Submitted by Marlene Santos (marlene.bc.ufg@gmail.com) on 2014-09-26T17:59:00Z No. of bitstreams: 2 Mariana Paiva_dissertação formatada_versão final.pdf: 2596571 bytes, checksum: 31e6a0e10466cd8befa4f400f6f99b7c (MD5) license_rdf: 23148 bytes, checksum: 9da0b6dfac957114c6a7714714b86306 (MD5) / Approved for entry into archive by Jaqueline Silva (jtas29@gmail.com) on 2014-09-26T18:14:11Z (GMT) No. of bitstreams: 2 Mariana Paiva_dissertação formatada_versão final.pdf: 2596571 bytes, checksum: 31e6a0e10466cd8befa4f400f6f99b7c (MD5) license_rdf: 23148 bytes, checksum: 9da0b6dfac957114c6a7714714b86306 (MD5) / Made available in DSpace on 2014-09-26T18:14:11Z (GMT). No. of bitstreams: 2 Mariana Paiva_dissertação formatada_versão final.pdf: 2596571 bytes, checksum: 31e6a0e10466cd8befa4f400f6f99b7c (MD5) license_rdf: 23148 bytes, checksum: 9da0b6dfac957114c6a7714714b86306 (MD5) Previous issue date: 2013-06-27 / This study aims to understand the process of identity construction in virtual social networking site Twitter. Based on discourse analysis, the research seeks to understand what are the strategies used by social actors in the appropriation of social networking sites as a space for individual representation. At first, we used the netnography, the observations involving participant and nonparticipant alternately, according to the needs encountered throughout the process dissertative. Thereafter began the work of cutting o f the object by selecting the profile to be analyzed from the perspective of the French school of discourse analysis. For it was possible to analyze the building individualized, with no comparison between actors, we sought to further cuts in the third month of the same profile, from January, February and March 2012. The conclusions identify the crossing of this process of individual representation by discursive strategies aimed at the consumer - the transformation of people into subjects consumables. The speech is no longer something natural and happens to be something built in order to make the identity represented there target of interest of other actors in the network. So the identity is established as a virtual node potential to be consumed collectively. / Este trabalho tem por objetivo compreender o processo de construção das identidades virtuais no site de rede social Twitter. Tendo como base de análise o discurso, a pesquisa busca compreender quais são as estratégias utilizadas pelos atores sociais na apropriação dos sites de redes sociais como espaço de representação individual. Em um primeiro momento utilizou-se a netnografia, envolvendo as observações participante e não-participante alternadamente, de acordo com as necessidades encontradas ao longo do processo dissertativo. Posteriormente iniciou-se o trabalho de recorte do objeto, selecionando o perfil a ser analisado sob o olhar da escola francesa de análise de discurso. Paraque fosse possível analisar a construção individual, sem comparações entre atores, buscou-se aprofundar em 3 recortes mensais de um mesmo perfil, no período de janeiro, fevereiro e março de 2012. As conclusões identificam o atravessamento desse processo de representação individual por estratégias discursivas direcionadas ao consumo – a transformação de pessoas em sujeitos consumíveis. O discurso deixa de ser algo natural e passa a ser algo construído com a finalidade de tornar a identidade ali representada alvo de interesse dos demais atores em rede. Portanto a identidade virtual se estabelece como um nó de potencialidades a serem consumidas coletivamente.

