Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This thesis aims to understand the ways in which the representations of female labour in advertising are interpreted by women from the new working class as well as the ways in which such representations collaborate with their class and gender habitus. In the field of Communications, it is based on audience research within Cultural Studies, thus drawing on the lived experiences and the everyday life of subjects in order to observe the conformation of their identities in reference to the established relation between communication and culture. This is an important study given both the current gaps within Communications in terms of the articulation of the concepts of class and gender as analytical categories as well as the necessary contribution to the field of advertising reception. The theoretical and analytical assemblage of the topic is built upon Pierre Bordieu s articulation of social theory (especially his concepts of class and gender habitus), Jesús Martín-Barbero s take on mediations, and Néstor García Canclini s concept of media consumption. I empirically mapped out the studied context drawing on a quantitative survey with 396 women in the city of Santa Maria (RS, Brazil). In qualitative terms, I worked with a group of seven women from the new working class, whose ages ranged from 30 to 45 years-old, who lived in the aforementioned city as well. The group s class and gender identity was investigated through data collected throughout one year of participant observation, in-depth interviews, and assisted distribution of adverts selected by the informants, relating and comparing the perception they have of the representations of female labour in advertising to their own experiences and self-representation. Results point to a critical reading when it comes to comprehending the formats, spaces, and logic of the messages of advertising, highlighted by their rituality. In reference to the representations of class and gender, advertising messages sustain the double subordination to which women from the working class are submitted. Even though the group of women herein studied recognise the appreciation of the lifestyle of the working class, the idealisation of work, and the male domination, there is a tendency, within these women, to appropriate values present in advertising by means of the naturalisation of the space and the role which are socially assigned to them as working class women. / Esta tese tem como objetivo central compreender de que modo as representações do trabalho feminino presentes na comunicação publicitária são interpretadas por mulheres da nova classe trabalhadora e como essas representações colaboram para a conformação dos seus habitus de classe e de gênero. No âmbito do campo da comunicação, trata-se de uma pesquisa com foco nas audiências filiadas aos Estudos Culturais. Portanto, aproxima-se das experiências vividas na cotidianidade pelos sujeitos para observar a conformação de suas identidades a partir da relação instituída entre comunicação e cultura. O estudo justifica-se pelas lacunas encontradas no campo da comunicação na articulação dos conceitos de classe e de gênero como categorias analíticas, bem como pela necessária contribuição no âmbito dos estudos da recepção publicitária. A formulação teórica e analítica do objeto de estudo dá-se pela articulação da teoria social de Pierre Bourdieu (em especial em seus conceitos de habitus de classe e de gênero) e a perspectiva das mediações de Jesus Martin-Barbero e do consumo midiático de Nestor Garcia Canclini. Na instância empírica, mapeamos o contexto estudado a partir de uma pesquisa quantitativa, aplicada entre 396 mulheres, na cidade de Santa Maria/RS e, de modo qualitativo, com um grupo de sete mulheres da nova classe trabalhadora, de faixa etária entre 30 e 45 anos, residentes nesse lugar. A identidade de classe e de gênero do grupo foi investigada através de dados coletados ao longo de um ano a partir de observação participante, entrevista em profundidade e assistência compartilhada de comerciais selecionados pelas informantes, relacionando e comparando a percepção que elas têm das representações do trabalho feminino na publicidade com suas próprias experiências e sua autorrepresentação. Os resultados apontam para uma leitura crítica no que diz respeito à compreensão dos formatos, espaços e lógicas da mensagem publicitária, evidenciados a partir da ritualidade. No que se refere às representações de classe e de gênero, entende-se que, de um modo geral, as mensagens publicitárias sustentam a dupla subordinação a que estão submetidas as mulheres da classe popular e que, embora o grupo estudado reconheça a valorização do estilo de vida da classe média, a idealização do trabalho e a dominação masculina, há, entre as entrevistadas, uma tendência à apropriação destes valores circulantes na publicidade pela naturalização do espaço e do papel que ocupam socialmente como mulheres e como classe trabalhadora.

