The municipality of Kalmar have a problem, how to reach and communicate with young people in Kalmar. In today’s changing media environment it gets more difficult to stand out and reach audience with messages and especially with the new forms of media that has revealed. Therefore, we have been commissioned to develop recommendations on how the municipality of Kalmar can communicate with young people in Kalmar.    The purpose with this study is to investigate which media channels young people in Kalmar use and their attitudes towards social media in particular. We wanted to find out how the municipality should communicate to reach them and what attitude youths have against the municipality in general. In our study we used a qualitative approach in order to go deeper into the study and find out what opinions young people have against the municipality instead of just scratching the surface.   Our conclusion from this study is that the municipality should make use of social media to communicate with the younger people living in Kalmar. This is the most popular form of media among youngsters and a way for the municipality to communicate with the young people’s platform. We also came to the conclusion that it is important to have a new thinking and creative mind when it comes to communication with young people through social media.

Esta pesquisa busca compreender como o consumo midiático de padrões de beleza feminina, mais especificamente das modelos profissionais, pode estar implicado no desejo juvenil de seguir essa carreira. Filiando-se à abordagem sociocultural do consumo de García Canclini (2006) e à teoria do uso social dos meios (Martín-Barbero, 2003), investiga-se como a mídia e a família operam mediações na construção desse desejo. A noção de sonho, desde o aporte de Campbell (2001), e de projeto de vida (Velho, 2003) também são mobilizadas para dar conta da problemática. A partir de uma perspectiva multimetodológica, os dados construídos em campo evidenciaram a dimensão do prazer e da fantasia que estão inscritos no sonho de ser modelo e na relação que as jovens estabelecem com os conteúdos midiáticos sobre essa atividade profissional. / This research aims to understand how the media consumption of feminine beauty standarts, more specifically of professional models, may be implicated in the youthful desire of following a modeling career. Adhering to García Canclini (2006) sociocultural approach of consumption, and to the social use of media theory (Martín-Barbero, 2003), it investigates how media and family operate as mediators of this desire’s construction. The notions of “dream” (Campbell, 2001) and “life projects” (Velho, 2003) are also utilized to explain the issue. From a multimethod perspective, the data constructed in the field evidenced the dimensions of pleasure and fantasy inscribed into the dream of being a model and in the relation that young women establish with media content regarding this professional activity.

Esta pesquisa busca compreender como o consumo midiático de padrões de beleza feminina, mais especificamente das modelos profissionais, pode estar implicado no desejo juvenil de seguir essa carreira. Filiando-se à abordagem sociocultural do consumo de García Canclini (2006) e à teoria do uso social dos meios (Martín-Barbero, 2003), investiga-se como a mídia e a família operam mediações na construção desse desejo. A noção de sonho, desde o aporte de Campbell (2001), e de projeto de vida (Velho, 2003) também são mobilizadas para dar conta da problemática. A partir de uma perspectiva multimetodológica, os dados construídos em campo evidenciaram a dimensão do prazer e da fantasia que estão inscritos no sonho de ser modelo e na relação que as jovens estabelecem com os conteúdos midiáticos sobre essa atividade profissional. / This research aims to understand how the media consumption of feminine beauty standarts, more specifically of professional models, may be implicated in the youthful desire of following a modeling career. Adhering to García Canclini (2006) sociocultural approach of consumption, and to the social use of media theory (Martín-Barbero, 2003), it investigates how media and family operate as mediators of this desire’s construction. The notions of “dream” (Campbell, 2001) and “life projects” (Velho, 2003) are also utilized to explain the issue. From a multimethod perspective, the data constructed in the field evidenced the dimensions of pleasure and fantasy inscribed into the dream of being a model and in the relation that young women establish with media content regarding this professional activity.

Esta pesquisa busca compreender como o consumo midiático de padrões de beleza feminina, mais especificamente das modelos profissionais, pode estar implicado no desejo juvenil de seguir essa carreira. Filiando-se à abordagem sociocultural do consumo de García Canclini (2006) e à teoria do uso social dos meios (Martín-Barbero, 2003), investiga-se como a mídia e a família operam mediações na construção desse desejo. A noção de sonho, desde o aporte de Campbell (2001), e de projeto de vida (Velho, 2003) também são mobilizadas para dar conta da problemática. A partir de uma perspectiva multimetodológica, os dados construídos em campo evidenciaram a dimensão do prazer e da fantasia que estão inscritos no sonho de ser modelo e na relação que as jovens estabelecem com os conteúdos midiáticos sobre essa atividade profissional. / This research aims to understand how the media consumption of feminine beauty standarts, more specifically of professional models, may be implicated in the youthful desire of following a modeling career. Adhering to García Canclini (2006) sociocultural approach of consumption, and to the social use of media theory (Martín-Barbero, 2003), it investigates how media and family operate as mediators of this desire’s construction. The notions of “dream” (Campbell, 2001) and “life projects” (Velho, 2003) are also utilized to explain the issue. From a multimethod perspective, the data constructed in the field evidenced the dimensions of pleasure and fantasy inscribed into the dream of being a model and in the relation that young women establish with media content regarding this professional activity.

