“Systerskap online: En studie av community-bygge i SheRuns clubs sociala medier”. En kvalitativ analys av sociala medier som plattform för gemenskap

Abstract

This essay aims to explore how members perceive SheRuns Club's presence on social media as a source of belonging, inspiration, and empowerment within a digital community. The study is grounded in Uses and Gratifications Theory to analyze users’ motivations, as well as convergence culture to highlight how digital platforms enable increased interaction and blurred boundaries between producers and consumers. Empirical data was collected through eight qualitative interviews with women aged 20–35 who are active in SheRuns Club’s digital community. The interviews were analyzed thematically to identify recurring patterns in the participants' experiences and motivations. The results show that the community meets several psychosocial needs, especially belonging, inspiration, and support. Many participants also expressed that the digital format lowers the threshold for engaging in exercise, while interactions with other members strengthen their training habits and self-esteem. The conclusion of this thesis shows that SheRuns Club successfully uses social media to create and maintain an engaging, inclusive, and empowering digital community. Social media serves not just as a communication tool but as a space for shared values, emotional connection, and identity-building. The club’s followers are active co-creators of content and community, reflecting principles of participatory culture. Messages of sisterhood, joy, diversity, and non-judgment are central to creating a safe and welcoming environment. Overall, She Runs Club demonstrates how digital platforms can promote mental well-being and create real-life impact through positive, community-driven communication.