Videoinnehåll på internet är en populär källa för informationssökning och underhållning idag. YouTube är den största av de videoplattformar som finns tillgängliga och dess gratisversion finansieras genom reklam. Reklamen i sig innebär ett avbrott i tittarupplevelsen. Tidigare forskning har visat att sådan reklam är ett störande moment och kan orsaka irritation hos tittaren. Därtill väljer många idag att installera insticksprogram i sina webbläsare som blockerar reklamen och hindrar den från att visas. Eftersom att reklamen i dessa fall inte når mottagaren så fungerar inte reklamfinansieringen som tänkt. Denna studie syftar till att undersöka vad hos reklamen som uppfattas som störande och/eller irriterande av tittaren samt hur videoreklam kan utformas för undvika detta. För att besvara frågeställningarna genomfördes en experimentell studie där tio studenter deltog. Resultatet visade att de störande aspekterna relaterar till reklamens tid, dess placering i en video och tittarnas personliga intresse av reklamens innehåll. Slutligen föreslås följande designimplikationer för utformandet av videoreklam: i) reklamklipp bör vara kortare än 15 sekunder för att undvika att uppfattas som irriterande; och att längre reklamklipp bör kunna skippas av användaren; ii) placering av reklamklipp mitt i en vald YouTube-video bör undvikas; iii) reklamklipp bör passa till innehållet av den valda huvudvideon och borde, om möjligt, vara av personligt intresse för tittaren; iv) funktioner såsom att få se kvarvarande tid för ett reklamklipp bör kunna anpassas av tittaren själv, genom dennes användarkonto. / Videos have become a popular source for information gathering and entertainment. YouTube is the biggest video platform available and its free version is funded by ads. The advertisements create an interruption from the viewer experience and research has shown that the ads are disruptive and can cause irritation among the viewers. Many users choose to use plugins in their browsers which block ads to avoid the distraction. Since ad-blockers hinder the ad from reaching the viewer they also hinder the funding of the video platform. This study aims to research what parts of the ads that the user finds disruptive or irritating, and how ads should be designed in order to avoid being perceived as a source of irritation for Swedish viewers. A suggestion will be made on how to design the video ads so that they are as non-disruptive as possible for the user and therefore allowed to be a part of the viewing experience. To answer the questions at hand an experimental study was conducted with ten students. The results showed that the irritating aspects of ads are related to the running times, its placement in a video and the viewers own interest in the content of the ad. Finally, the following implications are suggested for the design of video ads: i) ads should be shorter than 15 seconds to avoid being perceived as irritating; users should be able to skip longer ads; ii) ads showing in the middle of the video should be avoided; iii) ad content should match the content of the video and, if possible, be relevant to the viewer and their interests; iv) features such as showing the time remaining of the ad should be made customisable by the user, through their user account.

