For as long as people have held opinions in the political realm, there has been research trying to decipher exactly what people think and believe as well as when they begin to hold these beliefs. This present study sorts the respondents studied into age cohorts and then follows them throughout the data. All of the data used in this study are from the National Election Study Data from 1984, 1988, 1992, 1996, 2000, and 2004. This study is a repeated cross-sectional study since different individuals are used throughout the study, and this study measures opinions only on the aggregate level. Sorting the respondents into age cohorts allows this study to track people of similar age as they respond to different life experiences as well as world events as they age. When appropriate, the data are compared to the main models of political socialization to determine how accurate these generally accepted models are. The items analyzed in this study vary greatly in subject as well as how specific they are. Everything from United States Presidential vote choices, opinions on affirmative action and federal welfare spending to political knowledge is analyzed to ascertain if these things interact with age, and if they do interact with age, to what extent. Besides observing opinions on these issues, certain issues will have their saliency measured throughout the years using the Somers' D statistic. This will help determine what issues people are thinking of when they are forming their ideology. The results from this paper show that some issues and beliefs, such as self-described ideology and political knowledge, are very strongly related to age. Other issues and beliefs in the political realm, such as strength of United States Presidential vote choice and opinions on federal welfare spending, seem to not be related to age or influenced heavily by period effects and other things besides age.

Le déclin de la fonction pulmonaire et la destruction progressive des tissus des voies aériennes sont les premières causes de morbidité et de mortalité dans la mucoviscidose (CF). Grâce à un suivi régulier et à des traitements symptomatiques, la qualité de vie et l'espérance de vie des patients CF ont considérablement augmenté. Pour le suivi des patients, les cliniciens utilisent principalement des paramètres cliniques et biologiques. L'objectif principal de ce projet de thèse était d'identifier des biomarqueurs de l'atteinte pulmonaire basés sur la méthylation de l'ADN. Par une approche tout-génome (Infinium 450K), nous avons mesuré la méthylation de l'ADN dans les cellules épithéliales nasales de patients CF et d'individus contrôles sains (cohorte MethylCF, 51 patients, 24 contrôles). Nous avons montré que les profils de méthylation différaient entre patients et contrôles mais aussi entre patients à atteinte pulmonaire modérée et sévère. Les changements de méthylation ont principalement eu lieu dans des régions régulatrices (enhancers) et dans des gènes associés à l'adhésion cellulaire et aux réponses inflammatoire et immunitaire. En combinant données épigénomiques et données cliniques, nous avons sélectionné des potentiels biomarqueurs de sévérité de l'atteinte pulmonaire, et des potentiels biomarqueurs de l'évolution de la fonction pulmonaire. Pour valider les biomarqueurs, nous avons constitué une cohorte longitudinale, MethylBiomark, de 50 patients CF suivis pendant 18 mois. A partir d'échantillons d'expectoration recueillis tous les six mois environ, nous avons mesuré la méthylation de l'ADN des potentiels biomarqueurs par pyroséquençage. Deux biomarqueurs corrélaient avec la sévérité de l'atteinte pulmonaire (VEMS et CVF), et un biomarqueur corrélait avec l'évolution de la fonction pulmonaire (variation de VEMS). Le second objectif de cette thèse était d'étudier l'impact des variations de méthylation d'ADN sur l'expression des gènes, en croisant des données épigénomiques et transcriptomiques générées à partir des mêmes échantillons (sang total, cohorte MethylCF). L'analyse transcriptomique a permis d'identifier (i) des gènes différentiellement exprimés entre patients et contrôles, qui étaient associées aux réponses inflammatoire et immunitaire, et (ii) des modules de co-expression (WGCNA) qui corrélaient fortement avec des paramètres cliniques, dont le diabète. / Lung function decline and progressive destruction or airway tissues are the main causes of morbidity and mortality in cystic fibrosis (CF). Quality of life and life expectancy of CF patients greatly increased over the last decades, because of a regular follow-up and symptomatic treatments. For the follow-up of patients, clinicians usually use clinical or biological parameters. The main goal of this thesis was to identify DNA methylation biomarkers of CF lung disease. We measured genome-wide DNA methylation (with Infinium 450K) in nasal epithelial cells from CF patients and healthy controls (MethylCF cohort, 51 patients, 24 controls). We showed that DNA methylation profiles differed between CF patients and controls, but also between patients with mild and severe lung disease. DNA methylation changes mainly occurred in regulatory regions (enhancers) and in genes associated with cell adhesion and inflammatory and immune responses. By combining epigenomic and clinical data, we selected potential biomarkers of lung disease severity, and potential prognostic biomarkers of the evolution of the lung function. To validate these biomarkers, we built a new longitudinal cohort of 50 CF patients followed for 18 months. We measured the DNA methylation level of the biomarkers by pyrosequencing in sputum samples collected every 6 months. Two biomarkers correlated with lung disease severity (measured by FEV1 and FVC) and one biomarker correlated with the evolution of the lung function (FEV1 variation). The second goal of this thesis was to investigate the impact of DNA methylation changes on gene expression, by combining epigenomic and transcriptomic data from the same samples (whole blood, MethylCF cohort). The transcriptomic analysis revealed (i) differentially expressed genes between patients and controls, that were mainly involved in inflammatory and immune responses, and (ii) co-expression gene modules (WGCNA) highly correlated with clinical parameters, and notably CF-related diabetes.

