Följande studie hanterar ämnet eSport. Med hjälp av uses & gratifications theory kommer eSportpublik studeras och analyseras, med syftet att förstå vilka motivationer som leder till att man vill titta på eSport. Studien kommer med hjälp av kvalitativ metod, det vill säga intervjuer och observationer, med tillämpande mini enkäter i observationerna studera publiken som tittar på eSport. Uses & gratifications är en teori som ofta tillämpas vid kvalitativ metod då de gratifikationer man analyserar är enkelt tillämpbara i intervjufrågor. Studien kom fram till att de viktigaste gratifikationerna för eSportpublik var underhållning samt tidsfördriv. Viktigt är det att notera att dessa faktorer var uppmuntrande för tolkning, där informanter har gett olika definitioner av samma faktorer, samt ger flera förklaringar på samma ord. Det är utifrån denna syn som arbetet har analyserats och ge ett definitivt svar på frågan varför publiken tittar på eSport. / The following essay studies the subject of eSport. The concept audience will be analysed with help of the uses & gratifications theory to create an understanding about the audience in eSport. The study will also with the help of qualitative methods, to be specific interviews and observations, with an applied mini- survey in the observations study the audiences of eSport. Uses & gratifications is a theory that a lot of the time is applicable in qualitative methods because the gratifications that are analyzed very often are easily applicable when writing questions for interviews. The result was that the most important gratifications for the audience of eSport was entertainment and killing time. It’s also important to note that these factors were encouraged for interpretation, and given multiple explanations regarding the same word. It’s based on this view that the study has been analyzed and given a definitive answer on the question why the audience watches eSport.

Public service media has a big role in the traditional media in Sweden. Historically, they constructed a shared cultural reference and applied news and facts to people to make it possible for them to be educated citizens. However, public service and other traditional media have a difficulty reaching young people today. At the same time young people are the group that consumes the most amount of media. Therefore, it is relevant to study what they consume and what they discard - and why. Especially why they don’t consume the content provided by Swedish public service media. Because if they don’t consume it now, will they in the future?       This qualitative study aims to examine how young people in Sweden use public service media and whether they value it as a public service. To do this, we conducted four focus groups with a total of twelve 18-year-olds. The result shows that even though few of them choose to consume content from the public service media, most of them have a positive association of it and value it as a public service. Many said that they trust that they follow their assignment to serve the public and that they produce objective and accurate news. However, the knowledge about the way public service media is organized and financed was shallow at best. It appears that the main reason they don’t consume the content is that they don’t come across it where they consume media. The interviewees that did consume public service media content did so on a different platform such as Spotify or YouTube. So the difficulty in reaching the young audience might not be because of the content, but that they don’t even know of its existence.

<p>Purpose/Aim: To investigate why people in the age group of 30-40 subscribe to the traditional morning newspaper even though they can get the same information at a much lower cost from for example TV, the internet or the free daily papers. The aim is to also look at possible future alternatives to the traditional morning newspaper.</p><p>Material/Method: Focus group interviews were used to gather the empirical material. These consisted of a total number of twelve people, divided into three groups. The results from the focus group interviews were analysed with help from established uses & gratifications theories and two diffusion theories.</p><p>Main results: This study shows that people read the traditional morning newspaper to get a good mixture of entertainment and local, national and global news. It is relaxing to read the newpaper on paper compared to reading it on the internet, mainly because you get a good overview which makes it a lot easier to find exactly want you want to read. The content of the newspaper is often discussed with family, friends and colleagues and can therefore be said to fill an important social function. Reading the newspaper is thought of to be intellectual and can help people form their identities. All respondents in this study grew up in homes which subscribed to a morning newspaper and thought this fact was a big reason for them finding it so important to have a subscription themselves. Even so, most of them were positively in favour of the so called e-paper, as a future alternative to the traditional newspaper, when discussed in the groups, mainly because of it being a more environmently friendly option, but also because of the ability to pick and choose your personal newspaper content and only pay for what you want to read.</p>

Purpose/Aim: To investigate why people in the age group of 30-40 subscribe to the traditional morning newspaper even though they can get the same information at a much lower cost from for example TV, the internet or the free daily papers. The aim is to also look at possible future alternatives to the traditional morning newspaper. Material/Method: Focus group interviews were used to gather the empirical material. These consisted of a total number of twelve people, divided into three groups. The results from the focus group interviews were analysed with help from established uses &amp; gratifications theories and two diffusion theories. Main results: This study shows that people read the traditional morning newspaper to get a good mixture of entertainment and local, national and global news. It is relaxing to read the newpaper on paper compared to reading it on the internet, mainly because you get a good overview which makes it a lot easier to find exactly want you want to read. The content of the newspaper is often discussed with family, friends and colleagues and can therefore be said to fill an important social function. Reading the newspaper is thought of to be intellectual and can help people form their identities. All respondents in this study grew up in homes which subscribed to a morning newspaper and thought this fact was a big reason for them finding it so important to have a subscription themselves. Even so, most of them were positively in favour of the so called e-paper, as a future alternative to the traditional newspaper, when discussed in the groups, mainly because of it being a more environmently friendly option, but also because of the ability to pick and choose your personal newspaper content and only pay for what you want to read.

