative efforts from 2018. Further, the results indicate that political branding existed to a great extent in both 1973 and 2018, but that the way political branding occurs has changed. In 1973 the politicians emphasized their politics as a means to brand themselves, whereas in 2018 the politicians mainly focused on building an emotional bond to the consumer through personal content.}},
author = {{Wennberg Fagerhem, Lovisa and Hailemeskale, Naomi}},
language = {{swe}},
note = {{Student Paper}},
title = {{Politiker som varumärken - innan och efter digitaliseringen}},
year = {{2022}},
}