This essay intends to examine the phenomenon of virtual influencers on Instagram and contribute with a fundamental knowledge within a relatively unexplored field of research. By studying the comment sections of three virtual influencers with authenticity and parasocial relationships as the theoretical starting point the essay aims to contribute with insights about participation. The comment data is examined through a combined method of a quantitative and qualitative content analysis. The entirety of the material is coded quantitatively to map the main characteristics of the comments. Qualitative tools then enable a further and deeper analysis of the comments categorized as longer and they are coded a second time. The result of the two code schemes is presented using charts and tables. These describe the type of participation that occurred and the thematization and categorization of the longer comments. Examples that represent different attributes and angles of the categories and subcategories are broken down into components as a final step of the analysis.  The results of the study include signs of parasocial relationships in a variety of forms. Compliments, conversation starters and friendly questions are in some instances openly conscious of the fact that the influencer is not a real person, and some are not. Certain friendly comments strengthened the influencers’ authenticity, and a few questioned their actions with references to previously communicated preferences. Although there were a few participants who pointed at the influencers’ persona, most of the comments regarding authenticity revolved around their physical form or existence. Signs of hatred, fear and anger occurred in this fraction of the comments. / Denna studie ämnar undersöka deltagande riktat till fenomenet virtuella influencers och bidra med grundläggande kunskap inom ett relativt outforskat område. Genom att studera kommentarsfälten på tre virtuella influencers Instagramkonton med fokus på parasociala relationer och autenticitet ger studien en inblick i hur deltagandet ser ut när allt är på låtsas. Kommentarerna analyseras genom en kombination av kvantitativ och kvalitativ innehållsanalys. Det första steget är en kvantitativ kartläggning av samtliga kommentarer för att ge en övergripande bild av deltagandet. Vidare analyseras de längre kommentarerna djupare genom kvalitativa verktyg för att belysa tecken på parasociala relationer och föreställningar om autenticitet.  Resultaten visar tecken på parasociala relationer i ett flertal former. Komplimanger, inbjudningar till konversation och vänskapliga frågor kommuniceras från skribenter som i vissa fall uppvisar vetskap om att influencern är en fiktiv karaktär och i vissa fall inte. En del vänskapliga kommentarer stärker influencerns autenticitet och en del hänvisar till tidigare uttalanden och ifrågasätter kontoinnehavarna. Även om en del kommentarer gällande autenticitet rörde karaktärernas persona relaterade de flesta till deras fysiska (icke-)existens. Bland dessa kommentarer förekom tecken på hat, rädsla och ilska.

The purpose of this study is to investigate the role and practices of journalism in moderating comment sections on social media. The study addresses the following questions: How do journalists determine which comments to delete and which to keep in the comment section? Why does journalism engage in moderation? What problems and solutions exist? And how do approaches differ between private news media and public service in regulating comment sections? The study is conducted using qualitative interviews as a method, based on six interviews with journalists from both private news media and public service. We have thematically analyzed the empirical material using analytical tools from discourse psychology, dividing it into three prominent interpretive repertoires. These are the journalist's democratic dilemma, the journalist's role as a content moderator, and the journalist as a protector. The analysis is supported by theory and previous research on the journalist's role in society, the changing role of journalism, the journalist's role as a content moderator, and journalism and participation. The results of the study show that all participating journalists had an editorial policy to rely on. Although the journalists reflected on the democratic factor and the public's right to freedom of speech, they felt they could moderate the comment sections as long as it was supported by their policy. All interviewees believe that moderating the comment sections is necessary to find a balance between allowing freedom of speech and democracy to flow while preventing the comment sections from being overwhelmed by hate and threats. Something they found necessary to maintain their legitimacy. Additionally, they wanted to protect their news subjects so that the public would dare to participate in the news without fear of facing hateful comments. Furthermore, it emerged that the journalists we interviewed who work for private news media were more relaxed about moderating the comment sections and removing comments. The interviewees who worked for public service were more cautious and wanted full support from the policy before removing comments.

The overall purpose of this essay, “‘I really hope you guys are enjoying this. Thank you so much for watching!’ - a qualitative and quantitative study of the interaction between YouTubers and their audience", is to study how YouTubers that play and comment video games interact with their audience, what kind of response these YouTubers receive and the interaction between viewers and fans in these YouTubers comment sections. This essay also studies if there is a difference between the response female and male YouTubers receive. The study is based on theories about fan culture, participation culture, collective intelligence, feminism and gender. A quantitative content analysis has been used to analyze 600 comments on six YouTube videos uploaded by six different YouTubers. The purpose of the quantitative analysis was to see what content of the comments most often occur as well as if the comment showed a positive, negative or neutral view of the YouTuber. The result of the quantitative analysis was used as a base for a qualitative critical discourse analysis, which also studied how the YouTubers behaved in the videos. The results of this study showed that the YouTubers mostly received positive comments about their personalities and their YouTube channel. They mostly received negative comments about the way they play the game. The female YouTubers received more negative comments than the male YouTubers, who in turn received more positive comments. The study also showed that YouTubers interact by talking directly to the audience and looking into the camera, by using the word “we” when talking about how they play the game as if they are playing with the audience, by asking the audience questions and by answering comments that the YouTubers have received. The YouTubers engage their audience by using strong expressions and by playing the game during a livestream. The YouTubers’ fans engage and interact by showing appreciation of the YouTubers and defend the YouTubers when they receive negative comments in the comment section of their videos. These ways which YouTubers interact with and engage their audience can be seen as part of a discourse about interaction and engagement online.