Submitted by Pedro Barros (pedro.silvabarros@ufpe.br) on 2018-07-23T18:30:48Z No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) DISSERTAÇÃO Manuela de Mattos Salazar.pdf: 9346101 bytes, checksum: a868139972c4ef638f35e81dd25ea058 (MD5) / Approved for entry into archive by Alice Araujo (alice.caraujo@ufpe.br) on 2018-07-23T21:23:13Z (GMT) No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) DISSERTAÇÃO Manuela de Mattos Salazar.pdf: 9346101 bytes, checksum: a868139972c4ef638f35e81dd25ea058 (MD5) / Made available in DSpace on 2018-07-23T21:23:13Z (GMT). No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) DISSERTAÇÃO Manuela de Mattos Salazar.pdf: 9346101 bytes, checksum: a868139972c4ef638f35e81dd25ea058 (MD5) Previous issue date: 2017-03-06 / CAPES / Esta dissertação investiga o encontro entre a estética e o cotidiano em imagens da rede visual Instagram e questiona: o que faz algo ser instagramável? Pensa-se a partir do conceito mundomosaico de Flusser, que estabelece que atualmente a humanidade vive e conhece por meio de fotografias, compondo um grande e movente mosaico. Metodologicamente, 900 imagens foram coletadas entre as fotografias compartilhadas publicamente com a hashtag #postitfortheaesthetic. A partir de alguns parâmetros pensados por Manovich, as imagens foram catalogadas e dividas em categorias e subcategorias, compondo, dessa maneira, uma série de mosaicos que auxiliam na determinação de características estéticas recorrentes. Promoveu-se então uma discussão a respeito do entrelaçamento entre a vida cotidiana e a estética, em um debate constantemente permeado por reflexões sobre fotografia. Discutiram-se, assim, as teorias da fotografia vernacular e teóricos que abordam a sensibilidade sobre os pequenos detalhes da vida corriqueira, como Stewart, Rancière, Highmore e Saito. Também pensaram-se as conexões entre o habitual, o cotidiano, os objetos de consumo e a arte, na estetização contemporânea do cotidiano, a partir de teorias da arte com Danto, Duchamp e Warhol e de outros teóricos e artistas do século XX, como Baudrillard, Lipovetsky, Featherstone e Schmid. Com tudo isso, tornou-se possível uma reflexão a respeito da criação de imagens técnicas na cultura visual do Instagram e a determinação de algumas características estéticas e fundamentais das fotografias compartilhadas nesta rede visual. / This research investigates the encounter of aesthetics and the everyday in pictures of Instagram’s visual network. It questions what is something instagrammable, departing from Flusser’s concept of a mosaic-world, which establishes that humanity nowadays lives and knows through pictures that eventually compose a great and moving mosaic. Methodologically, it used 900 images collected from the publicly shared pictures of Instagram’s hashtag #postitfortheaesthetic. Thinking of certain parameters established by Manovich, it catalogued and divided these pictures into categories and subcategories, and then composed a series of mosaics to help determining recurrent aesthetic features. It also promotes a discussion about the intertwinement of everyday life and aesthetics, in a debate which is constantly permeated by thoughts on photography. It discusses vernacular photography theories as well as the work of scholars that address the sensibilities created by the little details in everyday life, such as Stewart, Rancière, Highmore and Saito. It also reflects on the connections between habits, the ordinary, and objects of consumerism and of art, in the contexts of everyday life aestheticization, through the art theories of Danto, Duchamp and Warhol, and other twentieth century authors and artists such as Baudrillard, Lipovetsky, Featherstone and Schmid. With all of that, it became possible to think about the creation of technical images in the visual culture of Instagram and to determine some aesthetic and fundamental aspects of the pictures shared in this visual network.

