Denna studie syftar till att ge en bild av varför konsumenter väljer att engagera sig i interaktionen genom företags kanaler på sociala medier. Det empiriska underlaget insamlades genom en kvantitativ studie i form av en enkätundersökning samt en kompletterande textanalys av inlägg skrivna på Twitter. Studien undersökte fyra bakomliggande processer till engagemang. Dessa engagemangsprocesser är socialisering, samvärdeskapande, lärande och word-of-mouth. Undersökningarna visar att socialisering och word-of-mouth är de största bakomliggande processerna till konsumenters engagemang i jämförelse med lärande och samvärdeskapande. Enligt den kvantitativa undersökningen har word-of-mouth störst inverkan på engagemang medan resultatet av textanalysen visar socialisering som det största motivet för konsumenters engagemang. Efter utvärdering av de båda undersökningarna och dess resultat dras slutsatsen att konsumenter väljer att engagera sig i interaktionen genom socialisering.

This thesis aims to research hashtags on Instagram via the semiotics analysis. The research is based on Leoš Mareš's Instagram profile, which is one of the most successful accounts within the Czech environment, and uses specific types of hashtags. Therefore, it provides a quality data corpus for the research. At the beginning of the thesis the subject of semiotics is introduced, also other key terms, such as meaning, sign, semantics, pragmatics, and syntactic, denotation and connotation, and language tropes. Following there is an introduction of the new media, Instagram, and hashtags. Hashtags are described within the Twitter background, since most of the studies are focused on hashtags on Twitter. The practical part of this thesis is based on Morris's division of semiotics, which is syntactic, semantics, and pragmatics. It studies how hashtags follow and refer to each other, what is the relationship between the photograph and hashtags, and what are the assumptions for understanding the whole post. At the end of the thesis the findings are summarized, and the patterns of hashtags' occurrence are shown.

In this thesis focus is on developing an online social network application with a Peer-to-Peer infrastructure motivated by BestPeer++ architecture and BATON overlay structure. BestPeer++ is a data processing platform which enables data sharing between enterprise systems. BATON is an open-sourced project which implements a peer-to-peer with a topology of a balanced tree. We designed and developed the components for users to manage their accounts, maintain friend relationships, and publish their contents with privacy control and newsfeed, notification requests in this social network- ing application. We also developed a Hashtag Recommendation system for this social net- working application. A user may invoke a recommendation procedure while writing a content. After being invoked, the recommendation pro- cedure returns a list of candidate hashtags, and the user may select one hashtag from the list and embed it into the content. The proposed ap- proach uses Latent Dirichlet Allocation (LDA) topic model to derive the latent or hidden topics of different content. LDA topic model is a well developed data mining algorithm and generally effective in analyzing text documents with different lengths. The topic model is further used to identify the candidate hashtags that are associated with the texts in the published content through their association with the derived hidden top- ics. We considered different methods of recommendation approach for the pro- cedure to select candidate hashtags from different content. Some methods consider the hashtags contained in the contents of the whole social net- work or of the user self. These are content-based recommendation tech- niques which matching user’s own profile with the profiles of items.. Some methods consider the hashtags contained in contents of the friends or of the similar users. These are collaborative filtering based recommendation techniques which considers the profiles of other users in the system. At the end of the recommendation procedure, the candidate hashtags are or- dered by their probabilities of appearance in the content and returned to the user. We also conducted experiments to evaluate the effectiveness of the hashtag recommendation approach. These experiments were fed with the tweets published in Twitter. The hit-rate of recommendation is measured in these experiments. Hit-rate is the percentage of the selected or relevant hashtags contained in candidate hashtags. Our experiment results show that the hit-rate above 50% is observed when we use a method of recommendation approach independently. Also, for the case that both similar user and user preferences are considered at the same time, the hit-rate improved to 87% and 92% for top-5 and top-10 candidate recommendations respectively.

