Varumärkesbyggande online : En studie av svenska sportjournalister på Twitter

Sammanfattning: This thesis examines personal branding practices by Swedish sports journalists on the social media platform Twitter using Goffman’s theatre metaphor, Brems et al’s four dilemmas’ journalists face by branding the self and Mellado & Hermidas model for journalistic roles on social media. More closely, it examines how Swedish sports journalists build their personal brand on Twitter, and which of the modern journalistic roles is the most occurring among Swedish sports journalists on the same platform. It does so by combining a quantitative content analysis with four in qualitative interviews with sports journalists. The content analysis was performed on the ten most followed Swedish sports journalists, analyzing ten tweets per person, making the total number of tweets 100. The interviews were semi structured and varied between 30 and 40 minutes. Previous research has shown Sweden to be a good place for these types of studies, considering the use of the internet and digital media is amongst the highest in the world, and the Swedish media has been early to adopt new technologies.  The study shows that most Swedish sports journalists build their personal brand mostly by adapting a professional role on Twitter, mainly sharing their journalistic content, and interacting with their followers. One of the main results is also the hard-to-find balance between personal and professional for sports journalists on Twitter, considering most of them work with their personal interest.  Keywords: Personal branding, sports journalism, Twitter