The decision to implement information technology (IT) initiatives to enhance collaboration among veterans, baby boomers, Generation X, Generation Y, and Fifth Generation employees continues to challenge organizational leaders. The purpose of this nonexperimental study was to identify how the implementation of information technology initiatives, coupled with the knowledge of learning styles, might enhance collaboration among generational cohort employees. The generational cohort theory, Maslow's hierarchy of needs theory, and the technology acceptance model were the theoretical frameworks used to develop an understanding of the relationships among the cohorts and the acceptance of technology to enhance collaboration. Data were collected from a survey of 335 respondents from the five generational cohorts who worked in small, medium, and large not-for-profit firms that used IT processes, in the Southeastern United States. Data analysis included Welch ANOVA with the Games-Howell post hoc test, Kruskal-Wallis test with Dunn's Bonferroni adjustment, and chi-square tests. Findings revealed no significant differences in learning style preferences among the cohorts, and no significant differences among factors influencing preferences for technology activity. Irrespective of generational cohorts, individuals displayed common degrees of comfort with IT training activities. Findings may be used by organizational leaders to implement technology training activities without focus on preferences for training among multigenerational employees. Findings may also be used to enhance collaboration by focusing on commonalities rather than differences among generational cohorts.

In hospitals in the United States, the ratio of nurses to patients is declining, resulting in an increase in work demands for nurses. Consequently, organizations face challenges with nurses' organizational commitment. Studies have revealed generational differences, as determined by birth year, in employee levels of organizational commitment in a number of organizational settings. However, there is a gap in the literature regarding the impact of generational cohorts on the organizational commitment of nurses. The purpose of this quantitative, nonexperimental, cross-sectional design was to address whether generational cohorts of nurses differed in their levels of organizational commitment, and to investigate whether licensed practical nurses (LPNs) and registered nurses (RNs) differed in their levels of organizational commitment. A purposive sampling method was used to recruit 132 nurses in Alabama for this study. A MANOVA was employed to test the mean differences in organizational commitment by generational cohort status and nursing degree. Results revealed that generational cohort status did not have a significant impact on nurses' levels of organizational commitment. However, the findings showed that LPNs had significantly lower levels of affective commitment than RNs. This study provided information that may be of use to hospital administrators and human resource managers in communicating the need for flexible incentive packages to address the needs of a diverse workforce. Results from the study may promote social change by providing information about how nurse credentials are associated with their organization commitment. This association is critical for building organizational stability, organizational effectiveness, and nurse recruitment and retention.

