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En studie om Socialdemokraterna och Moderaternas användning av Instagram under valkampanjandetår 2014
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The role of Instagram in the Swedish election campaign 2014 (English)
Abstract [sv]

Undersökningen kartlägger innehållet på en latent och manifest nivå i de fotografier och texter som Moderaterna och Socialdemokraterna distribuerat genom Instagram som politisk kommunikationskanal under val-kampanjandet år 2014. Frågan är om avsändaren uppmanar till aktion och i så fall, hur? På vilket sätt framtonas respektive partiordförande? Och på vilket sätt innehåller kommunikationsbudskapet sakpolitiska frågor? Fyra legitima strategier för valkampanjande på Internet har använts och en kvantitativ innehållsanalys av de 143 bilder och texter som Socialdemokraterna och Moderaterna distribuerat under perioden 1e januari till 13e september har legat till grund för undersökningen. I ljuset av teorin om framing och semiotik analyserades resultatet och de centrala upptäckterna är att de båda partierna till största del använder respektive Instagram-konto som en nyhetskanal i vilken dem informerar om samtida politiska aktiviteter. Instagram erbjuder de politiska partierna en möjlighet att involvera, informera, mobilisera och ansluta sina väljare utan censurering och filtrering från traditionell media. Denna uppsats redogör vidare för den potential Instagram som politisk kommunikationskanal har i svensk kontext. 

Abstract [en]

This paper is mapping the content on a latent and manifest level in the pictures and texts, which have been distributed via Instagram as a political communication channel by Moderaterna and Socialdemokraterna during the Swedish election campaign in 2014. Does the sender invite the receiver to act? And in which ways are the prime minister candidates perceive in terms of salience? And in which way does the content discuss political issues in terms of salience? The theory of semiotics has been used when operationalization of the issue, on which a quantitative content analysis consisting of 143 images and text fragments that Socialdemokraterna and Moderaterna uploaded during the period 1st January to 13th September 2014 has been the basis for this research paper. In light of the framing theory the result and the key findings is that the two parties for the most part uses the respective Instagram account as a news channel, in which it inform the public about political activities. Instagram gives political parties an opportunity to both involve and mobilize voters without censoring and filtering from traditional media therefore the political parties should realize what potential Instagram has as a political communication channel.

Place, publisher, year, edition, pages
2015. , 93 p.
Keyword [en]
Instagram, Social Media, Political Communication, Framing, Semiotics
Keyword [sv]
Instagram, Sociala Medier, Politisk Kommunikation, Framing, Semiotik
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:uu:diva-242261OAI: oai:DiVA.org:uu-242261DiVA: diva2:782915
Subject / course
Media and Communication Studies
Supervisors
Available from: 2015-01-27 Created: 2015-01-22 Last updated: 2015-01-27Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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Output format
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