This thesis is intended to examine the general significance of the social networking site Instagram in corporate marketing to subsequently highlight its importance for the wine industry. Besides extensive theoretical research, an online survey was conducted to de-termine the current degree of implementation. The survey was conducted among wineries in the wine-growing region of Saale-Unstrut with the aim of analysing their experiences and perceptions of marketing via social media and Instagram. Furthermore, three other wineries were identified that had already firmly integrated Instagram into their marketing program. Their experiences and opinions were then compared with the approaches of the wineries domiciled in Saale-Unstrut. From these theoretical and practical findings, a rec-ommendation for action was developed, which should make it easier for wineries to suc-cessfully start and use Instagram in marketing in the future. The thesis ultimately supports the need to integrate Instagram - as an attractive element - into the marketing mix. Espe-cially in the wine industry there is a lot of untapped potential that ought to be exploited by more businesses. Nevertheless, this subject also offers a lot of potential from a scien-tific perspective. Alongside with a representative examination of the results presented, it is also worthwhile to study the perspective of customer perceptions of wine advertising via Instagram.:1 Introduction 1.1 Meaning of the Topic and Problem Statement 1.2 Aim of the Work 1.3 Methodical Approach 1.4 Structure of the Thesis 2 Delimitation of Social Media and Social Networking Sites 2.1 Social Media 2.2 Social Media Marketing 2.3 Social Networking Sites 3 Portrait of Instagram 3.1 Development of the Platform 3.2 Strategic Distinction from other Social Networking Sites 3.3 Analysis of the User Structures 3.4 Relevance to Corporate Marketing 3.5 Marketing Approaches on Instagram 4 Marketing in the Wine Industry 4.1 Wine and the Marketing Mix 4.2 Digital Wine Marketing 5 Use of Instagram in Wine Marketing 5.1 Survey Design and Procedure 5.2 Results 5.3 Reference Group 5.4 Discussion 6 Guidance for the Use of Instagram in the Marketing of Wines 6.1 Planning 6.2 Implementation 6.3 Evaluation 7 Conclusion, Critical Reflection and Suggested Future Research

This research investigates the ways in which Unilever's LUX soap has repositioned their brand away from their historical association with beauty pageants. This research aims to unpack the ways in which Instagram is utilised by LUX soap to effectively communicate a distinct brand personality. This research identifies that the repositioning of the brand on Instagram was achieved through a strategy that integrated social media influencers and brand events, whilst incorporating social marketing. Not only does this research focus on LUX's branding on Instagram, it critically engages with the content from a postfeminist perspective. This is the secondary theoretical engagement of this work. The paper highlights the ways in which the content is postfeminist in nature and how this was incorporated into the branding messages. The main focus of this dissertation is the #MoreThanYouCanSee and #EvenMore LUX soap campaigns. Through a mixed methodology of interviews, content analysis, and survey the paper focuses on the ways in which LUX created a relationship with their customers on Instagram and effectively repositioned the brand. The research suggests that three key techniques were repeated on Instagram to effectively create new associations with the LUX brand during the #MoreThanYouCanSee and #EvenMore extension campaign. The paper, furthermore, suggests that the LUX soap campaign employs postfeminist rhetoric in their Instagram strategy. This dissertation argues that the development of a strategy consisting of branded events, social media influencers, and social marketing content allowed LUX soap to reposition their brand.

Due to technological innovations, the society has new needs and expectations of the public libraries and what they offer. The web can now be seen as a competitor to the library services or as an opportunity for them to market the organization, for example through social media. The aim of this bachelor thesis was to examine how public librarians used Instagram in marketing purposes. The research questions we wanted to answer were: • What motives were there to use Instagram for marketing purposes for public libraries? • What interaction is created through marketing over Instagram? • How do librarians think of the use of Instagram in the future? The theoretical basis for the thesis is Gummessons model of the Relationshipsmarketingtheory (RM). RM focuses on the weight of relationships between organizations and their customers. For collecting data a qualitative method was used. Six librarians from three different libraries were elected for interviews. The result showed that public librarians generally had a positive attitude towards library marketing through Instagram. They wanted to show what the library could offer, establish their place in society and reach out to new users, and Instagram was a natural part of the marketing. The study showed that the interaction with library users was low, but the interaction with other libraries and their staff was higher. In the future, librarians had a positive attitude towards developing their Instagram use. Instagram would then become equated with traditional marketing, but requested more clear using guidelines. The librarians also wanted more staff to be involved in the marketing.

