En bild säger mer än 2200 tecken - En kvalitativ tolkande receptionsstudie över hur en tilltänkt publik uppfattar Instagraminlägg som blivit anmälda för felaktig reklam

Abstract

Purpose: Our purpose is to find out how an audience perceives Instagram posts from influencers that have been reported for improper advertising. Method: A qualitative research receptions study. Procedure: A focus group interview that was transcribed and analyzed with mainly Stuart Hall’s Encoding/decoding model. Results: After analyzing the discussion from our focus group we found out that there is a noticeable difference in the way the audience perceives a photo, compared to a post in its entirety with picture and text combined. That may come into account on whether an audience interpreters an Instagram post as advertising or not.