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”I’m not vain but I love shoes and champagne…”: En kvalitativ textanalys av svenska influencers alkoholrelaterade Instagram-inlägg
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
”I’m not vain but I love shoes and champagne…” : A Qualitative Text Analysis of Swedish Influencers’ Alcohol-Related Instagram Posts (English)
Abstract [sv]

I dagens samhälle har såväl influencers som alkohol och den näst mest populära sociala plattformen Instagram en stark ställning i Sverige. Denna studie, som rör sig inom fältet sociala medier, undersöker hur svenska influencers på Instagram genom bild och text kommunicerar kring alkohol. Studien syftar åt att ta reda på vilken alkoholrelaterad bild och livsstil som influencers förmedlar samt om alkoholen indikerar att vara något mer än bara en dryck. Studien har Bourdieus idéer om sociala rum, habitus och kapital, som formar och omformar makteliter, som teoretisk utgångspunkt. Vidare utgör semiotikens denotation och konnotation tillsammans med samspelet mellan bild och text teoretiska grunder. Denna studie utgår från en kvalitativ textanalys. Sammanlagt tolkas 182 bilder/filmer, som innehåller alkohol, med tillhörande captions, som influencers publicerat mellan april och september 2018. Innehållet – bildernas deltagare, objekt och miljöer – i materialet tolkas, systematiseras och klassificeras i olika kategorier och teman. Analysen resulterar i fem kategorier, som fokuserar på alkoholens placering i bild, och sju teman, som fokuserar på vad alkoholen symboliserar. De sju temana är vardag, exklusivitet, firande, semester, helg, socialisering och humor. Resultatet visar att influencers dricker många olika sorters drycker, med många olika människor eller ensam och i många olika miljöer, något som faller inom ramarna för deras livsstil och habitus. De visar främst på ett ekonomiskt och socialt kapital samt ingår i samma sociala rum. Analysmaterialet konnoterar främst budskap som säger att alkoholkonsumtion är något som är bra för kropp och sinne.

Abstract [en]

Today, influencers and alcohol as well as Sweden’s second most popular social media platform Instagram, have a great position in Sweden. This examination, that is found within the social media field, investigates how Swedish influencers on Instagram, through photos, films and captions, communicate about alcohol. The study aims to find out which alcoholrelated lifestyle that influencers mediate and if the alcoholic drinks indicate to be something more than only drinks. The study is based on Bourdieu’s theory about fields, habitus and capitals, that produce and reproduce power elites. It is also based on semiotics, denotation and connotation as well as the interplay between photos and written texts. This examination works on a qualitative text analysis. In total, 182 photos/films, that contain alcohol, and belonging captions are being analysed. These were published between April and September in 2018. The content – the participants, objects and environments – is being analysed, systematized and classified into different categories and themes. The analysis results in five categories, that focus on the placing of the alcohol, and seven themes, that focus on what the alcohol symbolizes. The seven themes are weekdays, exclusivity, celebration, vacation, weekend, fellowship and jocularity. The results also show that influencers drink different alcoholic drinks, with different people or alone, and in different environments, something that has to do with their lifestyle and habitus. They mainly indicate an economic and a social capital, and they appear to be part of the same social field. The analysed photos, films and captions principally connotate messages saying alcohol is something good.

Place, publisher, year, edition, pages
2019. , p. 111
Keywords [en]
alcohol, alcohol content, alcoholposts, influencer, Instagram, social media, Bourdieu
Keywords [sv]
alkohol, alkoholrelaterade inlägg, influencer, Instagram, sociala medier, Bourdieu
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-43013ISRN: JU-HLK-MKA-1-20190248OAI: oai:DiVA.org:hj-43013DiVA, id: diva2:1289280
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2019-03-06 Created: 2019-02-16 Last updated: 2019-03-06Bibliographically approved

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