Syftet med studien är att skapa en djupare förståelse för vilka strategier inom videojournalistik som dagstidningar kan använda för att tillfredsställa användarnas behov och förväntningar. Studien genomfördes genom att använda aktuell forskning, kvalitativ datainsamling och innehållsanalys. Individuella intervjuer genomfördes med ledande personal inom videojournalistik på tre svenska dagstidningar; Sydsvenskan, Bohusläningen och Ystads Allehanda. Analysen jämfördes med tidningsföretagens målgruppers förväntningar och behov, vilka insamlades genom tre fokusgrupper. Den kvalitativa datainsamlingen har teoretisk bas i den så kallade användarteorin.I studien framgår det att de tre tidningsföretagen i dagsläget inte systematiskt analyserar vad användarna har för behov av videojournalistik samt hur formatet skapar tillfredsställelse. De har analyserat statistik men mäter inte grundorsaken till varför videoklippen får gehör. Med utgångspunkt från användarteorin identifierar studien nio typer av tillfredsställelse som användare kan erhålla och önska från videojournalistik; information, underhållning, personlig identitet, social interaktion, närvaro, realism, proportion och omfattning, trovärdighet och empati. De tre sistnämnda är nya och specifika för videoformatet och som tidigare forskning inom användarteorin inte diskuterat. För att kunna tillfredsställa användarnas behov behöver tidningsföretagen vara medvetna om dessa. I studien föreslås att tidningsföretagen bör använda relations- och kommunikationsbaserade strategier för att identifiera olika typer av tillfredsställelse och på så sätt uppfylla kundbehov. De kan då utgå från användarteorin och Vakratsas och Amblers ramverk samt använda sig av olika modeller för analys, exempelvis MAIN- eller COMMAP modellen. I studien dras även slutsatsen att tidningsföretag i sin strategi bör ta med sig användarnas önskan om valmöjligheter gällande videoklippets längd och informationsdjup. Det är också viktigt att de uppfyller användarens förväntningar på klippet genom att ge den information som utlovats. / The purpose of the study is to create a greater understanding of what video journalism strategies newspapers can use to satisfy consumer expectations and needs. The study was conducted by using current research, conducting qualitative research, and content analysis. Individual interviews with managing staff within video journalism at three Swedish newspapers; Sydsvenskan, Bohusläningen, and Ystads Allehanda were conducted. This data was compared to their target audience’s expectations and needs, which were gathered through three focus groups. The data collection of the qualitative research was based on the theory Uses and Gratifications (UGT).The study has identified that the newspapers don't conduct systematic research methods to investigate user needs in video journalism neither how the format can create gratification. It is found that the newspapers analyze statistics but don't research the fundamental cause of why the news videos are popular. With UGT as a foundation the study has found nine gratifications that the users can receive and wish for in video journalism; information, entertainment, personal identity, social interaction, presence, realism, proportion and extent, and empathy. The latter three are new and specific for the video journalism format and have not been discussed in previous research. To be able to satisfy user needs the newspapers need to become aware of these. Therefore, a suggestion presented in the study is that the newspapers use strategies with a focus on relationship and communication to easier identify the gratifications and in that way satisfy the customer needs. In this process, the newspapers can look to UGT, Vakratsas and Ambler´s framework and use models for analysis, for example, MAIN- or COMMAP-model. In conclusion, the study also recommends the newspapers, to give the customers more choices in length and depth in their video journalism. It is important as well to satisfy users’ expectations in videos by providing the promised information.

This study examines what motivated high school students and university students to consume political content prior to the Swedish 2022 election. In addition, this study aims to investigate if there are any connections between the consumer’s motivation, preferred media and political sympathies. By primarily applying the uses and gratifications theory this study could draw several different indications of what motivated students to consume political content. As a complement to the uses and gratifications theory, the theory about knowledge gap and the socialisation theory was used. A survey was designed using these three different theories as well as previous scientifically conducted research. Survey questions included, among others, which factors were the most important for consuming news, political interest on a scale from one to five and which social media or news plattform was the most preferred for consuming political content prior to the Swedish 2022 election. This quantitative study included 19 questions and resulted in 298 answers by different participants via email. The result of this study indicates that seeking information was the most important motivation for students to take part in political content, regardless of education level or political opinion. Furthermore, a connection between political sympathies and media usage was discovered. Students who had sympathies for the opposition on the left side of the political spectrum (Vänsterpartiet, Miljöpartiet, Socialdemokraterna and Centerpartiet) preferred mainly the public service media. While the people who sympathised with the right leaning (Liberalerna, Moderaterna, Kristdemokraterna and Sverigedemokraterna) preferred to a greater extent the commercial media. This study also indicated that there is a difference between how much  political content high school students and university students consumed before the election on the 11th of September 2022. The difference is shown both in traditional media usage but also in the frequency of social media use. The high school students tended to have a higher motivation for consuming more media in general.