The antecedents of PSI

This section will explore the respondents’ answers in relation to theoretical propositions regarding the antecedents of PSI as defined in the theoretical framework.

6.3.4.1 Perceived interactivity

In terms of perceived interactivity, the respondents find it easy to describe whether Matilda Djerf is talking and listening to her followers. Two respondents mention the way in which Matilda Djerf talks to her followers; “She’s talking like ooh angels, baby I love you you’re my friends ooh. Like that. (Laughs). She's like we're one big family, I love you” (Maja, 00:11:38) and “[…]she’s so happy that she’s doing this and it’s all thanks to her followers and she really appreciates everybody who follows her […]” (Viktoria, 00:19:08).

In terms of the extent of the perceived interactivity it differs between the respondents. Viktoria, Malin and Maja recognize that Matilda Djerf is talking and listening to her followers. Viktoria says

“[…] when people in Instagram live comment, she responded very good to people commenting to

her like thank you that’s so cute of you” (00:19:08). Malin agrees and says “She had a live video on

her Insta stories. […] she was answering some questions” (00:12:46). Also Maja describes how

Matilda Djerf listens and talks to her followers “I see that she writes, I love you guys you’re so sweet. Thank you for all your comments.” (00:12:21). However, Maja does not “[…] feel like she's talking to me.” (00:11:59) and further explains “I asked about a pair of, a jeans that she had on a picture and I thought they were really nice and I wanted to know what brand it was. But she didn't answer.” (00:12:53). In contrast, Carina explains that she has not observed how Matilda Djerf interacts with her followers and expresses that she does not believe Matilda Djerf would answer her if she had a question “Because I guess she will get a lot of questions” and continues by saying

“Matilda is more, I don’t know, like famous or acting as a famous person.” (00:17:02).

The respondents consider interactivity to be important; “[…] it’s good for her if she stands out more and tries to talk to her followers or answer some questions […]. They feel like they can connect to her I guess.” (Malin, 00:13:38) and “I think most of the bloggers who are doing really well is doing really well because they are personal too and I guess a way to be personal is by how she [Matilda Djerf] reacts or how she acts in front of her followers.” (Carina, 00:16:19) and

“[…] even if you don’t answer every single comment I think you should always write one big comment to like know that you get some response” (Viktoria, 00:22:17).

In sum, three of the respondents perceive Matilda Djerf to be listening and talking to her followers, especially that she addresses questions from her followers. One respondent was not able to reflect on Matilda Djerf’s communication. Overall, the respondents consider interactivity to be important.

6.3.4.2 Openness in communication

Across the interviews the respondents elaborate on the meaning of openness in communication in general and how open they perceive the communication from Matilda Djerf to be. Viktoria describes how she perceives Matilda Djerf’s openness in communication “I think she’s kind of personal but not too much. I feel like you still get to know her. It feels kind of you know a little bit of her life. For example, I know that she has a boyfriend that works with her. And I know that she lived in California before.” but she also acknowledges that Matilda Djerf is “[…] revealing somethings about herself but not too much.” (00:28:20). Carina agrees and explains “[…] she is not using her YouTube channel to follow her life. She is using her YouTube to get snapshots of her life. […] I don’t think she’s doing a reality show.” (00:22:58). In regard to Matilda Djerf’s openness in communication Malin talks about how Matilda Djerf openly answered her followers’ questions

“[…] some questions were kind of inappropriate. She didn’t like ignore them. She understands

them and she asked the person who wrote the question what they mean and so on. I think she’s like trying to be authentic I guess.” (00:15:16). Further, Carina comments that she in general thinks of Matilda Djerf as “Like a real girl not like, but she seems really nice and open […]” (00:12:58).

Two of the respondents attempt to make sense of what information they consider to be private; “I wouldn't consider it private if she writes about it. Because the things you don't write about then those things are private. Because I think private is what you choose to keep to yourself […]” (Maja, 00:16:09) and “[…] I think that you can be personal and share a lot of information about yourself without being private or still being private. You can talk about things but not reveal too much about yourself.” (Viktoria, 00:26:28). However, Maja talks about Matilda Djerf being brave when sharing certain information “[…] on this vlog I saw yesterday with her tattoos […]. I thought it was very brave to do that.“ then Maja continues “[…] when she actually tells how and why she did it [got tattoos]. I think it’s a huge thing or for me it would be so I think she’s brave.” (00:29:06).