Twitter is one of today’s largest and most popular social networks. The users of the service generate huge amounts of data each day and rely heavily on the service helping them find interesting tweets in short time. The concept of hashtags aids in this practice but relies on the users choosing to include the correct and commonly used hashtags for the topic of their tweet. Hashtag recommendation has been a target of research before with varying results. This thesis proposes a method taking the location of the users into account when making recommen- dations. The method generated improved results over just using similar tweets as a basis for recommendation. Various factors like the handling of different variations of vocabulary in the tweets, how many tweets the suggestions can be picked from and how the combination of similarity and geographic ranking should function could affect the result. This leads to the conclusion that geographic data can be used to improve hashtag suggestions, but a different approach in handling similarity and alternative combinations of similarity and geographic ranking could cause another result. / Twitter är ett av nutidens största och populäraste sociala nätverk. Tjänstens användare producerar stora mängder data varje dag och förväntar sig att tjänsten ska kunna hjälpa dem att hitta intressanta tweets snabbt. Därmed finns konceptet med hashtags, men detta förutsätter att användare väljer att inkludera vanligt förekommande hashtags som på ett korrekt sätt avspeglar innehållet i tweeten. Automatisk rekommendation av hashtags har därmed varit ett populärt forskningsämne de senaste åren, med varierande resultat. Denna studie undersöker en rekommendationsmetod som väger in användarens geografiska position för att rekommendera så passande hashtags som möjligt. Resultaten visar att denna metod generellt rekommenderar mer passande hashtags än metoder som enbart rekommenderar hashtags genom att analysera likhet mellan tweets. Olika faktorer så som hanterandet av olika varianter av vokabulär, hur många tweets som metoden kan föreslå hashtags från samt hur kombinationen av rekommendation baserat på likhet och geografiskt position ska fungera, kan samtidigt påverka resultaten. Detta leder till slutsatsen att geografisk data kan användas för att förbättra hashtagrekommendation, men att ett annorlunda tillvägagångsätt i att hantera likhet och alternativa kombinationer av likhetsrangordning och geografisk rangordning kan leda till ett annorlunda resultat.

As the U.S. experiences widespread critical examination on gender and patriarchy, it is important for family therapists to learn how men perceive their masculinity amidst this critical discourse. In contemporary politics, feminist activism is largely conducted through social media and hashtag activism and is often called "hashtag feminism." The feminist hashtags #MeToo, #HeForShe, and #HowIWillChange are well-known symbols of the modern feminist movement. Despite the large role that men and masculinity play in the construction of patriarchy, there is currently little research on how hashtag feminism influences men's perceptions of their own role in gender politics. This interpretive phenomenological study explored how Millennial and Generation Z men perceive the hashtag feminist movement. It also aimed to capture how these men experienced and perceived their masculinity as it related to contemporary gender politics. We conducted interviews with 12 social media-using Millennial and Generation Z men about their experiences of masculinity and hashtag feminism. We found that men's views on hashtag feminism and gender inequality were contradictory and overlapping, changing in response to different contexts. Additionally, findings indicated that participants did not see hashtag feminism as representative of the feminist movement as a whole. Results suggested that features of online activist discourse deterred men from engaging in hashtag feminism. Lastly, results suggested that Millennial and Generation Z men want cultural norms of masculinity to change to integrate the pro-social aspects of traditional masculinity with non-traditional qualities of empathy, emotionality, relationality, and vulnerability. Study discussion reviews clinical implications and research recommendations. / Master of Science / Gender and patriarchy are undergoing critical examination the United States. In this context it is important for family therapists to learn how men experience masculinity. "Hashtag activism," or online feminist activism, uses social media to engage in feminist discourse. The feminist hashtags #MeToo, #HeForShe, and #HowIWillChange are well-known symbols of the modern feminist movement. Despite the large role men and masculinity play in patriarchy, there is little research about how hashtag feminism impacts men. However, it is important to gain an understanding of how men see their own role in gender politics. This interpretive phenomenological study explored how Millennial and Generation Z men perceive the hashtag feminist movement. It also aimed learn about how these men experienced and understood their masculinity in the context of contemporary gender politics. We conducted in-depth interviews with 12 Millennial and Generation Z men who use social media. Interview questions were about their experiences of masculinity and hashtag feminism. We found that men's views on hashtag feminism and gender inequality were not divided into separate categories of pro-feminist and anti-feminist. Instead, each participant held multiple viewpoints that overlapped and sometimes contracted each other. These viewpoints depended on the context in which the participant found himself. We also found that participants did not see hashtag feminism as representative of the feminist movement overall. Results suggested that men were disinclined to engage in hashtag activism because of unique features of online activism. Finally, we found that participants wanted masculinity norms to change to include more vulnerable, emotional, and relational qualities. We discussed clinical implications and research recommendations for family therapists.