Submitted by Renata Lopes (renatasil82@gmail.com) on 2017-04-11T12:07:59Z No. of bitstreams: 1 fernandoderesendechaves.pdf: 2511977 bytes, checksum: 49069643125c6f34fd8de59bb0aa2bcc (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2017-04-17T20:02:52Z (GMT) No. of bitstreams: 1 fernandoderesendechaves.pdf: 2511977 bytes, checksum: 49069643125c6f34fd8de59bb0aa2bcc (MD5) / Made available in DSpace on 2017-04-17T20:02:52Z (GMT). No. of bitstreams: 1 fernandoderesendechaves.pdf: 2511977 bytes, checksum: 49069643125c6f34fd8de59bb0aa2bcc (MD5) Previous issue date: 2017-02-13 / Investigação sobre as relações entre hábitos de consumo de mídia e comportamento político-ideológico a partir de um survey aplicado a uma amostra do eleitorado juizforano. Foram realizadas 398 entrevistas estruturadas que permitiram a categorização dos respondentes quanto ao seu perfil de consumidor de informação e quanto às suas identidades, percepções, e atitudes políticas. O interesse é discutir a midiatização do campo político com foco no cidadão comum, observado, de um lado, como consumidor de mídias e, de outro, como sujeito participante da vida política, verificando quais relações podem ser estabelecidas entre esses dois aspectos da sociabilidade contemporânea. O resultado mostra relações significativas, por exemplo, de perfis atitudinais e comportamentais no âmbito político-ideológico com o consumo de determinados tipos de mídia ou com o nível de acesso dos indivíduos à diversidade de enquadramentos midiáticos da política, além de observar as características socioeconômicas dos entrevistados como fatores de mediação do consumo de mídia e da participação política. / Research about relations between media consumption habits and political-ideological behavior from a survey applied to a sample of the Juiz-Forano electorate. A total of 398 structured interviews were carried out, which allowed a categorization of respondents regarding their information consumer profile and their identities, perceptions, and political attitudes. The interest is to discuss about the mediatization of the political area focusing on the common citizen, observed, with a point of view, as consumer of media and, on the other hand, as a participant subject of political life, verifying which relations could be made between those two aspects mentioned of contemporary sociability. The result shows significant relations, for example, of attitudinal and behavioral profiles in the political-ideological area with the consumption of certain types of media or with the level of the individuals's access to various framings of politics by media, besides observing the socioeconomic characteristics of interviewees as factors of mediation of media consumption and of the political participation.

Fundação de Amparo a Pesquisa no Estado do Rio Grande do Sul / This dissertation is chacaracterized as a study of media consumption wich articulates the senses formulated in Mundo T-Girl, an online Facebook community mainly composed of transsexuals women and travestis, their context and gender relation. Theoretically, we base ourselves in the perspective of Cultural Consumption, to assert that every consumer has a symbolic dimension subordinate to culture, revealing the meaning structures of social life. Methodologically, the research is configured as an ethnography in online context. The empirical field is Mundo T-Girl, a community on Facebook composed of transsexual women and travestis. We defined as the object of study the comments made about the celebrities. Our problem is to discover the senses that integrate and distinguish transsexual women and travestis. The main objective is to investigate the reasons why its members belong to this online space. For this, we conducted an analysis of the meanings formulated in the consumption of celebrities classified into two major groups: a) rights and political representation; b) gender roles. As results, we realize that the integrative practices in the community includes the adjustment to the current standard of femininity, as well as the discussion of a political project that consider their demands for social inclusion. At the same time, they seek to define the symbolic distance between themselves and women whose behaviors violate the conservative models of gender, as well as the part of society that does not consider them as political beings. / Esta dissertação se caracteriza como um estudo do consumo midiático, que articula os sentidos formulados no Mundo T-Girl, uma comunidade online no Facebook composta, majoritariamente, por mulheres transexuais e travestis, o contexto de suas integrantes e as relações de gênero. Teoricamente, fundamentamo-nos na perspectiva do Consumo Cultural, para afirmar que todo consumo tem uma dimensão simbólica subordinada à cultura, reveladora das estruturas de significado da vida social. Metodologicamente, a pesquisa se configura como um estudo etnográfico, realizado em âmbito online. O cenário empírico da pesquisa está inscrito nas relações sociais estabelecidas no Mundo T-Girl. Definimos como objeto de estudo os comentários realizados na apropriação de conteúdos veiculados nos meios de comunicação. Nossa problemática consiste em apreender os sentidos que integram e distinguem as mulheres transexuais e travestis. O objetivo central é investigar as razões pelas quais as suas integrantes pertencem a esse espaço online. Para isso, realizamos uma análise sobre os sentidos formulados sobre as celebridades mais presentes nas publicações da comunidade, os quais foram classificados em dois grandes grupos: a) direitos e representação política; b) papéis de gênero. Como resultados, percebemos que as práticas integrativas no Mundo T-Girl, que denotam o pertencimento ao espaço online, compreendem o ajustamento ao padrão de feminilidade vigente, bem como a discussão de um projeto político que considere as suas demandas de inclusão social. Ao mesmo tempo, elas buscam marcar a diferenciação e o afastamento simbólico entre si e as mulheres cujas condutas transgridem os modelos conservadores de gênero, assim como à parcela da sociedade que não as considera atores políticos.

