Denna studie kommer att fokusera på hur ett växande företag använder sig av det sociala mediet Youtube. Studien analyserar Oatly, ett svenskt företag som nyligen blev fälld i marknadsdomstolen efter att Svensk Mjölk stämt dem för vilseledande marknadsföring. Därav är det intressant att studera hur Oatly använder sig av retorik, budskap, narrativa medel och etik under en kampanj. Studien är en kvalitativ innehållsanalys gjord efter en kampanj som publicerades hösten 2017 och som innehåller fem olika klipp. Analysen är gjord utefter analysfrågor baserat på de ämnen som nämns ovan. Det analyserade materialet har sedan delats in i tre tematiseringar: dialogen mellan Toni och kossan, budskap och visuella medel. Slutsatsen delas sedan in i retoriska grepp och budskap. Resultatet av studien visar att Oatly använder sig av retoriska grepp. Begreppet patos används mer i underhållande syfte än att spela på känslor. Vi trodde att Oatly skulle använda sig mer av etiska argument kring hållbarhet, i vissa klipp gör de det men i vissa klipp krockar dessa etiska argument med varandra. Företag som använder sig av storytelling på ett fördelaktigt sätt har en större chans att lyckas med sin marknadskommunikation på Youtube. Vi tror att det är svårt för ett företag att göra alla tittare nöjda då alla tolkar budskap olika beroende på dennes förförståelse om ämnet. Att strategiskt använda sig av Storytelling, retorik och etik genererar förhoppningsvis i ett vinnande koncept där klippen blir intressanta och väcker en känsla hos tittaren.

Denna kvalitativa studie undersöker svenska skönhetsprofiler inom Youtube och deras inverkan på konsumentbeteendet. Användandet av sociala medier har förändrat hur företag med konsumenter och konsumenter med andra konsumenter interagerar med varandra. I kombination med konsumenters avtrubbade inställning till de traditionella promotionverktyg har sociala medier blivit en av de viktigaste plattformarna för företag att vara aktiva på. En av dessa plattformar är Youtube, en videodelningstjänst där privatpersoner och företag kan skapa kanaler. Profiler inom Youtube eller som de i studien kommer benämnas, Youtubers har ökat sitt inflytande på konsumenten så pass att de numera överstiger den påverkan som traditionella celebriteter tidigare hade. Därav kan de anses som den moderna tidens opinionsledare vilket även innebär att de attraherar företagen till att vilja använda dem som förespråkare för sina varumärken. Företagens användande av Youtubers är framförallt påtaglig inom skönhetsindustrin. Samarbetets utformning sker ofta genom att företagen skickar gratis produkter till prominenta skönhetsprofiler i utbyte att de ska prata om varumärket på sin kanal. Trots att det finns flertal exempel på samarbeten av denna karaktär så finner vi ingen vetenskaplig forskning kring marknadsföring genom Youtubers. Studiens betydelse för forskningsområdet blir därför att undersöka gapet mellan diverse teoretiska angreppssätt och det empiriska data som framkommit. Det empiriska bidraget består huvudsakligen av intervjuer med respondenter med intresse för skönhet och kompletteras därefter med författarnas egna observationer. Studiens frågeställning blir därmed: Hur agerar Youtubers inom skönhetsindustrin som opinionsledare?  I studiens resultat framkom det olika användningsområden för de svenska skönhetskanalerna på Youtube. Ett för underhållande syfte och ett för informationssökande av produkter. För de olika syftena användes olika Youtubekanaler. Utifrån studien kan det utläsas att profilerna för dessa kanaler påverkar konsumentbeteendet genom två dimensioner. Dessa dimensioner är att inhysa förtroende och attrahera genom att stimulera konsumentens rationella eller emotionella omdöme. Studien bidrar med en matris där man utifrån dessa dimensioner kan kartlägga var på en skala en Youtubers huvudsakliga övertygelse ligger. Matrisen kan användas för kosmetikaföretag som vill nyttja denna typ av promotion med ändamål om att kunna avgöra vilken Youtuber som är lämpligast passande för dem.

