<p><em>It is in the interest of organizations to understand that the public demand for quick and easy accessibility is growing at a rapid pace. However, the transition from traditional marketing strategies to social media marketing is not a straightforward process, but more complex.The aim of the thesis is to, from a bottom-up perspective, draw conclusions from a comparative study of the social media praxes of Umeå-situated businesses and organizations.The study indicates that the transition into social media still continues, but that there has been a change in organizations’ mindsets. It also shows that the application of a bottom-up approach provides new ways of viewing and understanding activities within social media.It is in the interest of organizations to understand that the public demand for quick and easy accessibility is growing at a rapid pace. However, the transition from traditional marketing strategies to social media marketing is not a straightforward process, but more complex.The aim of the thesis is to, from a bottom-up perspective, draw conclusions from a comparative study of the social media praxes of Umeå-situated businesses and organizations.The study indicates that the transition into social media still continues, but that there has been a change in organizations’ mindsets. It also shows that the application of a bottom-up approach provides new ways of viewing and understanding activities within social media.</em></p>

It is in the interest of organizations to understand that the public demand for quick and easy accessibility is growing at a rapid pace. However, the transition from traditional marketing strategies to social media marketing is not a straightforward process, but more complex.The aim of the thesis is to, from a bottom-up perspective, draw conclusions from a comparative study of the social media praxes of Umeå-situated businesses and organizations.The study indicates that the transition into social media still continues, but that there has been a change in organizations’ mindsets. It also shows that the application of a bottom-up approach provides new ways of viewing and understanding activities within social media.It is in the interest of organizations to understand that the public demand for quick and easy accessibility is growing at a rapid pace. However, the transition from traditional marketing strategies to social media marketing is not a straightforward process, but more complex.The aim of the thesis is to, from a bottom-up perspective, draw conclusions from a comparative study of the social media praxes of Umeå-situated businesses and organizations.The study indicates that the transition into social media still continues, but that there has been a change in organizations’ mindsets. It also shows that the application of a bottom-up approach provides new ways of viewing and understanding activities within social media.

Notre thèse aborde sous l'angle métaphorique du cyborg, ce pan de la production littéraire contemporaine qui propose des textes dont le statut médiatique procède d'une hybridation spécifique entre l'hypermédia et le livre. Le cyborg permet de créer un parallèle entre la relation qui s'instaure actuellement entre le livre et l'hypermédia et la relation, faite de fantasmes et de craintes, que les hommes entretiennent avec les technologies qu'ils créent. La littérature cyborg ne propose pas des oeuvres au sein desquelles le livre et l'hypermédia s'opposeraient, mais des oeuvres offrant une hybridation médiatique du texte littéraire, fruit d'une rencontre matérielle tensionnelle. Les nouveaux médias doivent être perçus comme un moteur d'évolution plutôt que comme une menace. Il s'agit, en effet, pour la littérature contemporaine et le livre de relever le défi qui leur est posé. Le livre est au coeur de notre problématique. Il importe de le considérer comme un support du texte qui n'est pas neutre et qui possède ses caractéristiques et ses potentialités propres. L'apparition de nouveaux médias offre une occasion de réévaluer le livre dans sa dimension matérielle. Celui-ci n'est plus l'unique support du texte, nos pratiques quotidiennes de lecture, entre livre et écran, le prouvent... / Our thesis aims at exploring, through the cyborg metaphor, the part of the contemporary literature which produces texts that are the fruit of a hybridization between books and hypermedia. The cyborg enables us to draw a parallel between the connections that exist today between books and hypermedia, and the relationships - made up of fears and fantasies - that people have with the technologies they create. Cyborg literature does not propose works within which books and hypermedia are opposed, but works born from the reunion of two material supports, thus offering a media hybridization of the literary text. New media have to be appreciated as a motor of evolution rather than as a threat. Indeed, contemporary literary and books have to take up the challenge imposed by new media. The book is at the core of our problematic. We have to consider it as a medium for text, a medium that is not neutral and that holds its own characteristics and potential. New media offer an opportunity to reevaluate the book in its material dimension which is no longer the only medium for text: our daily reading practices, between books and screens, prove it...

This thesis analyzes how the media system and the role of the media in society have changed over time in Portugal. It focuses on the period of the dictatorship Estado Novo, the period of the media transition after the Carnation Revolution, and the media in the 21st century. Since the media transition would not be possible without the political transition of the authoritarian regime, this thesis will also address the overall context of the transition. The theoretical part analyzes the Mediterranean or polarized pluralist model of media from Halllin and Mancini. According to the authors, this model describes the current Portuguese media system. The aim of this thesis is to determine whether the model is applicable to all periods of Portuguese history of the 20 and 21st century or whether at some point the media system can be described by another Hallin and Mancini's model or whether it is necessary to use a different classification from other authors.