Este documento apresenta um estudo que avalia o uso de informação temporal na tarefa de recomendação de tweets no twitter. Foram explorados dois aspectos temporais: a vida útil de tópico de informação e a sua versão personalizada para cada usuário. A aplicação destes aspectos temporais foi avaliada utilizando-se três sistemas de recomendação implementados. Também avaliamos dois modelos de tópicos utilizados para representar tweets: o modelo bag of words e um modelo de tópicos latentes extraídos por LDA (Latent Dirichlet Allocation). Além disso, avaliamos o uso de máquinas de vetor de suporte para estimar o perfil de interesses de usuário, comparando esta abordagem com uma outra mais simples. Os experimentos foram executados utilizando-se um conjunto de dados com 414 milhões de tweets publicados por 321 mil usuários. Os resultados apresentados demonstram que o uso de vida útil de tópico na tarefa de recomendação melhora a qualidade das recomendações, e o uso da versão personalizada desta informação melhorou ainda mais a qualidade destas / This document presents a study that evaluates the use of temporal information in the task of recommending tweets on Twitter. Two temporal aspects have been analysed: the lifespan of information topic and its personalized version for each user. The application of such temporal aspects has been evaluated using three recommendation systems implemented in this work. We also evaluated two topic models considered to describe tweets: a bag of words model and a model of latent topics extracted using LDA (Latent Dirichlet Allocation). Furthermore, we evaluated the use of SVM (Support Vector Machines) to estimate the user profile, comparing this approach with a simpler one. The experiments have been executed using a dataset with 414 millions of tweets published by 321 thousands of users. The results show that the use of topic lifespan information increases the quality of recommendation, and the personalized version of this information increases the quality even more

As primeiras mídias sociais da internet surgiram há pouco mais de duas décadas, segunda metade dos anos 90. Em comparação com a evolução humana, isso seria algo como um milésimo de segundo de sua existência. Neste período, vários estudos procuram entender o comportamento e o agrupamento dos seres humanos nesta nova forma de comunicação. Teorias sobre formas de analisar as pessoas neste meio e como elas se agrupam e criam novos modos de comunicação e propagação de suas ideias florescem e iluminam este desconhecido caminho a ser criado e percorrido. Os métodos de identificação do comportamento humano criados antes das mídias sociais ganham uma nova forma de serem utilizados. Estudos sobre o \"eu\" (Belk, 1988), tribalismo (Cova, B., 1997), etnografia (Danzig, 1985), netnografia (Kozinets, 1998) e filtragem colaborativa (Golberg, Nichols, Oki e Terry, 1992) entram em cena para colocar uma luz no estudo das relações humanas no mundo digital. A internet revolucionou o modo de as pessoas interagirem e a evolução constante da tecnologia vem incessantemente gerando profundas implicações para o marketing. A rede mundial passou a ser um canal global pelo qual as empresas podem divulgar e vender seus produtos. No entanto, mesmo oferecendo um enorme potencial para as empresas, a internet aumentou a complexidade de identificar os clientes. Os usuários presentes nas mídias sociais estão menos interessados nos produtos e valorizam mais as identidades e os laços sociais gerados em torno de seus assuntos de interesse. Estas tribos eletrônicas ultrapassam as fronteiras geográficas e independem de raça, sexo e aspectos culturais de seus integrantes. Este trabalho apresenta um método para identificar tribos nas mídias sociais. O método foi aplicado na identificação da tribo de MMA (MixedMartialArts, em tradução livre, Artes Marciais Mistas) no Twitter. A validação foi realizada usando a plataforma de anúncios do Twitter, enviando durante 72 horas uma publicidade para mais de 600 mil usuários, divididos em grupo de controle e segmentações do Twitter e do método proposto DNA. O estudo comparou os resultados obtidos pelo método proposto DNA com os resultados do grupo de controle e da segmentação realizada pelo Twitter. Os resultados obtidos apontaram o aumento de interações dos usuários identificados como pertencentes a tribo de MMA, validando o método. / The first Internet social media emerged just over two decades ago, at the second half of 90\'s. Compared to human evolution, this would be something like a millisecond of its existence. In this period, several studies try to understand the behavior and grouping of human beings in this new form of communication. Theories about ways of analyzing people in this environment and how they group themselves and create new ways of communication and propagation their ideas flourish and illuminate this unknown pathway to be created and traveled. Methods of identifying human behavior created before social media receive a new way of being used. Studies on the \"self\" (Belk, 1988), tribalism (Cova, B., 1997), ethnography (Danzig, 1985), netnography (Kozinets, 1998) and collaborative filtering (Golberg, Nichols, Oki and Terry, 1992) come on the scene to shed light on the study of human relations in the digital world. The Internet has revolutionized people\'s way of interacting and the constant evolution of technology generates profound implications for the marketing. The worldwide network has become a global channel through which companies can disclose and sell their products. However, while offering tremendous potential to businesses, the Internet has increased the complexity of identifying customers. Users present in social media are less interested in products and value more the identities and social ties generated around their subjects of interest. These electronic tribes transcend the geographical borders and are independent of race, sex and cultural aspects of its members. This paper presents a method to identify tribes in social media. The method was applied in the identification of the MMA (Mixed Martial Arts) tribe on Twitter. The validation was done using the Twitter ads platform, sending 72 hours of advertisement for more than 600 thousand users, divided in control group and segmentations of Twitter and the proposed method. The study compared the results obtained by the proposed method with that of the control group and the segmentation created by Twitter. The obtained results pointed out the increase of interactions of the users identified as belonging to the MMA tribe validating the method.

