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Self-Presentation of Indie Musical Artists in Social Media on the Example of Instagram Online Platform

Student: Abramova Alena

Supervisor: Elena Gryzunova

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

This research is aimed to explore the phenomenon of independent musicians that are having their musical profiles on Instagram. How do they present themselves there, in the Net, and how does their self-presentation affect the communication between them and their audience? Does the way of their representation affect the perception and the engagement of the target audience of their musical blog? How does the audience perceive them and their covers? What makes them subscribe to musician’s profiles and watch their content? To reach in-depth understanding of the problem and this phenomenon of representation and popularization singing independent artists on Instagram a conceptual of the Grounded theory was used. Also, in the framework of this research, the correlation between the self-presentation of the blogger and the user engagement will be tested. The research is conducted with the participation of independent Instagram musicians by interviews that were divided into two parts: with musicians that are having a big audience and with those who are still on their way to blog development. The study is also consisted of interviews with musical blogger’s listeners. Using Grounded theory and the program Atlas.ti 8 helped to reveal the result of the study and to create a new theory that explains the phenomenon of self-presentation of independent musicians on Instagram.

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