Feminist theory and research has made a distinction between heterosexuality as a practice and heterosexuality as an institution and the line between the two is an area of confusion and contradiction. Discussions have been hampered by an unnecessary binary that hinders and limits theorising, working to silence the debates from either side, produce unnecessary divisions within feminism and inhibit the development of links between theory and practice. In examining heterosexuality as either an institution or a practice, it has been constructed as dangerous or pleasurable, victimising or agentic, oppressive or liberating, social or sexual. Missing between these two is a link that would suggest how these liberating activities challenge the heterosexual institution or how the analysis of the institution can make a material impact on women's sexual relationships. Women who identify as feminist and heterosexual are situated at the intersection of these two discourses where heterosexuality as an institution is defined as dangerous and oppressive, and heterosex as a practice is seen as pleasurable and liberating. To consider the intersection of institution and practice, the research asked 40 self-identified heterosexual feminists, between the ages of 19 and 68, about their sexual practice in the light both of feminist theorising around heterosexuality and its construction in the media. Taking the media as an institution that may both sustain and reinforce a discourse of heterosexuality, the research explores the mediation of women's heterosexuality and the potential for a feminist practice of resistance through the pleasurable consumption of media images. Employing a broad analysis of the media the thesis adopts a multi-methodological approach in the range of data collected, the methods employed and the analysis undertaken. It addresses three aims. First, to contribute to the wider literature within feminism. about heterosexuality and sexual practice. Second, to understand the role of the media in formulating feminist and heterosexual identities. Third, to consider the use and application of a range of different methods for a feminist cultural politics. Drawing on data from qualitative and quantitative media reviews, a questionnaire study; and diaries, focus groups and telephone interviews with the participants, I discuss the construction of heterosexuality and feminism, and the women's talk about their sexual practice.

The main topic was the analysis of media investments to TV and internet, what are the trends of investment preferences to various media types and what factors influence these preferences. At the end I made a prognosis how will the TV and internet investments progress in next ten years.

This thesis discusses the issue of media consumption among university and high school students in the Czech Republic. Following a foreign study, regressive models extended by new variable quantities are applied to a sample of 490 students, the influence on media consumption of which has never been quantified in the Czech realm. The important conclusion of this paper is the identification of different consumer habits among the analyzed group of students. The age of the student plays a significant role, as it has been proven that as a student ages, he or she spends more time using media. The age factor is also considerable in the selection of individual media, as traditional media and internet news servers are mostly preferred among older students.During the prediction of consumption, a substantial influence was identified among the newly applied variables, such as the ownership of electronic devices,the subscription to daily press, or even the situation when a student lives in a common household with their parents. On the other hand, there was no significant influence found with regard to either students'or their parents' income, or the students' working status. Additionally, contingent on the analysis, the relation between traditional and new media was examined.Based on the obtained results, we support the assertion that according to students the relation between these two media types is competitive, as far as consumption is concerned.

With the emergence of new media platforms one wonders about the impact new media is having on sports fans’ media consumption patterns. Are traditional media platforms still having the same impact on the sports fan relationship, or has there been a shift across to new platforms? Looking through the lens of the Psychological Continuum Model (PCM) framework, we analyse the impact of team identification and sports fans’ media consumption patterns.Trying to gain an understanding across various sports and to reach as many fans as possible, the snowballing technique was deployed. Using quantitative data allowed us to establish emerging patterns through categorical data. This study used cross-sectional data, which allowed us to take a snapshot in time of what the current trend in fans’ sports media consumption was. 235 sports fans media consumption patterns were analysed using the PCM staging algorithm and a sports media consumption instrument.The results throughout this study reflect that new media is having an impact on team identity and sports fan media consumption. The findings suggests that fans that display higher levels of team identification on the PCM framework, i.e. attachment and allegiance to teams, are more likely to engage regularly on social media, especially Twitter. As such, marketers, sports teams and associations need to look at how they engage with social media broadly and Twitter in particular. Various constructs impact sports fans’ media consumption patterns and, as such, marketers, sports teams and organisations need to ensure that they maintain relevance with their targeted demographic to ensure the continued engagement with sports fans. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

While pornography has become highly accessible, another way in which pornography is present in media is through discussion in movies and television shows, which is often framed through casual reference, by way of a joke, or in a teasing manner. A content analysis of 55 episodes that reference pornography—looking specifically at the framing of pornography in individual scenes—provides valuable insight into the media ecosystem surrounding pornography and its potential impact on adolescents. Using cultivation analysis and framing theory as a theoretical basis, this study analyzes the inclusion of the terms, “porn,” “porno,” and “pornography” in popular television shows.