Bakgrund: Ohälsosamma levnadsvanor bidrar avsevärt till sjukdomsbördan. Allt mer tid spenderas vid skärm och forskning tyder på negativa effekter på mat-, motions- och sömnvanor. Teknikens utveckling har förändrat skärmtiden. Sociala medier har intagit en viktig plats i mångas liv och skärmtid är inte längre automatisk förknippat till faktorer såsom stillasittande samt möjlighet att äta mer. Forskning om levnadsvanor och sociala medier saknas. Syfte: Att undersöka graden av användning av de sociala medierna Facebook och Twitter samt dess samband med de tre olika levnadsvanorna mat-, motions- och sömnvanor. Metod: Deskriptiv, korrelativ tvärsnittstudie i form av en webbaserad enkätundersökning. Genom snöbollsurval rekryterades 150 deltagare i åldern 18-68 år. Inklusionskriterierna var att behärska svenska och vara användare av Facebook och/eller Twitter. Statistisk analysmetod var Spearmans rangkorrelation. Graden av användning av sociala medier var oberoende variabel och levnadsvanevariablerna var beroende variabler. Resultat: Det fanns signifikanta samband mellan mycket tid vid Facebook och färre frukostmåltider, lägre totalt antal måltider samt högre intag av sötade drycker respektive snabbmat. Mycket total tid vid sociala medier var associerat med lägre totalt antal måltider, högre intag av sötade drycker respektive snabbmat samt färre timmar sömn. Inga signifikanta samband återfanns för lunchmåltider, middagsmåltider, grönsaker och rotfrukter, frukt och bär, sötsaker, snacks, motionsvanor, sömnstörningar samt tid vid Twitter. Slutsats: Det fanns signifikanta samband mellan graden av användning av sociala medier och vissa aspekter av mat- och sömnvanor, men inte för motionsvanor. Effekterna av tid vid sociala medier skiljer sig från traditionell skärmtid. Studien introducerar ett outforskat område. Fördjupning kan leda till effektiva, kostnadsbesparande folkhälsokampanjer utifrån modern skärmtid och dess hälsorisker. Sociala medier är möjligen en framtida arena för hälsobudskap. / Background: Unhealthy lifestyles contribute significantly to the development of diseases, and the strain which this causes on society. An increasing amount of time is spent in front of a screen and research suggests that this have negative effects on food, exercise and sleep habits. Technological development has changed the screen time. Social media has taken an important place in many people’s lives and screen time is no longer automatically linked to factors such as sedentary behavior and the possibility to consume more food. There is a lack of research regarding lifestyle and social media. Objective: To examine the relationship between the degree of usage of the social network sites Facebook and Twitter and food, exercise and sleeping habits.Method: A descriptive, correlative cross-sectional study in the form of a web-based survey. Through a snowball sample 150 participants between 18-68 years old were recruited. Inclusion in the study required participants to master the Swedish language and use Facebook and/or Twitter. Spearman's rank correlation was used for statistical analysis. The independent variable was the degree of social media usage and the lifestyles variables were the dependent variables. Results: There were significant correlations between a large amount of time spent on Facebook and fewer breakfast meals, a lower total amount of meals, and a higher intake of sweetened beverages and fast food. A large amount of total social media time was associated with a lower total amount of meals, a higher intake of sweetened beverages and fast food and fewer hours of sleep. No statistically significant associations were found in analyzes of lunch, dinner, vegetables and root crops, fruits, sweets, snacks, exercise habits, sleep disturbances, and time on Twitter. Conclusion: There were significant correlations between the degree of social media usage and some aspects of food and sleeping habits, but not regarding exercise habits. The effects of the time spent on social media differ from traditional screen time. This study introduces an unexplored area. Further development can lead to effective, inexpensive public health campaigns based on modern screen time and its health risks. Social media is pontentially a future arena for effective communication of health messages.