Although higher dietary intake of MUFA has been shown to improve glycaemic control and lipid profiles, whether MUFA consumption from different sources is linked to the development of type 2 diabetes (T2D) remains unclear. We aimed to prospectively assess the associations of plant-derived MUFA (P-MUFA) and animal-derived MUFA (A-MUFA) intakes with T2D risk in a nationwide oriental cohort. Overall, 15 022 Chinese adults, aged andhe;20 years, from the China Health and Nutrition Survey (CHNS 1997-2011) were prospectively followed up for a median of 14 years. Consumption of MUFA from plant and animal sources was assessed using 3-d 24-h recalls in each survey, and the cumulative average of intake was calculated. Multivariable-adjusted Cox models were constructed to estimate the hazard ratios (HR) of T2D according to quartiles of MUFA intake. P-MUFA were mainly consumed from cooked vegetable oils, fried bread sticks and rice, while A-MUFA were mainly consumed from pork, lard and eggs. Intake of P-MUFA was associated with a higher risk of T2D (HRQ4 v. Q1 1-50 (95 % CI 1-18, 1-90); Ptrend = 0-0013), whereas A-MUFA showed no significant association (HRQ4 v. Q1 0-84 (95 % CI 0-59, 1-20); Ptrend = 0-30). When further considering the cooking method of food sources, consumption of P-MUFA from fried foods was positively associated with T2D risk (HRQ4 v. Q1 1-60 (95 % CI 1-26, 2-02); Ptrend = 0-0006), whereas non-fried P-MUFA were not associated. Intake of MUFA from fried plant-based foods may elevate T2D risk among the Chinese population.

Brand awareness and its establishment among consumers has been a central theme in previous research on marketing as it is proven to indirectly induce purchase. It is thus seen as crucial for marketers to establish brand awareness. However, a research gap is apparent in regard to creating brand awareness among Generation Z. More specifically, this study focuses on which communication channel that is best suited for establishing brand awareness for this generational cohort. Hence, the purpose of this study is to explicitly analyse the linkage between these variables and provide a guideline for companies targeting Generation Z. To obtain a deeper understanding, previous research has been reviewed and an extensive data collection has been conducted including two methods; interviews and a survey to obtain empirical evidence and valuable insights. The qualitative data was of main focus with the quantitative data gave more of an overview. By combining and evaluating the empirical findings in relation to previous research and theory we could identify patterns and relationships that eventually led to the conclusion and final results of this thesis. The initial results concluded from this study underlined the importance of brand awareness since it was the first step for the purpose of inducing purchases. In addition, the results also highlight the importance of building upon brand awareness to establish brand liking as it will provide for the increase of purchase intention. For establishing brand awareness when targeting Generation Z, Instagram is a means of preference and should be considered as part of a mix of various communication channels in using integrated marketing communications.

Since the year 2000, younger workers born after 1980 have been entering the South African workforce in large numbers. The experienced Baby Boomer generation, born between 1945 and 1964 has started leaving the workplace in retirement. With organisations currently facing the challenge of skills shortages in some professions/trades, it is important for organisations to recognise the potential influence of work values on attitudes and behaviours at work in order to retain staff and groom future leaders. Different Generations are assumed to bring their own norms and values into the work place and an understanding of what motivates these different generations will ensure that organisations better plan retention strategies. As South Africa receives the latest generation of workers (Generation Y) into the work force, managers need to be encouraged to deal with the potential generational differences among workers. The purpose of this quantitative study was to research and examine the relationship between age, sources of motivation, work values, organisational commitment and job satisfaction across generations in the South African work force. A research model was developed to test theory on generational differences. Cohort membership was hypothesised to influence motivation, work values, organisational commitment and job satisfaction. Work values and sources of motivation were also hypothesised to influence organisational commitment and job satisfaction. A quantitative study was conducted to investigate the association between age (which represented cohort membership) and sources of motivation, work values, organisational commitment and job satisfaction. The study was designed to answer the main question: Are there significant differences in sources of motivation, work values, organisational commitment and job satisfaction across the three generations found in the South African workforce today? Data were collected using both an on line and hard copy questionnaire distributed to corporate companies that participate in career exhibitions at the University of the Witwatersrand. Data were analysed using SPSS software version 19 and 20.The findings largely confirm previous findings which suggest that there are significant differences between generations in sources of motivation, work values, organisational commitment and job satisfaction. Consistent with research, older workers, Baby Boomers were found to have higher job satisfaction than younger workers. An interesting finding of this study was that contrary to research literature, younger workers, generation Y, were found to have higher organisational commitment than Baby Boomers and generation X. Consistent with previous studies, Baby Boomers were found to have higher levels intrinsic work values than both generation X and Y. The results indicate that there are differences between generations and this has implications for Human Resource practitioners and researchers. Based on the findings of this research, further research is warranted specifically in understanding organisational commitment across generations.