This thesis examines adaptations of William Shakespeare’s The Tragedy of Othello, the Moor of Venice (c. 1601–4) across media, comparing cinematic, televisual, musical, visual art, and online adaptations, among others, in an endeavour to determine its adaptability in various periods and cultural and societal contexts, with a focus on the issue of race. Shakespeare’s seeming endorsement of a racial stereotype has proved to be challenging in adaptations, which have not always been successful in either reproducing or interrogating the issue, despite the fact that the play has continuously been engaged with across media, periods, and cultures. Resultantly, the thesis considers the ways in which the race issues present in Othello have been exploited, adapted ‘faithfully’, ignored, and negotiated in different contexts. Sustained consideration of representations of the race issues of the play from a Western perspective has not been undertaken previously and this thesis analyses the use of Othello as a vehicle for commenting on and reflecting contemporary current events through the lenses of adaptation theory and the singular history that adaptations of Shakespeare’s work have. Initially, the thesis explores national readings of screen adaptations (from the United States, Great Britain, and outside the Anglo-American gaze), before grouping adaptations by media (such as music and online videos, as well as allusions in other media), deducing why specific adaptive trends have endured in Othellos, examining the relationship between the adaptability of the play and the media in which it is placed. A pertinent question addressed is: what is Othello’s place in adaptations of Shakespeare’s work – and how adaptable is it when both black and white performers and adapters perpetuate racial stereotypes? One conclusion drawn is that – despite its prevalence across media – Othello is inadaptable when its race issues are linked – through various methods – to the contexts in which it is placed, changing them in the process.

Although YouTube wasn't created until 2005, it became a leader in its field. It was visited by more than a billion people from all around the world which nowadays upload over 300 hours of videos every minute and watch about 5 million videos every day. Within a few years, it has become a world-wide phenomenon that has overlapped into many areas. One of these areas is marketing. The goal of this thesis is to explore YouTube as a marketing tool and use secondary resource research and expert interviews to create a comprehensive information base to help managers and marketers with comprehension of the YouTube landscape and show them best practice in the area.

The diploma thesis is divided into a theoretical and a practical part. The theoretical part begins with explanation of basic concept of educational videos. The following chapter discusses advantages and possible barriers to using videos in education and presents examples of using videos in the classroom. The next chapter offers introduction to educational portals, selected YouTube channels, video tutorials and an example comparison of self-study versus university degree in a particular specialization. The practical part is divided into two chapters - Analysis of selected videos and Recommended steps for video production. The analytical part examines successful educational videos on YouTube in order to compile the recommended steps for creating quality video content in the last chapter. Included in the last chapter is also an educational video created by the author according to the previously recommended steps. This video was shown to students during a lecture at University of Economics, Prague. The students then filled in a short questionnaire as a feedback about the video. The conclusion summarizes the goals, results and benefits of the thesis.

Bodybuilding “mecca” Gold’s Gym Venice is a popular hotspot for athletes, celebrities, and their fans. Traditional and new media celebrities inhabit the space together and use it for a variety of purposes. Social media influencers often congregate within the walls of Gold’s Gym, using the commercial space to film, host meet-ups with fans, and socialize with other social media stars. Recently, Gold’s Gym Venice has placed restrictions on when, where, and how the influencers can film. This study explores fitness influencers in relation to their environment, the commercial space of Gold’s Gym Venice, through the strategies and tactics (De Certeau, 2011) implemented by different social groups and the self-work (Banet-Weiser, 2012) done by influencers to construct authenticity for their followers and fans. Influencers have often been studied separately from their surroundings, and this thesis analyzes the social media personalities in connection with their surroundings in order to understand how new digital workers navigate creative work in a traditional commercial space.