Syfte: Projektet har som syfte att ta reda på hur fenomenet Rotationcuration har förändrat arbetet med Sverige som varumärke. Frågeställningar: Den övergripande frågeställningen som uppsatsen utgår ifrån är: Hur har rotationcuration förändrat arbetet med varumärket Sverige för VisitSweden? För att besvara huvudfrågeställningen på ett enklare sätt används ett flertal underfrågor vilket följer: Vilka strategier använder VisitSweden (VisitSweden.) sig av för att marknadsföra Sverige på Twitter? Vilken syn har VisitSweden. på Sociala medier? Hur ser varumärkesbyggandet ut på twitterkanalen @sweden när det kommer till varumärket Sverige? Hur användandet av kuratorer demokratiserat arbetet med projektet Curators of Sweden? Teori: De teorier som uppsatsen huvudsakligen utgår ifrån är Nations branding, Public diplomacy och Medialisering med tyngden på Public diplomacy. Förutom dessa har även teorier om Public relations och Publika sfären använts i viss mån. Metod: Uppsatsen är en fallstudie av Curators of Sweden. Inom ramen för fallstudien har vi bland annat granskat twitterkanalen @swedens nyhetsflöde, dokumentet Sverigebilden har undersökts och en intervju gjorts med VisitSwedens head of Social media. Resultat: Undersökningen visar på ett nyanserat sätt hur man genom en twitterkanal kan marknadsföra ett land som varumärke och hur man använder sig av ambasadörer för att lyckas. VisitSweden visar på hur man genom förberedelse och kontroll kan få all Public relations att bli bra Public relations. Man har genom att vara tidig in i mediet på ett inovativt sätt kunna bryta mark och skapa intresse, men har är kanske inte lika öppna som man kan tro vid första anblick trots användandet av kuratorer. / Purpose: The projects purpose it to find out if the mediation has changed the work with Sweden as a brand. Issues: The main question this paper is based on is: How has the modern medialization changed VisitSweden's work with Sweden's brand? To answer the main question in a simpler way we will be using several sub queries as follows: What strategies does VisitSweden use to brand Sweden on Twitter? What are VisitSweden’s views on Social Medias? What does the image building look like on the Twitter channel @sweden when it comes to the brand Sweden? How has the use of curators democratized the work on the project Curators of Sweden? Theory: The theories in the essay are based on Nation branding, Public Diplomacy and Medialization with the weight on Public Diplomacy. Besides these theories the essay includes the theories of Public Relations and Public sphere that will be used to some extent. Method: The paper has investigated the Twitter channel @sweden's news flow through a quantitative and qualitative content analysis. It will also analyse the document Sverigebilden using a qualitative content analysis and document analysis, in the end, a qualitative interview with VisitSweden's Head of Social Media. Results: The survey reveals a nuanced way to which a Twitter channel can promote a country as a brand and how to utilise spokespersons to make it happen. VisitSweden shows how, through preparation and monitoring, all Public Relations can become good Public Relations. By being an early adopter of the medium, VisitSweden have been able to create interest through innovation and breaking new ground. It has since implemented a well controlled project that supports the brand through the use of core values that have been set in advance.

