<p>Abstract</p><p>As online social network services are becoming one of the dominant media channels the importance of disseminating messages through them is of high importance for governments, organizations, companies etc. The online social network services are several and changes rapidly as they grow and evolve. Being networks, the services give the user the tools to send, as well as receive text and information. This proposes us with yet another obstacle in communication via online social network services since sender and receiver merges together.</p><p>Online social network services and the Blogosphere, which essentially also is a network, exist in the context of Web 2.0. The crucial feature of Web 2.0 is to a large degree the harnessing of collective intelligence i.e. the collection of individual knowledge and information. Many of the tools and sites within Web 2.0 are therefore of a network structure, hence further stressing the importance to communicate via networks in general.</p><p>Network Analysis is the discipline through which we can see and understand the larger patterns of networks. In this thesis I have looked into three key concepts of Network Analysis; Weak Links, Growth and Preferential Attachment. I have found that we can use the knowledge of Network Analysis to disseminate messages via online social network services since it provides us with the raw structures of how networks tend to grow, and how messages tend to disseminate.</p><p>Title: Web 2.0 and Network Society – PR and Communication: The Challenge of Online Social Networks</p><p>Number of pages: 34</p><p>Author: Max Tandefelt</p><p>Tutor: Else Nygren</p><p>Course: Media and Communication Studies C</p><p>Period: HT 07</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University.</p><p>Purpose/Aim: Facilitate message dissemination through online social network services, as they are becoming one of the dominant media channels</p><p>Material/Method: Network Analysis</p><p>Main results: I have presented crucial concepts of Network Analysis that can be used for message dissemination via online social network services</p><p>Keywords: Online Social Network Services, Network Analysis, Web 2.0, Message Dissemination</p>

The invention of Internet affects human life style and also creates many innovations and applications of business models. Social Network Service, SNS, is an innovative application and business model in recently years. It changes the development and communication of current social network and gathers high-traffic viewers to create more business opportunities. However, what¡¦s value attracted users to use SNS. This study focuses the usages of SNS from the users of Taiwan area by empirical research. From the customer point of view, satisfaction and word-of-mouth could be relative to and affected by utilitarian value and hedonic value. Therefore, this study builds an applicable integrated model and uses Structural Equation Modeling, SEM, to analyze and approve the relations of constructs. The following is the conclusions of this study. (1) The theory of this study confirms fit indices in SEM, and cause and effect of each construct is very obvious to support it. (2) Utilitarian value can be measured by factors of sociality, convenience, and information availability; hedonic value can be measured by factors of adventure, escapism, and affiliation. (3) Utilitarian value and hedonic value affect customer satisfaction; customer satisfaction affects word-of-mouth. (4) Utilitarian value and hedonic value positively affect word-of-mouth, but providing a good customer satisfaction can enhance word-of-mouth. (5) Influence of hedonic value is higher than that of utilitarian value relative to customer satisfaction and word-of-mouth. It shows that the users prefer hedonic value in SNS. Therefore, this study can be the reference of business administration and academic research.

Abstract As online social network services are becoming one of the dominant media channels the importance of disseminating messages through them is of high importance for governments, organizations, companies etc. The online social network services are several and changes rapidly as they grow and evolve. Being networks, the services give the user the tools to send, as well as receive text and information. This proposes us with yet another obstacle in communication via online social network services since sender and receiver merges together. Online social network services and the Blogosphere, which essentially also is a network, exist in the context of Web 2.0. The crucial feature of Web 2.0 is to a large degree the harnessing of collective intelligence i.e. the collection of individual knowledge and information. Many of the tools and sites within Web 2.0 are therefore of a network structure, hence further stressing the importance to communicate via networks in general. Network Analysis is the discipline through which we can see and understand the larger patterns of networks. In this thesis I have looked into three key concepts of Network Analysis; Weak Links, Growth and Preferential Attachment. I have found that we can use the knowledge of Network Analysis to disseminate messages via online social network services since it provides us with the raw structures of how networks tend to grow, and how messages tend to disseminate. Title: Web 2.0 and Network Society – PR and Communication: The Challenge of Online Social Networks Number of pages: 34 Author: Max Tandefelt Tutor: Else Nygren Course: Media and Communication Studies C Period: HT 07 University: Division of Media and Communication, Department of Information Science, Uppsala University. Purpose/Aim: Facilitate message dissemination through online social network services, as they are becoming one of the dominant media channels Material/Method: Network Analysis Main results: I have presented crucial concepts of Network Analysis that can be used for message dissemination via online social network services Keywords: Online Social Network Services, Network Analysis, Web 2.0, Message Dissemination

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Made available in DSpace on 2016-04-26T18:10:16Z (GMT). No. of bitstreams: 1 Camila Lopes Garcia.pdf: 4300232 bytes, checksum: e034c96be58a34dffa252f8d510f93ba (MD5) Previous issue date: 2010-10-18 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The research Collections of floating images: digital online photo albums analyzes the photo collections in the passage of the secondary media to the tertiary media, that is, the transition of the traditional photo album to the digital online photo album put in the social network services, such as Orkut, Facebook and Flickr. The transformations on the amateur photographic habits are analyzed, concerning the filing logic and its social function, due to the technological substitution and the individualization of the machine that produces images. To do so, based on historical and theoretical perspectives, the image is taken in relation to death from the rupestrian paintings to the techno-images, part of Ivan Bystrina s, Edgard Morin s, Régis Debray s and Hans Belting s studies and the sharing of private life photo albums in digital environment, sustained on Vilém Flusser s concepts of no thing , greed and cosmic brain , Norval Baitello s iconography, Dietmar Kamper s visibility crisis , Eugênio Trivinho s ideia of real time existence and Jean Baudrillard s concept of simulacrum . Three digital online photo albums were analyzed, which made possible the identification of two different analyses categories of photo collections on the internet: the ones that give real existence to the network member s profile and the ones that contribute to a common world mapping, due to the use of a search model, or information recovery, by folksonomy tags / A pesquisa "Coleções de imagens flutuantes: álbuns fotográficos digitais on-line" analisa o colecionismo fotográfico na passagem da mídia secundária para a mídia terciária, isto é, na transição do álbum de fotos tradicional para o álbum de fotos digital on-line alocado em redes sociais como o Orkut, o Facebook e o Flickr. São estudadas as transformações ocorridas no hábito fotográfico amador, no que tange à lógica de arquivo e sua função social, em virtude da substituição tecnológica e da individualização do aparelho produtor de imagens. Para tanto, a partir das perspectivas históricas e teóricas, pensa-se a imagem e sua relação com a morte - desde as pinturas