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The diploma thesis focuses on the role of the media in the lives of parents on maternity and parental leave and how they satisfy their needs through use of media. The thesis is based on the uses and gratification theory and especially on the typology of media-personal interactions defined by Denis McQuail. The aim of the thesis is to find out, through twenty interviews with mothers and fathers living in the household with a child or children, for what purpose the media are used by this specific group. The thesis includes a theoretical anchoring of the approach of uses and gratification theory concerning its historical development during the 20th century, but it also focuses on its concept at present after the spread of new media. The theoretical part of the thesis also deals with the characteristics of maternity and parental leave and it tries to identify everyday activities associated with this period and its positive and negative aspects. The methodological part describes the area of qualitative research and related procedures, including the choice of data collection method, which is a semi-structured interview, and the characteristics of the research sample. The analytical part interprets the findings resulting from the data obtained through interviews with respondents. The discussion and conclusion of...

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寬頻網路發展的日趨成熟，讓即時通訊成為許多網路族開機後必使用之軟體，本研究乃運用「使用與滿足」理論，探討即時通訊使用者的使用動機、使用行為、使用滿足，以及三者之間的關係。 經由資料分析發現，使用者在使用即時通訊上，有三大使用動機因素，分別為「同儕交流動機」、「新奇娛樂動機」、「生活便利動機」；有三大使用活動因素，分別為「影音導向活動」、「訊息導向活動」、「文件導向活動」；有三大使用滿足因素，分別為「情緒管理滿足」、「關係維繫滿足」、「問題解決滿足」。本研究以使用動機因素為基礎，將樣本資料進行集群分析，結果獲得三大使用族群：「無的導向群」、「交際導向群」、「功能導向群」，再以統計檢定三大族群在「人口變項」、「使用行為」、「使用選擇」及「使用滿足」上的特徵差異描述。本研究亦發現即時通訊的兩大主流為MSN、Yahoo，兩者之使用人數即佔了有效樣本98.7%。 本研究的結果發現，三大族群在「使用動機」、「使用行為」上均有顯著的差異，但在「使用選擇」上則無顯示出特別的選擇偏好；三大族群的「使用動機」、「使用行為」與其「使用滿足」均有正向的關係，亦即是使用動機、使用行為表現得愈強烈，其所獲得之使用滿足也就愈強烈；另外，三大族群中選擇使用MSN、Yahoo的使用者，在「使用滿足」上亦呈現出不同的滿足情形。

This thesis examines how the potentional future media professionals (students of Institute of Communication Studies and Journalism at Faculty of Social Sciences at Charles University) relate to print media, i. e. daily newspapers and printed magazines. It is based on the concept of active audience, uses and gratification theory and studies that try to explain the decline of interest in print media. The thesis tries to describe the role of print media in lives of the studied group at the time when print media go through a long-term crisis. Massive expansion of the electronic media is the most important factor of this crisis. The research tries to answer the question whether print media are still attractive for the researched group, despite the constant wave of information from the Internet, what motivates this group to the use of print media and contrarily what discourages them.

The present study is aiming to evaluate the Intelligent Personal Assistants usage motivations, addressing at the same time various privacy issues and concerns related to this emergent technology. To fulfil the purpose of the study I have applied two different research methods. Initially, a web survey conducted gathered 18 respondents answering 24 questions related to the presented topic. Subsequently, was organised a focus group by gathering seven respondents who shared their opinions on the subject of research. Two research questions were developed based on two hypotheses. First research question: “To what extent IPA users agree to personal data collection in order to gratify their sought needs?”; exploring the participants’ opinions when it comes to the degree of acceptance of personal information disclosure to gratify their needs. Moreover, second research question: “What are the motivating criteria that determine the usage of IPA?”. This question develops opinions and experiences on the usage of Intelligent Personal Assistants, as well as the way people perceive this new technology. The finding of this studies reveals that users of new media are concerned and aware of their personal data collection. However, as a result, they feel trapped in the network society by the peer pressure towards the usage of favourite mediums. Therefore, the denial of technology would bring unfavourable consequences from a social perspective. Further researches can be conducted on this topic, addressing in depth the Artificial Intelligence and its societal implications, possible utilities of the Intelligent Personal Assistants as a companion for children, elders and people with disabilities, Artificial Intelligence used in public administration. Consequently, many different aspects can be explored having the topic of this thesis as a starting point.

This thesis set out to examine news habits among Swedish 15-20 year olds during the spring of 2020 but then the Covid-19 pandemic hit. Following the events and its possible implications on news consumption, the focus shifted towards also looking at how young people’s news habits might change during the pandemic. This study was primarily aimed at better understanding the relationship between young people and news by implementing theories relating to their motivations and how they connect to society. The method used to examine this was online surveys. Additionally, by building on research from the 2009 Swine flu pandemic the survey aimed at improving the understanding of news’ relevance in the context of the digitized media landscape and evolved use of social media. From the results it seems respondents had a bigger need for news and information during Covid-19. Results showed that young people have an interest in news and care about what goes on in society. Factors such as political interest and education level indicated higher news consumption but not as much in relation to the pandemic. Social media was important for the overall news consumption. Those discussing current events with friends and family were also more likely to consume news to a greater extent than those who did not. This study concludes that the decline in youth news consumption previously observed, might not be as severe and that the role of social media is a crucial element. It is also evident that the Covid-19 pandemic increased young people’s news consumption and they turn to the news for information and to better understand what goes on in the world around them.

Abstract Background: Social media is becoming more prominent each day. Platforms such as TikTok and Instagram are amongst the top six social media platforms used by Generation Z and Millennials (Dixon, 2023; Ceci, 2023). From a business perspective, it entails that these platforms, as well as social media as a whole, are essential for attracting users’ attention when promoting a product or service. These platforms have changed how people communicate, share information, and behave as consumers. Understanding the factors that affect behaviors on social media platforms is crucial given the growth of niche dating apps that target the Muslim community, such as Muzz. This study intends to examine how TikTok and Instagram advertisements affect how viewers perceive Muzz, its features, expected advantages, and the probability of individuals using the app. Purpose: The purpose of this study is to investigate the influence of social media on behaviors towards dating app. This is specified towards Generation Z and Millennials. Ultimately, this study aims to find how this target audience interacts with advertisements and what factors affect their behavior. The findings from this paper can be useful to marketing departments of various companies within the dating app industry as they can begin to improve their marketing strategy to appeal to a new and larger target audience.   Method: The findings from this thesis was conducted through qualitative research including interviews of 10 participants with ages between 19-30 years old. The analysis of these findings was done through a thematic analysis approaching grouping the findings in themes and similarities. Conclusion: The findings and analysis from this report indicate that social media and advertisements presented on social media significantly influence the behaviors of Generation Z and Millennials towards dating apps, specifically Muzz app. The way in which social media has an influence is in relation to three theories/models: Advertising Effectiveness, Consumer Behavior Models and Uses and Gratification Theory. Each of the said models and theories aid in the analysis of how behaviors shift depending on social media presence.