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Esports, also known as electronic sports, is constantly growing in popularity, with top competitions attracting audiences comparable to traditional sports events. Prior research has focused on comparing esports with traditional sports. However, a handful of recent studies acknowledged crucial differences between esports and traditional sports, including that the majority of esports fans are also players.  This thesis aims to identify the motivations to spectate League of Legends (LoL) esports by its players. League of Legends is currently the most popular video game on the rapidly growing esports scene, with a player base of 180 million. LoL’s biggest annual tournament, World Championship, was spectated by more than 73 million peak viewers, placing it on top of the World’s Most Watched Esports Matches in 2021. To understand the general motivations to spectate LoL esports, this study adapted and utilized the previously established MSES (Motivation Scale of Esports Spectatorship) scale. The motivations were measured through an online survey that was distributed to online League of Legends communities. The sample included 338 self-identifying esports fans, who actively play League of Legends. The data were described using descriptive statistics and analyzed with the aid of the uses and gratifications theory and fandom theory.  The findings suggest that players’ main motivations to spectate LoL esports revolve around diversion and surveillance, with factors such as competitive nature, skill appreciation, dramatic nature, entertaining nature, game knowledge, competition excitement, and skill improvement being the most significant.  The current thesis presents a study on gratification-related factors of why League of Legends players spectate esports online. Moreover, the study measures a hitherto unstudied effect of virtual rewards on players' motivation. Finally, this thesis provides a more precise approach to motivations to spectate esports and contributes to the understanding of the unique relationship between playing and spectating an esports game.

This single-case study examines the influence of social media practices on tennis players’ physical behaviours in the context of Swedish tennis club. Through semi-structured interviews with tennis club members, the research aims to understand how social media practices impact tennis players’ physical behaviours. The study draws on theoretical frameworks that highlight social media’s influence on both the production and consumption of content, which can shape tennis players’ physical behaviours. The findings reveal that social media practices affect tennis players’ physical behaviours. Firstly, these practices can lead to changes in coaching approaches as coaches adapt their strategies and techniques based on social media trends and feedback. Tennis players may develop new habits influenced by what they observe and engage with on social media platforms. Additionally, social media practices can impact tennis players’ societal position, influencing their interactions with others and potentially affecting their social dynamics within the sports community. In conclusion, this study emphasizes the importance of considering social media practices beyond online engagement and their impact on physical behaviours. The findings provide valuable insights for sports organizations aiming to develop strategies that promote positive social media practices among tennis players while mitigating negative influences. Moreover, the study contributes to the research field by exploring the influence of social media practices on tennis players’ physical behaviours in offline settings. Researchers interested in further investigating this topic can draw upon the methodology and findings of this study as a guide for their own investigations.

Utveckling inom digitala- och sociala medier håller på att omdefiniera hur åskådarskap kommer se ut i framtiden. I kombination med en pandemi och en global klimatkris ställer det nya krav på hur sportarenor kan generera besökare till sina evenemang. Studiens syfte var därför att skapa förståelse för vilka förväntningar besökaren har på en virtuell arena samt skapa förståelse för vilka faktorer som är avgörande för användarens avsikt att besöka en virtuell arena. Studien har en kvalitativ ansats och empiri har samlats in genom tre strukturerade fokusgrupper. Unified theory of acceptance and use of technology 2 (UTAUT 2) användes som baslinje i studien och har utifrån analys och diskussion av studiens empiri utökats med fler element för att vara applicerbar i den befintliga fallet. Resultatet visade att en virtuell arena bör bidra med ett mervärde jämfört med en fysisk arena. Detta genom tillgång till exklusivt material och exklusiva områden. Vidare drogs slutsatserna att förväntad möjlighet till social interaktion, förväntad förbättrad informations- och upplevelsekonsumtion och förväntad möjlighet till personaliserad upplevelse har indirekt inverkan på användarens avsikt att använda den virtuella arenan genom hedonisk motivation och prestationsförväntan. Förväntad ansträngning visade sig vara en avgörande faktor som i sin tur påverkas av tillgänglighet, användarvänlighet och teknisk prestanda. Prisvärde visade sig vara en starkt avgörande faktor. Slutligen konstaterades intresse för sporten vara en ny modererande faktor med direkt inverkan på användarens avsikt att besöka den virtuella arenan. / Development within digital and social media is redefining how spectators will experience sport in the future. In combination with a pandemic and a global climate crisis, it creates new demands on how sports arenas can generate visitors to their events. The aim of this study was therefore to gain an understanding of the visitor’s expectations on a virtual arena as well as to identify key factors that affect the consumer’s intention to visit a virtual arena. The study has a qualitative approach and empirical data has been collected through three structured focus groups. Unified Theory of acceptance and use of technology 2 (UTAUT 2) was used as a theoretical foundation and was extended with more elements through analysis and discussion, to better suit the current situation. The results of the study indicated that a virtual arena should contribute added value compared to a physical arena, through access to exclusive material and exclusive areas. Furthermore, it was concluded that expected opportunity for social interaction, expected improved information- and experience consumption and expected opportunity for personalized experience have an indirect impact on the visitor’s intention to use the virtual arena through hedonic motivation and performance expectancy. Effort expectancy proved to be a crucial factor which in turn is affected by accessibility, ease of use, and technical performance. Price value is shown to be a strong decisive factor. Finally, it is stated that interest in the sport is a new moderating factor with a direct impact on the user’s intention to visit the virtual arena.

Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-03-01T14:36:03Z No. of bitstreams: 1 SAMI_NAPPO.pdf: 2961607 bytes, checksum: 88a5b74966c97e771df9c1b1c072ef38 (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-03-01T14:36:47Z (GMT) No. of bitstreams: 1 SAMI_NAPPO.pdf: 2961607 bytes, checksum: 88a5b74966c97e771df9c1b1c072ef38 (MD5) / Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2018-03-01T18:45:35Z (GMT) No. of bitstreams: 1 SAMI_NAPPO.pdf: 2961607 bytes, checksum: 88a5b74966c97e771df9c1b1c072ef38 (MD5) / Made available in DSpace on 2018-03-05T10:51:35Z (GMT). No. of bitstreams: 1 SAMI_NAPPO.pdf: 2961607 bytes, checksum: 88a5b74966c97e771df9c1b1c072ef38 (MD5) Previous issue date: 2017-06-28 / This research has as theme the Boffering, a youth practice of fighting using medieval-inspired weapons and the (re) creation of the Middle Ages. For this, it is not only understood as a game, but also as a communicative, sociocultural and consumer practice that makes use of performance and rituals. The theoretical object concerns the articulations between the consumption of media narratives, ritualistic and performative processes present in the construction of the memory of medievalism. The Draikaner youth group is an empirical object. The general objective is to examine the construction of memory of a possible medieval generated by the practice of boffering, in the light of the semiotics of the culture of Tártu Moscou. The secondary ones are: to deepen the knowledge of Draikaner and its practice; discuss the consumption of media narratives and materials present in the group; understand the relations between consumer practices (the media narratives and boffering itself) and the Middle Ages. The questioning of how the memory of an era that they have not lived is built on and which influences them to the point of developing a practice inspired by the Middle Ages, supposing that this practice also serves as a "place" of consumption, ritualization and construction of subjectivities, guided this research. The corpus includes field observations, analyzing the material and symbolic signs that are present in Draikaner practice, interviews with members, as well as bibliographic material. For this study the flanêrie, by Mclaren (2000), was chosen as methodology applied to the first approximations with the group, together with the analysis of the interviews carried out later in another space, field observations and bibliographic research. The work is based on the theoretical assumptions of authors such as: Iúri Lótman, Hilário Franco, Umberto Eco, Roger Siverstone, Rose Rocha, Maurice Halbwachs, Johan Huizinga, Roger Caillois, Martine Segalen, João Machado Pais, Michel Maffesoli and Mônica Nunes, among others . It is hoped to demonstrate that through the process of semiosis these young people create new meanings and with this they conceive a new semiosphere aimed at (re) creation of the Middle Ages, through a practice that can be understood as a game and a performance and by ritual processes that they experience. / Esta pesquisa tem como tema o Boffering, uma prática juvenil de combates usando armas de inspiração medieval e a (re)criação da Idade Média. Para tanto ele (o boffering) não é entendido somente como um jogo, mas também como uma prática comunicativa, sociocultural e de consumo que faz uso da performance e de rituais. O objeto teórico diz respeito às articulações entre consumo de narrativas midiáticas, processos ritualísticos e performáticos presentes na construção da memória do medievalismo. O grupo juvenil Draikaner constitui-se como objeto empírico. O objetivo geral é examinar a construção da memória de um medieval possível gerado pela prática do boffering, à luz da semiótica da cultura de Tártu Moscou. Os secundários são: aprofundar o conhecimento do Draikaner e sua prática; discutir o consumo das narrativas midiáticas e de materiais presentes no grupo; entender as relações entre as práticas de consumo (as narrativas midiáticas e o próprio boffering) e a Idade Média. O questionamento de como é construída a memória de uma época que eles não viveram e que os influencia a ponto de desenvolverem uma prática inspirada na Idade Média, supondo que essa prática também serve como '‘local’' de consumo, de ritualização e de construção de subjetividades, norteou essa pesquisa. O corpus inclui as observações de campo, analisando os signos materiais e simbólicos que estão presentes na prática do Draikaner, entrevistas com membros, além do material bibliográfico. Para esse estudo foi escolhida a flanêrie, de Mclaren (2000), como metodologia aplicada às primeiras aproximações com o grupo, somada à análise das entrevistas realizadas posteriormente em outro espaço, às observações de campo e à pesquisa bibliográfica. O trabalho está fundamentado em pressupostos teóricos de autores como: Iúri Lótman, Hilário Franco, Umberto Eco, Roger Siverstone, Rose Rocha, Maurice Halbwachs, Johan Huizinga, Roger Caillois, Martine Segalen, João Machado Pais, Michel Maffesoli e Mônica Nunes, entre outros. Espera-se demonstrar que através do processo de semiose esses jovens criam novos significados e com isso concebem uma nova semiosfera voltada à (re)criação da Idade Média, através de uma prática que pode ser entendida como um jogo e uma performance e pelos processos rituais que experienciam.