Bengtsson, Rebecca Elena Herlman

Handberg, Signe

Lech, Clara Mie Moesgaard

Den 7. februar 2019 publicerede ‘influencer’ og blogger Mette Marie Lei Lange et videoklip på det sociale medie Instagram, hvor hun italesatte manglen på blod- og stamcelledonorer. Dette medførte den reaktion, at der efterfølgende blev registreret hele 2.254 stamcelledonorer samt 3.008 bloddonorer. Den primære problemstilling i projektet bygger derfor på, hvordan Lange bruger sine sociale medier, i dette tilfælde Instagram, til at skabe opmærksomhed om emnet blod- og stamcelledonation. Projektet har specifikt fokus på netop dette ovennævnte videoklip. Yderligere sættes der spørgsmålstegn ved, hvad der altså får følgere til at handle på det budskab, der formidles.A 2019-study on the Danes’ usage of media demonstrated that nearly 42% of the Danes have a profile on a social media. Therefore, this project is deeply founded in the assumption that individuals use a great amount of time every day on social media platforms. With the expansion of the usage of social media, the possibilities of becoming well-known in the public eye, hereby to some extent becoming a celebrity, has causally expanded as well. These ‘influencers’ advice their followers on everything from clothes to relationships. In February 2019 the Danish blogger and influencer Mette Marie Lei Lange published an Instagram-story encouraging her followers to sign up as blood- and stem cell donors as the Danish health care system was in a lack of aforementioned. The Danish organization for Blood Donors received 2.254 new stem cell donors and 3.008 new blood donors in the following 4 days after the story. Therefore, this study seizes to examine how Mette Lange through the short Instagram-story managed to incite individuals to act on her encouragement. Through theoretical literature by Helle Kannik Haastrup, this study examines Lange’s role as a microcelebrity and whether her image can be defined as positive or negative. Furthermore, this project presents an analysis of mediated authenticity in regard to Langes Instagram-story, using theory by G. Enli (2015) and A. Marwick (2013) concluding that followers are more likely to react on an online request if they find the Instagram-user authentic. Furthermore, the project presents an analysis of influencers acting as experts in the late modern society within theoretical framework by A. Giddens (1996). In closing the project presents a discussion on the media devices used in constructing authenticity and liveness and furthermore, the project features the conclusion that the modern influencer’s disputes subjects and responsibilities traditionally disputed by society’s authorities and traditional media

Influence on Instagram - A project examing the Instagram-story of Danish influencer Mette Marie Lei Lange

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Roskilde Universitet