Teknikämnet i grundskolans senare år är ett ämne som möter många problem. Ämnet har i sitt innehåll och syfte förändrats en hel del i och med de olika skolreformerna och idag (2018) saknar över hälften av de verksamma lärarna ämnesbehörighet. Det finns behov av att underlätta för dessa obehöriga lärare och hjälpa dem att lättare planera tekniklektioner för att därmed underlätta elevernas lärande. Med utgångspunkten att en viktig aspekt för lärande är att kunna knyta an vardagskunskaper till akademiska kunskaper, ämnade denna undersökning att analysera vilken teknikdiskurs högstadieelever kan få utanför skolan. Denna teknikdiskurs jämfördes sedan med de teknikdiskurser som finns i skolans värld, med syftet att kunskap om teknikdiskurser utanför skolans värld kan stötta lärares planering av teknikämnet. För att ta reda på var elever möter teknikdiskurser under sin fritid, använde sig denna undersökning av videodelningsplattformen Youtube. I stort sett alla svenska ungdomar mellan 12-15 år använder Youtube, och 86 % av dem använder den varje dag. Vid olika svenska prisutdelningar vann den svenska Youtubern och Influencern Therese Lindgren titlar som Årets Youtuber och Barnens favoritvloggar. Även Therese Lindgrens Youtubeserie, ”Therese testar teknik”, vann pris som årets serie. Detta pekar mot att Therese Lindgren och hennes serie ”Therese testar teknik”, är populär bland ungdomar och kan påverka deras syn på teknik. Ett urval av avsnitten av serien ”Therese testar teknik” valdes ut för analys för att ta reda på vilken teknikdiskurs som fanns representerade i dessa videor och hur de förhöll sig gentemot den diskurs som finns i skolans värld. Resultatet visade att videorna presenterade teknik på ett jämförbart sätt med skolan. Videorna motsatte sig inte skolans bild av teknik, men diskurserna hade olika fokus. Teknik i videorna representerades som artefakter och system av artefakter som användes i en aktivitet för att lösa ett problem eller en uppgift, som påverkades av naturvetenskap och påverkade samhället. Förutom de diskurser som kunde jämföras med skolan, förmedlar videorna även känslor kring teknik, genom Thereses icke-verbala handlingar. Therese förmedlar teknik som roligt, spännande och exalterande, något som kan påverka ungdomars egna inställningar till teknikämnet. / Technology as a subject in Swedish high schools faces many problems. The subjects purpose and content has gone through significant changes over the years, and today (2018) less than half of all active teachers possess the right qualifications. There is therefore a need to aid these teachers in planning and executing their classes, to ensure a quality education for our pupils. With the assumption that a big part of learning is to be able to connect knowledge gathered outside of school to the academic knowledge acquired in school, the purpose of this paper was to analyse which technological discourses high school pupils could acquire outside of school. These discourses were then compared to the technological discourses that can be found in schools, to help aid the technology teachers’ planning of their classes. To find out where pupils are exposed to technology discourses on their free time, this paper looked to the social video-sharing platform, Youtube. Practically all Swedish kids between the ages of 12 to 15 use Youtube, and 86 % of them use it every day. At Swedish award shows the Swedish Youtuber and Influencer Therese Lindgren won titles such as Youtuber of the year and the Kids favourite vlogger. Therese Lindgrens Youtube series, “Therese testar teknik”, won the title of Series of the year. This seems to tell us that Therese Lindgren and her show “Therese testar teknik” are popular among kids and could potentially influence their view of technology. A selection of episodes from the series were picked to be analysed, to find out which technological discourse was represented in these videos, and how it compared to the discourses in schools. The results showed that the videos presented technology comparable to schools, but with some differences in focus. In the videos, technology was presented as the artefacts and systems of artefacts used in an activity to solve a problem or a task, that were affected by natural sciences and affected society. Aside from the parts of the technology discourse that was comparable to the ones in schools, the videos also presented emotions connected to technology, through non-verbal communication. The videos presented technology as something fun and exciting, something that can influence the viewers’ own attitude towards technology.

Denna uppsats inspekterar visuella element från två filmklipp publicerade på Youtube-kanalen Epic Rap Battles of History, med syfte att undersöka hur en adaption av historiska personer gjorts för underhållningssyfte. Detta görs med grund i teorier om adaption av Linda Hutcheon och Jeremy Strong, samt med hjälp av Stuart Hall och Roland Barthes studier om representation och myter. Resultatet visar att tecken med starka konnotationer till vad som kan kallas den etablerade bilden av personerna används i form av kostym, bakgrund, och teknik/effekter, men att valen i form av uttryck frångår den etablerade bilden för att uppnå en satirisk bild som passar i den nya kontexten Rap Battle. / This essay investigates visual elements of two different videos published on the Youtube channel Epic Rap Battles of history, in an attempt to analyze how an adaptation of historical people has been attempted for entertainment purposes. This is done by the use of theories on adaptation by Linda Hutcheon and Jeremy Strong, as well as with the help of Stuart Hall and Roland Barthes studies in representations and myths. The results show that signs with strong connotations to what can be called the established images of the historical people are used in the way of costume, background, and technology/effects, but that the choices concerning expression deviate from the established image to achieve a satirical image that fits into the new context of Rap Battle.

Title from first page of PDF document. Includes bibliographical references (p. 47-53).

This research seeks to address the topic of the influence of the YouTube advertising on society as seen by the members of hipster subculture. This work aims to explore the attitude of hipsters towards the YouTube thanks to an analysis of the interviews and also with the help of a theoretical framework of core concepts such as subculture, hipster, lifestyle or advertising practices. The reason I address hipster attitudes is the fact, that hipster phenomenon has become widespread nowadays. Moreover, those individuals are associated with skeptical stance towards the mainstream trends. Therefore, I have decided to confront the ostensibly distrustful view of hipsters towards YouTube as a representative of modern mainstream and then analyze self-proclaimed attitudes of hipsters as such.

The ways of reaching out to the people to supply news are substantially increasing after the emerge of the Internet. Because of the Internet anyone can make their message heard. The Young Turks claims to be the largest online news show in the world and they have over 650 000 subscribers on Youtube. Therefore it is important to study how alternative media differs from more traditional media.  This study focuses on alternative journalism on Youtube. The aim of this study is to identify the difference between the Youtube channel The Young Turks and CNN. The weight in the study lays in the ways the news is being presented. This study uses qualitative content from four news videos made by The Young Turks and four news videos made by CNN. This study focuses on the specific content in a few news videos rather than the overall content in several news videos. A dramatic analysis method is used to determine how the two media channels differ.  The result shows that the news videos made by CNN used objectivity as a means to claim their professionalism more often than The Young Turks. CNN’s news reporting was also clearer in presenting sources, compared to The Young Turks.

