Purpose: The purpose of this paper is to represent the first empirical attempt to explore global-local consumer identities as drivers of global digital brand usage. Specifically, this study considers a unique category of digital products, social networking sites (SNS), and develops a set of hypotheses to assess the mechanism through which location-based identities influence the actual usage of global SNS (Facebook and Instagram). Moreover, cross-country variations are investigated under the lens of developed vs developing countries. Design/methodology/Approach: Cross-country surveys in a developed (Austria) and a developing country (Thailand) were conducted. Data collected from 425 young adults were analyzed using SEM techniques in order to test a set of hypotheses. Findings: Results show that in Thailand, users with a global identity enjoy participating in global SNS more than their counterparts in Austria. In addition, consumers with a local identity in Thailand demonstrate less pleasure when participating in global SNS than their counterparts in Austria, and consequently are less inclined to use global SNS. Practical implications: Findings provide digital marketers with useful insights into important strategic decisions regarding the selection and potential adaptation of global digital brands according to the country context. Originality/value: This research is the first to extend the location-based identity research in the context of global digital brands, explain how global-local identities predict SNS usage through an engagement mechanism and investigate cross-country variations of this mechanism.

Identity between Memory and Narrative: A Sociological Analysis Abstract of PhD thesis Mgr. Jakub Mlynář Department of Sociology, Faculty of Arts, Charles University in Prague 2016 Concepts of identity, memory and narrative are being sociologically employed, whether separately or in combination, but most often in relationship to specific research areas. The aim of my thesis is an explanation of mutual relationship of identity, memory and narrative as well as their meanings in social action. I am taking into account the controversial features of these phenomena, which have been recently discussed, and I offer a compromise theoretical solution. Mutual relationship of identity, memory and narrative are followed in detailed case-study, analysing a selection of oral history interviews from USC Shoah Foundation's Visual History Archive, with an inspiration from narrative analysis and membership categorization analysis. The oral history interview is a social situation, in which the general interactional mechanisms related to memory, identity and narrative stand out in focused shape. Narrative expression of identities in life stories of Holocaust survivors is mainly related to the categories of national, state, political and religious identity, reflected explicitly and implicitly during the interviews. Specific...

The transition to a care home can be a difficult experience for older people, with various changes and losses, which can impact an older person’s sense of identity. However, it is not clear how older people perceive and manage their sense of identity within a care home, particularly in the United Kingdom. This study aimed to explore how the transition to a care home impacted on the identities of care home residents, and how they addressed this impact. Findings were interpreted using the Social Identity Perspective (SIP), which postulates that people strive to maintain a positive identity. Identities are composed of a personal identity (relating to personality traits), and a social identity (relating to group membership). SIP can help to interpret the symbolic nature of interactions and experiences, although to date has been infrequently used in care home based research. This study used a case study approach with qualitative methods. Cases of three care homes were purposefully sampled within Greater Manchester. Residents, relatives, and care home staff were asked to participate. Semi-structured interviews with 18 participants (nine residents; four relatives; five staff), and approximately 260 hours of observations were conducted over one year. Data were analysed using Framework Analysis. Results revealed five overlapping themes: 1) Social comparison; 2) Frustration; 3) Independence and autonomy; 4) Personal identity vs. Care home; 5) Ageing and Changing. Overall, the transition to a care home had a negative effect on residents’ identities, due to organisational restrictions and associations with cognitively impaired older people. In order to forge a positive identity, residents without dementia aimed to distance themselves from residents with dementia, whom they perceived negatively. To achieve this distance, residents without dementia engaged in social comparison, by emphasising their comparatively superior cognitive abilities and physical independence. Symptomatic behaviours of residents with dementia also caused frustrations amongst staff and other residents. Furthermore, differing expectations of the care environment caused frustrations between residents, relatives, and staff. Most routines and restrictions made it difficult for residents to express their personalities. Although staff aimed to incorporate residents’ individuality into care, they often reported feeling restricted by a lack of staffing and resources. Additionally, residents considered the physical impact of ageing to alter their established sense of identity. However, the care home further undermined residents’ identities, particularly in relation to their independence and autonomy, which were important elements of their personal identities. Residents’ perceptions of what counted as independence changed in light of their declining physical abilities and what they were allowed to do within the care home, in order to maintain this element of their identities. Findings indicated that the care homes would benefit from more resources to organise more meaningful activities for residents. However, small changes to routines, such as allowing ‘duvet days’, also helped to support residents’ identities. Recommendations for practice include the introduction of an ‘identity champion’ to provide guidance and support on how care home staff could make identity-relevant changes.

