京都大学 / 新制・課程博士 / 博士(経済学) / 甲第24867号 / 経博第674号 / 新制||経||304(附属図書館) / 京都大学大学院経済学研究科経済学専攻 / (主査)教授 原 良憲, 教授 山田 仁一郎, 准教授 WANG Tao / 学位規則第4条第1項該当 / Doctor of Economics / Kyoto University / DGAM

R/Nosleep is a digital publishing platform for horror literature. A unique quirk that defines this platform is the common understanding between its authors and readers that any story published to the platform is to be treated as a recollection of actual events. In other words, the fiction is to be treated as plausible non-fiction, both by those who write the texts and those who comment on them. This collaborative performance is enforced by a series of rules that authors and readers need to abide by. In this thesis I examine what exactly it is that authors and readers on r/Nosleep engage in when they treat the fiction as plausible. To do this I have conducted two analyses. First I have done analysises of three different stories posted to R/Nosleep, where I examine paratextual and narratological elements in each text to find if they either make a claim for authenticity or fictionality. And second I have analyzed the top comments for each of these stories to determine what sort of readings the users of r/Nosleep engage in and whether or not these readings play along with the rules established by the platform and its performance. From my analysises of the literature as well as the reader response I come to the conclusion that the seemingly strict rules enforced by R/Nosleep still leave a lot of wiggle room for authors and readers alike to engage in a rich variety of creative expressions both when it comes to writing and interacting with works of fiction.

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This dissertation explores elite athletes’ strategic personal brand management on social media. Social media have become a primary platform for personal branding integrated into athletes’ lives and careers. Yet, the psychological and strategic processes underlying personal brand management have lacked scholarly inquiry as extant research tends to focus on consumer perspectives as opposed to decision-making, negotiations, and strategies from the point of view of branded individuals. This has hindered the understanding of how personal branding is managed as a unique type of self-enterprising activity. In this dissertation, I employ a multi-study approach to address three issues pertaining to athletes’ personal brand management on social media, namely: 1) experience of fit in pursuit of personal brand monetization, 2) negotiation of authenticity in self-presentation, and 3) joint effects of brand fit, athlete brand authenticity, and self-disclosure tactics in athlete corporate social responsibility (AxCSR) promotional content. Theoretically, the dissertation advances a view of how athletes, as public personas, manage their personal brands on the verge between their personal concerns and identities, commercial demands, and expectations stemming from sports industry stakeholders. Practically, it delivers insights to athletes, their managers, and sponsors on how to optimize athletes’ personal branding experiences and business outcomes. / Tourism and Sport

The aim of this study is to investigate what archivists think about their representation in today´s media.  Popular Tv-shows and other kind of media are frequent users of archives and its contents. Without the archives, many popular TV-shows would not exist. Why is it that media shows a picture of the archives and archivists in a way that does not correspond reality? Through interviews with archivist and a person working with media, this study will look at what the archivist thinks about how they and their profession is represented in media and its consequences, and what medias viewpoint is. This study aims to answer 1) How is todays media depicting archives according to archivists? 2) What does the process look like when the archives collaborate with the media? 3) What is the archivist’s viewpoint on how their profession is depicted in media? 4) How does the media's image of the archives affect the daily work of the archivist? Previous research is more focused on how archivists and archives are depicted in film, this study focuses on the real archivists, their opinion and the pros and cons of medias use of archives.

Nowadays, people around the world are connected through social networks. This hyperconnectivity implies that companies need to think about the perceptions and opinions of consumers who were not directly targeted by a campaign. As a result, brand activism, an emerging phenomenon that describes companies taking a stand on polarizing sociopolitical issues, must be explored more thoroughly in relation to non-targeted markets. Therefore, this thesis examined perceptions of brand activism in non-targeted markets and the role of perceived authenticity in shaping consumer perceptions and attitudes toward these campaigns. Furthermore, due to an ethnocentric view of previous research conducted mainly in Anglo-Saxon and European markets, this study focused on a non-Western market, specifically Singapore. For this purpose, interviews were conducted with Singaporean exchange students to examine their perceptions of two brand activist campaigns launched in the US and Australia. It was also examined whether their purchase intentions and brand perceptions changed as a result of the campaigns. The results showed that a missing cultural context, poor communication by the companies, the politically and socially safe options taken by the brands in launching their campaigns, and the general belief that for-profit companies use activism as a calculated move to generate more sales, led to a lack of perceived authenticity in Singapore. It was also found that authenticity and brand attitude are perceived differently depending on geographic location and age group. Brand activism was perceived as more acceptable in Western countries and younger generations than in more conservative countries such as Singapore, and older generations. In addition, Western research on authenticity must be re-evaluated for non-Western markets and cannot be assumed to be universally applicable. Finally, the perception of brand activism led to neutral or slightly positive brand attitudes, suggesting that in Singapore, authenticity does not need to be assumed for activist campaigns to be successful.

Communication is an integral part of our everyday life. In learning a new a language, there are a series of different skills that need to be mastered by a student to be efficient in the language. One of these skills is listening comprehension. Listening comprehension is the skill that students found the hardest to master and be confident in. Therefore, it was of importance to see how students are exposed to listening comprehension in the textbooks that they use in German. In the study, 4 textbooks in the series Alles Deutsch were analysed. The books were analysed according to types of exercises, authenticity in theme and language as well as instruction type. The study found that meaningful exercises were the most common in the material while communicative were the least common. It could be analysed that the themes in the textbooks were authentic to the student’s prior knowledge and that themes reappeared throughout the language learning process. However, there was relatively little authenticity in the language in the exercises, but the difficulty progressed over time. Conventional approach-instructions were the most common which means that students are not exposed to strategy building and awareness in the exercises. Lastly, the results were interpreted from a hermeneutic perspective and the hermeneutic cycle

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