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 & Gratifications (U&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&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.

Spelet Allsvenskan Fantasy studeras för att undersöka hur spelare motiveras och upprätthåller motivation över tid. Studien utgår ifrån modellen Motivational Technology Model som bygger på Uses and Gratifications Theory och Self-Determination Theory. Tio semistrukturerade intervjuer utförs med syftet att identifiera hur spelare motiveras att spela Allsvenskan Fantasy. En tematisk analys utförs på datan från intervjuerna och sex teman identifieras:  -  Spelet spelas utanför spelet -  Spelaren blir en aktör, får agens genom att använda sin kunskap -  Social interaktion förhöjer spelupplevelsen -  Verkligheten som extra spelnivå -  Spelet är anpassningsbart -  Spelarna är självgående men behöver varandra  Dessa sex teman diskuteras utifrån det teoretiska ramverket med fokus på spelets affordanser, och grundläggande psykologiska behov för inre motivation hos spelarna. / The game Allsvenskan Fantasy is researched to investigate how players are motivated and uphold their motivation over time. The study makes use of the Motivational Technology Model which is based upon Uses and Gratifications Theory and Self-Determination Theory. Ten semi-structured interviews are conducted with the aim to identify how players are motivated to play Allsvenskan Fantasy. A thematic analysis is applied to the data from the interviews and six themes are identified:  -  The game is played outside of the game -  The player becomes an actor, receives agency by using their knowledge -  Social interaction enhances the game experience -  Reality gives an extra level of the game -  The game is adaptable -  The players are self-propelled but need each other  These six themes are discussed by using the theoretical framework with focus on the affordances of the game and the basic psychological needs for intrinsic motivation among the players.

This surveys hypothesis is based on the notion that all citizens have the right to access information of the municipality they live in. The aim of the study is to examine how residents of Vilhelmina municipality take note of the current information, and also how they would proceed to access information in the future. In order to conceptualise the results these following theories were used: digital divide, digital immigrants, digital native, uses and gratification theory, social capital, communications strategies and two-way communication. The survey is conducted with four focus group interviews and one separate interview with a person working at the municipal office. The focus groups were divided into age categories in order to see the similarities and differences between the groups' media habits and preferences of future communications. The study material consists of the transcribed texts from the abovementioned interviews. The results of this research demonstrate that there is significant difference between age groups. According to the early theory of digital divide the gap in information between groups exists only due to the individual’s ability to access the Internet, which not match this study’s results. More current updates of the theory of digital divide declare that motivation may be a cause to the gap.  During the course of this research the issue of motivation emerged and a few of the interview participants stated motivation to find information as a key point. With the help of the participants requests communications strategies were presented for future communication based on the target groups' media choices. / Undersökningens utgångspunkt är att alla medborgare har rätt att ta del av information av kommunen de bor i. Studiens syfte var att undersöka hur invånare i Vilhelmina kommun tar del av information nu och hur de skulle vilja gå tillväga i framtiden. För att synliggöra och begripliggöra resultatet användes teorierna digital divide, digital immigrant, digital natives, uses and gratification theory, socialt kapital, inifrån- och utifrånstrategier samt tvåvägskommunikation. Undersökningen genomfördes med fyra fokusgruppsintervjuer samt en informantintervju med en insatt person från Vilhelmina kommuns kommunkontor. Fokusgrupperna var indelade i ålderskategorier för att kunna se likheter och skillnader mellan gruppernas medievanor och önskemål på framtida kommunikation. Studiens material bestod av de transkriberade texterna från de tidigare nämnda intervjuerna. Resultatet påvisade att det finns stora skillnader mellan åldersgrupperna, dock inte så stora gap som den tidiga teorin om digital divide, utan att skillnaderna mellan åldersgrupperna låg i vilka medier de använde som huvudkälla. Samt var skillnaderna mellan grupperna hur motiverade de var att sätta sig in i kommunal information. Med hjälp av deltagarnas önskemål samt kommunikationsstrategier gavs förslag på framtida kommunikation baserat på målgruppernas medieval.