Some respondents elaborate on the importance of openness in communication in the relationship with an influencer. In relation to Matilda Djerf, Viktoria says “[…] you want to know something that gives you a better picture of her.” (00:28:20) and also explains “[…] I think it’s important to tell a little bit about yourself. […] you want to get to know them and feel like you are kind of a part of it a little bit […].” (00:26:28). Malin also emphasizes the importance of openness in communication “I would like to know a little more about their lives or how they are as a person.”

(00:17:46).

In sum, the respondents give contradicting answers as to how open they believe Matilda Djerf to be.

Two respondents perceived the communication to be more open than the other two respondents.

However, all respondents expressed a positive attitude towards the variable openness in communication.

6.3.4.3 Social attraction

The respondents attempt to make sense of how socially attractive Matilda Djerf is by reflecting on

what others would think of her and how she would fit in their circle of friends. Malin describes how

social attraction had an influence on her first engagement with Matilda Djerf when she describes

her popularity; “I just found her Instagram and I think it's because she has a lot of followers or

she’s just popular” (00:23:52). Viktoria also relates to Matilda Djerf as socially attractive in terms

of fame and popularity when she says “I noticed that a lot of the bigger like more established influencers they started to comment a lot on her pictures. […] So it feels like they think she is cool and she is on the rise so they want to be kind of like influencer friends with her.” (00:32:08).

However, two of the respondents also mention that they are not certain how others would describe Matilda Djerf since she is relatively unknown; “I don't know many friends that know of her” (Maja, 00:43:32) and “I actually feel that a lot of people that I know don’t know who she is. So I don’t really know how they would describe her.” (Viktoria, 00:32:08).

When asked to describe how Matilda Djerf would fit in to their circle of friends one respondent says

“She just reminds me of some of my home friends I guess.” (Carina, 00:13:46). Viktoria further comments that “I think she would be nice and funny. And you would think that I’m nice because I’m bringing one more funny friend” (00:34:55) and Malin adds that Matilda Djerf would fit into her circle of friends because “[…] we don’t judge people for what they do. It wouldn’t matter if she’s a blogger […] If she’s a nice girl or funny or intelligent then I think she would fit in quite well […]”

(00:23:00). In contrast to the other respondents Maja also recognizes less socially attractive features in Matilda Djerf’s personality and says “[…] she seems also kind of boring, because she's like, I don't say that you have to drink to have fun. But she’s like I don't drink, I love to be with my family and I love to be by the ocean” but Maja adds that

“

I also like to be by the ocean but it’s not like the only thing I want to do I want to do other stuff too” and enthusiastically concludes that she would find an interpersonal relationship with Matilda Djerf desirable “Yeah, she can be my friend if she wants to. And I can be her friend.” (00:23:33).

In terms of how important it is for the respondents that Matilda Djerf is liked by others, they state that it is not so important for them but they still show that being associated with Matilda Djerf is not negative. Maja summarizes this “I don't have a problem if people know that I follow her and think she’s cute or anything because I really do. It's not like I have to defend her.” (00:47:31).

In sum, all respondents agree that Matilda Djerf would fit into their circle of friends because they

perceive her as being socially attractive. Some respondents relate her fame and popularity to social

attraction and they also add that it is not important to them if other people like her or not.

6.3.4.4 Attitude homophily

The respondents talk about attitude homophily when they describe Matilda Djerf in relation to themselves. In general, the first thing that respondents mention is differences when asked to compare themselves to Matilda Djerf. Maja starts by saying “She’s younger than me, she has better hair than me. She wants to do other things with her life than me. But yeah, so I would say that we’re like kind of different.” (00:19:55). Viktoria also starts by describing differences “So I would say she has better hair than me. No I don’t know. I maybe feel that I’m a lot more goal oriented then she is.” (00:29:35) and Malin points out similar things “She has a great tan, good hair colour. She has money. She’s younger. And she has a great style.” (00:20:05). Finally, Carina also agrees with the other respondents “[…] she’s living a lifestyle that I can’t even relate to. Because I’m studying. I’m sitting in the library most of my time.” (00:13:46).

