Today, social media has steadily grown to become an established part of our society. In a society over shadowed by the current climate crisis, sustainability-focused influencers play a central role in driving change. The purpose of this study is to contribute to a deeper understanding of how sustainability is communicated by Swedish sustainability-focused influencers to their followers. The aim of the study is to fill the knowledge gap in sustainability communication on social media and raise awareness. This awareness can be directed towards, among others, digital marketers and sustainability-influencers. The study employs a qualitative content analysis to identify sustainability indicators in the captions of Swedish sustainability-focused influencers Instagram posts. This resulted in three themes within which the captions were categorized. These themes were Slow fashion, Second hand first, and Informative posts. Based on these themes, an analysis was conducted, resulting in codes, the majority of which are anchored in theories. In the analysis of the captions, recurring codes emerged that were central to sustainability messages. By compiling these codes, the analysis led to four sustainability indicators that highlight the problem areas present in the data. The indicators identified in this work were Introspection, Solidarity, Encouraging Dialogue, and Sustainability Awareness. These indicators can serve to reflect real sustainability issues and needs. / Sociala medier har idag vuxit stadigt och blivit en etablerad del av vårt samhälle. Ett samhälle som lever i skuggan av den rådande klimatkrisen, spelar hållbarhetsinfluencers en central roll i att driva förändring. Syftet med denna studie är att bidra till en fördjupad förståelse för hur hållbarhet kommuniceras av svenska hållbarhetsinfluencers till sina följare. Studiens mål är att fylla kunskapsluckan inom hållbarhetskommunikation på sociala medier och skapa en medvetenhet. Denna medvetenhet kan riktas till bland annat digitala marknadsförare och hållbarhetsinfluencers. Studien tillämpas genom en kvalitativ innehållsanalys för att identifiera hållbarhetsindikatorer i bildtexter hos svenska hållbarhetsinfluencers inlägg på Instagram. Detta resulterade i tre teman som bildtexterna kategoriserades inom.  Dessa teman var Långsamt mode, Andrahand i första hand och Informativa inlägg. Baserat på dessa teman gjordes en analys som medförde koder där majoriteten av de förankras till teorierna. Vid analysen av bildtexterna uppkom koder som var återkommande och centrala i hållbarhetsbudskapen. Genom att sammanställa dessa koder utmynnade analysen i fyra hållbarhetsindikatorer som belyser de problemområden som förekom i datan. Indikatorerna som identifierades i detta arbetevar Introspektion, Solidaritet, Främja till dialog och Hållbarhetsmedvetenhet. Dessa indikatorer kan verka för att spegla verkliga hållbarhetsfrågor och behov.

[pt] Esse trabalho propõe uma análise do uso da fotografia a partir da plataforma digital Instagram como recurso tecnológico de construção da narrativa jornalística. Os critérios desta análise enfatizam questões concernentes às relações entre os usuários no ambiente digital e a construção de uma narrativa visual no jornalismo eletrônico/digital. Esta análise apoia-se em dois aspectos: o uso da fotografia no jornalismo digital, a partir de amostragem das fotografias publicadas no Instagram, e a construção na plataforma Instagram da narrativa visual utilizada pelos joranais (Folha de São Paulo). Assim, a proposta deste estudo é compreender a ação da fotografia nesta releitura da linguagem fotográfica feita no Instagram e como ela repercute na narrativa visual, e do uso da imagem fotográfica na interpretação da realidade no jornalismo digital, enquanto narrativa que chancela a noticiabilidade do fato. / [en] The work proposes an analysis of the use of photography from the digital platform Instagram as a technological resource for constructing journalistic narratives. The criteria of this analysis emphasize issues concerning the relationships between users in the digital environment and the construction of a visual narrative in electronic/digital journalism. This analysis is based on two aspects: the use of photography in digital journalism, based on a sampling of photographs published on Instagram, and the construction on the Instagram platform of the visual narrative used by the journals (Folha de São Paulo). Thus, the purpose of this study is to understand the action of photography in this reinterpretation of the photographic language made on Instagram and how it impacts the visual narrative, and the use of the photographic image in the interpretation of reality in digital journalism, as a narrative that endorses the newsworthiness of facts.

