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Studying Organizations on Instagram
FHWien WKW Univ Appl Sci Management & Commun, Dept Commun Mkt & Sales, A-1180 Vienna, Austria..
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
2016 (English)In: Information Science and Technology, ISSN 2078-2489, E-ISSN 2078-2489, Vol. 7, no 4, article id 58Article in journal (Refereed) Published
Abstract [en]

With the rise of social media platforms based on the sharing of pictures and videos, the question of how such platforms should be studied arises. Previous research on social media (content) has mainly focused on text (written words) and the rather text-based social media platforms Twitter and Facebook. Drawing on research in the fields of visual, political, and business communication, we introduce a methodological framework to study the fast-growing image-sharing service Instagram. This methodological framework was developed to study political parties' Instagram accounts and tested by means of a study of Swedish political parties during the 2014 election campaign. In this article, we adapt the framework to also study other types of organizations active on Instagram by focusing on the following main questions: Do organizations only use Instagram to share one-way information, focusing on disseminating information and self-presentation? Or is Instagram used for two-way communication to establish and cultivate organization-public relationships? We introduce and discuss the coding of variables with respect to four clusters: the perception of the posting, image management, integration, and interactivity.

Place, publisher, year, edition, pages
2016. Vol. 7, no 4, article id 58
Keyword [en]
Instagram, social media, coding, method, visual communication, organizations, campaigning
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:uu:diva-312647DOI: 10.3390/info7040058ISI: 000389898000005OAI: oai:DiVA.org:uu-312647DiVA, id: diva2:1064683
Available from: 2017-01-12 Created: 2017-01-12 Last updated: 2017-11-29Bibliographically approved

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