Når politikere går online: Om politikernes personlige branding på Facebook

Kristina Lind Thrane & Maya Christoffersen

Student thesis: Master thesis

Abstract

This dissertation focuses on the new Web 2.0 phenomenon Facebook and how this medium has become a strategic tool in people‟s effort to promote themselves. In the consumer society, self-promotion has become a mandatory part of life for anyone who wants to succeed and get their message out, and the Internet and the new Web 2.0 media have facilitated and strengthened the possibilities of self-promotion. In recent years the number of Danish politicians with profiles on social networking sites such as Facebook, Twitter, Myspace, etc. has risen in line with an increase in the number of voters who use the Internet as their primary source of information about the politicians and parties in Parliament. Thus, with almost two million Danish profiles on Facebook, the site has become an interesting and important tool for politicians in their constant search for supporters, who might possibly vote for them in the next election. This dissertation examines how and why the Danish politicians use Facebook as a strategic tool in their personal branding and also how this new media influences the interaction between the politicians and the electorate. In our analysis, we have discussed these aspects by analysing the changes which the arrival of the Web 2.0 media caused on the political stage, but also in society in general. Furthermore, because the Facebook genre is fairly new, we have found it necessary to carry out a genre definition of the media in order to analyse how the politicians use this genre in their personal branding. Moreover, we have categorized the microblogging of ten politicians to examine how they use this feature to brand themselves and attract the attention of the public. Finally, we have used our findings in our analysis of four Facebook profiles which belongs to prominent Danish politicians to uncover how they use this media in their personal branding, what image they are trying create of themselves, how it is received by the public and whether it is reliable or not. Through our observations it has been possible to map out how the politicians most efficiently create an online identity on Facebook which is credible, separates them from the masses and adds value to their political brand.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
LanguageDanish
Publication date2009
Number of pages259