This study started off during the spring of 2017 and had the goal of with the aid of a competitive analysis create a new social media strategy for the company Spree. During the last years, digitalization has grown increasingly and has become more integrated in our society. Together with the digitalization, the use of social medias has increased, both for personal use and for business use. For companies, the use of social medias is still relatively new, so a designed and developed social media strategy can be crucial for a company to reach out in the right way and to the right target group. This study show that a well-designed social media strategy can be created with the aid of a competitive analysis together with a deeper analysis of the company’s own social medias. The analysis of the company’s own social medias helps to illustrate the current flaws that exists, while the competitive analysis assist in finding relationships that can help the company get an apprehension of what their main focus should be on. / Denna studie borjade under varen 2017 och hade som mal att med hjalp av enkonkurrensanalys skapa en ny sociala medier-strategi for foretaget Spree. Under desenaste aren har digitaliseringen vaxt allt mer och blivit mer integrerad i vartsamhalle. Tillsammans med digitaliseringen har aven anvandningen av socialamedier okat, bade for den enskilda individen samt for foretagen. Men att anvandasociala medier for foretag ar fortfarande relativt nytt, sa att ha en utformad ochvalplanerad sociala medier-strategi kan vara avgorande for att na ut pa ratt satt ochtill ratt malgrupp. Denna undersokning visar att en val utformad sociala medier-strategi kan skapasmed hjalp av en konkurrensanalys tillsammans med en djupare analys av foretagetsegna sociala medier. Analysen av det egna foretagets sociala medier hjalper till attbelysa de nuvarande brister som finns, samtidigt som konkurrentanalysen bistar tillatt hitta samband som kan hjalpa foretaget att fa en uppfattning om vad de borfokusera pa.

In Sweden, the web-TV channel Riks which is a media initiative on YouTube by nationalist political party Sweden Democrats, has gained popularity contributing to the normalization of nationalist discourses. The aim of this study is to analyze how the discursive and visual construction and representation of women on Riks are created in nationalist discourse. Investigating this issue provides insight into the values that are being promoted and their potential consequences. The study was conducted through an intersectional theory and Stuart Hall’s representation theory with a multimodal critical discourse analysis methodology. The study found that women who are assigned the category as ’immigrants’ and ’Muslim’ were portrayed as deviant, having their voices erased and overlooked while simultaneously being portrayed as victims. ’White’ women were also portrayed as victims of the ’mass immigration’, but they were distinctively assigned agency, with the role of doing something about the situation, while ’immigrant women’ were told to ’repatriate’, reflecting their role as not acceptable within the nation.

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In an ever-evolving social media landscape, online communication has become more prone to the revelation of our affective states. In this study, I investigate how iterations of emotional capital, an extension of Pierre Bourdieu’s four forms of capital, shape social interaction in mediated relationships on YouTube, a platform that fosters a participatory culture. Previously, the field of media studies has devoted itself to the cognitive-behavioural effects of media consumption, allowing research on consumers’ emotionality as an influence on virtual sociality to be left behind. I attempt to elucidate the emotional footprint left by the discourse of the user comment by applying Marci D. Cottingham’s theorisation on emotional capital, paired with Ernesto Laclau and Chantal Mouffe’s Discourse Theory and by extension Discourse Theoretical Analysis expanded by Nico Carpentier et al on a sample of three sets of thirty most popular user comments, each attributed to a video by UK-based content creators Jade Bowler, Lucy Moon, and Venetia La Manna, to argue that the sociality found within their discourse is formed by the parasocial relationship the user exhibits towards the creator. Depending on the affective distance the user expressed towards the creator or to the other subscribers, different forms of emotional capital emerged - care and vulnerability derived from the address to self; inspiration, communication, encouragement stemming from the address to the community; and empathy and respect originating in the address to the creator. Thus, this study provides a novel outlook on mediated relationships in an online setting, where users actively, and more importantly, emotionally engage with themselves, their community, and the creator, to form affective social networks.

<p dir="ltr">This study conducts a comprehensive multimodal analysis of online food reaction videos (OFRV), uploaded by Buzzfeed, featuring Americans consuming and engaging with East Asian foods. Employing social semiotic theory, Orientalism, and colonialist discourses as theoretical lenses, this research aims to discern how these videos contribute to narratives that perpetuate the orientalized view that East Asian culture is fundamentally different from American culture and examine how these narratives are constructed multimodally via the YouTube platform. The methodological approach involves moment analysis, multimodal transcription, and in-depth analysis of selected moments to unravel narrative patterns and the various multimodal methods employed. Findings reveal pervasive decontextualization, stigmatizing, and an us vs. them paradigm surrounding the food, which reinforces orientalized portrayals. The study identifies distinct narrative patterns such as savagery, strangeness, sickness, and fear surrounding representations of Asian food, highlighting the multifaceted ways these narratives are constructed. The term "gastronomic orientalism" emerges from the analysis, encapsulating the complex process by which these videos utilize food representation to create an oriental narrative. This paper not only illuminates the multimodal construction of gastronomic orientalism but also contributes to future research by introducing a qualitative analysis method. The findings from this research suggest that media producers should prioritize cultural sensitivity and inclusivity to counter othering narratives against Asians in online media. Additionally, it suggests that future studies delve into more diversified video content and incorporate quantitative methods to yield more generalizable findings on cultural representation narratives.</p>

Educational Digital Libraries (DLs) are complex information systems which are designed to support individuals' information needs and information seeking behavior. To have a broad impact on the communities in education and to serve for a long period, DLs need to structure and organize the resources in a way that facilitates the dissemination and the reuse of resources. Such a digital library should meet defined quality dimensions in the 5S (Societies, Scenarios, Spaces, Structures, Streams) framework - including completeness, consistency, efficiency, extensibility, and reliability - to ensure that a good quality DL is built. In this research, we addressed both external and internal quality aspects of DLs. For internal qualities, we focused on completeness and consistency of the collection, catalog, and repository. We developed an application pipeline to acquire user-generated computing-related resources from YouTube and SlideShare for an educational DL. We applied machine learning techniques to transfer what we learned from the ACM Digital Library dataset. We built classifiers to catalog resources according to the ACM Computing Classification System from the two new domains that were evaluated using Amazon Mechanical Turk. For external qualities, we focused on efficiency, scalability, and reliability in DL services. We proposed cloud-based designs and applications to ensure and improve these qualities in DL services using cloud computing. The experimental results show that our proposed methods are promising for enhancing and enriching an educational digital library. This work received support from ACM, as well as the National Science Foundation under Grant Numbers DUE-0836940, DUE-0937863, and DUE-0840719, and IMLS LG-71-16-0037-16. / Ph. D.