Politisk influencing

Sammanfattning: This study aims to examine the new and unexplored phenomenon political influencing from a recipient perspective. The phenomenon of Swedish party leaders being visible in influencers’ channels has increased and become more common, especially before the Swedish parliamentary elections in 2018. Although there is a lack of research on this phenomenon which has been the basis for the purpose of this study. For a long time, politicians have had difficulties in reaching out to first-time voters and Swedish youth today have a low confidence in politicians. Therefore, this study aims to answer what attitudes and knowledge high school students have towards political influencing and if the phenomenon can change their views and confidence in party leaders. In order to achieve the purpose of this study, eleven semi-structured deep interviews have been conducted with high school students who are first-time voters in the 2018 Swedish parliamentary elections. The empirical material has been analyzed based on well-established theories in order to create a deeper understanding of the phenomenon and the causes behind. Furthermore, the study's research questions have been answered and the study has led to the conclusion that political influencing may establish a channel for party leaders to possibly reach the younger target group better. In our analysis, we make the interpretation that party leaders have the possibility to affect the attitudes, trust and political views among the younger citizens.