Instagram is a phone application that people use to share photos and movies. Instagram is one of the two most popular social medias in the age group 16-25 after Facebook. This essay is a netnographic study that has looked at the affordances offerd on Instagram in images where users are between 16 and 24 years. The study has gathered an archive of material for six days in the spring of 2016. The aim of this paper has been to make this affordances visible by highlighting the sense of what is offerd in health that reveals itselfs, designed and obtained by young people on Instagram. Images were analyzed using image analysis and after that analysed in a text analysis inspired by discourse analysis. The result has been linked to previous research, parts of health theoretical concepts as well as socio-cultural perspective and communities of practice. The conclusion of the study is that health is offered by the young people only as a positive extreme. The affordeces that are given are largely represented individually. The studie has seen that you should exercise, eat right and be happy according to the discourse. There is an unspoken learning process about what is appropriate or not during the hashtag health. With that created collective beliefs are made and an adaptation. / Instagram är en telefonapplikation som människor använder för att dela med sig av fotografier och filmer. Instagram är ett av det två populäraste sociala medierna i åldersgruppen 16 till 25 efter Facebook. Det är en netnografisk studie som tittat på meningserbjudandet på Instagram från bilder där användarna är mellan 16 och 24 år. Studien har samlat på sig ett arkivmaterial under sex dagar våren 2016. Syftet har varit att synliggöra vilka meningserbjudande av hälsa som uppenbarar sig, konstrueras och erhålls av ungdomar på Instagram. Bilderna har analyserats med bildanalys och sedan textanalys inspirerad från diskursanalys. Resultatet har sedan kopplats till tidigare forskning, delar av hälsoteoretiska begrepp samt sociokulturellt perspektiv och praktikgemenskaper. Slutsatsen är att hälsa skildras av ungdomarna endast som en positiv ytterlighet. Det är meningserbjudande som till stor del representeras enskilt. Man ska träna, äta rätt och vara glad enligt diskursen. Det är en outtalad lärprocess om vad som är passande eller inte under hashtaggen hälsa. Med det skapas kollektiva föreställningar och en anpassning.

Det nya medielandskapet har medfört att fotografer behöver anpassa sig. Sociala medier har orsakat att pressorganisationerna enklare kan få tillgång till allmänhetens bilder, till följd av det minskar andelen heltidsanställda fotografer. Många fotografer använder Instagram, en populär social applikation som används av 500 miljoner aktiva användare dagligen. Applikationen används av fotografer för att de vill dela med sig av sitt arbete och expandera kontaktnätet, för att det eventuellt bidrar till nya jobb. På Instagram kan hashtags användas för att placera bilder i kategorier, vilket gör det enkelt för användarna att hitta vad de söker. Användningen av hashtags skiljer sig mellan fotografer och övriga användare på två sätt, det första är att fotograferna visade en trend i att specificera hashtags utifrån bildens innehåll, den andra är att de i genomsnitt använder färre hashtags än den övriga användaren. Att övriga användare inte anpassar hashtags utefter bildens innehåll kan göra att hashtagens funktion som kategoriserings-verktyg försämras, vilket för fotografer innebär att möjligheten att marknadsföra sig minskar. / The new media landscape has meant that photographers need to adapt. Social media has made it easier for press organizations to access public images, as a result of which the proportion of full-time photographers is reduced. Many photographers use Instagram, a popular social application used by 500 million active users daily. The application is used by photographers because they want to share their work and expand the contact network, so that it may contribute to new jobs. On Instagram, hashtags can be used to place images in categories, which makes it easy for users to find what they are looking for. The use of hashtags differs between photographers and other users in two ways, the first being that the photographers showed a trend in specifying hashtags based on the image content, the other being that they on average use less hashtags than the common user. The fact that other users do not customize the hashtags along the images content may cause the hashtags function as a categorization tool to deteriorate, which for photographers means that the possibility of marketing themselves decreases.

