The life of Kanye : a qualitative content analysis of Kanye West’s twitter practice

Sammanfattning: Celebrity Twitter use has recently been the subject of celebrity studies. Performing authenticity and intimacy as well as engaging interactively with followers are considered central characteristics of ‘micro-celebrity’ practice, which is widely considered to be extensively utilized by celebrities in their use of Twitter. Taking this framework suggested by celebrity studies as a point of departure, this thesis focuses on the case study of Kanye West, whose recent use of Twitter has been given much attention by celebrity news media due to his controversial tweets. In carrying out a content analysis of this case study’s tweets, this thesis aims to understand the way Kanye West is using Twitter, what strategies he is employing and how this links to the structural implications of celebrity. As the findings suggest, Kanye West employs two main strategies in his usage of Twitter: In his first strategy he uses Twitter as a tool to promote his celebrity commodity, increase his celebrity capital and create an elite network of fellow celebrities. The second strategy aims at creating an authentic and personal narrative that redefines and extends Kanye West’s celebrity persona. Within this second strategy, “stream-of-consciousness” writing was identified as a unique strategy employed by Kanye West in his Twitter practice.