Betydelsen av mediekonsumtion innehållande ideal/utseendefokus och olika psykologiska mekanismer för kroppsuppfattning studerades genom en enkätundersökning. Urvalet bestod av 331 svenska unga kvinnor och män. För kvinnor fanns ett svagt positivt samband mellan mediekonsumtion och positiv kroppsuppfattning. BMI var en tredjevariabel alternativt en mediator i detta samband. Selektiv exponeringsteori föreslås som en förklaringsmodell för att förstå dessa resultat. Vidare var internalisering och social jämförelse viktiga mekanismer kopplade till kroppsuppfattning. Jämfört med män hade kvinnor mer negativ kroppsuppfattning, lägre självkänsla, ägnade sig mer åt social jämförelse samt var mer utseendeorienterade. Den här studien visar på komplexiteten i processer som är kopplade till kroppsuppfattning och belyser vikten av vidare forskning på området. / The importance of media consumption containing ideal/appearance focus and different psychological mechanisms to body image was examined by a survey. The sample consisted of 331 Swedish young men and women. For women, there was a weak positive correlation between media consumption and positive body image. BMI was a third variable, alternatively a mediator in this relationship. Selective exposure theory is proposed as a framework for interpreting these results. Furthermore, internalization and social comparison were important mechanisms related to body image. Compared with men, women experienced more negative body image, had lower self-esteem, more social comparison tendencies, and were more appearance-oriented. This study shows the complexity of processes connected to body image and highlights the importance of further research in this area.

This master thesis deals with the shift in media consumption among generations Y and Z. It is based on both similarity and small differences in media consumption among these generations as a current issue. The aim of this thesis is to focus on both similarity and small differences, to analyse them using the available data and to bring new information obtained by performing an own survey. This new information also can be a help to all stakeholders including employers, marketers etc. This thesis is divided into two parts. The theoretical part includes three chapters, the practical part includes two chapters. The first chapter presents media theoretically, the second chapter explains how each generation was formed a the third chapter presents a principle of making a questionnaire. The fourth chapter shows some interesting information about media consumption among generations Y and Z and these are verified in the questionnaire in the last chapter.

Thesis (Ph.D. (Media Studies)) -- University of Limpopo, 2019 / For years traditional and digital media have played an essential role of disseminating news and information to keep their target audience always updated about what is happening nationally and internationally. News consumption has globally been experiencing enormous deviations due to advancements in technology. In this context, the study examined and analysed news consumption patterns among the rural youth living in Limpopo Province South Africa. The study employed a sequential mixed research method. A self-administered questionnaire and semi-structured personal interview were used to collect data from youth aged between 18-34 years. A sample of 320 youth participated in the study, with 300 in quantitative and 20 in qualitative methods of research used to gather data for the study. Youth participants were randomly selected using convenience non-probability sampling. The data collected through a questionnaire were analysed using the Statistical Programme for Social Sciences (SPSS) software, inferential and descriptive statistics, while qualitative data were thematically analysed and interpreted considering diverse themes, sub-themes and common statements. The study results revealed that most youth highly preferred to access and consume news through online media more than television and newspapers because digital media are cheap, easily accessible and affordable. The findings further indicated that most youth highly preferred to consume news through television channels such as ETV because it is a credible and reliable source of news. It is highlighted in the results that most youth preferred to consume entertainment news more than business, political and sport news because they find the former interesting and relaxing. Also, most youth did prefer to discuss entertainment news with family members and friends and that there are positive relationships between media credibility and news consumption which tend to influence family and friends’ news discussions. In a nutshell, the findings of this study further suggest a philosophical change in news consumption patterns among South African youth and the operation of media industries. However, the study recommends that most media houses need to broadcast and publish business and political news that are more relevant, accurate and objective for most youth to consume proficiently. Keywords: News media consumption, news discourse, youth, media credibility, new and traditional media.

This diploma thesis named "Young people and its relationship with printed newspapers in the period of the new media" shows the way of treating the printed newspapers by the nowadays young generation within the Czech Republic. The thesis is based on the hypotheses predicting the tough situation and future position of printed newspapers. Concerning the experts' predictions the sole existence of the newspapers could be threatened by uninterested approach of young readers. The first part of the article shows the young people relationship to the printed newspapers as presented in selected international surveys and researches. The conclusions of these materials are essential sources used in my own further survey. As a part of the article the specific data presenting the situation of the Czech newspapers market are presented. It shows the printed newspapers decreasing demand which is significant as well as on the Czech Republic market. The methodology of the research is presented in the next part of the article. As a proper method the quantitative analysis is selected - the "focus-groups" method. The tested sample was forty of students in total. All of them were studying the secondary school or the university. Each part of the topic being analyzed is presented in the next part of the work. Also the...

本研究為個案質化訪談，欲了解小明這位青少年。他特別重度使用電視電腦、天生無法學習，且家中無父母陪同關心，但卻能夠持續使用網路消費與學習；其中的原因，令人感到興趣。 研究參照布爾迪的建議，同時分析網路環境與青少年個案主體。研究發現，網路文本設計了多樣具有消費與流行意涵的元素，吸引小明願意來學習。另外，小明雖然本身無法學習文字，但是從網路舞蹈的世界中，找到了認同感；這正向學習的出口，使他不僅是花費時間在電腦上，而能提升他的學習認知與自我效能。他在學習認知領域上，從基本的知識階層提升至綜合應用；在自我效能面向，他能享受網路學習情境，掌握自己的學習方法與步調，創意展現自己，找到社會模仿對象，甚至培養了正向的人生觀。 / This case study is an individual depth interview of qualitative research, aims to understand this teenager--Ming. He uses TV and computers heavily, has an inborn inability to learn, and when he comes back home, there are always no parents accompanying. However, he continues to use a computer to consume and learn things, and the reasons of this phenomenon are interesting. This study consults Bourdieu's suggestion, analyzing the Internet environment and the teenager himself at the same time. The study finds out that the texts of Net design contain multiple elements of consumption and fashion, which draws Ming to learn. More, though Ming himself can't learn written languages, he finds a sense of identity in the world of online dance learning, and this positive way of learning makes him not only just spend time on the Net, but also enhance his cognitive learning and self-efficacy. In the former, he elevates his learning from knowledge to integration; in the latter, he enjoys the online contexts, masters his way and pace of learning, shows himself creatively, finds out his models from the society, and even develops a positive outlook o life.

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.