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Influencer: Vän eller förebild? : En kvalitativ intervju- och bildanalysstudie om ungdomar och influencers i sociala medier

Authors
  • Romare Strandh, Maria
Publication Date
Jan 01, 2018
Source
DiVA - Academic Archive On-line
Keywords
Language
Swedish
License
Unknown
External links

Abstract

This thesis examines adolescents and influencers on social media. The aim is to explore how adolescent define influencers, their relationship and influencers role in their lives. Previous findings suggest that adolescents spend a great deal of time online and influencers are often used in marketing as well as help shape societal norms. The thesis uses semi-structured interviews via instant messaging and qualitative visual analysis. The material consists of 12 interviews with adolescents in Sweden between 15-18 years old and 18 posts by three popular Swedish influencers. The theoretical framework covers concepts of self-presentation, reference group and role models. The results show that adolescent describe an influencer as someone with a lot of followers that tend to influence others, but at the same time, adolescents are reluctant to admit that they are influenced. According to the interviewees in the study, no friendship exists between adolescents and influencers. Instead there is a feeling of community, which might be the result of influencers’ inviting self-presentations. Influencers are significant to adolescents as role models, especially as sources of inspiration. Adolescents and influencers create and embody norms concerning beauty standards and gender, and finally, adolescents expressed different expectations of influencers due to their background.

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