Sålunda postade Dynamo : En innehållsanalys av en ungdomsavdelnings Instagramkonto

Sammanfattning: This thesis discusses how the identity connected to the City Library of Gothenburg youth section Dynamo is presented through their Instagram account. By applying a qualitative content analysis on all Instagram posts Dynamo posted during one year we aim to determine what defines Dynamos organisational identity. What aspects of the library youth section are highlighted on Instagram? By using Jochumsen et al.’s (2012) four space model we have tried to identify what kind of place Dynamo is presented as on Instagram. By using Ørom (1993) and Schreibers (2006) classification of different librarian identities we also examine what professional roles are featured on their Instagram account. This thesis also aims to outline what values are connected to Dynamos organisational identity. Our findings show that Dynamo mainly is presented as an inspiration space, when using the concepts described in the four space model. When it comes to how the librarian role is represented we have found that it can be described as a mediator of different experiences but also as social worker identity. The values connected to Dynamo are “the library services should be free”, an easy going attitude towards participation - the user shouldn’t feel performance anxiety” and “young culture should be promoted”.