BUILDING A STORY USING SOCIAL MEDIA - A CASE STUDY OF THE BAND GHOST

This study examines how a music band can manage to build an image and story using social media platforms after the infamous break of the golden era. To put it further into perspective, the second part of the study focuses on the fans’ connection to the band and how they use social media themselves. The purpose of this study is, through interviews, qualitative content analysis and rhetorical analysis, to explore how a band successfully use social media to keep their fans’ anticipation alive. To explore my purpose, I have conducted and analysed qualitative interviews. In the analysis section, the data has been interpreted in relation to theories of star image, participatory fandom and the live experience as well as compared to previous research while connecting my own analysis to it. The study discusses tendencies shown in the results when analysing posts from Ghost’s official Facebook page, as well as how participatory fandom as we know it may be at risk, as social media giants keep growing and eliminating other forums that have been vital to fans