INTRODUÇÃO:A rigidez arterial aumentada é um importante determinante do risco cardiovascular e um forte preditor de morbimortalidade. Além disso, estudos demonstram que o enrijecimento vascular pode estar associado a fatores genéticos e metabólicos. Portanto,os objetivos do presente estudo são determinar a herdabilidade da velocidade de onda de pulso (VOP) e avaliar a associação do perfil lipídico e do controle glicêmico com o fenótipo de rigidez arterial em uma população brasileira.MÉTODOS:Foram selecionados 1675 indivíduos (ambos os gêneros com idade entre 18 e 102 anos) distribuídos em 109 famílias residentes no município de Baependi-MG. A VOP carótida-femoral foi avaliada de forma não invasiva através de um dispositivo automático.As variáveis lipídicas e a glicemia de jejum foram determinadas pelo método enzimático colorimétrico. Os níveis de hemoglobina glicada (HbA1c) foram determinados pelo método de cromatografia líquida de alta eficiência. As estimativas da herdabilidade da VOP foram calculadas utilizando-se a metodologia de componentes de variância implementadas no software SOLAR. RESULTADOS: A herdabilidade estimada para a VOP foi de 26%, sendo ajustada para idade, gênero, HbA1c e pressão arterial média. Os níveis de HbA1c foram associados a rigidez arterial, onde a elevação de uma unidade percentual da HbA1c representou um incremento de 54% na chance de risco para rigidez arterial aumentada. As variáveis lipídicas (LDL-c, HDL-c, colesterol não- HDL-c, colesterol total e triglicérides) apresentaram fraca correlação com a VOP. Além disso, uma análise de regressão linear estratificada para idade (ponto de corte >= 45 anos) demonstrou uma relação inversa entre LDL-c e VOP em mulheres com idade >= 45 anos. CONCLUSÃO: Os resultados indicam que a VOP apresenta herdabilidade intermediária (26%); a HbA1c esta fortemente associada a rigidez arterial aumentada; o LDL-c é inversamente relacionado com a VOP em mulheres com idade >= 45 anos, possivelmente devido às alterações metabólicas associadas à falência ovariana / INTRODUCTION: Increased central arterial stiffness is an important determinant of cardiovascular risk and a strong predictor of morbimortality. Moreover, studies showed that vascular stiffening can be associated with genetic and metabolic factors. Thus, the aims of this study are to estimate the heritability of pulse wave velocity (PWV) and to assess the association of lipid profile and glycemic control with arterial stiffness in a sample from the Brazilian population. METHODS: For this study, 1675 individuals (both genders aged from 18 to 102 years) were selected and they were distributed within 109 families residents in the municipality of Baependi - MG. The PWV was measured with a non-invasive automatic device. Lipid profile parameters and fasting glucose were determined by enzymatic colorimetric method. HbA1c levels were determined by high-performance liquid chromatography. Variance component approaches implemented in the SOLAR software were applied to estimate the heritability of PWV. RESULTS: Heritability estimates for carotid-femoral PWV was 26%, after adjustment for age, gender, HbA1c, and mean blood pressure. HbA1c levels were associated with arterial stiffness and the elevation of a single unit percentage of HbA1c represented an increase of 54 % in the odds of increased arterial stiffness. The lipid variables (LDL-c, HDL-c, non-HDL-c, total cholesterol and triglycerides) presented weak correlation with PWV. In addition, a linear regression analysis stratified by age (cutoff >= 45 years) showed an inverse relation between LDL-c and PWV in women aged 45 or older. CONCLUSION: Our findings indicate that PWV demonstrated an intermediate heritability (26%); HbA1c proved to be a good marker for risk stratification for increased arterial stiffness; LDL-c was inversely related with PWV in women aged 45 or older, possibly due to the metabolic alterations associated with ovarian failure

O objetivo desta tese foi o estudo da variabilidade temporal, crescimento e produção do zooplâncton metazoário, com ênfase sobre estágios imaturos de copépodes, na região costeira de Ubatuba (SP, Brasil). Para tal, a comunidade zooplanctônica foi estudada durante as estações de verão e inverno em regime de dias alternados, para os anos de 2009 a 2011, através de coletas realizadas com redes de malha de 20 e 100 m. Índices ecológicos como densidade, diversidade e equitabilidade foram calculados. Os estágios imaturos de copépodes foram submetidos a experimentos de coortes artificiais em quatro classes de tamanho (50-80, 80-100, 100-150 e 150-200 m) para a determinação das taxas de crescimento de 14 táxons em diferentes estágios