However, some respondents also see some similarities between them and Matilda Djerf. Viktoria says “That she also likes to create that kind of content with both fashion and beauty and photographs.” (00:31:19) while Maja also recognizes one similarity “[…] the only one I think of is that she talks a lot about self-love and that I think is important and good that she talks about.”

(00:21:29). Finally, Malin relates to Matilda Djerf’s style as being similar to hers “I think I have some of the clothes she’s wearing. I think I have some them in my closet. I try to combine the clothes I have and see if I can find maybe a top that looks similar […].” (00:20:33).

Carina provides an answer that symbolizes the respondents’ feelings about attitude homophily not being an important factor of their inspirational relationship with Matilda Djerf; “I think with some of them I follow, it’s really important that I have similarities. But I actually think that it’s more important […] if it’s more like I wanted to see myself in it, because I know I would never get that lifestyle like some of the big big bloggers but somehow I still, it could be really nice to try it out to travel the whole world for a year. “(00:25:45).

In sum, the respondents find it more easy to describe themselves and Matilda Djerf in terms of

differences which is an indication that there is a low degree of attitude homophily. Some

respondents are however able to point out similarities.

6.3.5 PSI

During the interviews the respondents describe the nature of their relationship with Matilda Djerf.

From the respondents’ answers it is evident that feelings of intimacy and emotional bonds are rare and vaguely expressed through contradictory statements. To a certain degree all respondents are aware of the realistic nature of the relationship with Matilda Djerf and none of them clearly expresses that it is an illusionary experience. This is summarized by Maja “Well it's only a one way connection, she doesn’t know I exist. But there is almost no connection since I don't like or I don’t show her that I exist so I wouldn't say that we have a relationship, it's only me having a relationship with her. She doesn't have one with me.” (01:00:34). However, to certain extents the respondents mention both, an emotional bond and feelings of intimacy which are characteristics of PSI. Maja expresses indications of an emotional bond to Matilda Djerf when she says “[…] me and my mom love her.” and she adds “I think she’s brave and think […] she has like a good, I mean good values.

So I feel like you go girl.” (00:22:11). Viktoria also expresses indications of an emotional bond when she describes how she feels when something good happens to Matilda Djerf; “And then I was like that’s good for her. So I was actually happy for her. But it’s not like if something would happen to her I would be super sad or anything.” (00:38:28). These quotes show how there appears to be some emotional bonds with two of the respondents, but at the same time they express a realistic view of their relationship with Matilda Djerf which is contradictory to the definition of PSI as an illusionary experience. Further, Carina and Malin articulate their rather weak emotional bond and lack of feelings of intimacy; “[…] for me she’s just an inspiration than someone I follow a life with.

I have no idea where she lives or her family or anything.” (Carina, 00:53:41) and “[…] maybe I would just feel for her […]. But that’s how I am in general. If my neighbour cried I would cry too.”

(Malin, 00:26:15). Viktoria expresses the desire to not have too much intimacy with Matilda Djerf;

“Because I don’t want to know the most personnel stuff either. Because I don’t need that. But you want to know something that gives you a better picture of her.” (00:28:20).

Maja is the only respondent that clearly expresses that she would like to meet Matilda Djerf which could be an indication of PSI; “I just want to see her in reality.” (00:28:22). The other respondents are more reserved towards meeting Matilda Djerf which is exemplified by Viktoria when she says

“Some influencers have like oh come and take a coffee with me at this place or whatever; I would

never do that because I’m not that interested in her as a person.” (00:39:15).

In sum, only one respondent expresses any feelings of PSI in relation to Matilda Djerf and in

general the respondents express rather weak emotional bonds and feelings of intimacy. When

considering the antecedents of PSI, how the respondents perceive social attraction and attitude

homophily could explain the differences in feelings of PSI. That Maja expresses indications of PSI

compared to the other respondents could be attributed to a higher degree of perceived social

attraction since Maja is the respondent that most clearly and enthusiastically finds Matilda Djerf to

be attractive to others and therefore would find it desirable to have an interpersonal relationship

with her. The absence of an illusionary experience between the respondents and Matilda Djerf could

be explained by the weak attitude homophily. This is seen in how the respondents mainly mention

differences between them and Matilda Djerf and scarcely recognize any similarities between them.

In document BEYOND PICTURE-PERFECT BRUNCH PLATES (Sider 87-93)