rupestres às tecno-imagens, presente nos estudos de Ivan Bystrina, Edgard Morin, Régis Debray e Hans Belting - e o compartilhamento dos álbuns de fotos da vida privada em ambiente digital, apoiando-se nos conceitos de não coisa , gula e cérebro cósmico de Vilém Flusser, na iconofagia de Norval Baitello, na crise da visibilidade de Dietmar Kamper e na ideia de existência em tempo real e simulacro de Eugênio Trivinho e Jean Baudrillard, respectivamente. Três álbuns de fotos digitais on-line foram analisados, o que possibilitou a identificação de duas categorias diferentes de colecionismo fotográfico na internet: os que conferem existência real ao perfil do integrante da rede e os que contribuem para um mapeamento coletivo do mundo, em função da utilização de um modelo de busca, ou recuperação das informações, por meio de tags folksonômicas

The use of social network services (SNS) has exponentially grown especially among younger generations. Facebook (FB) use today constitutes a part of many university students’ everyday life. At the same time, research interest for self-compassion has grown tremendously. High self-compassion is associated with high subjective well-being (SWB), while high FB use has shown association with lower SWB. The effect of interaction between FB use and self-compassion in predicting SWB has thus far not been tested. This study examined if FB use correlated with SWB, if self-compassion correlated with SWB, and if the level of self-compassion had a moderating effect between FB use and SWB. A survey containing measures of frequency and duration of FB use, Self-Compassion Scale - Short Form, Positive and Negative Affect Schedule, and Satisfaction With Life Scale was administered to Swedish university students (N = 231, M age = 24.84, SD = 5.9). A hierarchal regression analysis was used to test if FB use and self-compassion interacted to predict SWB. The regression analysis showed that only self-compassion significantly predicted SWB. This study suggests that frequency and duration of FB use might not be enough to predict SWB. Future research could benefit from mapping more precisely what kind of FB use is beneficial or non-beneficial for user well-being. Also, future research could benefit from considering type of FB use in interaction with the level of self-compassion in predicting SWB. / Användandet av sociala medier (SNS) har växt kraftigt bland yngre generationer. Facebook (FB) användande utgör idag en del av många universitetsstudenters vardagliga liv. Samtidigt har forskningsintresset kring self-compassion vuxit. Hög self-compassion är associerat med högt subjektivt välbefinnande (SWB) medan högt FB-användande har visat associationer med lägre SWB. Effekten av interaktion mellan FB-användande och self-compassion för att predicera SWB har ej tidigare studerats. Denna studie undersökte korrelation mellan FB-användande och SWB, korrelation mellan self-compassion och SWB, samt om self-compassion hade en modererande effekt mellan FB-användande och SWB. En enkät innehållande mätning av frekvens och duration av FB-användande, Self-Compassion Scale - Short Form, Positive and Negative Affect Schedule och Satisfaction With Life Scale administrerades till svenska universitetsstudenter (N = 231, M age = 24.84, SD = 5.9). Hierarkisk regressionsanalys användes för att undersöka om interaktion mellan FB-användande och self-compassion kunde predicera SWB. Regressionsanalysen visade att endast self-compassion signifikant kunde predicera SWB. Resultatet föreslår att frekvens och duration av FB-användande möjligtvis inte är tillräckligt för att predicera SWB. Framtida studier kan med fördel mer utförligt undersöka vilken typ av FB-användande som har fördelaktig eller icke-fördelaktig effekt på SWB, samt ta hänsyn till typ av FB-användande och nivå av self-compassion i interaktion för att predicera SWB.

Η ολοένα και αυξανόμενη χρήση των ηλεκτρονικών υπολογιστών και του Διαδικτύου σε διάφορες εκφάνσεις της καθημερινότητας του ανθρώπου, έχει επιφέρει μια επανάσταση στο χώρο της τεχνολογίας, η οποία εξακολουθεί να υφίσταται στις μέρες μας. Η έλευση και η εδραίωση του Web 2.0 και των εργαλείων που το απαρτίζουν, σε συνδυασμό με την έμφυτη τάση του ανθρώπου για επικοινωνία, οδήγησαν με τη σειρά τους στην εμφάνιση των λεγόμενων Υπηρεσιών Κοινωνικής Δικτύωσης. Οι υπηρεσίες αυτές προσφέρουν δυνατότητες επικοινωνίας, ψυχαγωγίας αλλά και διαφήμισης και αποτελούν, πλέον, αναπόσπαστο κομμάτι της καθημερινότητας πολλών ανθρώπων παγκοσμίως. H αυξανόμενη χρήση των υπηρεσιών αυτών, σε συνδυασμό με την εμφάνιση και καθιέρωση των λεγόμενων