Die vorliegende Bachelorarbeit beschäftigt sich mit Bloggern als Marketinginstrument in Jugendbuchverlagen. Im Fokus des Forschungsinteresses gilt es dabei die Frage zu klären, was die Erfolgsfaktoren des Blogger-Marketings im Jugendbuchsegment sind. Zuvor werden zum Verständnis des Lesers die theoretischen Grundlagen des Bloggings im Kontext der Digitalisierung erläutert. Außerdem wird das Blogger-Marketing und dessen Relevanz zunächst innerhalb der allgemeinen Kommunikationspolitik von Verlagen und anschließend spezifisch im Verlagsmarketing von Jugendbuchverlagen eingeordnet. Die darauffolgenden empirischen Untersuchungen umfassen ein Experteninterview mit Ute Nöth, Marketing-Managerin im Bereich Blogger Relations beim Carlsen Verlag, sowie eine kriteriengeleitete Analyse von Fallbeispielen aus dem Bereich Blogger-Marketing anhand der drei Jugendbuchverlage Carlsen, ONE und Thienemann-Esslinger. Im Ergebnis der Arbeit sollen anhand der aus der Literaturarbeit, dem Interview und den Fallbeispielen gewonnenen Erkenntnisse sowohl die konkreten Erfolgsfaktoren des Blogger-Marketings im Jugendbuchverlag dargestellt als auch Handlungsempfehlungen für Jugendbuchverlage in diesem Bereich ausgesprochen werden.:1.Einleitung 1.1 Hinführung zur Thematik 1.2 Zielsetzung 1.3 Methodik und Aufbau der Arbeit 2. Begriffsklärung und Typologie des Bloggings 2.1 Digitalisierung und das Social Web als Grundlage für das Blogging 2.2 Charakteristika und Typologie von Blogs 2.3 Definitorische Einordnung des Blogger-Begriffs 3. Blogger als Instrument des Verlagsmarketings 3.1 Der Marketingmix im Buchverlag 3.2 Kommunikationspolitische Instrumente im Buchverlag 3.3 Einbindung von Bloggern in das Verlagsmarketing 3.4 Blogger Relations als Bestandteil des Blogger-Marketings 3.5 Erfolgsmessung 4. Blogger-Marketing im Jugendbuchverlag 4.1 Kinder- und Jugendbuchverlage 4.2 Analyse der Zielgruppe im Jugendbuchverlag 4.3 Plattformen 4.4 Content-Erstellung und Formate im Jugendbuchsegment 5. Empirische Untersuchungen zum Blogger-Marketing in Jugendbuchverlagen 5.1 Zielsetzung und Methodik der Untersuchungen 5.2 Erkenntnisse des Interviews 5.3 Kriteriengeleitete Analyse der Fallbeispiele 5.4 Fazit der empirischen Untersuchungen 6. Fazit 6.1 Zusammenfassende Erkenntnisse und Handlungsempfehlungen 6.2 Ausblick 7. Literaturverzeichnis 8. Selbstständigkeitserklärung

The rise of the internet has aroused the rage of blog.Although blog is a kind of newly arisen personal communication medium, it has been in widespread use.Currently there are already more than 2,000,000 bloggers in Taiwan. However, we don¡¦t know much about them. While blog is gradually considered a necessity by more and more people, at the same time, how do bloggers perform to express themselves in the spectacular and performative society? When bloggers notice that they are watched by strange audience, would it affect their performance on blogs? When bloggers face different kinds of audience with different interpersonal relationship, what would they do? However, relevant studies in the past rarely discuss the ¡§performance¡¨and¡§be watched¡¨parts of bloggers together or even any deep research into the performance behavior of bloggers. Therefore, this research attempts to make a more detailed description and interpretation about how bloggers be watched and perform.The research questions are as follows: First, how do bloggers feel when they¡§are watched¡¨by audience? Second, do bloggers perform because they want to be watched? How do they perform when they are watched? Third, when facing different kinds of audience, how do bloggers make their own audience segregation? As a result, I adopt the qualitative research method to explore the experience of student bloggers by not only the using behavior but also the deeper meaning behind their performance. The data are collected via in-depth interview with over 4 male and 4 female graduate students between 20 to 30 years-old who own at least more than one personal journal blog. Besides, I analyzed the data with the structure of the interpersonal relationship such as love, friendship, family and stranger...etc. I tried to describe when bloggers face different kinds of audience, either close or alienated, how they would perform in their blogs. Let¡¦s wait and see how bloggers perform with their audience wonderfully!

