The purpose of this thesis is to examine how political communication is mediated on Tiktok during the Swedish electoral movement of 2022. Tiktok is a new social media with a rapid and highly growing popularity, hence there exists interesting untouched subjects to study. The focus in this thesis is regarding the two traditional opposite political parties youth associations, Sveriges Socialdemokratiska Ungdomsförbund (SSU) and Moderata ungdomsförbundet (MUF). The research question is regarding what and how SSU and MUF communicated on their Tiktok-channels during the 2022 election campaign. The thesis follows the theoretic framework of medialisation, media logic, personification, convergence. The study used an inductive semiotic analysis regarding aspects of image, text and sound, followed by a deductive content analysis. The material consists of a total of 45 Tiktok videos from both SSU’s and MUF’s Tiktok-channels. The analyses made it possible to identify what the youth associations communicated and how they did so by three overarching categories; media logic, personification and convergence. The study can conclude that there is a conscious communication aimed towards young users of Tiktok. Hence the significance of this can relate to Tiktok’s growing popularity as a source for information and how organizations in positions of authority choose to use Tiktok as a tool for their communication.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-506643 |
| Date | January 2022 |
| Creators | Brunnberg,, Linus, Stenström, Noah |
| Publisher | Uppsala universitet, Medier och kommunikation |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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