電子商務多年的發展之下，人們在生活中已經習慣於網路購物，而隨着智慧型手機等行動裝置的普及，跨越線上與線下的O2O消費掀起了新一波風潮。其中，電影O2O在中國更是以爆發式地增長中。 本研究以電影O2O為例，希望探討消費者在線上購買電影票再到線下電影院觀影的消費行為背後的心理需求動機，以及在使用線上介面時前置因素如何影響其使用行為，以建構結合使用與滿足理論及科技接受模式（Technology Acceptance Model）的O2O消費行為模型。 本研究收集到460份有效問卷，研究結果發現消費者使用O2O的動機包括娛樂性、便利經濟性、社交性，其中娛樂性、社交性動機對促成使用行為有正向影響；而線上使用介面的知覺有用易用性對消費者的線上使用行為有正向影響。 / As e-commerce has been flourished for years, people getting more and more used to shopping online, on the other hand, popularization of mobile device leads to a new trendy of O2O service, which broke the wall between online and offline. For example, movie ticketing O2O is experiencing a great development in China. This study focus on movie ticketing O2O and try to clarify its user motivations, besides how actual uses were influenced by the factors of online interface. Altogether it is tempt to build up an O2O user model which combine with Uses and Gratifications Theory and Technology Acceptance Model. Collected 460 web questionnaires, the findings of this study show that entertainment, convenience and economy, sociality are all motivations of using O2O ticketing, entertainment and sociality indicate significance influence to actual using. For the part of online interface, perceived usefulness and ease of use are combined together to affect the online using positively.

Im Rahmen der vorliegenden Diplomarbeit wurde das Mediennutzungsverhalten von älteren Menschen untersucht. Ausgangspunkt der Arbeit sind die demographische Entwicklung sowie der Wandel zu einer Informations- und Wissensgesellschaft in Deutschland. Aufgrund der steigenden Lebenserwartung und einer sinkenden Geburtenrate stehen einer zunehmenden Zahl älterer eine sinkende Zahl jüngerer Menschen gegenüber. Die Durchdringung nahezu sämtlicher Lebensbereiche mit Informations- und Kommunikationstechnologien stellt dabei für die älteren Bevölkerungsschichten aufgrund steigender physischer und psychischer Beeinträchtigungen eine größere Herausforderung dar. Ziel der Arbeit war es, ein Grundmodell zu entwickeln, welches die Einflussfaktoren auf das Nutzungsverhalten von Senioren in Bezug auf IP-basierte Medien abbildet und eine Vorhersage des Mediennutzungsverhaltens ermöglicht. Als Grundlage des Modells dienten die Theorie des geplanten Verhaltens und der Uses-and-Gratifications-Ansatz. Um das Modell zu entwickeln, wurden neben der Analyse der Literatur Leitfadeninterviews durchgeführt. In die Betrachtung wurde neben der Zielgruppe mit 65 bis 80 Jahren eine Gruppe im Alter von 50 bis 64 Jahren einbezogen. Der Vergleich beider Gruppen zeigte deutlich, dass die 50 bis 65-jährigen Probanden IP-basierte Medien bereits stärker in den Alltag integrieren und auch zur eigenen Unterhaltung nutzen, während die Gruppe der 65 bis 80-jährigen vorangig klassische Medien wie Fernsehen, Radio sowie Zeitung nutzt und fast außschließlich Informationen sucht. Für die jüngere Gruppe waren zudem Produkteigenschaften wie Ubiquität, Mobilität und Zeitunabhängigkeit der Nutzung von größerer Bedeutung. Es stellte sich in der Untersuchung auch heraus, dass die Gruppe zwischen 65 bis 80 Jahren ein sehr heterogenes Mediennutzungsverhalten besitzt. Dieses leitet sich aus der individuell wahrgenommenen Verhaltenskontrolle, der Einstellung gegenüber der Nutzung des Mediums und den Nutzungsmotiven ab, die zu sehr unterschiedlichen Erwartungen und Bewertungen IP-basierter Medien führen können. Aus den Interviews ließen sich außerdem spezielle Anforderungen und Gestaltungsempfehlungen ableiten, welche den Einstieg in neuartige IP-basierte Medien und die Mediennutzung nicht nur für ältere Menschen erleichtern können.