Democracy posits that broadly based participation in deliberative processes will lead to laws and policies that are more inclusive and more just than the measures enacted by monarchs or powerful elites (Hauser 1999:5). Jurgen Habermas (1964) propounded the theoretical concept of the public sphere as a “domain of social life where public opinion is expressed by means of rational public discourse and debate” (Papacharissi, 2013:113). It is on such a platform that democracy is seen in action. Changes in socio-economic structures of states and advancements in communication technologies that have occurred in the last decades have facilitated a transformation in the character of the public spheres. The explosion of new media technologies has made it possible for average consumers to archive, annotate, appropriate, and recirculate media content in powerful new ways, thus fostering a participatory culture (Jenkins et al :2004). This research analyses the extent to which six videos categorized under the banner, “Hug a Muslim” campaign utilize YouTube as a platform for opinion sharing and for promoting public awareness of negative, stereotypical representations of Muslims. Such representations promote mistrust, suspicion, fear and other prejudices that associate Islam and Muslims with discourses of terrorism. Through critical discourse analysis, this research discusses power dynamics and discursive elements underlying the videos in the sample. Applying Gerard Hauser (1998) ´s rhetorical model of the public sphere, this research explores the extent to which online viewer comments accompanying the videos on YouTube adhere to the five rhetorical norms that determine their effectiveness as public sphere discourse, thus helping in establishing whether or not YouTube functions as an effective rhetorical public sphere in the context of the “Hug a Muslim” campaign. This study revealed that 58% of the analysed YouTube viewer comments on the campaign were compatible with the five rhetorical norms and thus reflecting YouTube´s function as a rhetorical public sphere in the context of the “Hug a Muslim” campaign. In an effort to further understand the motivations as well as underlying processes surrounding the creation and sharing of the videos, online questionnaires have been administered to the content producers of the videos under analysis in this research.

Orientador: Denis Porto Renó / Banca: Marcos Américo / Banca: Vicente Gosciola / Resumo: A opinião pública, segundo Walter Lippmann (2010), é aquela manifestada ou trabalhada pela mídia. Tendo como base esta definição, desenvolveu-se esta dissertação com o objetivo de analisar os efeitos nos processos de formação, manutenção e transformação da opinião a partir da transmissão de um posicionamento via humor junto ao público da internet. O corpus da pesquisa foi construído por sete produções de vídeos do Porta dos Fundos com temáticas do âmbito político, social e de gênero. Para tanto, discutiu-se o uso do humor crítico e político das esquetes, refletindo sobre a permeabilidade deles na opinião pública. A metodologia utilizada foi o estudo de caso analítico a partir da avaliação da temática, da quantificação das visualizações, das reações positivas e negativas e da duração dos vídeos. Após a coleta e categorização dos indicadores e dos dados, foi realizada a análise dos efeitos neste processo de construção da opinião pública. Como resultado, apresenta-se um panorama dos novos meios de comunicação, desde as antigas tecnologias até os "novos novos meios" propostos por Levinson (2012), no sentido de contribuir para a análise e discussão sobre a temática, observando que o Porta dos Fundos assume o papel de colaborador na construção da opinião pública, especialmente em termos localizados no âmbito do interesse público, fator norteador do jornalismo. Espera-se, com a conclusão deste estudo, oferecer subsídio para novas pesquisas sobre o tema, que posicio... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: Public opinion, according to Walter Lippmann (2010), is the one manifested or worked by the media. Based on this definition, this dissertation was developed with the objective of analyzing the effects on the processes of formation, maintenance and transformation of opinion fromthe humor transmitted to general public of the internet. The corpus research was constructed taking as a basis seven vídeo productions of "Porta dos Fundos" producer with political, social and gender themes. For that, the use of skits for critical and political humor was discussed, reflecting on their permeability to the public opinion. The methodology used was the analytical case study based on the evaluation of the thematic, quantification of visualizations, the positives and negatives reactions, the duration video. After the collection and categorization of indicators and data, the analysis of the effects in this public opinion building process was performed. As a result, it is presented an overview of the new media, from the old technologies to the "new new media" proposed by Levinson (2012), in order to contribute to the analysis and discussion on the subject, observing that "Porta dos Fundos" assumes the role of collaborator in the construction of the public opinion, specially terms in the scope of the public interest, a guilding factor of the journalism. The conslusion of this study aims to ofter bases for new research which might also consider that YouTube is increasingly becoming a tool of public utility, opposed to the previous ideia of just an entertainment website / Mestre