Internet och sociala medier har radikalt förändrat förutsättningarna för hur människor konsumerar medier och kommunicerar med såväl varandra som företag och organisationer (Carlsson, 2011; Karlsson, 2013:265; Wadenström, 2001). Sociala mediers hastiga framväxt väcker frågor om hur och varför människor använder dessa. När företag inte längre kan skilja sig ur mängden med traditionell envägskommunikation (reklam) för att vinna konsumenternas uppmärksamhet satsar allt fler på att bygga goda, långsiktiga relationer. Sociala medier är i det avseendet ett kostnadseffektivt verktyg som nyttjas av allt fler i allt större utsträckning.   Denna kvalitativa studie syftar till att undersöka vilka tillfredsställelser användare erhåller från Instagram samt vilka förståelser och kunskaper modeföretag har av desamma, och hur dessa faktorer samspelar och kommer till uttryck i egenskap symmetrisk kontra asymmetrisk kommunikation. Studien innehar en sociologisk ansats med avstamp i bl.a. uses and gratifications och teorier om identitet och symmetrisk kontra asymmetrisk kommunikation. Det empiriska materialet har genererats från tre enskilda intervjuer med företag samt fyra fokusgruppsintervjuer om totalt 13 respondenter med de ingående företagens tilltänkta (men inte nödvändigtvis faktiska) målgrupp på Instagram.   Resultatet pekar ut fyra centrala dimensioner av tillfredsställelser respondenterna erhåller från Instagram: Eskapism/avkoppling, sociala relationer, personlig identitet och information. Företagen uppvisar överlag goda kunskaper och förståelser för dessa funktioner och använder sig också av detta i arbetet med Instagram. Dock tenderar företagen att överdriva betydelsen av den sistnämnda funktionen, vilket gör att de riskerar gå miste om att fånga upp delar av sin målgrupp.   Respondenternas allmänna uppfattning av företags kommunikation på Instagram präglas av ett asymmetriskt synsätt. Trots detta förhåller de sig alltjämt positiva till modeföretags närvaro på Instagram, tack vare de gränssnittsfunktioner som möjliggör för respondenterna att själva välja varifrån de får information.

Trustworthy and accessible news content is fundamental to democracy and demanded by groups within social spaces of varying structures. News outlets have always, and continue to be in a state of development, adapting to social changes and accommodating the advances new technologies afford the structure of the industry of news.The aim of this thesis is to research the news consumption habits of Spanish undergraduate students at a time when the print newspaper industry, for many years the key disseminator of news relied upon by the general public, is in a state of financial crisis and its future, in its current form, is in jeopardy.Using a quantitative survey of 144 students and supported by a linked theoretical framework of News Consumption, Social Space and Uses & Gratifications, the study illustrates a generation of news consumers with a healthy appetite for news, whose cultural, economic and social capital are manifested via the diverse portfolio of news media they elect to consume from. Adopting a gratifications approach reveals that the efficiency and comfort mobile devices provide users for news consumption is one of the determining factors when deciding upon which forms of news disseminators respondents wish to engage with; user agency takes precedence over the notions of trust felt for the integrity of journalistic publications.The study provides a unique insight into the news consumption habits of Spanish undergraduate students enrolled in private university education, which although not representative of the wider population, is a study of an increasingly significant social group in Spain, their news consumption choices and the relation to the social space they inhabit.