The ad blocking hype has brought new challenges for fashion brands to be seen and heard. Therefore new marketing strategies have to be found. Since the usage of mobile devises increased and consumers spend more time on online social networks - influencer marketing had been found as a authentic marketing channel to reach the consumers. Therefore this thesis aims on providing fashion brands a guideline of the components and characteristics of influencer marketing. To accomplish this research objective the qualitative method approach of expert interviews had been chosen and four experts from the fashion influencer marketing were questioned about their daily work with influencers to elaborate their needs and the challenges they are facing. The interviews lead to four core components of influencer marketing: authenticity, long-term relations, co-creation and micro-influencers. Underneath these core components the following sub-components were found: brand fit, exclusivity, visual language, passion, trust, price, creative freedom, and frequent communication. The main conclusion of this study is that working with micro influencers is key a component of influencer marketing. These influencers tend to have high authenticity, are experts in a certain niche and are not motivated by monetary reasons.

Σκοπός της παρούσας διπλωματικής εργασίας, είναι η παρουσίαση κάποιων επιλεγμένων λογισμικών υποδομής, δημιουργίας και υποστήριξης weblog (Ιστολογίων) καθώς και η ανάλυση δυνατοτήτων και συγκριτική μελέτη μεταξύ τους. Η διπλωματική καταλήγει σε ένα συγκριτικό πίνακα ο οποίος παρέχει χρήσιμα συμπεράσματα για τη δυναμική κάθε λογισμικού υποδομής, που απευθύνονται σε κάθε ενδιαφερόμενο και ειδικά σε κάποιον που θέλει να ξεκινήσει το δικό του ιστολόγιο. / The intention of this paper is to recognize, rate and compare the most common weblog software.

This study focuses on blogging, as one of the possible uses of the computer in an Afrikaans class in order to improve integration between the learning areas in a school environment. It was a new experience for learners, especially the use of technology in an Afrikaans class. The researcher wanted to determine how learners will handle frustration in a new situation, with the focus on the different components operating in a school environment: the frustration caused by the use of the technology, the subjects / learners themselves, the rules they had to adhere to, the community they lived in: teacher, other learners, parents, who had to consider the project viability. The most important recommendation is that this type of exercise should become a preferred way of teaching and learning, due to its educational value in shaping learner’s minds and guiding teachers to see and do things differently in a technology driven society. / Dissertation (MEd (Computer Integrated Education))--University of Pretoria, 2008. / Curriculum Studies / unrestricted

Communities in cyberspace have been present since the earliest days of home computers, when connecting to the web meant logging in to the WELL program. In 1994, when the Internet became more accessible to the public, and home computers were no longer considered a novelty, millions flocked to this new, virtual frontier that allowed them to connect with anyone around the globe. Folkloristics has been largely concerned with the tangible—what we can touch, hear, taste, and see. As the frontier of the web expanded, many folklorists contracted away from using it as a means to explore a new branch of folklore: virtual communities and all of the folkloric nuances that they possess. Fortunately, in recent years, folklorists have recognized the value and validity of the Internet folklore. This thesis is concerned with a very specific folk group, Mormon mommy bloggers, and how they function both in the blogosphere at large and the smaller niche of Mormon blogs, the bloggernacle. Mormon mommy blogs are distinctive in their vernacular, post material, and side bar badges. These blogs also provide a window not just into Mormon life, but also ideas about how faith can interact with identity and womanhood. Mormon mommy blogs are a vibrant genre of both Internet folklore and Mormon folklore. Mormon mommy blogs also serve as ways to undertake record-keeping for posterity and, for some, are a means of proselytizing, which are two important aspects of Mormon culture. Mormon mommy blogs also allow for frank conversations about expectations of the Mormon culture and the impossibilities of being the perfect Mormon woman. For non-Mormons, Mormon mommy blogs are a form of escapism into the lives of women who are confounding the notion that housewives and mothers are woefully unfulfilled. The fields of folkloristics, women and gender studies, and even religious studies could all benefit from examining mommy and Mormon mommy blogs. (102 pages)