Utvecklingen av sociala medier såsom t.ex. Facebook och Instagram har inneburit nya möjligheter att kommunicera sin livsstil och sina personliga val, som överskrider såväl kulturella som geografiska gränser. Nya gemenskaper skapas. Detta får betydelse för hur konsumenter kommunicerar med varandra samt hur märkesinnehavarna kommunicerar med sina kunder. Syftet med min studie är att undersöka hur en märkesinnehavare inom mode använder sociala medier, i detta fall Instagram, i sin kommunikation med kunderna för att skapa engagemang kring sitt varumärke. Aktuell forskning visar att värde i varumärket skapas genom en ömsesidig kommunikation mellan märkesinnehavaren och konsumenterna. Kommunikationen sker både mellan märkesinnehavare och konsumenter samt mellan konsumenterna i en märkesgemenskap. Storytelling är ett verksamt medel i denna meningsskapande process. En semiotisk analys användes för att analysera bilderna och hur de bidrar till märkets storytelling. Resultatet visar att Instagram ger märkesinnehavare och konsumenter möjlighet att gemensamt skapa värde. De tekniska funktionerna i applikationen gör det lätt för märkesinnehavare att interagera med sina konsumenter och skapa en dynamisk märkesgemenskap. På Sabo Skirts instagramkonto är märkesinnehavaren och följarna tillsammans märkets författare. Följarna använder kläderna och ger dem betydelse i sin egen vardag samtidigt som märkesinnehavaren skapar möjligheter för dem att synas på ett instagramkonto med 1,5 miljoner följare. Detta kan tolkas med hjälp av teorin uses and gratifications som säger att användningen av media alltid är målinriktad. Människor väljer aktivt media efter vilka deras behov är och hur väl användningen tillfredsställer dessa behov.

Denna studie belyser hur unga kvinnor upplever att deras relationer på Instagram påverkar deras konsumtionsbeslut. Instagram har kommit att utgöra en stor del av urvalsgruppens medieanvändande och besöken på applikationen har för vissa blivit en given del av vardagen. Samtidigt har konsumtionen av konsumtionsvaror för samma målgrupp ökat. Ett samband som lade grunden till syftet av att se hur dessa två variabler kan vara beroende av varandra. Med hjälp av teorier kring parasociala relationer, konsumtion och identitetsskapande samt symbolisk konsumtion söks i denna studie motiven bakom konsumtion och hur dessa eventuellt uppstår genom relationer på Instagram. Studien är baserad på en enkätundersökning som nått 404 respondenter bestående av kvinnor mellan 18-30. Dess resultat talar tydligt för hur de relationer som byggs upp via applikationen har en återkommande roll av att inspirera och agera måttstock för livskvalitet utifrån vad som konsumeras. Då respondenterna angav kändisar som den kategori vilken påverkade urvalsgruppen mest till köp tolkades de parasociala relationerna som byggts upp via Instagram som den återkommande utlösande faktorn till konsumtion.

The aim of this master thesis was to examine how the use ofsocial media has influenced the way in which themunicipality of Jönköping communicates with the public andother stakeholders. To fulfill this aim the following twoquestions were formulated: How does the municipality ofJönköping use social media for its external communication?Has the external communication of the organization changedwith the use of social media? If so, how has it changed?The examination was carried out as a case study includinginterviews with six employees at different municipalitydepartments, who use social media for externalcommunication in their work.The theoretical framework was built mainly on differentperspectives of communication and a framework forcategorizing public organizations’ use of social media inthree different general purposes - representation, engagementand networking.The results of the study show that the municipality ofJönköping uses social media mainly for informationdissemination. To some extent it is also used for externalmonitoring and for trying to influence people’s attitudes andbehavior. The results further show that the use of socialmedia has not lead to any pervasive change of the externalcommunication of the organization. The communicationthrough social media to a large extent consists of onedirectionaltransmission of information, and at present thereseem to be only very limited ambitions to take the externalcommunication towards more of dialogue and interactivity.

