The man who Bildt a blog
Sammanfattning: This thesis examines the blog ‘Alla Dessa Dagar’ by the Swedish Minister of Foreign Affairs Carl Bildt; one of the pioneer politicians using social media to broadcast political messages. Based on role theory and theories covering social media, with capacities of democratization and blurring between public and private, the focus of the study is twofold. To begin with the study aims to identify how the public and private interact in a politician’s blog and what roles, subordinating the position as Cabinet Minister, are projected by the blogger. Secondly the thesis investigates how well the blog’s communicative functions, with deliberative political potential, are being used. Through a content analysis, designed upon alternative questions, blog posts from 2007 and 2010 was coded and turned into frequencies. The study concludes that the political roles emphasized the most are the Policy Leader and the European representative. Simultaneously the private individual of Carl Bildt is exposed which bring about the possibility of a role conflict between the public and private, concerning how to interpret a blog statement. The analysis also indicates that the democratic usage of the blog is decreasing and that the interaction with blog readers is almost absent.
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