Due to the development of new technology, there has been a shift in many communication concepts. With consumers now gaining more control in the online environment, more influential consumers, or ‘opinion leaders’, can also gain from this increase in power. However, insufficient research has been conducted regarding the concept of social media opinion leadership, and in particular what the relational nature of these new opinion leaders is. Therefore, this study aims to explore this issue within the social media opinion leadership theory. A qualitative research design was applied to get a more in depth insight to the issue, in where interviews were conducted with followers of specific opinion leader on a social media platform. The empirical data was analyzed through the means of coding and interpretation which then lead into the theory of what possible relationships can be found amongst social media opinion leaders and their followers. Conclusively, three types of relationships emerged as most dominant: the trustworthiness relationship, the friendly relationship and the passive relationship. The theoretical contributions of this paper together with practical implications and suggestion for future research are discussed based on that conclusion.

Ingeniero Civil Industrial / En el siguiente informe se busca reflejar el trabajo realizado por el memorista para poder elaborar un modelo de negocios que responda a la problematica que enfrentan los youtubers chilenos, personas que realizan contenido audiovisual de forma constante para Youtube, para transformar su pasatiempos en un una actividad sustentable economicamente. Mediante este modelo además, se busca aprovechar la creciente inversión publicitaria en internet ocupando el valor generado por los youtubers para capturar parte de esta inversión. Para alcanzar estos objetivos se realizó una investigación del contexto y un análisis que determinó que el mercado potencial es de aproximadamente $12.000 millones de pesos que corresponde a la inversión publicitaria destinada para los segmentos jovenes de usuarios de internet que ven videos. Luego utilizando un primer modelo Canvas como hipótesis y la metodológia del Desing Thinking se realizaron varias iteraciones del metodo recabando información a base de entrevistas a youtubers y expertos. Cada iteración resultó en un modelo Canvas o en modificaciones de éste conforme las entrevistas permitían aceptar o rechazar las hipótesis iniciales. Finalmente el modelo resultó en una academia que ofrece a generaciones de youtubers un espacio con salas de grabación y mentoría en diferentes aspectos de la producción audiovisual de manera gratuita. Junto con lo anterior la academia ofrece el contenido producido por los youtubers que logren cierto nivel de audiencia a los avisadores interesados en invertir en publcidad en internet de forma directa o a través de una agencia de medios (aliado estratégico). Toda esta infraestructura debe operar desde un productor de contenidos ya establecido (aliado estratégico), que puede ser un canal de televisión, una institución educacional relacionada al ambito de las comunicaciones o una productora audiovisual. Se estimó que para sustentar su operación por dos años y recuperar la inversión de equipos, la academia debe tener entre uno y cinco youtubers exitosos al semestre y debe capturar con ello al menos un 0.72% del mercado potencial correspondiente a aproximadamente $88 millones de pesos anuales en forma de contratos comerciales. Finalmente se concluyó, basado en las opiniones de los expertos y en el análisis de mercado realizado que, al menos en teória, el modelo final es válido y su implementación se deja como un propuesto.

Through an accidental discovery of an interest in the film making process, I decided to explore the opportunities that would come through self-education in the field. Along the way, I found that the process of working behind the camera can, in fact, help the actor’s career in front of the camera and provide a chance to train in a nontraditional way. After directing two projects (one simple and one more complicated), I decided to propose a class in which students would be required to self- produce their own video projects online. The class was vastly popular, and the students’ responses to the class work lined up with my learning objectives perfectly. The actor must take control of his/her career by constantly working on the craft, and that can easily be done through going out and shooting one’s own work. Even if it doesn’t result in being ‘discovered,’ the pursuit allows the actor’s creativity and perspective to be ever widening.

This thesis deals with social networks and their use in marketing. The aim of this work is the analysis of the possibility of using social networks in marketing and to define recommendations for the specific brand. The theoretical part deals with the definition of marketing, strategic marketing process and trends that currently affect them. The paper defined the concept of social media and social networks. The practical part deals with the utility of social networking and marketing benefits for their brands. They also described the practical use of the most important aspects of social networks in commercial communications. The work includes a case study, which is using social networks marketing, demonstrated in practice. Finally recommendations are defined to create a specific brand marketing strategies.