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"Högre hastighetsgräns för EPA-traktorer" - en frihetsfråga eller strategisk kommunikation?: En kvalitativ analys av politiska ungdomsförbunds sociala medier
Umeå University, Faculty of Arts, Department of culture and media studies.
Umeå University, Faculty of Arts, Department of culture and media studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
“Higher speed limit for EPA-tractors” - A question of freedom or strategic communication? : A qualitative analysis of political youth associations social media. (English)
Abstract [en]

The evolution within political parties shows an increase of professionalisation where a higher competence is on demand and is practised on a communicative level. Currently a lot of the research surrounding this professionalisation has been focused on only political parties , but at the same time other stakeholders is also working within the political area without being political parties. How does political youth associations, that is widely driven by volunteers, navigate within this political context where the demands and expectations is constantly increasing? The purpose of this study was to examine how political communication is practised by political youth associations in a world that gets increasingly more professional. The study was conducted by analysing every post published during the month of January 2018 by the two political youth associations SSU and MUF on their Facebook and Instagram pages. The chosen method of this study has been Norman Fairclough’s Critical Discourse Analysis, complemented by qualitative interviews with the heads of digital communication of both associations. The theories applied on the material was different approaches to discourses, mainly the thoughts of Michel Foucault, combined with how discourses can shape identities. The theories by Erving Goffman concerning the presentation of self and, by extension, the presentation of organisations, was also used. By applying these to the material, six different themes were identified.These can be divided into two subsections, content and form, which lay the groundwork for the central result of this study. Both associations have to balance the work of attracting new members and maintaining a trustworthy political image. This is the result of political communication that has become highly professional. 

Place, publisher, year, edition, pages
2018. , p. 40
Keywords [en]
political communication, youth organizations
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-146856OAI: oai:DiVA.org:umu-146856DiVA, id: diva2:1199299
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2018-04-20 Created: 2018-04-20 Last updated: 2018-05-14Bibliographically approved

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“Higher speed limit for EPA-tractors” - A question of freedom or strategic communication?(4306 kB)17 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf