Made available in DSpace on 2016-08-03T12:29:39Z (GMT). No. of bitstreams: 1 Laercio Bento.pdf: 2367394 bytes, checksum: 09d15f47ca652df70a2140655526455e (MD5) Previous issue date: 2012-12-11 / With the purpose of increasing their marketing campaigns, many organizations turn to social media tools hosted on the Internet. With that, these organizations look for increased productivity by adopting automated message, or even feature direct access, entering characterized persuasive messages in discussion forums in online communities. It can be seen here certain lack of sensitivity to deal with communication, a medium in which the message is not necessarily an easy propagation environment. Often implies a possibility of reverberation indicating greater attention be essential in the development and direction of these communications flows, for the purposes sharply persuasive. Accordingly, this paper proposes the study of online communities in which we, from the identification of factors that lead to the formation of these communities, analyse and interpret its structure and communications flows, such that its elements indicate aggregators. To this end, we aim to demonstrate that with these components, the analysis can be developed to better match strategies relationships, enabling actions inherent in the marketing communication process with these communities. The network structure was analyzed with software applications such as integration with UCINET NetDraw, and communication flows formed the corpora analyzed with Wordsmith Tools suite. A network formed in the community hosted in orkut provided the corpora for lexical analysis. The obtained results could characterize not only the very existence of the social network, such as the potential relationship, from interpretations of dialogic flows of its elements aggregators, through visuals (graphs), statistical and lexical means. / Com o propósito de incrementar suas campanhas mercadológicas, muitas organizações, recorrem às ferramentas de mídias sociais hospedadas na Internet. Com isso, procuram o aumento de produtividade com adoção de sistemas automatizados de reprodução de mensagens, ou mesmo de recursos de acesso direto, inserindo mensagens de caráter persuasivo nos fóruns de discussões em comunidades online. Uma certa falta de sensibilidade para com o trato comunicacional, num meio potencialmente promissor, mas que pede uma outra interpretação, para posterior ação. Frequentemente implica em uma possibilidade de reverberação indicando ser imprescindível maior atenção na elaboração e no direcionamento desses fluxos comunicacionais, acentuadamente os de propósitos persuasivos. Nesse sentido, o presente trabalho propõe o estudo de comunidades online nas quais possamos a partir da identificação dos fatores que levem à sua formação, analisar e interpretar sua estrutura e seus fluxos comunicacionais, tais que, indiquem seus elementos agregadores. Para tal, com os preceitos metodológicos observados, objetivou-se demonstrar que, com esses componentes, as análises podem ser desenvolvidas para melhor adequação de estratégias de relacionamentos, possibilitando ações inerentes ao processo comunicacional mercadológico com essas comunidades. A metodologia ora empregada envolveu análise estrutural da rede com aplicações de softwares como UCINET, integrado com NetDraw, e dos fluxos comunicacionais, que formaram o corpora, analisado com a suíte Wordsmith Tools. Uma rede formada em comunidade hospedada na ferramenta orkut, por meio da obtenção dos conteúdos de fóruns temáticos, forneceu o corpora para as análises lexicais. Os resultados obtidos puderam caracterizar, não só a própria existência da rede social, como as potencialidades de relacionamento, a partir de interpretações de fluxos dialógicos de seus elementos agregadores, por meio de recursos visuais (grafos), estatísticos e lexicais.

Mycket av människors vardagliga kommunikation sker idag digitalt, i en virtuell värld, där man ofta är mer närvarande än i det faktiska nuet. Denna uppsats handlar om vad konsekvenserna blir för aktiva användare ur nätgenerationen när de går offline från sociala medier under en veckas tid. Resultatet i den här uppsatsen bygger på empiri som samlats in genom en netnografisk studie. Studien har gått ut på att observera och följa 12 deltagares upplevelser och hur de påverkats av att vara utan sociala medier under en veckas tid. Den data som genererats i denna undersökning är resultat från deltagarnas personliga dagboksanteckningar, ifyllda enkäter och två intervjuer. Undersökningens syfte är att ta reda på vad som händer när man går emot strömmen i dagens samhälle och loggar ut. Om man själv påverkas och hur det tas emot av omgivningen. Deltagarna uttryckte det som tufft till en början att vara utan sociala medier, men medger att de efter studien avslutats, kunde se flera positiva effekter med att vara offline. Flertalet av informanterna upplevde en viss lättnad i att inte ständigt finnas tillgängliga online. Resultatet av den här studien visar att användningen av sociala medier är till stor del en rutinmässig vana, som man klarar sig bra utan. Studiens deltagare har saknat kommunikationen via sociala medier i jobb- och skolsammanhang, annars anser de sig inte ha missat något av större värde. Resultatet visar även att majoriteten av deltagarna mått bättre av att vara offline än online, och de kommer att vara mer observanta på sin sociala medie användning i framtiden och försöka dra ner på den. Deltagarna anser det vara mycket mer värt att vara närvarande i nuet kontra den virtuella världen, att man varit mer social utan sociala medier. Denna studie är ett viktigt kunskapsbidrag för designers inom digital teknik då studier som behandlar ickeanvändning är ett relativt outforskat område och en kartläggning av icke-användningen kan vara en bra metod för att hjälpa designers att designa bra och användarvänlig design i framtiden. Jag ser denna studie som en förstudie för framtida forskning av icke-användning där studien pågår under en längre tid. / Much of people's everyday communication is today digital, taking place in a virtual world in which people are often more present than in the actual world. This paper deals with the consequences of active users of the net generation going offline from social media for a week. The results in this paper are based on empirical data gathered through a netnographic study carried out by observing and following 12 participants' experiences on how they were affected by being without social media for a week. Data generated in this study is the result of the participants' personal diaries, 12 completed surveys and two interviews. The purpose of the study is to find out what happens when you go against the grain in today's society and log out: How you will be affected and how it is received by the suroundings. The study shows that the participants found it difficult to be without social media at the beginning, but that they, after the study, could see several positive effects with being offline. The majority of the respondents experienced some relief in not being constantly available online. The results of this study show that the use of social media is mostly a routine habit, which you can manage without. The participants of this study have lacked communication through social media in several job and school contexts, otherwise they don’t believe that they have missed something of greater value online during the time as offline. The result also shows that the majority of the participants felt better to be offline than online, and that they will be more observant of their social media use in the future and try to cut it down. The participants consider it to be much more worthwhile to be present in the real world than in the virtual world, that they has been more social without social media. This study is an important contribution of knowledge for designers in digital technology, as studies addressing non-use is a relatively unexplored area. Mapping this kind of the non-use can be a good method to help designers to design good and user-friendly design in the future. I see this study as a preliminary study for future research of non-use where the study is ongoing for a long time.

Cette recherche a comme objectif de profiter des avantages de la mise en œuvre du Web social avec la perspective actionnelle proposée par le Cadre Européen Commun de Références pour les langues (désormais CECR) pour amener les nouveaux arrivants en France à être des acteurs sociaux dans la société française. L’expérimentation s’est déroulée au cours de l’année universitaire 2014-2015 avec deux publics arabophones dont le niveau linguistique et la durée de séjour sont différents. Contrairement aux tâches de simulation de l’approche communicative et à celles du CECR qui sont proches de la vie réelle, les tâches de la présente étude sont ancrées dans la vie réelle. Comment inciter les apprenants arabophones résidant en France à interagir tous ensemble afin de réaliser des tâches réelles au sein de la société française virtuelle en s’appuyant sur la perspective actionnelle et sur le Web social, afin de résoudre leurs problèmes en français et d’acquérir de nouvelles compétences ? Pour éclaircir cette problématique générale, la recherche s’interroge sur la manière d’étendre la tâche pour qu’elle soit ancrée dans la vie réelle, sur la démarche de réaliser des tâches réelles, sur l’agir des participants en tant qu’acteurs sociaux, sur les compétences développées et acquises au cours l’expérience, et sur le manière d’évaluer une tâche de la vie réelle. Chaque groupe constitue une communauté de pratique en ligne. Dans chacune d’elles, il s’agit d’analyser, dans une démarche netnographique avec des captures d’écran, les co-actions, les échanges et les relations interpersonnelles entre les différents acteurs et le rôle dans les trois espaces de l’expérience : espace de discussion (Facebook), de rédaction (Google Docs) et de publication (site social visé). / Cette recherche a comme objectif de profiter des avantages de la mise en œuvre du Web social avec la perspective actionnelle proposée par le Cadre Européen Commun de Références pour les langues (désormais CECR) pour amener les nouveaux arrivants en France à être des acteurs sociaux dans la société française. L’expérimentation s’est déroulée au cours de l’année universitaire 2014-2015 avec deux publics arabophones dont le niveau linguistique et la durée de séjour sont différents. Contrairement aux tâches de simulation de l’approche communicative et à celles du CECR qui sont proches de la vie réelle, les tâches de la présente étude sont ancrées dans la vie réelle. Comment inciter les apprenants arabophones résidant en France à interagir tous ensemble afin de réaliser des tâches réelles au sein de la société française virtuelle en s’appuyant sur la perspective actionnelle et sur le Web social, afin de résoudre leurs problèmes en français et d’acquérir de nouvelles compétences ? Pour éclaircir cette problématique générale, la recherche s’interroge sur la manière d’étendre la tâche pour qu’elle soit ancrée dans la vie réelle, sur la démarche de réaliser des tâches réelles, sur l’agir des participants en tant qu’acteurs sociaux, sur les compétences développées et acquises au cours l’expérience, et sur le manière d’évaluer une tâche de la vie réelle. Chaque groupe constitue une communauté de pratique en ligne. Dans chacune d’elles, il s’agit d’analyser, dans une démarche netnographique avec des captures d’écran, les co-actions, les échanges et les relations interpersonnelles entre les différents acteurs et le rôle dans les trois espaces de l’expérience : espace de discussion (Facebook), de rédaction (Google Docs) et de publication (site social visé).

Cette recherche s’intéresse aux mouvements de contestation à l’égard du système marchand et de ses dispositifs, ayant pour mobile les préoccupations sociales et environnementales. Ce travail vise à rendre compte de l’existence du phénomène de la résistance socialement responsable (RSR) à la consommation et de son intérêt, compte tenu de sa singularité et des enjeux managériaux qu’il implique. A travers une approche netnographique non participante mobilisant une méthode interprétativiste d’analyse des données, la recherche repose sur l’étude de trois communautés distinctes et représentatives du phénomène étudié, débouchant sur deux résultats majeurs. D’une part, la recherche aboutit à l’élaboration d’une conceptualisation compréhensive du phénomène, explicitant les facteurs déclencheurs, les caractéristiques, ainsi que le répertoire des manifestations de la RSR. D’une autre part, le travail de recherche met en exergue les perspectives d’évolution et de réforme des pratiques, méthodes et stratégies du marketing. / This research focuses on protest movements towards market system and its devices, having for main motive the social and environmental concerns. This work aims at underlining the existence of the socially responsible resistance (SRR) and therefore its interest, considering its uniqueness and the managerial challenges that it implies. Through an observational netnography approach using an interpretativist method for data analysis, the research is based on a study of three virtual different communities’representative of the investigated phenomenon and leads to two major results. On the first hand, the research end in an understanding conceptualization of the phenomenon, stressing its initiator factors, caracteristics, but also the SRR wide range of expression forms. On the other hand, this work emphasizes evolution and reform perspectives of marketing practices, methods and strategies.

This study’s purpose is to explore the online medium known as “Actual Play” through the perspective of both content creators, who work within the format as well as their audience who consume and interact with the content. This is a qualitative interview and observation study on the subject of Actual Play. The empirical material consists of four interviews with participants who are in one way or another involved with Actual Play content creation or distribution, an entire episode of an Actual Play series has also been analyzed to demonstrate the concept to readers unfamiliar with Actual Play and/or role-playing games. The questions this study has sought to answer regard what Actual Play is and looks like in practice and what the interactions between participants within Actual Play as well the interactions between these Actual Play creators and their audience looks like. The study’s findings show that the interaction between the different social actors within Actual Play is similar to that of improvisational theater. To maintain the trust between the participants, social contracts that employ safety tools are often used. The interaction between the Actual Play content creators and their audiences seems more personal than average, since they’re all able to inhabit and interact over the Internet. The audience also seems to enjoy that aspect of getting to know the Actual Play actors and/or creators on both a personal level and through their characters. Finally, Actual Plays main appeal appears to be based around being a way to share and engage with others around a shared interest.

To travel in the footsteps of movies and books is something that attracts more and more tourists and the research in the field has often focused on the motivation of tourists when choosing a destination. This study instead focuses on how the businesses that organize the attractions work. The purpose of this essay is to investigate how some operators in tourism in Stockholm and Ystad work to attract tourists to the Wallander and Millennium walks with a focus on the formation of the tours and digital marketing. The method used is qualitative. Three interviews are conducted with informants from Stadsmuseet, Ystad Studios Visitor Center and Stockholm Business Region. In addition to the interviews digital marketing is analyzed in the form of websites and social media. The results of the study show that there are not that many products linked to Wallander and Millennium, besides the tours, and no new ones are developed since no new books are being published. The digital marketing has reduced during the last few years, especially for Millennium, because of the interest decreasing. But these city tours attract tourists to the destinations since they are travel reasons and they contribute to an increased knowledge and an attractive image of the place. / Att resa i filmers och böckers fotspår är något som lockar allt fler turister och forskning inom området har ofta fokuserat på turisternas motivation vid valet av destination. Denna studie fokuserar istället på hur verksamheterna som arrangerar attraktionerna arbetar. Syftet för denna studie är att undersöka hur några aktörer inom turism i Stockholm och Ystad arbetar med att locka turister till Wallander- och Millenniumvandringarna med fokus på utformning av rundturerna och digital marknadsföring. Metoden som används är kvalitativ. Tre intervjuer genomförs med informanter från Stadsmuseet, Ystad Studios Visitor Center och Stockholm Business Region. Utöver intervjuerna analyseras även digital marknadsföring i form av hemsidor och sociala medier. Resultatet av undersökningen visar att det inte finns så många produkter med koppling till Wallander och Millennium, förutom stadsvandringarna, och det utvecklas inte några nya eftersom det inte publiceras nya böcker. Den digitala marknadsföringen har minskat de senaste åren, speciellt för Millennium, på grund av att intresset har sjunkit. Men dessa stadsvandringar lockar turister till destinationerna eftersom de är reseanledningar och de bidrar till en ökad kännedom och en attraktiv bild av platsen.

The purpose of this thesis is to investigate the use of social media (SM) as a relationship marketing tool (RM) in the context of professional sport in North America. The specific objectives are (i) to explore the use of social media in meeting relationship marketing goals within the context of professional sport, (ii) to explore how professional sport teams’ managers see the opportunities of social media in meeting relationship marketing goals, (iii) to explore how professional sport teams’ managers see the challenges of social media in meeting relationship marketing goals, and (iv) to examine the benefits of social media, if any, in enhancing long-term relationships with their favourite sport team from the perspective of fans of professional sport teams. Guided by a pragmatist philosophical worldview, the project adopted a multi-domain qualitative research approach. The multi-domain approach reflects the three data sources (i.e., the medium-SM platform, organization-professional teams, and consumers-sport fans). Putting an individual emphasis on each of these three data sources, three different but interrelated studies are conducted to accomplish the overall purpose of the dissertation using an article-based format. The first study, guided by the relationship marketing theoretical framework, adopted a netnographic method to investigate professional sport teams’ use of Twitter as an RM tool. Specifically, the study focused on the three core components of RM: communication, interaction, and value. The netnography is based on data gathered from the official Twitter account of 20 professional sport teams from the four major leagues from August 1, 2015 to February 29, 2016. Results outline seven emergent communication types, six interaction practices, and ten values (co)created by the teams or/and fans. Theoretical and practical implications, as well as impetus for future research are identified. The second study aimed at obtaining a first-hand and an in-depth understanding of the role, opportunities, and challenges of SM in meeting RM goals from the perspective of senior managers of professional sport teams. For this purpose, semi-structured interviews were conducted with 26 managers from the four major leagues professional sport teams in North America. Results outline the platforms adopted, six intended objectives, seven opportunities and seven challenges of SM as an RM medium. A list of theoretical and practical implications, and impetus for future research is provided. The purpose of the third study was to first gain an empirically supported understanding of the role and benefits of SM as an RM tool from the perspective of professional sport fans and, following that, to identify, specify, verify, and refine the emergent benefits. The study employed an adaptation of the focus group method, dubbed the ‘sequential funnel-based focus group’, which is a multiphase, step-wise version of the established method. The sequential funnel-based focus group is conceptualized, developed, described, and used in this work as a research method. The adaptation allowed the identification of benefits of SM as a medium that enhances long-term relationships through a series of funnel-based focus group discussions in three sequential phases. A total of 10 focus groups with 81 participants took part in the study. The work identified seven major benefits (and 15 sub-categories of benefits) that fans see as opportunities presented by SM as a medium to enhance long-term relationship with their team. Theoretical contributions, practical recommendations, and directions for future research are provided. The findings from the three studies are integrated to construct a multi-dimensionally informed and comprehensive understanding of the use of SM in RM in professional sport. In general, data gathered from the perspective of the three domains (i.e., medium/SM platform, organizational/ professional teams, and consumers/sport fans) informed that SM is providing new directions to RM, making it an effective and affordable channel in realizing RM goals in professional sport context. The thesis also produced empirical evidence of the opportunities that SM presents and the challenges that it poses in terms of meeting RM goals in the context of professional sport. Informed by the studies data, the dissertation also extended Grönroos’s (2004) RM process model through the lens of SM in professional sport context. Contributions to scholarship, practical recommendations, directions for future research, and the limitations of the dissertation are provided.

Incels designate a group of men who live in a state of involuntary celibacy due to their,according to them, appearance wise disadvantage in comparison to the ideal man. In recentyears a number of deadly violent attacks have been carried out by incels for the incel cause,whereupon the incel phenomenon has received increasing attention. The aim of this study isto analyze the worldview of incels, and how an online-climate that's characterized byglorification of violence and hatred against women in the worst case can motivate individualincels to commit violent attacks. Netnography is the method of choice in this study and hasbeen used to collect material from the biggest incel forum at the moment; incels.is. Aqualitative content analysis was applied on the material to code it. The results identified astrong community that’s been formed around the incels alternative perception of the world,which encourages violence, misogyny and anti-feminist views and opinions. / Incel, en sammanskrivning av engelskans involuntary och celibate, är en benämning på demän som lever i ofrivilligt celibat till följd av vad de anser ett utseendemässigt underlägejämfört med idealmannen. Under de senaste åren har incels begått ett antal dödligavåldsattacker varpå fenomenet blivit allt mer uppmärksammat. Syftet med studien är attundersöka den världsbild incels besitter, samt hur det våldsglorifierande ochkvinnoföraktande klimat på internetforum i värsta fall kan leda till att enskilda incels begårvåldsattentat. Studien har en netnografisk ansats som riktats mot det inhämtade materialet iform av trådstarter och inlägg från forumet incels.is, vilket identifierats som den störstaincelforumet. En kvalitativ innehållsanalys har i sin tur applicerats på materialet för attsortera detta. Resultatet kom att visa att det råder en alternativ uppfattning av omvärldeninom incelkulturen, kring vilken en stark gemenskap bildats, som i sin tur uppmanar tillvåldsdåd, kvinnohat och antifeministiska åsikter.