Made available in DSpace on 2016-08-03T12:30:46Z (GMT). No. of bitstreams: 1 Ana Paula Silva Ladeira Costa.pdf: 2728529 bytes, checksum: 7baf324de208f2ee2ef319b00e48163e (MD5) Previous issue date: 2008-04-08 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The international flow of the Brazilian telenovela in Latin America has always faced competition from those traditional producers, Mexico and Venezuela. However, in Bolivia, the country of Spanish and native cultural tradition, the soap operas from Globo Network reach high registers of public. The main goal of that research was to figure out how that telenovela is watched by the Bolivian audience and the reason for this preference. Starting from the Uses and Gratifications theory, from Elihu Katz, a qualitative research was developed in Santa Cruz de la Sierra, with an application of questionnaires and accomplishment of interviews, looking for understanding the reception of the telenovelas in this city. The programming schedules of the most important networks of this country and its report of audience were also analyzed. The principal conclusions were: the success of the Brazilian telenovelas in Bolivia owes itself to the themes boarded; to the quality recognition of its production and to the televised images, as well as to the Brazilian network's selling strategies. The audience from this country use the content of the soap operas as instrument of information and learning and the style satisfies the necessity of evasion from reality and the affective necessities. / O fluxo internacional da telenovela brasileira na América Latina sempre enfrentou a concorrência daqueles tradicionais países produtores, México e Venezuela. Entretanto, na Bolívia, país de tradição cultural hispânica e indígena, as telenovelas da Rede Globo alcançam altos índices de audiência. O objetivo principal desta pesquisa foi descobrir como essa telenovela é vista pelos telespectadores bolivianos e o motivo dessa preferência. A partir da teoria dos Usos e Gratificações, de Elihu Katz, realizou-se uma pesquisa qualitativa em Santa Cruz de la Sierra, com a aplicação de questionários e a realização de entrevistas, buscando compreender a recepção da telenovela nessa cidade. Foram analisadas, também, as grades de programação das principais emissoras deste país e seus índices de audiência. As principais conclusões foram: o sucesso das telenovelas brasileiras na Bolívia deve-se às temáticas abordadas, ao reconhecimento da qualidade de sua produção e das imagens veiculadas, assim como às estratégias de venda da emissora brasileira. Os telespectadores desse país utilizam o conteúdo das telenovelas como instrumento de informação e de aprendizagem e o gênero satisfaz a necessidade de evasão da realidade e as necessidades afetivas.(AU)

The diploma thesis focuses on motivations for watching beauty videos on YouTube. The aim is to clarify why viewers watch amateur videos that communicate topics related to physical appearance. Assuming the audience as an active actor of media communication the thesis is based on uses and gratification theory. Viewers watch beauty videos consciously to meet their individual needs. Based on an analysis of eleven interviews with regular viewers of beauty videos this thesis reveals five categories of motivation. Beauty videos represent the source of information, the source of entertainment, the platform for communication with individuals with shared theme of interest and the tool for self-education. These motivations are not specific for this specific type of media and can motivate viewers to watch amateur beauty videos and professional beauty shows equally. The key motivation for watching beauty videos on YouTube is the interest of videobloggers. Authors of beauty videos disclose parts of their privacy, show their imperfections and interact with their audience. Using these practices videobloggers evoke the illusion of a close relationship between them and their viewers. Viewers have the opportunity the create strong social ties to videobloggers.

Previous research has shown gender differences in the motivations to be physically active, in mobile phone gratifications, and social media usage, but so far these areas have not been studied together. Based on the uses and gratification approach and self-determination theory, we aimed to identify gender-specific gratifications and determinants of fitness app usage in combination with fitness-related Facebook groups. Results of an online survey (N = 171) and of a mobile experience sampling method (N = 31) revealed that the app Runtastic was primarily used for achieving goals and to improve enjoyment for physical activity, with men and older participants sharing results with others in Facebook groups more often than women and younger participants. Conclusions regarding genderspecific targeting strategies and user-centered design and content of mHealth features are presented.

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