Journalistikens inträde på Facebook : den politiserade plattformen med dess engagerade användare och dess engagerande aktörer

Sammanfattning: This thesis studies Marcus Oscarsson, Joakim Lamotte, Dagens Nyheter and Aftonbladet, some of the biggest journalistic actors on Facebook in Sweden, and what kind of political material from them that gets spread and engaged with on Facebook. The thesis also analyze the difference between the private actors Oscarsson and Lamotte and the traditional actors Dagens Nyheter and Aftonbladet and what type of engagement and interactions they get on their Facebook posts. This is done using a quantitative content analysis, with data collected using Crowdtangle. The results are immersed with a qualitative analysis of certain Facebook posts from the actors. The collected data is analysed through four central themes: engagement, identity, the journalistic expert role and power. The results show that posts about the general election, suchs as polls and reports from debates are popular, which is discussed from Jesper Strömbäcks ideas of how media portray politics as a strategic game. They also show that the private actors manage to engage Facebook users to a larger extent than the traditional actors. From the qualitative analysis a trend pointing towards a new type of journalism can be seen: a type largely based on a personal brand, and where personal opinion and objective reporting can not be separated. Furthermore the thesis establish that the interplay between the actors, the users and the platform (Facebook) itself is crucial for an overall understanding of what and how the actors engage the users.