Syftet med denna studie har varit att undersöka huruvida det förekommer retorik med antingen tydlig antisemitiska drag eller med mer subtila antisemitiska undertoner i de kontexter där Israel/Palestinakonflikten diskuteras i sociala medier. Datainsamlingen har skett genom att leta i kommentarsfält under inlägg på Instagram, från bland annat nyhetskanaler och opinionsbildare, som berör Israel/Palestina, mer specifikt efter den 7e oktober 2023. Även kommentarsfält under inlägg som berör judar (exempelvis om Förintelsens minnesdag) har undersökts för att se om det förekommer uttalanden om Israel/Palestinakonflikten där. En analys har sedan gjorts gällande huruvida dessa kommentarer, eller delar av dem, kan klassas som antisemitiska. Resultaten visar att det finns fall som bör klassas som antisemitism enligt alla definitioner, exempelvis när judar som kollektiv anklagas för Israels agerande i det nuvarande kriget, men att det även finns fall som befinner sig i en gråzon, där man skulle behöva mer information om avsändarnas intentioner för att kunna avgöra huruvida det rör sig om antisemitism.

In today's society, consumption is a central part of our everyday life, and the culture surrounding this is strongly prominent. One of many growing trends in consumption is travelling. Travellers today use their mobile devices to collect and share information throughout their travels, and social media has become an important source for finding travel information. One social media platform that has come to be one of the most popular, is Instagram. Instagram is an application where users can not only share but also gather more knowledge and get travel inspiration. One city that has received significant attention on Instagram is the French capital, Paris. The purpose of this study is to investigate how Paris is portrayed as a travel destination on Instagram, and the study will be conducted using a qualitative method. By analysing visual representations and themes in Instagram posts, the study aims to increase the understanding of how users on social media possibly contribute to shaping a destination image, and what the destination image looks like for the city of Paris. The results of our study show that Paris is presented as a multifaceted city on Instagram, where different visual elements and themes emerge. Through Instagram posts, Paris is portrayed as a beautiful and vibrant city with a lot of cultural heritage, architecture, iconic sights and romantic places. The most prominent visual elements in Instagram posts about Paris include architecture, fashion and people. Architecture and tourist attractions are the most common visual elements and usually with the Eiffel Tower as the main focus. Other iconic sights such as the Louvre,  Sacré-Cœur, Notre-Dame and Arc de Triomphe are also common motifs. In conclusion, this study offers an understanding on how users shape and share their experiences of Paris on social media, and the authors gain valuable insights into the evolving dynamics of destination branding in the digital era.

Rapporten undersöker vilka faktorer i influencers sponsrade inlägg på Instagram som påverkar studenters attityder gentemot influencers. Vidare undersöks hur influencer marketing påverkar studenters köpintentioner. Vald metod för undersökningen är en kvantitativenkätundersökning med 72 respondenter bestående av studenter på Högskolan i Borås. Resultatet visar att faktorer som påverkar studenters attityder gentemot influencers är hur ofta sponsrade inlägg publiceras, vilken typ av produkt eller tjänst som marknadsförs och om förmåner som rabattkoder inkluderas i det sponsrade inlägget. Vidare visar resultatet att studenters köpintentioner påverkas positivt om om det inkluderas rabattkoder i det sponsrade inlägget och om produkten eller tjänsten marknadsförs på ett tilltalande sätt enligt konsumenten. Därtill påverkas studenters köpintentioner positivt genom att de via sponsrade inlägg på Instagram lägger märke till produkter de tidigare inte haft kännedom om. Slutligen väljer studenter att köpa av influencers sponsrade inlägg då de litar på influencerns omdöme och förväntar sig därför att produkten eller tjänsten är bra. / This report examines the effects of influencer marketing on student attitudes and purchase intentions. The study focuses on the effects of influencers sponsored posts on their Instagram account. Its purpose is to identify the factors in sponsored Instagram posts that affect students attitudes towards influencers as well as to identify how it affects consumer purchase behaviours. The method used was a quantitative survey with 72 participants consisting of university students attending University of Borås. The results showed that factors affecting student attitudes towards influencers was frequency of posting, the type of product being advertised and different benefits included in the offer, such as discount codes. The results also showed that students purchase behavior is mainly affected by discounts and by how the product is being advertised. Students also claimed that their purchase behaviour is affected by the fact that the sponsored posts makes the consumer aware of a product that they did not know of previous to seeing the post. Lastly, consumer purchase behaviour is also affected positively because consumers claim to trust the influencers judgement and therefore believe that the product will hold a certain level of quality or standard. This study is written and conducted in Swedish.

