Politisk kommunikation och sociala medier: TikTok, en politisk arena där popcornätande och öldrickande vinner
(2023) SKOK11 20231Department of Strategic Communication
- Abstract
- The study aims to provide insights into political communication on social media, particularly the rise of right-wing populist parties among young voters and their connection to the theories of personification, populism, and dramaturgy. It focuses on how the Moderate Party adapts and structures its communication strategies on TikTok and Instagram in preparation for the 2022 election to engage followers. The study adopts a qualitative methodology through content analysis. By analyzing the selected material of the Moderate Party's communication on Instagram and TikTok, the study aspires to observe their strategies and interactions with voters. It draws upon established principles in rhetorical theories and concepts such as doxa, ethos, logos,... (More)
- The study aims to provide insights into political communication on social media, particularly the rise of right-wing populist parties among young voters and their connection to the theories of personification, populism, and dramaturgy. It focuses on how the Moderate Party adapts and structures its communication strategies on TikTok and Instagram in preparation for the 2022 election to engage followers. The study adopts a qualitative methodology through content analysis. By analyzing the selected material of the Moderate Party's communication on Instagram and TikTok, the study aspires to observe their strategies and interactions with voters. It draws upon established principles in rhetorical theories and concepts such as doxa, ethos, logos, and pathos, as well as Mral's three levels of interpretation: endorsing, negotiating, and opposing. The theoretical framework encompasses theories of political communication on social media, personification, populism, and dramaturgy. The results highlight the potential impact of personification and populist rhetoric and the long-term effects that TikTok, as a platform for political personification and populism, may have on democracy. We observe an increased personalization of politicians, making it easier than ever to interact with them. Simultaneously, there is a growing use of populist rhetoric among politicians, where attacking other parties becomes more important than emphasizing their own messages, thereby increasing the party's electoral prospects. The study also emphasizes the need to examine the long-term effects of TikTok as a platform for political personification and populism on democratic processes. In conclusion, the subject is still under exploration, and further research is required. It also acknowledges the increased proximity between politicians and citizens facilitated by social media, while noting the risk of prioritizing popularity and entertainment over substantive politics. The importance of continued research to understand these potential consequences and their implications for democracy is emphasized. (Less)
- Popular Abstract (Swedish)
- Studien riktar sig till ökad insikt för politisk kommunikation på sociala medier, karakteristiskt högerpopulistiska partiers frammarsch hos unga väljare och anknytningen till teorierna personifiering, populism och dramaturgiska. Studien fokuserar på hur Moderaterna anpassar och strukturerar deras kommunikationsstrategier på TikTok och Instagram inför valet år 2022 för att engagera följare. Studien är en kvalitativ metod i form av en innehållsanalys. Genom det valda materialet av Moderaternas kommunikation på Instagram och TikTok så aspirerar vi att observera Moderaternas strategier och interaktioner med väljarna. Studien bygger på etablerade bestämmelser inom retoriska teorier och begrepp som doxa, ethos, logos och pathos, samt Mral's tre... (More)
- Studien riktar sig till ökad insikt för politisk kommunikation på sociala medier, karakteristiskt högerpopulistiska partiers frammarsch hos unga väljare och anknytningen till teorierna personifiering, populism och dramaturgiska. Studien fokuserar på hur Moderaterna anpassar och strukturerar deras kommunikationsstrategier på TikTok och Instagram inför valet år 2022 för att engagera följare. Studien är en kvalitativ metod i form av en innehållsanalys. Genom det valda materialet av Moderaternas kommunikation på Instagram och TikTok så aspirerar vi att observera Moderaternas strategier och interaktioner med väljarna. Studien bygger på etablerade bestämmelser inom retoriska teorier och begrepp som doxa, ethos, logos och pathos, samt Mral's tre nivåer av tolkning: gynnande, förhandlande och oppositionell. Den teoretiska ramen omfattar teorier om politisk kommunikation på sociala medier, personifiering, populism och dramaturgi. Resultaten framhäver den potentiella påverkan av personifiering och populistisk retorik, och vilka effekter TikTok, som en plattform för politisk personifiering och populism, kan ha på demokratin i det långa loppet. Vi ser en ökad personifiering till våra politiker där vi kan interagera med dem lättare än någonsin. Samtidigt ökar användningen av populistisk retorik bland politiker, där smutskastning av andra partier blir viktigare än att framhäva sina egna budskap vilket ökar partiets valmöjligheter. Studien betonar även behovet av att undersöka de långsiktiga effekterna av TikTok som plattform för politisk personifiering och populism på demokratiska processer. Slutsatsen är att ämnet fortfarande är under utforskning och att ytterligare forskning krävs. Det noteras också den ökade närheten mellan politiker och medborgare som förenklas av sociala medier, samtidigt som det påpekas att risken finns att prioritera popularitet och underhållning framför substantiell politik. Vikten av fortsatt forskning för att förstå dessa potentiella konsekvenser och deras implikationer för demokratin betonas. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9118696
- author
- Kenning, Edvin LU and Östlin, Hugo LU
- supervisor
- organization
- course
- SKOK11 20231
- year
- 2023
- type
- M2 - Bachelor Degree
- subject
- keywords
- Political communication, rhetoric, personalization, populism, frontstage, backstage, third act, TikTok, Instagram, democracy
- language
- English
- id
- 9118696
- date added to LUP
- 2023-08-28 09:06:45
- date last changed
- 2023-08-28 09:06:45
@misc{9118696,
abstract = {{The study aims to provide insights into political communication on social media, particularly the rise of right-wing populist parties among young voters and their connection to the theories of personification, populism, and dramaturgy. It focuses on how the Moderate Party adapts and structures its communication strategies on TikTok and Instagram in preparation for the 2022 election to engage followers. The study adopts a qualitative methodology through content analysis. By analyzing the selected material of the Moderate Party's communication on Instagram and TikTok, the study aspires to observe their strategies and interactions with voters. It draws upon established principles in rhetorical theories and concepts such as doxa, ethos, logos, and pathos, as well as Mral's three levels of interpretation: endorsing, negotiating, and opposing. The theoretical framework encompasses theories of political communication on social media, personification, populism, and dramaturgy. The results highlight the potential impact of personification and populist rhetoric and the long-term effects that TikTok, as a platform for political personification and populism, may have on democracy. We observe an increased personalization of politicians, making it easier than ever to interact with them. Simultaneously, there is a growing use of populist rhetoric among politicians, where attacking other parties becomes more important than emphasizing their own messages, thereby increasing the party's electoral prospects. The study also emphasizes the need to examine the long-term effects of TikTok as a platform for political personification and populism on democratic processes. In conclusion, the subject is still under exploration, and further research is required. It also acknowledges the increased proximity between politicians and citizens facilitated by social media, while noting the risk of prioritizing popularity and entertainment over substantive politics. The importance of continued research to understand these potential consequences and their implications for democracy is emphasized.}},
author = {{Kenning, Edvin and Östlin, Hugo}},
language = {{eng}},
note = {{Student Paper}},
title = {{Politisk kommunikation och sociala medier: TikTok, en politisk arena där popcornätande och öldrickande vinner}},
year = {{2023}},
}