Folkbibliotekets identitet på Facebook : En innehållsanalys av Malmös stadsbibliotek, Göteborgs stadsbibliotek och Stockholms stadsbiblioteks Facebook-flöden

Sammanfattning: The study examines which identities the City Libraries in Malmö, Gothenburg and Stockholm reflects through their Facebook feeds. The research questions are: Which identities are the most and least prominent? In what way are the identities expressed through the libraries' Facebook feeds? Previous research has examined librarians’ views on Facebook and ways they use it, but studies on which identities public libraries reflect on social media seems to be unexplored. The method used was qualitative content analysis. It was performed on 282 Facebook posts, 58 of which could not be encoded as any form of identity. The time frame for the empirical data was two months and the theoretical framework is based on seven librarian identities by Anders Ørom and Trine Schreiber. The result showed that the “Cultural Intermediary Identity” is the most prominent identity in the libraries' Facebook feeds and accounts for 48,66 percent of all posts that shows features of any identity. Focus is often on authors, books and events. The analysis also showed traits of “Social Work Identity” (23,21%) “Experience Intermediary Identity” (15,18%) and “Subject Specialist Identity” (12,50%). The “Information Broker Identity” (0,45%) was only reflected in one post. The “Information Organizer” and the “Documentalist” did not appear in any of the Facebook posts.  Furthermore the result shows that, in addition to great interest in culture, there is also an ambition to satisfy followers' needs, especially addressing children and teenagers. There is also an interest to communicate experiences to Facebook followers and attracting visitors by promoting activities such as writers-workshops, debates and role-playing. The libraries also promote events and books within the world of specialist literature.