Die vorliegende Arbeit untersucht das alltägliche Mediennutzungsverhalten von Flüchtlingen in Deutschland. Beispielhaft wurden dazu 140 Flüchtlinge in Teilen Sachsens schriftlich anhand standardisierter Fragebogen befragt. Ziel der explorativen Studie war es, ein differenziertes Abbild über die Mediennutzung von Flüchtlingen zu erhalten. Genauer gesagt ging sie der Frage nach, welche Medien Flüchtlinge im Alltag, in welchem Umfang und zu welchem Zweck nutzen. Neben einem an den tagesaktuellen Medien ausgerichteten Medienrepertoire waren im Rahmen der Erhebung Neue Medien von besonderem Interesse. Den Ausgangspunkt zur Formulierung des Forschungsgegenstandes bilden medien- und flüchtlingswissenschaftliche Theorien und Studien, sowie eine situative Betrachtung der in Sachsen lebenden Flüchtlinge. Im Ergebnis zeichneten sich ausgeprägte Mediennutzungspräferenzen hinsichtlich des Smartphones und damit verbunden dem Internet, sowie internetbasierter Anwendungen ab. Darüber hinaus schließt die allgemeine Mediennutzung von Flüchtlingen ein breit aufgestelltes Medienrepertoire aus klassischen und Neuen Medien ein. Die gewonnenen Erkenntnisse stellen eine Erweiterung der Wissensbasis zur bekannten Thematik dar und eröffnen dadurch Möglichkeiten, anhand derer beispielsweise auf die Entwicklung neuer Medieninhalte für die Zielgruppe Einfluss genommen werden kann. / The current study examines the everyday media usage behavior of refugees in Germany. As an example, 140 refugees in Saxony were surveyed by using standardized paper and pencil questionnaires. Objective of the project was to obtain a differentiated picture of the media usage behavior of refugees. More specifically, the study wants to investigate the question which media refugees use in their daily lives, to what extent and for what purpose. In addition to a media repertoire that was aimed at the daily media, the New Media were of special interest. The study is based on specific theories and reports on media research and refugee studies, as well as a situational view on refugees living in Saxony. As a result, there were noticeable media usage preferences with regard to smartphones and the Internet as well as internet-based applications. In addition, the general media usage of refugees includes a wide-ranging media repertoire of classical and New Media. The findings provide an extension to the knowledge base of the known subject and thus open up possibilities by which, for example, the development of new media content for the target group can be influenced.