Studiens syfte var att öka förståelsen för hur maskuliniteter och femininiteter kan iscensättas inom gruppen män. Detta gjordes under hashtagen pappaledig på det sociala nätverket Instagram. Variationer och mönster undersöktes i relation till könsstereotypa normer. En semiotisk bild- och textanalys användes för att kunna besvara studiens syfte och frågeställningar. Begreppen maskuliniteter och femininiteter användes som en integrerad analysenhet i syfte att frångå könsdikotomi.  Studiens huvudresultat visade att majoriteten av männens bilder kunde tolkas maskulina medan texterna uppvisade en mer feminin eller mixad karaktär. I relation till Connells teori om hegemonisk maskulinitet tycks de hegemoniska idealen reproduceras i de hårdare och mindre uttrycksfulla bilderna medan en mjukare och mer emotionell karaktär kunde ses i bildtexterna. Texternas mer omhändertagande prägel kunde relateras till ett modernt faderskap. / The aim of the study was to increase understanding of how masculinities and femininities exhibit within a group of men. This was done in the hashtag #pappaledig on the social network Instagram. Variations and patterns were examined in relation to gender stereotyped norms. A semiotic image- and text analysis was used to answer the study's purpose and questions. The terms masculinities and femininities were used as an integrated analysis unit for the purpose of departing from sex dichotomy. The main results of the study showed that the majority of men's images could be interpreted masculine while the texts showed a more feminine or mixed character. In relation to Connell's theory of hegemonic masculinity, the hegemonic ideals appear to be reproduced in the tougher and less expressive images while a softer and more emotional character could be seen in the captions. The more disposal character of the texts could be related to modern paternity.

Made available in DSpace on 2014-12-17T13:54:49Z (GMT). No. of bitstreams: 1 RaquelSS_DISSERT.pdf: 3631859 bytes, checksum: 350f993b15adbbe379c6c3e2c36d3dca (MD5) Previous issue date: 2012-04-27 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior / The spatial and temporal fluidity conditioned by the technologies of social interaction online have been allowing that collective actions of protest and activism arise every day in cyberspace - the cyber-activism. If before these actions were located in geographical boundaries, today's demands and mobilizations extrapolate the location, connect to the global, and at the same time, return to the regional through digital virtuality. Within this context of the relationship between digital technology and global flow of sociability, emerges in October 2010 the social movement of the hashtag "#ForaMicarla", which means the dissatisfaction of cibernauts from Natal of Twitter with the current management of the municipality of Natal-RN, Micarla de Sousa (Green Party). We can find in the center of this movement and others who appeared in the world at the same time a technological condition of Twitter, with the hashtag "#". Given this scenario, this research seeks to analyze how the relationship of the agents of movement hashtag "ForaMicarla", based on the principle that it was formed in the Twitter network and is maintained on the platform on a daily basis, it can create a new kind of political culture. Thus, this study discusses theoretically the importance of Twitter and movements that emerge on the platform and through it to understand the social and political demands of the contemporary world and this public sphere, which now seems to include cyberspace / A fluidez espacial e temporal condicionada pelas tecnologias online de intera??o social vem possibilitando que a??es coletivas de protesto e ativismo surjam a cada dia no ciberespa?o o ciberativismo. Se antes essas a??es estavam localizadas em fronteiras geogr?ficas, hoje as reivindica??es e mobiliza??es extrapolam o local, conectam-se ao global e, ao mesmo tempo, retornam ao regional por meio da virtualidade digital. Dentro desse contexto da rela??o entre tecnologia digital e fluxo de sociabilidade global, surge em outubro de 2010 o movimento social da hashtag #ForaMicarla , que significa a insatisfa??o dos cibernautas natalenses do Twitter com a atual gest?o da prefeitura da cidade de Natal RN, Micarla de Sousa (Partido Verde). Podemos encontrar no centro desse movimento e de outros que surgiram no mundo na mesma ?poca uma condi??o tecnol?gica do Twitter, a hashtag # ? o s?mbolo # seguido de uma palavra ou frase. ? usada pelos cibernautas como forma de marcar assuntos na plataforma. Partindo desse cen?rio, esta pesquisa busca analisar como a rela??o dos agentes do movimento da hashtag #ForaMicarla , tendo como princ?pio que ele foi formado em rede no Twitter e ? mantido na plataforma de forma cotidiana, pode criar um novo tipo de cultura pol?tica. Assim, esta pesquisa problematiza teoricamente a import?ncia do Twitter e dos movimentos que emergem na plataforma e atrav?s dela para compreender as reivindica??es sociais e pol?ticas do mundo contempor?neo e dessa esfera p?blica, que agora parece incluir o ciberespa?o

