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Opinionsbildande aktör på Instagram: En kvalitativ intervjustudie på Lifestyleinfluencers
Umeå University, Faculty of Arts, Department of culture and media studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Opinion-forming actor on instagram : A qualitative interview study on lifestyle influencers (English)
Abstract [en]

In today's digitized society, a new type of public person, so-called influencers, has emerged. A person used by companies and brands to promote products or services but also to share their lives and influence other people. The focus of this study is how lifestyle influencers see themselves as opinion makers and what responsibility they take on instagrams towards their followers. The study has been conducted on the basis of a qualitative interview study and has been inductively thematically analyzed. Through the study, it becomes very clear which areas the influences take on more responsibility and which areas they fall. The study is also partly directed at how young people are affected by following influencers and how the Influencers feel that they affect them. The study has been based on the theories of the two-step flow, convergence, participant culture and self-representation, which has helped during the study even if the result is inductive. Finally, you get an overview of how influencers reasons about their contributions and collaborations, but also how they think they affect their followers and how the influencers relate to their followers. It shows that influencers are in a very complex seat in the social media world.

Place, publisher, year, edition, pages
2019. , p. 40
Keywords [en]
qualitative research interview, influencers, instagram, social media, participant culture, self-presentation, opinion maker, digitization, Lifestyle, advertising, collaborations, micro-influencers, responsibility
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-156131OAI: oai:DiVA.org:umu-156131DiVA, id: diva2:1286064
Educational program
Programme in Media and Communication Studies
Supervisors
Examiners
Available from: 2019-02-07 Created: 2019-02-05 Last updated: 2019-02-07Bibliographically approved

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CiteExportLink to record
Permanent link

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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