de desenvolvimento. A biomassa foi estimada através de equações de regressão comprimento-peso para o posterior cálculo da produção secundária. A incidência e possíveis efeitos de um protista alveolado parasita (Ellobiopsis sp.) sobre o crescimento de copépodes hospedeiros, com ênfase sobre a família Paracalanidae, também foi avaliada. A comunidade de copépodes esteve representada por 66 espécies e caracterizada por valores relativamente altos de diversidade e equitabilidade em relação aos demais trabalhos na plataforma interna da região sudeste do país. Os copépodes foram o grupo dominante, sendo que estágios naupliares foram os mais comuns para a rede de 20 m, enquanto que copepoditos juvenis dominaram para a rede de 100 m. A densidade do zooplâncton foi altamente variável, sendo os maiores valores registrados para o inverno de 2011 para a malha de 20 m (33.160 ± 23.136 org. m-3) e os menores para o inverno de 2009 para a malha de 100 m (5.393 ± 2.264 org. m-3). As famílias dominantes de copépodes foram Oithonidae, Oncaeidae, Paracalanidae e Acartiidae, sendo a primeira dominante também em termos de biomassa. Os estágios juvenis dos copépodes representaram uma biomassa entre 1,06 a 3,47 mg C m-3 para o inverno de 2010 e verão de 2009 respectivamente. Taxas de crescimento foram obtidas para sete táxons de Calanoida (0,41 ± 0,21 d-1), cinco de Cyclopoida (0,27 ± 0,17 d-1) e dois de Harpacticoida (0,31 ± 0,16 d-1). Os valores de crescimento foram semelhantes entre as diferentes classes de tamanho e as estações do ano, mas foram substancialmente diferentes entre as ordens, sendo geralmente maiores para os Calanoida. A produção média estimada para os estágios imaturos dos táxons dominantes de copépodes foi igual a 0,45 mg C m-3, valor conservativo por não contemplar as espécies de menor densidade e frequência. O crescimento de copépodes da família Paracalanidae, principalmente Parvocalanus crassirostris, foi afetado pelo protista parasita Ellobiopsis sp., uma vez que as fêmeas adultas infectadas foram significativamente menores do que as normais. Cerca de 5% das fêmeas da espécie estiveram infectadas pelo parasita, que provavelmente afeta o crescimento somático e reprodutivo de P. crassirostris, com efeitos ainda desconhecidos em termos de biomassa e produção. As taxas calculadas de crescimento e a produção são semelhantes às de outros trabalhos em regiões tropicais. A abordagem experimental através de coortes artificiais forneceu os primeiros resultados sobre o crescimento de estágios juvenis de copépodes para uma região subtropical do Atlântico Sul Ocidental e demonstrou que a concentração da clorofila-a não foi um fator limitante. Este é um dos poucos trabalhos a disponibilizar dados de crescimento, biomassa e produção de tais estágios em ecossistemas marinhos tropicais e que padroniza o método de coortes artificiais para obtenção do crescimento / This thesis aimed to evaluate the temporal variability of the metazoan zooplankton density, growth, and production, with emphasis on copepod immature stages in the coastal area of Ubatuba (São Paulo, Brazil). The zooplankton community was studied during summer and winter from 2009 to 2011, by means of sampling with 20 and 100 m mesh-sized nets. Ecological indexes such as density, diversity and evenness were calculated. Growth rates for 14 taxa of copepod juvenile stages were determined by the artificial cohort method, in four size classes and different developmental stages (50-80, 80-100, 100-150 and 150-200 m). Biomass was estimated by the use of length-weight regressions followed by secondary production estimates. The incidence and possible effects of the alveolate parasite Ellobiopsis sp. on the growth of the copepod hosts was also investigated, with emphasis on the Paracalanidae family. The copepod assemblage was represented by 66 species and displayed relatively high diversity and evenness, in comparison to other studies in the inner shelf of the Brazilian southeastern coast. Copepod was the dominant group; nauplii in the 20 m net, and juvenile copepodids in the 100 m net. The zooplankton density was highly variable: the highest densities occurred during winter 2011 in the 20 m samples (33,160 ± 23,136 org. m-3) and the lowest for the winter 2009 in the 100 m samples (5,393 ± 2,264 org. m-3). The dominant copepod families were Oithonidae, Oncaeidae, Paracalanidae and Acartiidae, the former being the main taxa in terms of biomass as well. Juvenile copepod biomass varied between 1.06 and 3.47 mg C m-3 in the winter 2010 and summer 2009, respectively. Growth rates were recorded for seven Calanoida (0.41 ± 0.21 d-1), five Cyclopoida (0.27 ± 0.17 d-1) and two Harpacticoida (0.31 ± 