Die vorliegende Arbeit untersucht das alltägliche Mediennutzungsverhalten von Flüchtlingen in Deutschland. Beispielhaft wurden dazu 140 Flüchtlinge in Teilen Sachsens schriftlich anhand standardisierter Fragebogen befragt. Ziel der explorativen Studie war es, ein differenziertes Abbild über die Mediennutzung von Flüchtlingen zu erhalten. Genauer gesagt ging sie der Frage nach, welche Medien Flüchtlinge im Alltag, in welchem Umfang und zu welchem Zweck nutzen. Neben einem an den tagesaktuellen Medien ausgerichteten Medienrepertoire waren im Rahmen der Erhebung Neue Medien von besonderem Interesse. Den Ausgangspunkt zur Formulierung des Forschungsgegenstandes bilden medien- und flüchtlingswissenschaftliche Theorien und Studien, sowie eine situative Betrachtung der in Sachsen lebenden Flüchtlinge. Im Ergebnis zeichneten sich ausgeprägte Mediennutzungspräferenzen hinsichtlich des Smartphones und damit verbunden dem Internet, sowie internetbasierter Anwendungen ab. Darüber hinaus schließt die allgemeine Mediennutzung von Flüchtlingen ein breit aufgestelltes Medienrepertoire aus klassischen und Neuen Medien ein. Die gewonnenen Erkenntnisse stellen eine Erweiterung der Wissensbasis zur bekannten Thematik dar und eröffnen dadurch Möglichkeiten, anhand derer beispielsweise auf die Entwicklung neuer Medieninhalte für die Zielgruppe Einfluss genommen werden kann.:ABBILDUNGSVERZEICHNIS 5 TABELLENVERZEICHNIS 6 1 EINLEITUNG 6 1.1 Fragestellung 6 1.2 Erläuterung des Vorgehens 7 2 THEORETISCHE ANNAHMEN ZUR MEDIENNUTZUNG IM KONTEXT VON FLUCHT 8 2.1 Mediennutzungsforschung: Begriffe und Spezifikationen 8 2.1.1 Medien 8 2.1.2 Mediennutzung 13 2.1.3 Mediennutzungsforschung 14 2.2 Flüchtlinge als Forschungsobjekte 15 2.2.1 Der Flüchtlingsbegriff 15 2.2.2 Flüchtlingsforschung und ihre Relevanz 16 2.2.3 Flüchtlinge in Sachsen: eine situative Darstellung 18 2.3 Flüchtlinge und Medien – ein Forschungsüberblick 20 3 KONZEPTION UND METHODE DER STUDIE 24 3.1 Forschungsleitende Fragestellungen 25 3.2 Forschungsdesign 26 3.2.1 Datenerhebung mittels standardisierter schriftlicher Befragung 26 3.2.2 Population und Stichprobenauswahl 26 3.3 Fragebogenentwicklung und Operationalisierung 28 3.3.1 Formale Aspekte der Fragebogenentwicklung 28 3.3.2 Translation des Fragebogens 29 3.3.3 Inhaltliche Aspekte der Fragebogenentwicklung 32 3.4 Pre-Test 36 3.5 Durchführung 37 4 EMPIRISCHE ERGEBNISSE ZUR ALLTÄGLICHEN MEDIENNUTZUNG VON FLÜCHTLINGEN 39 4.1 Dateneingabe und Auswertungsmethode 39 4.2 Beschreibung der erhobenen Stichprobe 40 4.3 Darstellung und Interpretation der Ergebnisse 41 4.4 Ergänzende Auswertungen 51 5 SCHLUSSBETRACHTUNG 55 5.1 Methoden- und Ergebnisdiskussion 55 5.2 Ausblick 56 LITERATUR- UND QUELLENVERZEICHNIS 58 ANHANG 63 Ergänzende Tabellen A Anschreiben zur Probandenakquise B Fragebogen Deutsch C Fragebogen Englisch D Fragebogen Arabisch E Fragebogen Persisch (Farsi) F / The current study examines the everyday media usage behavior of refugees in Germany. As an example, 140 refugees in Saxony were surveyed by using standardized paper and pencil questionnaires. Objective of the project was to obtain a differentiated picture of the media usage behavior of refugees. More specifically, the study wants to investigate the question which media refugees use in their daily lives, to what extent and for what purpose. In addition to a media repertoire that was aimed at the daily media, the New Media were of special interest. The study is based on specific theories and reports on media research and refugee studies, as well as a situational view on refugees living in Saxony. As a result, there were noticeable media usage preferences with regard to smartphones and the Internet as well as internet-based applications. In addition, the general media usage of refugees includes a wide-ranging media repertoire of classical and New Media. The findings provide an extension to the knowledge base of the known subject and thus open up possibilities by which, for example, the development of new media content for the target group can be influenced.:ABBILDUNGSVERZEICHNIS 5 TABELLENVERZEICHNIS 6 1 EINLEITUNG 6 1.1 Fragestellung 6 1.2 Erläuterung des Vorgehens 7 2 THEORETISCHE ANNAHMEN ZUR MEDIENNUTZUNG IM KONTEXT VON FLUCHT 8 2.1 Mediennutzungsforschung: Begriffe und Spezifikationen 8 2.1.1 Medien 8 2.1.2 Mediennutzung 13 2.1.3 Mediennutzungsforschung 14 2.2 Flüchtlinge als Forschungsobjekte 15 2.2.1 Der Flüchtlingsbegriff 