Den här studien undersöker hur mikrokändisar presenterar sig själva på Instagram och vilka strategier för hur dessa mikrokändisar använder Instagram som är synliga. Studien analyserar bilder som publicerats av fyra svenska mikrokändisar under en månads tid. Netnografi används som insamlingsmetod och materialet analyseras med hjälp av en semiotisk text- och bildanalys. Teorier om självpresentation och attention economy används för att skapa en förståelse för hur de analyserade mikrokändisarna använder Instagram. Studien finner att mikrokändisarna presenterar sig själva som lyxiga och glamorösa. Strategier som de använder inkluderar att publicera bilder vid specifika tidpunkter, publicera bilder som ger ett intryck av att någon annan tagit bilden när de inte är medvetna om att bilden tas och tagga personer, platser, varumärken och inspirationskonton för att bli sedda av fler.

Min studie beskriver hur ungdomar framställer sig själva genom Instagram och vad för påverkan det har till deras identitetsskapande. Med hjälp av 10 ungdomar vid 16 års ålder på har jag samlat ihop material som jag kopplat till teori. Dessa teoretiska perspektiv som jag använt mig av är: Identitet från Jostein Gripsrud ”Mediekultur- Mediesamhälle” 2008 samt dramaturgiska perspektivet av Erving Goffman ”Jaget och maskerna” 1974. Jag har tagit inspiration från Kenneth Ögren (2013) avhandling angående ”flickor och sociala medier” samt olika artiklar kring Instagrams påverkan på ungdomar och Berglez & Olaussons förklaring av medier och identitet som bakgrund till mitt ämne. Frågorna som jag besvarar i min studie är: Hur framställer ungdomar sin online identitet genom Instagram? Vad ger detta för resultat på ungdomarnas identitetsskapande? Min studie visar att Instagram har en påverkan på ungdomarnas livsstil och identitet. Det vill säga hur individer representerar sig själva skapar det normer, mönster, status och regler i samhället som fortskrider och vi blir ständigt omedvetna påverkade av varandra och hur vi ska vara och bete oss. Sociala medier har en påverkan på oss individer och genom Instagram kultur skapar det en omedvetenhet för dessa ungdomar där de alltid ska behaga sin publik med oärligheter.

Social media platforms, such as Instagram, has created an opportunity for companies to communicate with its stakeholders in a totally different way than before. As Instagram allows two-way communication between the company and its stakeholders, the followers has a part of how the image is related to the brand. However, we have not found any scientific studies that examines how this image is perceived by the followers. This study was aiming to investigate how the Swedish fashion company and brand Filippa K are using Instagram as a communication tool to form their followers’ idea of the brand. More specifically, it studied how Filippa K’s image was perceived by their followers. The research question “what image is perceived by Filippa K’s followers by Filippa K’s visual image communication on Instagram?” was formulated to solve the problem. The results of this study was built upon data from eight qualitative interviews with Filippa K’s followers on Instagram. The analysis leant on theoretical framework about brand identity and brand image, as well as Stuart Hall’s encoding/ decoding theory. By using these in the analysis, the result showed that the followers perceived a positive image of Filippa K. However, the followers also formed their different opinions about Filippa K as a brand as well as alternative decoding beyond the core values that the company’s identity is based upon. The essential parts of Filippa K’s identity was perceived, hence a conclusion was made that the image implicated a Swedish, in vogue brand with high qualitative products that focus on style, simplicity and sustainability. The results of this study has given an insight of the impact Instagram has on how followers perceive an image. With an understanding for the followers, a company can work with its market communication on Instagram to form the brand image towards one way or another.