Den här studien har undersökt hur psykisk ohälsa representeras på TikTok. Syftet med undersökningen var att genom netnografi observera hur användarna visar upp och diskuterar ämnet för att få en större förståelse för hur sociala medier kan användas för att sprida kunskap och medvetenhet kring psykisk ohälsa. För att genomföra analysen användes en tematisk analys och materialet analyserades utifrån både tidigare forskning samt de teoretiska perspektiven representation, offentlighetsteori och deltagarkultur. Resultatet visar att innehållet kan delas in i två huvudteman, nämligen ”egna erfarenheter” och ”professionell information”. Delteman som identifierats är ”kunskap, information och medvetenhet”, ”utmana stigmatiseringen”, ”information om behandling” samt ”ge stöd och hopp”. Vidare visade analysen att innehållet ofta visar sådant som traditionellt varit privat och inte hörts eller setts av andra, men som nu lyfts i offentliga sammanhang. Trots att sociala medier möjliggör för allt fler att delta i diskussioner visade även resultatet att det inte är alla som faktiskt deltar lika aktivt men att det ändå förekommer en hel del interaktion. Med utgångspunkt i undersökningens analys och resultat samt tidigare forskning diskuteras även vilken möjlig inverkan innehållet kan ha på stigmatiseringen kopplad till psykisk ohälsa. Diskussionen visade att innehållet, beroende på hur det pratas om, både kan bidra till en ökad eller minskad stigmatisering. / This study has examined mental health representations on TikTok by using a netnographic approach. The aim of the study has been to obtain a deeper understanding of how social media can be used to spread information and advocate for mental health issues. The method used to analyze the results was a thematic analysis. To analyze the results both previous research within the field and theoretical perspectives about representation, the public sphere and participatory culture were applied. The result show that the content can be separated into two main themes, “lived experience” and “professional information”. The subthemes identified were “knowledge, information and awareness”, “challenge stigma”, “information about treatment” and “support and hope”. The analysis showed that the content often revealed things that traditionally have been private and haven’t been seen or heard by others. Despite that social media has lowered the threshold for participation in public discussions the results showed that not everyone is actively participating. However, there was still a lot of interaction between the users that were active. Based on the analysis and result, there is also a discussion about the possible effects the content can have on the stigmatization around mental health. The discussion showed that the content has the possibility to both contribute to the stigma but also challenge it, depending on how it is talked about.

The aim of this thesis is to study the structures and contents of art paraphrases during the first year of the Covid-19 pandemic through semiotics, intertextuality and intermediality, to create an understanding of what the reuse, or appropriation, of art can mean and which roles it could play in a contemporary visual culture. To achieve this, six “Covid paraphrases” are analysed alongside a rich complementary material collected from November 2021—February 2023 through netnographic methods focused on the social media platform Instagram. The study is centred around three categories of Covid paraphrases: positively modified paraphrases, negatively modified paraphrases and paraphrases modified through the act of substitution. The study finds that Covid paraphrases often build upon famous classical art works that contain human figures. These figures, as well as other elements of the image, are shown to be removed, relocated or replaced in the paraphrase. In other Covid paraphrases, new details are added to the image, often portraying objects connected to the pandemic, such as face masks or toilet paper. Most often, they are created, distributed and viewed through digital media, unlike the art works they build upon which generally take the shape of physical paintings. Surprisingly, the study of art paraphrases during the pandemic shows that the visual culture of Covid-19 consists of a considerable amount of humour despite the unstable state of the world. In this context, the Covid paraphrases play the role of the entertainer, and by reminding the public of the authorities’ restrictions in the fight against the new coronavirus, as well as of the long history of art, the paraphrases can also be seen as a source for information. Together with other new images, the Covid paraphrases create a new visual language filled with pandemic-specific signs. This reuse of images updates classical art works and gives them a new meaning in a modern setting, while simultaneously attaching the new paraphrase to an established history. These processes leave room for a revised and expanded art historical canon suitable for a global Internet culture.