We are currently in the middle of the digital marketing era where technological developments have made it possible for customers and businesses to communicate around the clock. Social media is a tool that makes it possible for companies and brands to create and maintain relationships. To understand social media usage and the motivations behind it, Uses &amp; Gratifications theory is commonly used. Motivations are important when exploring consumer behaviour and understanding the customer journey. A customer journey can be explained as the different touch-points a customer has with a firm during a purchase cycle. Marketing on social media often has different objectives where purchase intention is one important, since it indicates the real value of advertising on social media. Earlier research has not combined these three concepts: motivations to social media usage, the customer journey and purchase intention and this gap got us interested in examining the relationships between these. To do this we developed two research questions: RQ1: Do motivations to use social media affect stages in the customer journey?  RQ2: Do the different stages of the customer journey affect purchase intention?  The purpose of this study is to investigate motivations that lead to social media usage and if these affect the stages in the customer journey, and further how the customer journey affects purchase intention. We also wanted to investigate if usage of social media has changed during the Covid-19 pandemic. To answer our research questions and fulfill the purpose of this study, we conducted a quantitative research targeting students in Sweden.  Based on existing literature regarding social media, motivations, Uses &amp; Gratification theory, the customer journey, customer decision process and purchase intention we created a theoretical framework and a conceptual model whose aim was to explain relationships between motivations to use social media, the stages of the customer journey and purchase intention. We also developed 12 hypotheses that we tested and included in the model. We collected data by using an online questionnaire and then analysed it and ran tests in SPSS. Our results showed that 4 out of 12 hypotheses could be supported: There is a positive relationship between cognitive motivation and the pre-purchase stage of the customer journey; There is a positive relationship between cognitive motivation and the purchase stage of the customer journey; There is a positive relationship between hedonic motivation and the pre-purchase stage and lastly; There is a positive relationship between the pre-purchase stage and purchase intention. The conclusion is that changes in purchase intention mostly rely on the impact of the pre-purchase stage. The pre-purchase stage is in turn affected by cognitive and hedonic motivations to use social media.

Denna uppsats ämnar studera människors användning av olika nätdejtingtjänster i avseende att kartlägga motiv och tillfredsställelser kring fenomenet nätdejting. Studien syftar även till att blotta samband mellan ålder, kön och typ av dejtingtjänst för att jämföra och dra slutsatser till vad skillnader i beteende kan bero på. De teorier som använts genomgående och som uppsatsen bottnar i är den positivistiska medieteorin Uses &amp; Gratifications, samt den modernare påbyggnadsteorin Uses &amp; Grats 2.0 som fokuserarar på dagens framväxande medier. I undersökningen har en kvantitativ forskningsmetod i form av en enkätundersökning valts, där urvalet består av 222 personer från uppsatsförfattarnas bekantskapskretsar och 515 personer som svarat på enkäten via nätdejtingtjänster som publicerat undersökningen. I fokus ligger de 656 personer som svarat att de någon gång har nätdejtat. Insamlad data har lagts in i statistikprogrammet SPSS och analyserats. Resultatet av undersökningen visar att majoriteten av alla respondenter nätdejtar för att hitta kärleken. Variabeln kön blottar inte särskilt många nämnvärda skillnader, men avvikelserna är däremot större mellan åldrarna. Personer över 30 år tenderar nämligen i högre grad att nätdejta med avsikt att hitta kärleken än vad de under 30 gör. De respondenter som är under 20 år nätdejtar främst i syfte att fördriva tiden. Majoriteten av de som nätdejtat har träffat någon från en nätdejtingtjänst i verkligheten. Omkring hälften av dessa har blivit tillsammans med någon de nätdejtat och lika många har någon gång träffat en tillfällig sexpartner. Resultaten tyder också på att det finns skillnader mellan nätdejtingtjänsterna, främst i hur gamla medlemmarna är men också hur många de träffar i verkligheten och vad dessa möten leder till.

Due to increased data caps, revolutions in mobile camera technology and a hyperconnected generation, video-centric social media services are rapidly becoming one of the most popular ways of consuming digital media. These services allow users to view, share and produce short-form media content at any time. The content viewed is provided algorithmically and will adapt based on the user's interactions. The platform will therefore entertain regular users more effectively, further increasing the likelihood of continuous use. This study aims to understand young adults' use, non-use, and attitude towards video-centric social media applications. Further questions regarding risks of addiction as well as possibilities for content creators are also explored. Analyzing the results using the Uses &amp; Gratifications theory, video-centric social media services met "play/fun", "responsiveness", "ownness", "community building", "purpose" and "coolness" gratifications. Furthermore, the study found differences in usage patterns depending on the user's age. Comparably, non-users expressed fear of addiction and low-quality content as the main deterrents for usage.

The aim of this study is to explore and understand the motivations for belonging to the Facebook community ‘Living Off-Grid in Spain’ and how collaborative media is used for facilitating off-grid living and societal change. Two main theoretical frameworks are used for analyzing the empirical material of this study. The Uses &amp; Gratifications (U&amp;G) theory is applied to identify the uses and motivations for belonging to the community. And the concept of Community of Practice (CoP) is applied for understanding in what ways the community members use collaborative media to support each other in the practice of planning and executing sustainable off-grid living. The methodological approach contains a voluntary sampling of the population and a mixed-strategy survey for collecting both quantitative and qualitative data about the members and their engagement in the community. The study shows that a new U&amp;G typology is needed for defining the motivations for participating in online communities where collaborative learning is a centerpiece. Additional uses such as Learning, Problem-solving, Inspiration, and Mentoring are proposed for further media studies in this field. And the characteristics of CoP serve to identify the importance that shared practices and mutual engagement have for the success of continuous knowledge exchange in online communities, a field that also would gain value from further media studies.