Internet har i jämförelse med andra kommunikationskanaler som TV och radio vuxit fram väldigt fort, och en utveckling av detta är sociala medier, där interaktion och kommunikation är två viktiga ledord. För turismföretag kan dessa plattformar fylla en marknadsföringsfunktion, om de används på rätt sätt, och i bästa fall skulle de också kunna hjälpa turistbyråer att attrahera fler gästnätter till sina städer. Syftet med denna uppsats är att jämföra hur de tre skandinaviska huvudstädernas turistbyråer marknadsför sig via sociala medier mot turister och se vilka förväntningar de har för det framtida användandet av dessa plattformar. Anställda på de tre olika turistbyråerna har intervjuats för att få höra om deras erfarenheter med användandet av sociala medier, och i detta fall just Facebook och Twitter. Vi har även intervjuat en expert på sociala medier för att se om det finns något sätt som är mer effektivt vid marknadsföring via dessa. Utöver det har vi undersökt hur de tre turistbyråerna marknadsför sig på Facebook och Twitter och om antalet likes och followers har något att säga när det gäller att attrahera fler besökare. Tidigare forskning och det empiriska materialet indikerar att det är viktigt att hänga med i utvecklingen av de sociala medierna, och att man måste veta hur man marknadsför sig på rätt sätt. Annars kan det lätt leda till ett misslyckande, då både positiva och negativa nyheter flödar i hög hastighet på internet. Dock är vi i ett för tidigt stadium i utvecklingen av sociala medier för att kunna se om användandet av dessa konkret har bidragit till en ökning av gästnätter för de skandinaviska huvudstäderna. Vi är i alla fall säkra på att det inom en snar framtid kommer att kunna vara avgörande för dessa företag att finnas online, för att just attrahera fler besökare, även om aktiviteten bör genomföras med en medvetenhet. / Internet has, opposed to other communication channels such as TV and radio, had a very rapid growth and social media is one development from this, where interaction and communication are two important keywords. For tourism companies, these platforms can fill an important marketing function, if used in a strategic way. In a best case scenario, they could also help tourist agencies attract more visitors to their cities. The purpose of this thesis is to compare how the three Scandinavian capitals and their tourist agencies market themselves through social media and what expectations they have for the future work with these platforms. Employees from the three different tourist agencies have been interviewed in order to see how they work with social media, in this case especially Facebook and Twitter. We have also interviewed an expert on social media, in order to see if there is a way that is more efficient when it comes to marketing on these platforms. We have in addition to this studied how the tourist agencies actually market themselves on Facebook and Twitter, and if the amount of likes or followers has something to say when it comes to attracting more visitors. Research that has been made prior to this and our empirical material indicate that it is important to closely follow the development of social media, and that you need to know how to market yourself efficiently. It can easily turn in to a failure otherwise, since both positive and negative news travel fast on the Internet. We are still in a too early stage of the development of social media to be able to tell if the use of them has contributed to an increase of visitors to the Scandinavian capitals or not. We are however positive that it in a near future will be crucial for the tourism agencies to be online in order to attract more visitors, even though the activity should be performed with cautiousness.

In November 2010, The Swedish Association of Local Authorities and Regions (Sveriges Kommuner och Landsting) distributed a survey where 53 % of the responding municipalities declared that they use Twitter. Out of the municipalities that declared they did not use social media, 49 % answered that they were planning on using it but that they had not gotten started. The purpose with social media was primarily declared to be maintaining dialogue with citizens and a channel for information. The informal “twittersphere” is a new environment for the conventionally formal government communication, and with it comes an entirely new set of demands on the style and content of texts, compared to other media. The purpose of my work was to present a style proposal for the public sector’s communication on Twitter, with the help of theory and empirical data. My methods consisted of text analysis and qualitative interviews. I analyzed eight selected municipalities on Twitter and interviewed four informants who held different perspectives on the subject, to get a deeper understanding. Chosen topics in both methods were e.g. formality, address, dialogue and visibility of the writer.  The analysis results showed that the municipalities were neither present, personal, nor inviting – and my conclusion was that they therefore did not strive for dialogue, at least not on Twitter. The interviews focused mainly on how the municipalities should use Twitter, and what surfaced in the interviews took great part in my style proposal and the accompanying guidelines. From the results of both methods, I created a style proposal consisting of 20 tweets, that formed a tweet style, along with a set of guidelines for good civil-servant tweeting. The style I’m presenting tries to address the purpose of dialogue in a better, more suitable way, by being personal, engaged, present and clear. / I november 2010 skickade Sveriges Kommuner och Landsting ut en enkät där 53 % av de svarande kommunerna uppgav sig använda Twitter. Av de kommuner som uppgav att de inte använde sociala medier svarade 49 % att de planerade att börja men att de inte hade kommit igång. Syftet med sociala medier uppgavs primärt vara att ha en dialog med medborgare och en kanal för nyheter. Twitters informella sfär är en ny miljö för det konventionellt formella myndighetsspråket, och ställer helt andra krav på texters stil och innehåll än andra medier. Syftet med mitt arbete var att, med stöd av teori och empiri, ta fram ett förslag på en stil åt den offentliga sektorns kommunikation på Twitter. Mina metoder var textanalys och kvalitativa intervjuer. Jag analyserade åtta utvalda kommuner på Twitter och intervjuade fyra informanter med olika infallsvinklar på ämnet, för en fördjupad förståelse. Berörda ämnen i båda metoder var bl.a. formalitet, tilltal, dialog och synligt författarskap. Resultatet av textanalysen visade att kommunerna inte var särskilt närvarande, personliga eller inbjudande – och min slutsats av det blev att de därför inte alls strävade efter dialog, åtminstone inte på Twitter. Intervjuerna kretsade främst kring hur kommunerna borde twittra, och det som kom fram där låg till stor del bakom mitt gestaltningsförslag och de tillhörande råden och riktlinjerna. Utifrån båda metodernas resultat skapade jag ett gestaltningsförslag om 20 tweets, som byggde upp en s.k. tweetstil, tillsammans med råd och riktlinjer för gott twittrande. Den stil jag presenterar försöker adressera dialogsyftet på ett bättre, mer anpassat sätt, genom att vara personlig, engagerad, närvarande och tydlig.

