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The Work Behind the Representation a Qualitative Study on the Strategic Work of the Communicators Behind Political Social Media Accounts

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The Work Behind the Representation a Qualitative Study on the Strategic Work of the Communicators Behind Political Social Media Accounts The work behind the representation A qualitative study on the strategic work of the communicators behind political social media accounts. Arbetet bakom representationen En kvalitativ studie om kommunikatörers strategiska arbete bakom sociala medier. Erik Holm Andersson Linn Lyngen Humaniora Medie- och kommunikationsvetenskap 15 hp Theo Röhle 05/02-16 Abstract Social media has given politicians another platform to perform campaigning in. This essay has been a study on the relationships between politicians, social media, communicators and their mutual work behind what is published. Has this relatively new form of media channel affected the way that politicians market themselves online? How does the work behind the social media channels look, what strategies are planned behind the representation for the party leader to stand for an entire ideology with its values? The research questions of this study: - Do the strategic work from a communicator affect what is published on the politicians personal account and the official party account, and to what extent? - How do the communicators of Swedish political representatives use social media? Do they express their communication in a personalized manner or focus mainly on the professional part of their assignment? - What are the most important aspects in communicating through social media? A personalization within political campaigning has increased during the past time, much because of the new media channels working together with the traditional media channels, leaving not much to be hidden about the person that is the representative for the ideology at hand. Personalization does not mean what the person is but what qualities that this person shows. How much personalization is presented is dependent on the political climate that is in the country at hand, but this study focuses on the Swedish political climate, where personalization has become a more important part of campaigning, whether on social media or physical campaigning. Social media can not only work as a way of presenting a party leader or the ideology but as a mobilization factor for the followers of the political accounts. This can mean information of when a political representative are to hold a press conference or present an important message in a debate, to be able to lead followers to watch the representatives in more mediums than social media. In this study it has become clear that this differs between the different social media channels, as the strategies varies to the different target groups that are followers of the accounts. An important factor that has come up from doing this study is personal branding and branding in organizations. Since it is of great value that the representatives of the ideology perform all communication through the ground values of the party, this study has shown that the work of the communicators is of the most important value, to put a strategy together that will work as a ground for all campaigning in the party, no matter physical or online. This study has brought most theoretical focus on organizational branding, personalization and mobilization. This laid the ground for the interview questions that we created as a method of finding the results that best would answer our research questions. We interviewed eight respondents from seven different parties, that were hired either as communicators or media strategists with focus on social media channels and campaigning through them. The results showed both differences and similarities from the respondents. For example opinions differed in social media and its effect on the political climate, but they did all agree on the way that a strategy needs to be performed to best get a positive result of an online campaign. The study came to the conclusion that social media can improve the democratic participation from the people who use it, as it is an interactive media that reaches many big target groups, but that it is of importance to know that it needs to be combined with traditional ways of campaigning. The communicators all told that meeting people physically is of importance to succeed online as well. Sammanfattning Sociala medier inom politiken har medfört ännu ett nytt medium för politiker att synas i. Denna uppsats ämnar att undersöka förhållandet mellan sociala medier, kommunikatörer och politiker. Har denna nya form av media påverkat sättet politiker marknadsför sig själva online? Hur ser arbetet ut ut bakom plannerandet av kandidaten för att denna ska representera hela partiets politiska värderingar och ideologi? Denna uppsats forskningsfrågor: - Påverkar det strategiska