A picture tells more than a thousand words. When our parents grew up they had a camera with a film roll that they elicited to put in a frame on our walls with a purpose to show to friends and families that visited our home. Kids of today are on social media in front of hundreds of spectators before they are even born. Vloggers’ display of private lives in public is something that many parents do around the world today. It's a competition about the followers and the more you expose yourself and the more privacy you show, the more followers you get. Many people and above all families live on their YouTubechannel and do it as a fulltime job which puts pressure on them to always deliver something interesting to keep their followers intact.  Our purpose with this study is to find out if parents consider before they publish their kids on YouTube. We want to find out how different families in different situations handle kids' right to a private life and in which contexts they represent their kids. To be able to answer our purpose we used a netnographic observation on YouTube. The theoretical frameworks that we used are Goffman's dramaturgical perspective and Hall´s theory about representation and encoding/decoding. We also lean on Baudrillard and his theory about the consumer society to put our analysis in a bigger framework. The results that we found are that in some of the families in our study, the line between privacy and publicity are being erased as the media culture is penetrating private lives. In some situations you can clearly see that the kids, by their bodylanguage, tell that they want to be in their own private sphere and not in the spotlight.

Gitarren delar ett problem men andra stränginstrument såsom fiolen – samma ton i samma oktav kan ofta produceras på flera olika ställen på greppbrädan. Gitarrens bandförsedda greppbräda möjliggör även att göra det utan att det behöver vara mer speltekniskt krävande. Å andra sidan innebär det att gitarristen måste fatta beslut om var på greppbrädan en viss ton ska spelas, eller att de medierande redskap, vilka används för att mediera musik, måste förtydliga var på greppbrädan fingrarna ska placeras. Föreliggande studie har genomförts med syfte att belysa vilken kunskap som framstår som viktig för gitarrister och vilken lärarens roll är i YouTube-lektioner. Det gjordes genom en tematisk analys med en sociokulturell ansats. Tre YouTube-gitarrlärares lektioner analyserades och mönster beträffande vilka medierande redskap de använde sig av hittades och delades in i temana musikteoretiska begrepp, orientering på greppbrädan, tekniska färdigheter samt lärarroll. Resultatet visar att musikteoretiska begrepp framstår som viktig kunskap för gitarrister men att fingrarnas placering på greppbrädan, alltså orienteringen på greppbrädan, medieras genom andra redskap såsom siffror (och tabulatur), ackorddiagram och mönster. Det tydliggjordes att de tekniska färdigheterna plektrumteknik, fingerrörelser på greppbrädan och snabbhet framstår som viktigt. Lärarnas roll tycks vara att mediera redskap, vilka de lärande kan använda sig av i sitt musicerande. Hur de här redskapen ska användas i musicerandet verkar dock approprieras i andra sociala sammanhang. / The guitar as an instrument shares a problem with other stringed instruments such as the violin – the same note in the same octave can often be produced in various positions on the fingerboard. The fretted fingerboard of the guitar makes it possible to play the note in different positions without it being more demanding in terms of skill, which leads to the need for the guitarist to make decisions as to where on the fretboard to play the note, or else for the mediating tools used to mediate music to specify where the fingers should be placed. This study was conducted in order to bring to light, what knowledge appears to be important to guitarist and what the teacher’s roll in YouTube tutorials is. This was done through a thematic analysis with a sociocultural approach. Patterns regarding which mediating tools are used by three YouTube guitar teachers were found and divided into the themes music theory terms, fretboard orientation, technical abilities and the roll of the teacher. The results show that music theory terms appear to be important knowledge for guitar players but that the placement of the fingers on the fretboard, in other words the fretboard orientation, is mediated through other tools such as numbers (and tablature), chord charts and patterns. It became evident that the technical abilities picking, finger movement on the fretboard and speed appear to be important. The teachers roll appears to be mediating tools which the learners can use in their musicianship. How to use these tools however seems to be appropriated in other social contexts.