Personliga partiledare på Instagram : En studie om partiledares inlägg på Instagram och dess betydelse för individers uppfattning av dem

Detta är en Kandidat-uppsats från Södertörns högskola/Företagsekonomi; Södertörns högskola/Företagsekonomi

Författare: Siri Östblom Köster; Mariam Hakimi; [2021]

Nyckelord: ;

Sammanfattning: Purpose: The purpose of this study is to gain an understanding of how political party leaders choose to market themselves on Instagram and to investigate whether their personal posts on Instagram are important for the public's view of the party leader. The issues that the study intends to investigate are: 1.     To what extent do party leaders' market themselves personally on Instagram? 2.     Can party leaders' personal posts on Instagram affect how they are perceived as party leaders? Theory: The theoretical foundations for this paper includes theories that illustrates the difference between traditional and social media, leaders' personal characteristics, personal brand and Goffman's dramaturgical approach connected to interactions on social media. Method: The study includes a multiple research method, videlicet a qualitative part and a quantitative part. The qualitative elements of the study consist of a content analysis of Swedish party leaders' Instagram posts. The content analysis consists of categorizing the posts into personal posts and professional posts. The quantitative component consists of a survey. The survey measures respondents' assessments of party leaders' Instagram posts with respect to five personal characteristics. Conclusions: The study comes to the following conclusions: -          Party leaders' market themselves personally on Instagram but not to the same extent as with other types of posts. Of the 400 posts that the content analysis examined, 13% were judged to be personal posts.  The study indicates that party leaders' personal posts on Instagram can affect how they are perceived as party leaders.

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