The purpose of this thesis is to increase the understanding of political party organizations' digital communication by investigating what and how Swedish political youth associations communicate on TikTok. The purpose is realized through a case study of two youth associations, Moderata Ungdomsförbundet (MUF) and Sveriges Socialdemokratiska ungdomsförbund (SSU). The material is collected from a three-month period (November 1, 2023 - January 31, 2024) and the method of the thesis is a combination of quantitative multimodal content analysis and thematic analysis. The theoretical framework provides an understanding of the youth associations' conditions and expectations as an organization, as well as the media logics and norms that they need to adhere to in their communication. In the result it became clear that what the youth associations communicate differs. The most frequently communicated content from SSU consisted of entertainment content, closely followed by political content. MUF mostly focused on political content, but entertainment was also seen. Like previous research, only a small part of the material consisted of personal content. In terms of how the youth associations communicate, there was a similarity in that both associations used a comic style frequently, something that is typical for the platform and thus becomes a way for the youth associations to adopt the current style on TikTok. Similar to previous research, however, there was a lack of interactive tendencies on the part of MUF, which the platform invites. SSU appeared to use the interactive style in about half of the material. Similar to previous studies, we found that both SSU and MUF were diligent users of affordances such as music, audio, text, hashtag and location features. Tendencies we could see in how the youth associations communicated were also that they use platform trends and vernaculars frequently, which differs from previous research. We could thus state that both youth associations showed an adaptation to the platform dynamics.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-223051 |
| Date | January 2024 |
| Creators | Hunesjö, Saga, Paulsson, Alice |
| Publisher | Umeå universitet, Institutionen för kultur- och medievetenskaper |
| 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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