The social media balancing act:Testing the use of a balanced self-presentation strategy for politicians using Twitter
| Autor: | Erik Modig, Jenny Madestam, Ben Marder, Lena Lid Falkman, Jonas Colliander, Sofie Sagfossen |
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| Jazyk: | angličtina |
| Rok vydání: | 2017 |
| Předmět: |
media_common.quotation_subject
social media Face (sociological concept) 050801 communication & media studies Context (language use) Politics Presentation 0508 media and communications Arts and Humanities (miscellaneous) political marketing Political science 0502 economics and business Social media General Psychology media_common self presentation ComputingMilieux_THECOMPUTINGPROFESSION business.industry 05 social sciences Public relations Test (assessment) Human-Computer Interaction 050211 marketing business Social psychology |
| Zdroj: | Colliander, J, Marder, B, Falkman, L L, Madestam, J, Modig, E & Sagfossen, S 2017, ' The social media balancing act : Testing the use of a balanced self-presentation strategy for politicians using Twitter ', Computers in Human Behavior, vol. 74, pp. 277-285 . https://doi.org/10.1016/j.chb.2017.04.042 |
| DOI: | 10.1016/j.chb.2017.04.042 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
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