Riksdagspartierna på Facebook : En kvantitativ innehållsanalys av interaktivitet och multimodalitet i riksdagspartiernas statusuppdateringar

Sammanfattning: This study focuses on the social medium Facebook. Its intention is to examine the contents of the Facebook statuses the Swedish parliament parties chose to publish in the final two weeks before the parliamentary elections in 2010. The key concepts used in the analysis are interactivity and multimodality. Aspects to be explored are interactivity of their status updates and how the parties used various multimodal objects. A comparison of the parties' usage also follows. The study was carried out using a quantitative content analysis of variables created from an application of Jensen's interactivity typology. The results show that the parties mostly publish content with pure information, rather than trying to create a closer contact with users through more dialogue-inducing content. The results also show that the parties' use of interactivity in the status updates is relatively equal. However, the use of multimodal objects in the content differs a great deal between different parties.