El presente trabajo de investigación tiene como objetivo analizar la interacción que se genera alrededor de las publicaciones con el hashtag #MeGustaLaVidaSocial en la plataforma de Instagram. El fenómeno se origina tras una denuncia de manera pública acerca de una violación grupal por parte de cinco jóvenes hacia una señorita en el distrito de Surco, Lima, Perú. Dicho hashtag fue viralizado, específicamente, en el mes de Octubre del año 2020, luego de las declaraciones de Paul Muñoz, ex abogado; quien, en su papel afirmó que la víctima era “una mujer a la que le gustaba la vida social” intentando, de esta manera, justificar la violación. La metodología empleada en el estudio de este fenómeno, es el análisis de contenido de las publicaciones que contengan el hashtag #MeGustaLaVidaSocial en la plataforma de Instagram. Con esto, se espera identificar el tipo de lenguaje y códigos que comparten dichas publicaciones, lo cual, será punto de partida para definir las prácticas comunicativas contenidas en las publicaciones; además de identificar la visibilidad y alcance; los marcos y valores y, la afinidad y apoyo que obtuvo dicho fenómeno durante su viralización. En suma, es válido afirmar que, dicho fenómeno, generó una gran cantidad de interacción, haciendo del hashtag un “espacio” en donde usuarios y usuarias de dicha plataforma, narraban casos de violencia de género que en algún momento vivieron o presenciaron; sin embargo, existieron también publicaciones que no necesariamente eran afines con el fenómeno. / The present research work aims to analyze the interaction that is generated around the posts with the hashtag #MeGustaLaVidaSocial on the Instagram platform. The phenomenon originates after a public complaint about a group rape by five young men against a young woman in the district of Surco, Lima, Peru. This hashtag was viralized, specifically, in the month of October 2020, after the statements of Paul Muñoz, a former lawyer; who, in his role, affirmed that the victim was "a woman who liked social life" trying, in this way, to justify the rape. The methodology used in the study of this phenomenon is the content analysis of the publications that contain the hashtag #MeGustaLaVidaSocial on the Instagram platform. With this, it is expected to identify the type of language and codes that these publications share, which will be the starting point to define the communicative practices contained in the publications; in addition to identifying visibility and scope; the frameworks and values and, the affinity and support that this phenomenon obtained during its viralization. In sum, it is valid to affirm that this phenomenon generated a large amount of interaction, making the hashtag a “space” where users of said platform narrated cases of gender violence that at some point they experienced or witnessed; however, there were also publications that were not necessarily related to the phenomenon. / Trabajo de investigación