På senare år har filterbubblor blivit ett välkänt begrepp som syftar på de bubblor av innehåll som användare slängs in i på sociala medier. I dessa bubblor finns en oro för att inlägg är ensidiga och kan stänga in oss i bland annat politiska åsikter. Filterbubblor anses därför av många bidra till en ökad polarisering, inte bara på grund av de inlägg som faktiskt visas för oss, utan även de inlägg som algoritmen väljer att inte visa på vårt nyhetsflöde. Trots att medvetenheten kring filterbubblor ökat, finns inte många studier på hur vägen mot en filterbubbla ser ut. För det första förser vi i denna rapport genom ett kvantitativt experiment, användare av sociala plattformar med en tydligare bild av hur filterbubblans livscykel ser ut, det vill säga hur lång tid det tar att hamna i en filterbubbla, och hur användare kan ta sig ur den. För det andra testar vi de teorier och de metodologiska svårigheterna i tidigare forskning kring hur användare potentiellt kan ta sig ur, eller byta filterbubbla. Vårt resultat visar att det går snabbt att komma in i en filterbubbla, medans att ta sig ur filterbubblan eller byta filterbubbla visa sig vara svårare än vad vi trodde och därför kräver mer tid. Eftersom det inte finns tidigare forskning på hur en filterbubbla ser ut eller när man kan räkna det som en filterbubbla så har vi  utifrån vårt egna experiments resultat, skapat ett mått för just detta. / In recent years, filter bubbles have become a well-known concept that refers to the bubbles of content that users throw in on social media. In these bubbles there is a concern that posting is one-sided and can shut us down in, among other things, political opinions. Filter bubbles are therefore considered by many to contribute to increased polarization, not only because of the posts that are actually displayed to us, but also the posts that the algorithm chooses not to display on our news feed. Although awareness of filter bubbles has increased, there are not many studies on what the path to a filter bubble looks like. Firstly, in a quantitative experiment, we provide users of social platforms with a clearer picture of what the filter bubble's life cycle looks like, i.e. how long it takes to end up in a filter bubble, and how users can get out of it. Secondly, we test the theories and methodological difficulties in previous research on how users can potentially get out, or change the filter bubble. Our results show that it is easy to get into a filter bubble, but getting out of the filter bubble or changing the filter bubble turns out to be more difficult than we thought and requires more time. Since there is no previous research on what a filter bubble looks like or when you can count it as a filter bubble we have based on the results of our own experiment created a measure for just this.

The aim of this study is to compare how transmedia narrative transportation theory (TNT) can be used on social plattform by influencers to how they are doing it. Social platforms are a relatively new phenomenon that is constant evolving both technical and how it´s used by the society. It therefore needs more and deeper research on the subject for increased and broader understanding. Our study investigates solely social platforms where the TNT theory has not previously been implemented.  During the studies we used a netnographic approach to observe two influencers who uses different types of social media platforms to connect with stakeholders in different ways. Our aim of this study is to answer the question “How do influencers use social platforms and can it compare to TNT in their interactions with stakeholders and what value this generate?”.  What our study reveals is that social platforms with their design and several functions creates a space for communication and interaction, which is a basis for influencers to achieve stakeholder engagement and co-creation of meaning. Both influencers who we observed during the study, works with social platforms in a way that can be compared to how TNT is used. Our study also shows that an influencer with a storyworld that share stories with a clearer start, climax and ending, generate more stakeholder engagement.