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- Colliander, Jonas, et al.
(författare)
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The Social Media Balancing Act : Testing the Use of a Balanced Self-Presentation Strategy for Politicians Using Twitter
- 2017
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Ingår i: Computers in human behavior. - : Elsevier. - 0747-5632 .- 1873-7692. ; 74, s. 277-285
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Tidskriftsartikel (refereegranskat)abstract
- Politicians’ clear separation between their professional and private lives has been challenged by a growing need to be seen as personable, especially on social media where this is the norm. Little, however, is known about the effect on a political party when its politicians reveal aspects of their private lives on social media. The present study addresses this question. Through the lens of self-presentation theory, we are the first to test the effect of a balanced presentation strategy on Twitter (i.e., tweets that involve both professional and private aspects of their lives) as opposed to a strictly professional one. A longitudinal design was adopted with 265 Twitter users as participants. The results showed that a balanced strategy increased both interest in the politician’s party and intention to vote for that party, irrespective of a user’s political interest, social media usage intensity, or age, or the gender of either the user or the communicating politician. Furthermore, liking the tweets emerged as a crucial mediator. This study contributes valuable knowledge on self-presentation strategies of politicians specifically, and more broadly regarding self-presentation in the face of context collapse. However we call for future research to validate our experimental findings in a real-life setting. Implications are provided for political parties and others.
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| 2. |
- Grafström, Maria, 1978-, et al.
(författare)
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Everyday narratives : CEO rhetoric on Twitter
- 2017
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Ingår i: Journal of Organizational Change Management. - : Emerald. - 0953-4814 .- 1758-7816. ; 30:3, s. 312-322
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Tidskriftsartikel (refereegranskat)abstract
- PurposeThis paper investigates the everyday CEO communication in social media, with particular focus on Twitter. The purpose is to contribute with insights on how expectations on corporate leaders to be present in social media are translated into everyday communication practice and thereby add to literature on narrative leadership.Design/methodology/approachA content analysis of the twitter feed of Håkan Nygren, the CEO of the Swedish digital bank Nordnet. In order to answer the question – what are the stories and the rhetoric of a CEO in the banking sector an ordinary day? – the data set covers the totality of tweets by Nygren from April, 10, 2013 to December, 31, 2015.FindingsThe everyday Twitter narrative of Nyberg challenges established ideas of social media about personalised tone and interactions by highlighting three characteristics: (a) limited scope of actors and content including the local Nordnet sphere; (b) a formal tone in the tweets mainly based on corporate information and presentation; and (c) few examples of dialogue and a limited number of voices outside of Nordnet. The dataset of Nyberg’s Twitter feed during a period without any major events or crises for Nordnet paints a picture of a rather non-personal CEO with limited ideas on his mind to share online and with few friends.Originality/valueStudies on social media and corporate communication have largely focused on organisational crises. This study focuses on everyday narratives of managers and proves that the role of social media must be interpreted more broadly and as playing multiple roles, and that these roles are changing due to time and situation.
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| 3. |
- Madestam, Jenny, et al.
(författare)
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Rhetorical construction of political leadership in social media
- 2017
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Ingår i: Journal of Organizational Change Management. - : Emerald Group Publishing Limited. - 0953-4814 .- 1758-7816. ; 30:3, s. 299-311
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: The purpose of this paper is to analyze how political leaders can rhetorically use social media to construct their leadership, with a special focus on character – rhetorical ethos. Design/methodology/approach: The authors used a qualitative case study which consisted of two political leaders’ activities on Twitter. The leaders were chosen on the basis of similarity – both foreign ministers in Scandinavian countries and early adapters to ICT. All tweets, including photos, for selected period were analyzed qualitatively with the classical rhetorical concept of ethos. Findings: Social media is the virtual square for political leadership. The two political leaders studied use social media similarly for rhetorical means and aims, with ethos as rhetorical strategy. The rhetorical ethos they constructed differs radically though: busy diplomat vs a super-social Iron man. There is no single constructed ethos that political leaders aim for. Research limitations/implications: Even though this is just one qualitative case study, it shows a variety of rhetorical means and constructs of ethos in political leadership. Practical implications: The study shows a possibility for political leaders to construct their own image and character through social media, for a potentially large audience of voters, without being filtered by political parties or media. Originality/value: This study contributes to the evolving area of rhetoric in leadership/management and it adds to knowledge about how political leaders use social media.
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