0.16 d-1) taxa. Growth values were similar between the different size classes, seasons and years, but were substantially different between copepod orders (higher rates for the Calanoida). The mean production for all immature copepod stages was 0.45 mg C m-3, a conservative value, since rare species were not accounted for. The growth of the Paracalanidae copepod Parvocalanus crassirostris, was affected by the parasite protist Ellobiopsis sp., since infected adult females were significantly smaller than normal individuals. About 5% of adult females were infected by the parasite, which probably reduced somatic and reproductive growth of P. crassirostris, with potential consequences for biomass accumulation and, consequently, production. Growth and production rates were similar to those found in other studies carried out in tropical regions. The artificial cohort method has been applied here for the first time on the tropical and subtropical Southwest Atlantic, where clorophyl-a concentration was not considered a limiting factor for growth rates. This is one of the few studies providing data on growth, biomass and production for copepod juvenile stages in tropical marine ecosystems and standardizing the artificial cohort method to measure the growth rates

[pt] Este trabalho buscou identificar os principais fatores que influenciam no comportamento dos membros da Geração Y no Facebook, com ênfase no aspecto da exposição. O estudo teve por base as teorias de Coortes Geracionais e de Sites de Redes Sociais, bem como os conceitos de exposição e privacidade. Inicialmente, uma pesquisa bibliográfica e entrevistas semi-estruturadas levantaram 49 variáveis pertinentes. Na sequência, dados de campo foram coletados através de um questionário. A amostra utilizada foi formada por 473 indivíduos. A análise empregou técnicas estatísticas de Análise Fatorial Multivariada, seguidas de estudos de Regressões Lineares. Ao final, emergiram 10 fatores: Aderência, Dependência, Egocentrismo, Carência, Receios, Arrependimento, Privacidade, Popularidade, Risco e Banalização; dos quais os quatro primeiros mostraram-se capazes de explicar 22,4 por cento da variação no grau de exposição do comportamento dos respondentes. Enfim, o estudo mostra como o comportamento de exposição voluntária da Geração Y no Facebook é determinado com base em aspectos, como: grau de ligação, afinidade e envolvimento sentimental dos usuários com o site; atitudes auto-centradas, que revelam preferências por falar de si; exposição de sentimentos em busca de suporte emocional; e reconhecimento de malefícios no uso associado à incapacidade de abandono. Assim, a Geração Y demonstra um uso intensivo, voluntário, afetivo e recompensador do site. E seus usuários mais expositivos apresentam comportamentos de uso rotineiro, com acesso por diferentes meios e de diferentes lugares em busca dos benefícios do compartilhamento, demonstrando uma opção por se expor que por um lado é consciente e por outro pode tornar-se inevitável. / [en] This study aimed to identify the main factors that influence the behavior of members of Generation Y on Facebook, with emphasis on the aspect of exhibition. The study was based on the theories of Generational Cohort and Social Networking Sites, as well as on the concepts of exhibition and privacy. Initially, a literature review and semi-structured interviews raised 49 relevant variables. Further, field data were collected through a questionnaire. The sample consisted of 473 individuals. The analysis used statistical techniques of Multivariate Factors Analyses followed by Linear Regressions. At the end, factors emerged: Adherence, Dependency, Egocentrism, Emotional Neediness, Fears, Repentance, Privacy, Popularity, Risk and Banalization; the first four of which proved capable of explaining 22,4 percent of the variation in the exposure degree of the respondents’ behavior. Finally, the study shows how the behavior of voluntary exposure of Generation Y on Facebook is determined based on aspects such as: degree of binding, affinity and emotional involvement of the users with the site; self-centered attitudes that reveal preferences by talking about itself; exhibition feelings seeking emotional support, and recognition of harm in using associated with the incapacity to abandonment. Thus, Generation Y shows a intensive, voluntary, affective and notion of rewarding use of the site. And the users which more expose themselves exhibit behaviors of routine use, with access by different channels and different places in search of the benefits of sharing, showing an option for exposing himself. This option is on one hand conscious and on the other hand may become inevitable.