jobbet en kommunikatör utför det som publiceras på politikerns privata konto och på partiets officiella konto, och hur mycket? - Hur mycket påverkar kommunikatörers strategiska jobb vad som publiceras på de sociala medierna? - Vad är de viktigaste aspekterna att ha med i en kommunikativ strategi för att bäst nå en framgångsrik kampanj inom sociala medier? En personalisering inom politiken har ökat under den senaste tiden mycket tack vare alla nya och traditionella medier som publiken kan följa politiken med. Personalisering syftar på inte på personen själv utan på egenskaper som personen besitter. Graden av personalisering och hur det sker beror delvis på hur det politiska klimatet ser ut i respektive land och i vilken omfattning det sker i. Kommunikationen via sociala medier i politiken sker inte bara utåt utan även inom partiet för att mobilisera medlemmar inom partiet, det kan leda till att man försöker presentera när partiledare eller andra representater skall framföra ett viktigt budskap i en debatt eller en presskonferens eller liknande, där information via sociala medier kan inspirera följare att uppmärksamma detta. Detta syns tydligt i vissa sociala mediekanaler mer än andra, då det genom denna studie blivit klart att strategier bakom kommunikationen varierar mellan de olika sociala medierna. Personlig branding och branding av organisationer inom politiken kan användas för att på ett effektivt och strategiskt framställa en representant för ideologin och hela partiet på ett så lämpligt sätt som möjligt. Då det är av vikt att representanter för ideologin skall framföra alla sina budskap genom de grundvärden som ideologin står för, har det visat sig genom denna studie att en gemensam strategi bakom kommunikationen som framförs är av vikt i både fysisk och online kampanjer inom politiken. Vi valde att lägga fokus på organizational branding, mobilization och personalization när vi skapade våra intervjufrågor till den intervju som vi utförde på åtta stycken respondenter i form av antingen kommunikatörer eller mediestrateger i sju stycken olika svenska politiska partier. I resultatet av dessa intervjuer så fann vi många likheter men även skillnader i åsikter och tillvägagångssätt från partiernas representanter. Vi upptäckte att vissa hade olika uppfattningar om vilken betydelse sociala medier har för politiken men att den genomgående processen att sköta konton för det officiella partiet och hanteringen av partiledares och offentliga personers konton sker på liknande sätt. Denna studie kom till slutsatserna att sociala medier kan öka det demokratiska deltagandet hos användarna som väljer att använda sociala medier i politiska syften. Sociala medier kan ha en stor påverkan om det når en stor publik men fortfarande behåller andra former av kommunikation väger starkt, som till exempel att fysiskt träffa sina väljare ute på torg och gator. Preface This preface is enclosed to this study to confirm that both authors did equal parts of this study and take equal responsibility for what is written and the results presented. In no shape or form did one author perform more or less than the other. List of Swedish parties mentioned throughout the study The following parties will be mentioned with the English title in the essay, along with the mentioning of the leaders of the parties. To make this a simple transition, this summary is to help get the names in context. The Moderates - Moderaterna, party leader: Anna Kinberg Batra. The Feminist party - Feministiskt initiativ, F!, party leader: Gudrun Schyman. The Left-wing Party - Vänsterpartiet, party leader: Jonas Sjöstedt. The Liberal Party - Folkpartiet, party leader: Jan Björklund. The Christian Democrats - Kristdemokraterna, party leader: Göran Hägglund/Ebba Busch Thor. The Center Party - Centerpartiet, party leader: Annie Lööf. The Pirate Party – Piratpartiet, party leader: none. The Social Democrats – Socialdemokraterna, Party leader: Stefan Löfven. Contents 1. Introduction……………………………………………………………………………………………..1 1.2 Research questions and problem definition…………………………………………………... 1 2. Purpose and objective………………………………………...……………………………………... 2 2.1 Outline of the study…………………………………………………………………………….... 2 2.2 Context of the study……………………………………………………………………………….2 3. Background of the subject…………………………………………………………………………… 3 3.1 Background of social media and new technology……………………………………………..3 3.2 The political electoral system of Sweden……………………………………………………… 5 3.3 Discussion of technology and campaigning in Sweden…………………………….............. 5 4. Previous research………………………………………………………………………................... 6 4.1 Social media and building bonds………………………………………………………………. 6 4.1.1 Twitter…………………………………………………………………………..................... 6 4.1.2 Instagram………………………………………………………………………................... 7 4.1.3 Facebook……………………………………………………………………………………. 8 4.1.4 Youtube……………………………………………………………………………………… 9 5. Theory…………………………………………………………………………………………………10
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