15 2.2.2 Flüchtlingsforschung und ihre Relevanz 16 2.2.3 Flüchtlinge in Sachsen: eine situative Darstellung 18 2.3 Flüchtlinge und Medien – ein Forschungsüberblick 20 3 KONZEPTION UND METHODE DER STUDIE 24 3.1 Forschungsleitende Fragestellungen 25 3.2 Forschungsdesign 26 3.2.1 Datenerhebung mittels standardisierter schriftlicher Befragung 26 3.2.2 Population und Stichprobenauswahl 26 3.3 Fragebogenentwicklung und Operationalisierung 28 3.3.1 Formale Aspekte der Fragebogenentwicklung 28 3.3.2 Translation des Fragebogens 29 3.3.3 Inhaltliche Aspekte der Fragebogenentwicklung 32 3.4 Pre-Test 36 3.5 Durchführung 37 4 EMPIRISCHE ERGEBNISSE ZUR ALLTÄGLICHEN MEDIENNUTZUNG VON FLÜCHTLINGEN 39 4.1 Dateneingabe und Auswertungsmethode 39 4.2 Beschreibung der erhobenen Stichprobe 40 4.3 Darstellung und Interpretation der Ergebnisse 41 4.4 Ergänzende Auswertungen 51 5 SCHLUSSBETRACHTUNG 55 5.1 Methoden- und Ergebnisdiskussion 55 5.2 Ausblick 56 LITERATUR- UND QUELLENVERZEICHNIS 58 ANHANG 63 Ergänzende Tabellen A Anschreiben zur Probandenakquise B Fragebogen Deutsch C Fragebogen Englisch D Fragebogen Arabisch E Fragebogen Persisch (Farsi) F

Public service broadcasting is a longstanding broadcasting institution in Sweden. Being the most consumed and highly trusted media broadcasting institution on the market, it suffers both challenges and acclaim. It has become a highly politized matter. For the first time since its founding, trust and attitudes towards the public service broadcasting companies are starting to slowly dwindle and are being questioned. Representatives from parliament parties are calling for abolishment and restructuring, and the consumers are abandoning the public service broadcasting channels for commercial competitors. This is especially noticeable amongst youth. The aim of the study is to identify and analyse what factors can be relevant for understanding attitudes towards public service broadcasting. With a theoretical background in Markus Prior’s post-broadcast democracy, James G. Webster and Thomas B. Ksiazek’s audience fragmentation theory, and Strömbäck’s definition of media trust, a theoretical framework regarding consumption and factors concerning attitudes was constructed. Through this, the value of a public service broadcasting system could be charted, and consumer attitudes be understood.   The study consists of data from a nationwide survey. The data was analysed with binary logistic regression analysis, performed on two samples, one representing the Swedish population at large, and one representing youth. This to observe whether or not there were any differences between what factors constitute trust and positive attitudes towards public service broadcasting. Main findings include that youth is much less politically polarised than the population at large. Factors such as education, gender, and regularly consuming public service broadcasting content were also shown to be significant for attitude formation. From this, I could derive that the Swedish population, despite increased polarisation, still has very high levels of trust in, and positive sentiments towards the public service broadcasting company SVT.

This master's thesis focuses on the credibility of social media as news sources in journalistic practices in the Czech Republic. The paper is based on the sociological conceptualization of trust put forward by Niklas Luhmann and Piotr Sztompka and its modern adaptation by media scholars, e.g. Thorsten Quandt. The aim of this work has been to find out through thirteen substantive, one- on-one interviews with readers of the print and online media editions of Krkonošský deník how the credibility of news stories depend on the information sources used. The thesis includes the theoretical part that is based on the theoretical conceptualization of trust: from the main concepts and conflict topics to the journalistic practices that should ensure trustworthiness and audiences' perceptions of trustworthiness. The Methodology section describes the area of qualitative research and related procedures, which include a detailed description of the data collection method, which is a semi-structured, in-depth interview, and the characteristics of the research sample. In findings the results of the research from the data obtained through interviews conducted with respondents are interpreted. The conclusion of the thesis is dedicated to summarizing the research results.