This master thesis' main topic is fashion and lifestyle blogs and the impact of the brands and the ideal of beauty that is widely promoted in the media on them. The aim of this thesis is to find out which type of the brands can be mostly found in the blog posts with personal style of the successful bloggers and if there is a type of physical appearance that prevails among them. I am using the quantitative image analysis of Gillian Rose to test these hypotheses on photographs of bloggers. I was inspired by the work of Catherine Lutz and Jane Collins. My hypotheses are tested on photographs from three websites (Lookbook, Chictopia, Bloglovin') where bloggers are hierarchized. Bloggers are opinion leaders. This means it is advantageous for the marketing departments of brands to collaborate with them because bloggers can effectively influence their readers. Brands play an important role in life of people that believe brands can non-verbally tell the character of the brand consumer. In these days the Eurocentric ideal of beauty and the ideal of thin bodies are forced especially on women by media. The thinness is in the advertisements connected with attractiveness and successfulness, which is transferred also in the real life of people. The conclusion of this thesis indicates that there are most often...

The professionalization of blogs has elevated blogging to an organizational field whereby bloggers develop a legitimate career path. For many minority women bloggers, the transition from being traditionally employed to managing a one-person digital enterprise is often met with racial and gender imbalances created by nontraditional modes of work. The purpose of this qualitative transcendental phenomenological study was to gain a deeper understanding of how African American women bloggers described their lived experiences with managing a one-person digital enterprise and the implications of their racial and gender identity within this nontraditional mode of work. To address this gap, a transcendental phenomenological method was used to collect data from African American women bloggers. This study was framed by 3 key concepts focused on African American women bloggers: Brydges and Sj00F6holm’s concept of personal style blogger, Martinez Dy et al’s concept of women digital entrepreneurs, and Gabriel’s concept of Black female identity online. Data were gathered using 9 virtual semi-structured interviews and analyzed using the modified Van Kaam method. Eight themes emerged when answering the research question. The findings of the research showed that being an African American woman blogger means conducting entrepreneurial activity, working towards financial solvency, being proud of racial identity, and creating and delivering content as a blogger. Results gleaned from this transcendental phenomenological study may help promote social change by bringing awareness to policymakers on the issues of equity, access, and opportunity for marginalized populations who seek to become digital entrepreneurs.

This thesis titled Blog as a phenomenon of online journalism focuses on public perception of blogs, printed media and online versions of printed media. The theoretical part is divided into three chapters, which deal with online journalism, blogs and its history, new media and the last chapter is about possible journalism future. The practical part of my thesis is based on quantitative analysis and qualitative research. The quantitative research applies surveys as a data gathering method with randomly chosen sample of respondents. The qualitative research uses in-depth interviews conducted with students studying New media or Journalism degrees at the Charles University. In the empirical part of my thesis, the study sets out three key hypotheses. After the interpretation of both research methods we found out that women of age 25 or lower prefer to read blogs rather than magazines about beauty. The second hypothesis states that the most trustworthy media type perceived by women is the press. This hypothesis has been proven as well. Furthermore, the results from the survey indicated that a price is not the most important factor for choosing the media type. However, it still belongs among the three most important factors that respondents base their decision on when choosing a media type. Lastly the...

This report is a preliminary exploration of the issues concerning traditional media and weblogs at two points in time. It examines the difference between the American mainstream media’s utilisation of weblogs during the 9/11 terrorist attacks in 2001, and the utilisation of weblogs in the hurricane Katrina disaster in 2005. The mainstream media’s response to the weblog form during the attacks in September 2001 and the hurricane Katrina disaster in 2005 are examined, together with an exploration of the traditional coverage. It reveals how weblogs have become a more significant part of disaster coverage by mainstream media in the United States. These processes and the implications of these changes are explored for an understanding of how the weblog is altering our understanding of the construction and dissemination of news for the traditional media institution in the United States.