Social media have established themselves as a core part of our daily lives and the phenomenon keeps growing every day. They have become a platform for both businesses and people all over the world use to communicate thoughts and show off ideas. Using platforms such as Instagram, Facebook and Twitter marketing for businesses has become a must for capturing the public eye and making your brand attractive to consumers. This is an important subject and deserves focus so I have investigated how negative feedback on social media services such as Facebook and Twitter affect the company and its customers. The end goal is to understand how these businesses should use these services as mediums to effectively approach the problem. Using social mediums is complicated process and the formulation of your response is very important. Bringing the discussion offline is the best strategy for tackling the negative feedback. / Sociala medier har etablerat sig som väsentlig del av våra dagliga liv och fenomenet fortsätter att växa varje dag. Det har skapats en platform för både företag och människor över hela världen att kommunicera tankar och idéer till varandra. Användandet av sociala medier som Instagram, Facebook och Twitter i marknadsföring syfte har blivit ett måste för att fånga blicken från allmänheten. Detta leder mig till att vilja skriva om detta fenomen i denna uppsatts där jag undersöker hur negativ kritik via sociala medium som Facebook och Twitter påverkar ett företag och sina kunder. Målet är att förstå hur dessa företag borde använda dessa tjänster som ett medium för att bemöta kritiken. Att använda sig av sociala medier är en komplicerad process och formuleringen av ett svar är väldigt viktigt. Att driva diskussionen från sociala medier till en kommunikationsform som inte är publik är en strategi som rekommenderas.

The trend of social media is a global hit and now both individuals, businesses, celebrities and politicianshave their own social media pages, which means that the visibility increases and focus lies on what'swritten and published by the person. Mediated communication are everywhere around us and affects theway we communicate with each other and also the way we look at ourselves and most importantly how weportray ourselves. The individual's perspective has become a relevant issue with the rapid moderndevelopment. One's cultural identity can be seen as a life-long project.The purpose of this paper is to do an in-depth text analysis to examine how Swedish politicians constituteand construct identities, with a focus on "the self" and the "mediatization self" on the micro-blog Twitter.The theoretical ground for this study is from a discourse analysis point of view that focus on ”the self” andthe ”meditization self”. Erving Goffmans theory about the self, frontstage and backstage has also beenpart of the theoretical ground among others. The method is based on a discourse psychology-analyze andthe material has been texts/ tweets from four different politicians. The result of the study has shown thatthe tweets can be divided into three different themes. “The political-self”, “The news-self” and “the privatevs the public-self”. The self-image can be seen as a construction based on what the audience expect fromthe person tweeting. A underlying theme has been found that can be connected to the self-image. Thetheme is called “the significant other” which means that the person who is tweeting takes on the role ofbeing “the significant other” and guides his/hers audience through the jungle of information that mediaprovides.

Previous research on Twitter use among nonprofit organizations has been centered on the US, thisessay Nonprofits on Twitter: a content analysis of Swedish nonprofits working for gender equalityseeks to expand that research to include nonprofit organizations operating in Sweden. By studying tenSwedish nonprofits all working to achieve gender equality this study can begin filling a gap in theexisting research. Focusing on both what kind of messages the organizations publish, and what kind ofmessages engage the organizations’ followers. This is achieved by quantitative content analysis:categorizing messages into the categories Information, Community and Action, and measuring whichof these categories got the most shares, comments and likes. Individual followers seem to prefermessages that fall under the categories Information and Action, although some of the Action messagesare more popular than others.