Denna studie berör medieplattformen Instagram och hur den används inom svensk politik. Syftet med studien är att undersöka hur Instagram påverkar svenska riksdagspartiers arbete och hur arbetet kan anpassas till användarna av Instagram. Studien har genomförts med hjälp av en kvalitativ metod, där semistrukturerade intervjuer utgör resultatet. Studien behandlar tre svenska riksdagspartier, samt inkluderar fyra användare av Instagram. Resultatet har genomförts med teori som innefattar utvecklingen av Instagram i Sverige, politik och användningen av Instagram i politik utanför Sverige. Studiens slutsats visar på att politiska partiers användning av Instagram öppnar upp för en ny målgrupp, bidrar till nya kommunikationssätt och ger möjlighet till att engagera fler i sin politik. / This essay concerns the Instagram media platform and how it is used in Swedish politics. The purpose of the paper is to investigate how Instagram affects the work of the Swedish parliament and how it can be adapted to the users of Instagram. The essay has been conducted using a qualitative method, where semi-structured interviews constitute the result. The essay deals with three Swedish parliamentary parties and includes four users of Instagram. The result has been conducted with theory that includes Instagram's development in Sweden, politics and Instagram's use in politics outside of Sweden. The conclusion of the essay shows that the use of Instagram by political parties opens up to a new target group, contributes to new ways of communication and allows for more involvement in politics.

The diploma thesis analyzes the effects of instagramization on specific tourist destinations and the ways in which those places deal with this phenomena. The analysis includes five places from all over the world and apart from description of places and strategies of dealing with instagramization, the analysis also provides categorization of its impacts. The thesis also places the relationship between Instagram, its aesthetics and tourism into a broader theoretical framework, and thus introduces their mutual and close connection. Key words: tourism, tourism industry, Instagram, aesthetic, instagramization, instagrammability, over-tourim, Instagram influencers.

In this essay we have chosen to research how health supplement companies market themselves and in different ways reach out to a vast majority of people with the help of one of the biggest social media channels, Instagram. It’s common nowadays that companies use social media as a fast, cheap and easy way to market their products to users. Either by promoting it on their own channel or by sponsorship, where they have popular people with a high amount of followers to encourage their viewers to buy their products. Instagram is rapidly growing and today have about 400 million active users every month and 40 % of all Swedish people that uses the Internet are a member of this application. Our research question is: “in which way do health supplement companies work with private individuals to communicate with their target group on Instagram and what is in the medium Instagram that makes it possible to use it for marketing and communication purposes?” By interviewing four individuals who are sponsored by different companies, two experts on the domain and by doing a netnographic observation that examines eight different Instagram accounts we were able to analyse and find the answer to our question. For health supplement companies to successfully communicate with their target group on Instagram it is important that they use the right person as an influencer. This is important to create high credibility towards the consumer. It’s also important that the influencer describes the product in an interesting way and that the person has a lot of knowledge about the product. We also conclude that the most important function that Instagram can offer is the ability to distribute images and influence other users.

The use of social media has increased the need of interactivity and information sharing. Individuals are sharing thoughts about different issues. Today, environmental issues have become an everyday matter for many. This matter is manifested through opinion leaders and their blogs or accounts. These opinion leaders possess an incredible power to influence others, which they in many cases take advantage of to inform their readers about topics that matters. This thesis will study how individuals respond to opinion leaders’ publications of green product exposure on social media. The purpose is to deepen the understanding and analyze possible influences related to the individuals’ responses. Green consumption habits are being highlighted as important and green products are exposed through many opinion leaders’ profiles on social media, since they often have an influence on individuals purchasing decisions. To investigate consumer responses on social media a qualitative study has been implemented. This has been done through observations and the construction of a focus group with the aim to strengthen the observational results. The results have mainly showed that individuals often respond positively to opinion leaders’ posts of green products, but their positive responses are related to the opinion leader rather than highlighting the green attributes. These results have been discussed to arisen from the individuals strive to identify themselves with opinion leaders. Furthermore, additional theory has been used to analyze the comments and explain possible influences. The conclusion of this thesis includes proposals for future research related to this topic.

Previous literature have shown that social media has a large impact on people in today’s society, especially on younger women who wish to create a certain identity. However, studies on how quantitative feedback affects the establishment of ones online identity are limited, which gives incentive to investigate this area further. This thesis provides a deeper understanding of how younger women perceive onlineidentities, ‘likes’, and comments on the social media platform Instagram. Semistructured interviews were conducted in order to give new perspectives on the subject. The main conclusions are that younger women have an extensive need to seek approval and that they customize their online-identity by exploiting trends in order to maximize the number of ’likes’ and comments.