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Förtroendets makt: En retorik- och genusanalys av influencers förtroendeskapande på YouTube
University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
2020 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Denna studie undersöker hur manliga och kvinnliga influencers skapar förtroende och konstruerar genus i sina videoklipp på YouTube år 2019. Med ett starkt ethos byggt på förtroende får influencers makt att påverka sina följare och deras syn på bland annat genus, vilket ger dem en viktig normskapande funktion. Urvalet av influencers i studien är avgränsat till Bianca Ingrosso, Therese Lindgren, JLC och Anis Don Demina, som samtliga är stora svenska influencers på YouTube. Materialet omfattar fem YouTubeklipp från vardera influencer. Utifrån materialet görs en retorisk analys med inslag av genusanalys, där begreppen homosocialitet och trovärdighetens byggstenar används som analysredskap. Studiens resultat visar att de flesta av trovärdighetens byggstenar används konsekvent. Öppenhet, ärlighet, autenticitet, igenkänning och välvilja används som primära byggstenar i majoriteten av videoklippen. Förtroendeskapandet skiljer sig inte avsevärt mellan könen, men de byggstenar som återfinns i materialet används på lite olika sätt. Slutsatser kan även dras kring att influencers bidrar till att konstruera genus i sitt innehåll, bland annat genom att ha ett genusstereotypt aktivt eller passivt fokus och genom att återskapa invanda könsmönster.

Abstract [en]

This thesis examines how male and female influencers gain trust and construct gender in their YouTube videos in 2019. With a strong ethos based on trust, influencers have the power to influence their followers and their view on gender. This gives influencers a norm-creating function. The selection of influencers in this study is limited to Bianca Ingrosso, Therese Lindgren, JLC and Anis Don Demina, who are all major Swedish influencers on YouTube. The study includes five YouTube videos from each influencer. Based on the material, a rhetorical analysis is used together with elements of gender analysis. Homosociality and a concept of tools for building trust are also used as a method for analysing the material. The results of the study show that most of the tools for building trust are used consistently. Openness, honesty, authenticity, recognition and goodwill are used as primary tools for building trust in the majority of the videos. Although the way of creating trust does not differ much between the sexes, the tools for building trust are used in different ways. A conclusion that can also be drawn from this is that influencers contribute to constructing gender in their content. For instance by having a gender stereotyped active or passive focus and by recreating habitual gender patterns. 

Place, publisher, year, edition, pages
2020. , p. 63
Keywords [en]
Influencer, YouTube, trust, credibility, gender stereotypes, homosociality
Keywords [sv]
Influencer, YouTube, förtroende, trovärdighet, genusstereotyper, homosocialitet
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hig:diva-33273OAI: oai:DiVA.org:hig-33273DiVA, id: diva2:1456441
Subject / course
Media and communication studies
Educational program
Study Programme in Media and communication
Supervisors
Examiners
Available from: 2020-08-13 Created: 2020-08-04 Last updated: 2025-02-07Bibliographically approved

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CiteExportLink to record
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