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The Social Media Ba...
The Social Media Balancing Act : Testing the Use of a Balanced Self-Presentation Strategy for Politicians Using Twitter
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- Colliander, Jonas (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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- Marder, Ben (author)
- University of Edinburgh, GBR
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- Lid Falkman, Lena (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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- Madestam, Jenny (author)
- Södertörns högskola,Förvaltningsakademin,Södertörn University,Södertörn University (SE)
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- Modig, Erik (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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- Sagfossen, Sofie (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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(creator_code:org_t)
- Elsevier, 2017
- 2017
- English.
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In: Computers in human behavior. - : Elsevier. - 0747-5632 .- 1873-7692. ; 74, s. 277-285
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Abstract
Subject headings
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- 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.
Subject headings
- SAMHÄLLSVETENSKAP -- Statsvetenskap (hsv//swe)
- SOCIAL SCIENCES -- Political Science (hsv//eng)
- SAMHÄLLSVETENSKAP -- Medie- och kommunikationsvetenskap (hsv//swe)
- SOCIAL SCIENCES -- Media and Communications (hsv//eng)
Keyword
- Statsvetenskap
- Political Science
Publication and Content Type
- ref (subject category)
- art (subject category)
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