Vanlighet, försäkran och riskmedvetenhet: äldreboendens självpresentationer på Instagram under covid-19-pandemin

Elisabeth Carlstedt

doi:10.52585/icvs.v4i1.18

Författare

Elisabeth Carlstedt Socialhögskolan, Lunds universitet

DOI:

https://doi.org/10.52585/icvs.v4i1.18

Abstract

Denna studie undersöker hur äldreboenden presenterade sina verksamheter på Instagram under covid-19-pandemins första år, genom kvalitativ analys av fyra intervjuer med företrädare för äldreboenden, samt 1748 bilder från två Instagramkonton.

Resultatet visar att medan boendenas företrädare i intervjuerna beskrev år 2020 som kaosartat, presenterades livet på äldreboendena på Instagram som aktivt och socialt, i likhet med presentationer från innan pandemin. Tre budskap identifierades i Instagrammaterialet: att verksamheten bedrevs som vanligt, att pandemin pågick, men att publiken inte behövde oroa sig, samt att pandemin pågick och var ett reellt hot.

Studien drar slutsatsen att budskapen på Instagram främst syftade till att lugna oroliga anhöriga under besöksförbudet, genom att utgöra motbilder mot en negativ medierapportering. Genom anpassning till publikens förväntningar kan verksamheter förmedla lugnande budskap och därmed skydda sitt anseende även i kriser. Även om presentationer på sociala medier förmedlar tillrättalagda budskap kan de för en utomstående publik betraktas som en attraktiv, aktuell och tillgänglig källa till information om vad som pågår på äldreboenden, särskilt då insynen är begränsad.

Normality, assurance, and risk awareness: Nursing homes’ self-presentations on Instagram during the Covid-19 pandemic

This study examines how nursing homes presented their daily activities on Instagram during the first year of the covid-19 pandemic, through a qualitative analysis of four interviews with representatives of these facilities and 1748 images from two Instagram accounts.

The results show that while representatives described the year 2020 as chaotic in the interviews, life in nursing homes was presented on Instagram as active and sociable, similar to presentations from before the pandemic. Three messages were identified in the Instagram material: that the daily activities were running as usual, that the pandemic was ongoing but the audience did not need to worry, and that the pandemic was ongoing and posed a real threat.

The study concludes that the messages on Instagram were primarily aimed at reassuring concerned family members during the visitation ban by providing counter-images to negative media reports. By adapting to the audience’s expectations, nursing homes can convey reassuring messages and thereby protect their reputation even in crises. Although social media presentations may convey curated messages, they can be perceived by an external audience as an attractive, current, and accessible source of information about what is happening in nursing homes, especially when transparency is limited.

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