This thesis aims to identify and explain how, through the consumption of the wireless as a modern consumer durable, modernism was brought to society. To understand this process, the study will map how social change during the period responded to wider intellectual and aesthetic currents and trends but was driven by emergent commercial, cultural and political economies of a newly mediated society. Furthermore, it seeks to establish that this happened not as a result of social engineering through model housing schemes but as a result of consumer-led demand. This investigation considers how, as part of that newly mediated social environment, the wireless developed following its arrival on the domestic market without having adopted a single stylistic form. It addresses how that form, both stylistically and technically, evolved over a relatively short period to address the economic and cultural requirements and expectations of a new electrically powered domestic entertainment technology. In so doing, a discourse will be established considering these expectations and requirements related to how the wireless in Britain adopted and adapted the Modernist design idiom. It will further consider how the language of Modernism was propagated as the accepted version of what a radio could or should look like, so developing the modernist paradigm in a broader sense. To gain an appreciation of this it is necessary to understand the contemporary public conception of what the modern was in a more general sense. To decipher this public perception of modernity the project aims to extrapolate that public conception through examining other popular forms and products. Although this suggests that Radio was not alone in adopting the language of the moderne, as a product it is notable for its widespread commercial success and as such can be identified as a significant carrier of the coded message of what was modern. Design historians such as Yagou and Forty have attempted to incorporate radio into various strands of historical perception but the typologies they have devised to describe and understand wireless fall short in addressing the relationship between modernity and the wireless and instead see the wireless in terms of being an independent consumer product, a quasi-scientific instrument or else a furnishing form, rather than creating categories which accommodate the wireless and its position as a design type in its own right. To overcome this shortcoming a strand of this thesis seeks to argue that the wireless was itself a proto-modernist device during the early years of market expansion. That device then developed along a natural stylistic course embracing contemporary decorative ideas. By assessing the response of radio manufacturers to the socio-economic conditions of their market, this study has highlighted how through producing a product which addressed contemporary ideas of glamour, ease of use and functionality, the wireless entered a wide range of homes during the 1920s and 1930s. For the public, the immediate appeal of the wireless was that it provided access to the international experience of listening in while simultaneously it provided a template for the consumer to base their understanding of the modern World, both in its mediated form and stylistic appearance. This thesis seeks to demonstrate that during the period 1925 to 1939, the wireless established itself as an unashamedly modern device which appealed to a broad socio economic cross section of the public. By consuming the wireless, the British public accepted a significant technological and stylistic aspect of modernity into their homes. This was achieved despite the privations of the era because of the perceived desirability of wireless broadcasts and the perception of listening in as a popular leisure activity. As a result of that consumer demand, the British public was given access to a range of stylistic versions of modernity through the design of radio cabinetry. These modern styles were readily consumed throughout the social spectrum in preference to historicist alternatives. This demonstrates that the wireless was instrumental in introducing the modernist aesthetic to the British domestic environment.

For six decades, consumer researchers have relied heavily on Goffman's (1963) seminal work on stigma, often limiting themselves to a one-dimensional treatment of it as a static variable that determines the behaviour of homogenous groups. Such views, however, stand at odds with wider paradigm shifts away from modernity, and with feminist considerations about intersectionality. Most importantly, the dearth of studies examining the interplay between structural macro-dynamics and micro-level experiences has meant that rapid changes in societal attitudes have received insufficient attention. Considering the rise of minority portrayals in the past few years and importance of the media in dispersing and ameliorating stigma, there is a need to understand how media experiences differ across generations, sociocultural categories, and individual life-courses. Focusing on lesbian, gay, bisexual, trans, queer, and other (LGBTQ+) individuals, and building on Bauman's (2000) concept of liquid modernity as well as Bourdieu's (1994) theory of practice, this thesis explores how stigma experiences of two generations of LGBTQ+ consumers have changed, how this relates to their experiences of LGBTQ+ media portrayals, as well as what this tells us about how (marginalised) consumers navigate their lives and particularly the fragmentation of identity politics through (media) consumption. I followed an intersectional