έξυπνων κινητών συσκευών που είναι εξοπλισμένα με GPS και μπορούν να εντοπίζουν την τρέχουσα θέση του εκάστοτε χρήστη, οδήγησαν στον εμπλουτισμό των υφιστάμενων υπηρεσιών κοινωνικής δικτύωσης με χαρακτηριστικά τοποθεσίας, αλλά και στην ανάπτυξη μιας νέας κατηγορίας δικτύων, των λεγόμενων Υπηρεσιών Κοινωνικής Δικτύωσης που βασίζονται στην τοποθεσία. Οι υπηρεσίες αυτές διαθέτουν όλα τα γνωρίσματα των παραδοσιακών κοινωνικών δικτύων, ωστόσο το κύριο χαρακτηριστικό τους είναι ο εντοπισμός και ο διαμοιρασμός της γεωγραφικής θέσης του χρήστη. Σήμερα, οι υπηρεσίες κοινωνικής δικτύωσης που βασίζονται στην τοποθεσία είναι εξαιρετικά δημοφιλείς με εκατομμύρια χρήστες παγκοσμίως. Αυτή η αποδοχή και η εκτεταμένη χρήση τους έχουν ως αποτέλεσμα έναν εξαιρετικά μεγάλο όγκο δεδομένων, ο οποίος είναι διαθέσιμος μέσω των Διεπαφών Προγραμματισμού Εφαρμογών που αυτές διαθέτουν και έχει κεντρίσει το ενδιαφέρον των ερευνητών για μελέτη. Στα πλαίσια της παρούσας μεταπτυχιακής διπλωματικής εργασίας, θα μελετηθούν οι υπηρεσίες κοινωνικής δικτύωσης, οι υπηρεσίες κοινωνικής δικτύωσης που βασίζονται στην τοποθεσία, τα χαρακτηριστικά που αυτές διαθέτουν, καθώς και ορισμένα παραδείγματα τέτοιων υπηρεσιών. Επιπλέον, θα παρουσιαστεί η υλοποίηση μιας εφαρμογής, η οποία συλλέγει δεδομένα για 10 ευρωπαϊκά αεροδρόμια από τα API του Foursquare και του Facebook, αλλά και δεδομένα για διάφορα σημεία του Foursquare σε σχέση με δεδομένα καιρού από το API της υπηρεσίας OpenWeatherMap, η δημιουργία ενός διαχειριστικού περιβάλλοντος για το σκοπό αυτό, καθώς και τα αποτελέσματα από τη στατιστική ανάλυση των μετρήσεων. Στόχος μας είναι να διερευνήσουμε εάν τέτοιου είδους δεδομένα είναι αντιπροσωπευτικά των αντίστοιχων πραγματικών δεδομένων ή σχετίζονται με δεδομένα από άλλες διαδικτυακές υπηρεσίες. Αυτό γίνεται μελετώντας τη συσχέτιση των πληροφοριών που αντλούνται από το Foursquare με τα αντίστοιχα δεδομένα του πραγματικού κόσμου, τη συσχέτιση των δεδομένων που παράγονται από το Foursquare και το Facebook, αλλά και των δεδομένων του Foursquare σε σχέση με δεδομένα καιρού από την υπηρεσία OpenWeatherMap. / The more and more growing use of computers and the Internet in different situations of man’s everyday life, has brought about a technological revolution which continues happening in our days. The advent and the consolidation of Web 2.0 and the tools which form it, in combination with the man’s innate trend for communication, lead by their turn to the development of Social Network(ing) Services (SNS). These services give the chance to people for communication, entertainment, as well as advertising and they are an integral part in people’s everyday lives worldwide. The growing use of these services, in combination with the appearance and the establishment of the so called smart mobile devices which are equipped with GPS and can detect the exact location of every user, lead to the enrichment of the undergoing Social Network Services with location characteristics, but also to the development of a new category of networks, the Location-Based Social Networks (LBSN). These services have all the characteristics of the traditional social networks, however their main feature is the localization and the distribution of a user’s location. Today, the Location-Based Social Networks are extremely popular to millions of users all around the world. This acceptance and their extending use have as a result an extremely volume of data which is available through their Application Programming Interfaces (APIs) and it has roused the interest of researchers for study. Within the framework of the present postgraduate thesis, the Social Network Services, the Location-Based Social Networks, their features and some examples of these services will be studied. Moreover, the materialization of an application which collects data for 10 european airports from the APIs of Foursquare and Facebook, but also data for different venues of Foursquare in connection with weather data from the API of OpenWeatherMap, as well as the creation of an administrative environment for this purpose and the results of the statistical analysis of our measurements will be presented. Our goal is to investigate if such data are representative of real world data or if such data are related to data from other online services. This is done by studying the correlation of data which are derived by Foursquare with the equivalent data of the real world and the correlation of data which are produced by Foursquare and Facebook, as well as the correlation of data which are produced by Foursquare with weather data from OpenWeatherMap.