D.Litt. et Phil. (Sociology) / Inquiry that seeks to understand young people’s engagement in risk behaviours is numerous. Concern for and interest in young people has stimulated a wide range of debates about what makes young people do the things they do. Despite the plethora of research in this area there are still gaps in our knowledge, primarily because much of the research has sought to understand young people by looking at their decision making from the outside. This study departs from what has gone before by applying a youth development approach to understanding youth risk. In order to do so it sought to delve into the worlds and lives of a few young people living in an informal settlement in Gauteng, South Africa. The key question that the study poses pertains to how young people understand and negotiate risk as an aspect of their everyday identity-work. It is thus important to note that youth in this study is not understood simply as a particular age range or a phase that exists between childhood and adulthood. Rather it is understood as a life stage that carries with it particular experiences, needs and processes. In particular for the purposes of this study identity-work is understood to be an intensive process during the life stage of youth that involves drawing on culturally and socially available labels (McCall, 2003), definitions and markers of identity and testing them in their social networks in a process of reflexivity towards developing a self-identity (Giddens, 1991). In order to generate a deep understanding of the lives and worlds of young people, this study employed a critical ethnographic design, combining the usual methods of ethnography such as observation and interviews, with innovative methods that sought to challenge commonly held perceptions of research that young people might have had, and to encourage them to participate in the research. The study found that risk is understood in multiple ways. Young people understand and internalise the risk prevention messaging that is often targeted at them but they also have other perceptions of risk that ‘experts’ tend to overlook. Most important of these were their perceptions of risk that were influenced by their socio-economic surroundings – risks that were foremost in their lives because of their day-to-day struggles to manage them. The study also demonstrates the ways in which risk is negotiated as a feature of identity-work in three ways – in identity-work that has to do with masculinity and femininity, in identity-work pertaining to who one is within a family, and in identity work that involves their roles in the community. One of the main recommendations arising from this research is the need for integrated interventions that combine the prevention models that are currently employed, with locally specific interventions aimed at enhancing the protection and preparedness of young people in order to reduce their vulnerability. By conceptualising young people and the phase of ‘youth’ differently, and applying a youth development approach to understanding youth risk, it is hoped that an innovative way of considering how young people make decisions regarding risk has been opened for future consideration in research.

Since 2008 with the Russo-Georgian war we observe the gradual deterioration of relations between Russia and the European Union which achieves its apogee during the Ukrainian crisis and the annexation of Crimea. The cultural approach is to be applied for understanding and exploration of the conflict: its reasons and mechanism. The work is aimed to define conflicting beliefs and values, considering them on a cultural basis. The current escalation of relationships is reviewed as a cultural conflict, the author claims different mentality as one of the influential factors and possible dimensions of conflict analysis. This work also points out internal cultural mechanisms and features provoking aggressive external policy and considers cultural identity as a container of ideas which justify and originate opposition and conflict with other cultures. This work is an attempt to introduce a concept of an individual's mentality, to link personal and group mentality and find out how cultural meaning content influences on formation of a personal mindset - a system of personal beliefs and values. Research part consists of preliminary comparative questionnaire-based survey with 30 respondents, secondary analysis of World Value Survey, and 10 depth interviews based on 3 survey questions, analyzed by means of mental...

The purpose of this thesis is to explore how stay-at-home fathers view their role as the primary caregiver, and how they encounter opposing masculinity issues. This is explored through discussion about daily life, the decision to stay home, and household labor, a particularly interesting reflection of gender roles and equality. The two research questions used to explore this included: How do stay-at-home fathers understand their masculinity and social role? How does talk about the negotiation of household labor in stay-at-home father/career mother families illustrate masculinity issues? Through an analysis of interviews of eight present or past stay-at-home fathers, I capture the ways that these fathers describe and discuss the stay-at-home parent role. By looking at how these men define and interpret the specific challenges they face while in this role, I help tell the stories of stay-at-home father/career mother families, and understand whether these families, too, experience Hochschild's "stalled revolution."

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yes / The car is a symbolic presence at the heart of the everyday experience of multi-ethnic coexistence. Exploring the potential significance of car ownership among members of the Pakistani/Muslim population in Bradford has an inherent interest and virtue, but more acutely, it can shed light on social relations where class, gender, religion and ethnicity intersect. The ‘young Asian/White/Muslim/Black male driver’ has acquired a certain meaning and reputation which has largely negative associations across Britain. However, once stereotypes such as the ones at play in the diary entry above are unpicked and engaged with, meaning becomes more nuanced and complicated, but no less vital. Indeed, the research upon which this paper is based suggests that car culture offers insights: first, into how some aspects of broader ‘British Muslim’ identity are framed; and second, that often negative, exoticized and racialized aspects of identity can be detuned and thus made less potent markers of racialized thinking.

This thesis focuses on online communities - both their historic and current form. Various forms of communications are described, main focus is then given to identity online and self-presentation - various forms it can take, which expressive devices are used, how trustworthy is it and how is it perceived by other others. Influence of anonymity is mentioned. Empirical part of this work explores online friendship relations, cornerstone of the current wave of social networking services. It asks several questions about ways in which they affect communication between users. Relation between several factors (reciprocity, direction of initiation of said relation) and both quantity and frequency of communication between those users before and after that friendship is established.

This final thesis is looking for ways social networking site users understand their virtual image, online identity and the way online identity is made. It also deals with the way users view the use of social networks and the fact that their virtual profiles reflect their personalities and opinions. It also handles a study on how users perceive the closeness of "Facebook world", whether as a world made up of real people contacts or just a cold virtual space. Social network users leave a digital trace behind. In addition, this thesis follows its impact on online reputation. Also it follows effect it has on user's virtual contacts. It considers attitudes towards social networking sites based on age and gender. It mentions certain effects that accompany user and his presence on internet and social network in general: disinhibition effect, flaming, trolling or spiral of silence theory. It describes evolution of the communication on social networks. In the final stage it focuses on commercial potential: marketing opportunities on Facebook, ways to exploit users' data and what will be the benefit for both parties.