phenomenological enquiry, employing a meaning-based model of media experience that contributes to the literature by extending Mick and Buhl's (1992) work to account for considerations of intersectionality and intertextuality. Life story- and subsequent media experience interviews were analysed individually and across cases. The sample consisted of eight LGBTQ+ members of the Boomer- and ten of the Millennial generation. This study develops a theoretical framework of stigma as viscous instead of static: in constant flux due to the dynamic interplay between the doxic attitudes in social fields, as well as individual embodied dispositions, the stigma habitus. This provides a richer understanding of how it is enacted in consumer culture, enabling a critical analysis of the dialectic relationship between individuals and their environment. Through this framework, my study challenges generational accounts of difference, which are found to be too simplistic to account for diverging (media) experiences. Instead, it is the dialectic between context and (stigma) habitus that shapes dynamic experiences. For participants facing high levels of stigma viscosity, for example, LGBTQ+ portrayals seemed particularly important and experiences revolved around social acceptance. Moreover, lived experiences, as well as doxic beliefs about media, advertising, and a text's 'author' formed an intertextual frame of reference used to evaluate portrayals' authenticity and harmfulness. Importantly, participants' preference for or rejection of 'radical' vs heteronormative portrayals was shaped by tastes that have become naturalised in their habitus, with disparate doxic beliefs generating reflexive guilt and ambivalence. My findings suggest that stigma amelioration may ultimately lead to symbolic violence within the LGBTQ+ community against those who do not adhere to accepted consumption standards. This study also has implications for consumers more broadly as changes in viscosity affect consumption practices. Adhering to a critical approach, I describe a range of recommendations for practitioners and reflexive practices I engaged in following this study.

The aim of this study is to examine which communication channels and communication strategies Umeå municipality could use for information concerning outdoor recreation. To achieve this aim the following theories and views have been applied: social communication, communication strategies, two-way symmetrical communication, social media and uses and gratifications. The study was conducted through four focus group interviews and one informant interview. The focus groups consisted of four groups of outdoor enthusiasts in Umeå municipality: outdoor interested students, organized outdoor enthusiasts, active families and active seniors. The informant were the person that is centrally positioned within the business. The material was collected during the 6th and 19th of February 2014. The results and analysis of the study showed that outdoor enthusiasts have acquired new communication habits and that the municipality partially requires changes in their communication strategy. The new media habits has meant that outdoor enthusiasts would like to receive personalized information rather than information that is targeted towards the crowd. Thus, there is a clash between how the municipality communicates and outdoor interested’s approach to dialogue. Outdoor enthusiasts also want to communicate with each other to a greater extent than with the municipality. The result also showed a lack of communication channels that enable outdoor enthusiasts to communicate with each other. Finally, there were also a digital divide that shows that active seniors are distinguished because they have not embraced the new media consumption in the same extent as other groups. This has the consequence that Umeå municipality must use a mixture of communication channels to adapt to the public. / Syftet med studien är att undersöka vilka kommunikationskanaler samt kommunikationsstrategier Umeå kommun kan använda för information som rör friluftsliv. För att uppnå syftet har teorier och fakta om samhällskommunikation, kommunikationsstrategier, tvåvägs-symmetrisk kommunikation, sociala medier samt uses and gratifications använts. Studien har genomförts genom fyra fokusgruppsintervjuer och en informantintervju. Fokusgrupperna bestod av fyra grupper av friluftsintresserade i Umeå kommun: friluftsintresserade studenter, organiserade friluftsmänniskor, aktiva barnfamiljer samt aktiva seniorer. Informanten som intervjuades var den person som är centralt placerad inom verksamheten. Materialet samlades in under tidsperioden 6-19 februari 2014. Resultatet och analysen av studien visade att friluftsintresserade har skaffat sig nya medievanor och att kommunen delvis måste ändra sin kommunikationsstrategi. De nya medievanorna har medfört att friluftsintresserade vill få individanpassad information istället för information som är riktat mot den breda massan. Därmed har det uppstått en krock mellan hur kommunen kommunicerar och friluftsintresserades syn på dialog. Friluftsintresserade vill även kommunicera med varandra i större utsträckning än med kommunen i fråga. Resultatet visade också att det saknas kommunikationskanaler som möjliggör att friluftsintresserade kan kommunicera med varandra. Slutligen återfanns även en digital klyfta som visar att aktiva seniorer särskiljer sig då de inte har anammat den nya mediekonsumtionen i lika utsträckning som övriga grupper. Det betyder att Umeå kommun måste använda en blandning av kommunikationskanaler för att anpassa sig efter medborgarna.