Die Vielzahl, Vielfalt, Allgegenwart und permanente Präsenz sozialer Web 2.0-Angebote übt einen bedeutenden Einfluss auf das Aufwachsen, die Freizeitgestaltung, das schulische Lernen und die Identitätsbildung jugendlicher Nutzer aus. Der einstige Medienrezipient befindet sich nicht mehr nur in der Rolle des Lesers und passiven Konsumenten, sondern er ist gleichermaßen Akteur und Publizist [4, 22]. Der Umgang insbesondere jugendlicher Nutzer mit sozialen Netzwerken und deren Potentialen und Risiken ist daher seit einigen Jahren ein wichtiger Forschungsbereich [vgl. 3, 7, 8, 9, 10, 11]. In diesem Zusammenhang ist die Medienkompetenz von entscheidender Bedeutung [vgl. 4, 17, 22]. In diesem Beitrag wird die Medienkompetenz Jugendlicher speziell im Hinblick auf den Umgang mit sozialen Netzwerken thematisiert. Wie wird Medienkompetenz derzeit wissenschaftlich definiert? Finden die vielen speziellen Anforderungen an die Nutzer der „social network services“ (SNS) in den bestehenden Modellen ausreichend Berücksichtigung? Welche Teilkompetenzen sind für die Nutzung der digitalen sozialen Netzwerke durch Jugendliche notwendig? (...)

Die Vielzahl, Vielfalt, Allgegenwart und permanente Präsenz sozialer Web 2.0-Angebote übt einen bedeutenden Einfluss auf das Aufwachsen, die Freizeitgestaltung, das schulische Lernen und die Identitätsbildung jugendlicher Nutzer aus. Der einstige Medienrezipient befindet sich nicht mehr nur in der Rolle des Lesers und passiven Konsumenten, sondern er ist gleichermaßen Akteur und Publizist [4, 22]. Der Umgang insbesondere jugendlicher Nutzer mit sozialen Netzwerken und deren Potentialen und Risiken ist daher seit einigen Jahren ein wichtiger Forschungsbereich [vgl. 3, 7, 8, 9, 10, 11]. In diesem Zusammenhang ist die Medienkompetenz von entscheidender Bedeutung [vgl. 4, 17, 22]. In diesem Beitrag wird die Medienkompetenz Jugendlicher speziell im Hinblick auf den Umgang mit sozialen Netzwerken thematisiert. Wie wird Medienkompetenz derzeit wissenschaftlich definiert? Finden die vielen speziellen Anforderungen an die Nutzer der „social network services“ (SNS) in den bestehenden Modellen ausreichend Berücksichtigung? Welche Teilkompetenzen sind für die Nutzung der digitalen sozialen Netzwerke durch Jugendliche notwendig? (...)

社群媒體伴隨行動載具的交互應用而蓬勃發展，傳統從網站首頁進入瀏覽或搜尋內容的使用經驗面臨嚴峻挑戰。越來越多網路使用者選擇直接在社群媒體訂閱、接收、和分享資訊，迫使內容傳遞或出版者必須通過經營社群渠道 ( 粉絲專頁 Fans Page ) 來為自身的平台贏得更多曝光與流量。 網絡的集體創作與分享特性，形塑了數位溝通的新樣貌。有別於傳統的高度組織化且單向遞輸內容的模式，社群渠道更注重與使用者之間扁平而多方的互動關係。藉由不同形式的語意語彙、視覺溝通、議題反饋、與時機頻率等交互操作，來提升使用者的參與 ( Engagement ) 和到達率 ( Reach )，對多數網路平台或品牌經營者而言，仍是高度重要之課題。 基於上述社群媒體經營的架構背景，本研究的重點項目，在於如何針對社群網站上的內容管理開發與優化互動成效，透過實際案例剖析與研究支持，尋求資訊傳遞與使用行為經驗之間存在滿足彼此需求的影響因子。 研究最終發現，在貼文形式與內容類別的變因下，對整體觸及和參與表現均有相當程度的影響，同時導致使用者的互動行為產生差異化。希冀本研究能對社群經營者勾勒出更明確的內容開發型態策略，進一步提升使用者的黏著度，並擴大傳播效益與廣度。