Det viktigaste är kändisar och mjukisar : En kvantitativ innehållsanalys av vad Aftonbladet och Expressen väljer att publicera på Instagram

Sammanfattning: The aim of this study was to examine how Swedish tabloids value and prioritize news on different platforms and what kind of pictures they primarily publish on these platforms. The study answered the three following questions: what type of news do Swedish tabloids publish on Instagram? What kind of pictures Swedish tabloids publish on Instagram? And, what are the differences regarding tabloid news for Instagram compared to the tabloids’ front pages. The method used to answer the research questions was quantitative content analysis and our empirical materials consists of 783 social media posts and news articles. Based on a quantitative categorical scheme, we have analyzed the Swedish tabloids' Instagram pages and the front pages during the course of two months. Our study established that the most prominent news on Instagram is news that we have chosen to call soft news (news that does not inform or educate the reader), news regarding celebrities/elite were also found preeminent. The pictures that were most widely published on the Swedish tabloids' Instagram pages were pictures of celebrities/elites and montage pictures. The biggest difference when we compared the Instagram posts and the front pages was that, on the tabloids' Instagram pages, soft news is published to a greater extent than on the front pages. It also turned out that celebrity news is significantly more often published on the Swedish tabloids’ front pages compared to Instagram.