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Amplification and Virtual Back-Patting.: The Rationalities of Social Media Uses in the Nina Larsson Web-Campaign
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.ORCID iD: 0000-0002-5097-6218
2014 (English)In: Political Campaigning in the Information Age / [ed] A. M. G. Solo, Hershey, Pennsylvania: IGI Global , 2014, 51-65 p.Chapter in book (Refereed)
Abstract [en]

This chapter explores the rationalities of politicians’ social media uses in Web-campaigning in a partybased democracy. This is done from an in-depth case study of a Swedish politician, Nina Larsson, who with the help of a PR agency utilized several social media platforms in her campaign to become reelected to the parliament in 2010. By analyzing how and for what purposes Larsson used social media in her Web-campaign, this chapter concludes that even though discourses of instrumental rationality and of communicative rationality were common to make her practices relevant, Nina primarily used social media to amplify certain offline news media texts as well as to commend and support other liberal party members. Hence, from this case, the authors conclude that Web-campaigning on social media is used for expressive purposes, to negotiate and maintain an attractive political image within the party hierarchy.

Place, publisher, year, edition, pages
Hershey, Pennsylvania: IGI Global , 2014. 51-65 p.
National Category
Media Studies
Research subject
Media and Communication Studies
URN: urn:nbn:se:uu:diva-223336OAI: oai:DiVA.org:uu-223336DiVA: diva2:713004
Available from: 2014-04-17 Created: 2014-04-17 Last updated: 2015-02-18

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