“Du är partiledare (…) men inte minst en helt vanlig människa”

Title: “Du är partiledare (…) men inte minst en helt vanlig människa” – En studie av partiledarnas framträdanden i Nyfiken på partiledaren. Authors: Marcus Alakangas and Martin Ridderstolpe Subject: Undergraduate research paper in journalism studies, Dept. of journalism, media and communication (JMG) Gothenburg University Term: Spring 2014 Supervisor: Mats Ekström, JMG, Gothenburg University Purpose: Our main purpose is to examine whether there is a pattern of similarities to which the Swedish party leaders adapt to in their narratives and presentation of self in the television show Nyfiken på partiledaren. Method: Etnographic Content Analysis Procedure: The first part of all eight episodes was transcribed and analyzed from the perspective that the interviewee is doing a presentation of self. Results: There are tendencies that the party leaders adapt to similar patterns in their narratives and presentation of self. The main aspect of that is in the way they portrait themselves as ordinary persons that people can relate to. Another aspect is that the narratives they put forth are in coherence with their political views. The private and political personas of the party leaders intertwine.