This master's thesis focuses on the research of similar video game experiences among players of different cultures. Because video games are a product of the worldwide gaming industry, the same content is available for players of various cultural backgrounds, who can then share their experiences via internet forums. In a cross-cultural comparison, the thesis examines similarities in gaming experiences the players of different cultural backgrounds have, and thus exploring the potential of videogames to overcome national borders and to bring players closer. Because four generations of gamers had already got the opportunity to play videogames, the thesis also focuses on similar gaming experiences across the age groups, and thus potentially bringing together also players of different ages. The theoretical basis of this thesis is built on the works of theorists of play Johan Huizinga, Vladimír Borecký, and Roger Caillois, theories of anthropologists George P. Murdock, Thomas Hylland Eriksen, Michal Tošner, and Clifford Geertz, and lastly, the history of video games as a medium along with the history of computers in general as described by Lev Manovich. The research itself was conducted by using two methods. An online survey, shared among respondents by using the Snowball Sampling method, followed by a...

The aim of this essay is to examine how digital media are used during English teaching in Sweden for students in grades 4-6. The reason is that students in those grades practice a lot of English out of class, especially when they use different digital medias such as computer games, TV-shows, YouTube etcetera. Activities with digital medias is something students does for pleasure, driven by intrinsic motivation. Intrinsic motivation is reached when three basic psychological needs are fulfilled; autonomy, competence and relatedness. For this reason, a text analysis has been done on tasks in English coursebooks and also interviews with teachers in grades 4-6 to find out in what extent students have the opportunity to work with digital medias and how these fulfills the psychological needs that lead to intrinsic motivation. The results shows that tasks in the examined coursebooks rarely deals with use of digital medias. When digital medias are included, the tasks can fulfill the psychological needs. The interviews indicates that teachers include digital media in teaching, but there is often a lack of autonomy for students.

En la presente investigación, se analizó la construcción de la noticia de los programas Beto a Saber y Rey con Barba en la cobertura periodística del COVID-19; y como a través de su discurso se ha propiciado la desinformación. Para ello, se ha partido del contexto pandémico actual y se ha contrastado con escenarios pasados similares en donde la prensa peruana ha tergiversado muchas veces la data al momento de informar. Además, se han tomado en cuenta los conceptos e implicancias del “periodismo digital”, puesto que la web es la plataforma en donde se han transmitido y alojado los programas en cuestión. También, se ha abordado el tema de las fake news y cuáles han sido las condiciones para que estas hayan tenido tanta acogida por parte de la audiencia en medio de una pandemia. Otro punto importante que se desarrolla es como un medio de comunicación como Willax puede llegar al punto de hacer un periodismo carente de investigación, de verificación y de ética profesional y aun así poder seguir al aire en señal abierta y en sus plataformas digitales. / In the present investigation, the construction of the news of the Beto a Saber and Rey con Barba programs in the journalistic coverage of COVID-19 was analyzed; and how misinformation has been fostered through his speech. To do this, we have started from the current pandemic context and contrasted with similar past scenarios where the Peruvian press has often misrepresented the data at the time of reporting. In addition, the concepts and implications of “digital journalism” have been taken into account, since the web is the platform where the programs in question have been transmitted and hosted. Also, the issue of fake news has been addressed and what the conditions have been for it to have been so well received by the audience in the midst of a pandemic. Another important point that is developed is how a communication medium like Willax can reach the point of doing journalism lacking in investigation, verification and professional ethics and still being able to continue on the air in open signal and on its digital platforms. / Tesis

La presente investigación tiene como propósito analizar la relación entre la retórica visual y el humor gráfico en las viñetas políticas peruanas durante la era digital, dentro del contexto político de elecciones generales 2021; de tal manera que se determine los tipos de figuras retóricas empleadas; y a su vez, explique las funciones que cumple la prensa digital en la propagación de las viñetas y su relación con el lector - independientemente de la edad o del ámbito geográfico en el que se encuentren. Partiendo de la hipótesis inicial, la retórica visual funciona como una herramienta que facilita la comunicación de una manera más permeable e innovadora a través de los canales digitales, y permite generar una postura crítica y social en el lector. El trabajo se basó en el estudio cualitativo y cuantitativo, centrándose en el análisis connotativo y denotativo de las viñetas junto al experto; y a su vez, teniendo en cuenta la opinión del público que las consume y el efecto que causa en ellos. Entre los principales resultados y conclusiones, se logra evidenciar que las viñetas tienen un impacto significativo en el usuario y estimulan a tomar cierta postura sobre los hechos que ocurren políticamente. Por otro lado, las figuras retóricas empleadas ayudan al lector a un mejor y rápido entendimiento; y también, el proceso de digitalización ha tomado mayor relevancia, aportando a la facilidad en la difusión del mensaje y a la comunicación. / The purpose of this research is to analyze the relationship between visual rhetoric and graphic humor in Peruvian political cartoons during the digital era, within the political context of general elections 2021; in such a way that it determines the types of rhetorical figures used; and in turn, it explains the functions that the digital press fulfills in the propagation of the cartoons and their relationship with the reader -regardless of age or geographical area in which they are-. Based on our initial hypothesis, the visual rhetoric works as a tool that facilitates communication between the receivers in a more permeable and innovative way through digital channels, the same ones that allow them to generate a critical and social stance in the reader. The work was based on qualitative and quantitative study, focusing on the connotative and denotative analysis of the cartoon with the expert; and in turn, taking into account the opinion of the public that consumes them and the effect it causes in them. Among the main results and conclusions, it is evident that the vignettes have a significant impact on the user and stimulate him to take a certain position on the events that occur politically. On the other hand, the rhetorical figures used help the reader to a better and quick understanding; and also, the digitization process and digital media have taken greater relevance in the subject, contributing to the ease in the dissemination of the message and communication. / Trabajo de investigación

El presente estudio se basa en la creación de una aplicación móvil para usuarios de Lima Metropolitana y Callao que hacen uso de medios digitales para la solución de problemas o inconvenientes presentados en el hogar. En la vida rutinaria del ser humano se presentan diversas actividades donde resulta complejo cumplir con algunos requerimientos del hogar. Las personas encargadas de los servicios básicos del hogar, las personas independientes o estudiantes universitarios generalmente para dar solución a diversas áreas del hogar o equipos en reparación. Es decir, se identifica la complejidad de los usuarios respecto al plan de negocio en hallar recomendaciones confiables que puedan solucionar diversos inconvenientes de manera favorable. El plan de negocio para encontrar solución al problema mencionado y verificar la viabilidad de este, donde el objetivo es brindar soluciones a los problemas del hogar siendo el nexo entre el usuario y los profesionales con el servicio de carpintería, gasfitería, electricidad y pintura. Asimismo, la finalidad de validar la idea de negocio propuesto es facilitar actividades en la vida diaria de la persona. Sin embargo, si bien el medio digital proporciona rapidez el usuario desconfía generalmente por páginas no certificadas. Por último, se identificó la necesidad por encontrar servicio técnico en base a los requerimientos de cada usuario. Por ello, se plantea el uso de plataformas que faciliten las necesidades del usuario. Con el fin de iniciar el proyecto se realizó un estudio basado en el usuario, en el técnico especialista, en la competencia, en la industria entre otros. Las partes vistas en el proyecto son: el marketing, operaciones, recursos humanos y plan financiero. Cada punto mencionado será desarrollado en base a estrategias que demuestren la viabilidad del proyecto. / This study is based on the creation of a mobile application for users of Metropolitan Lima and Callao who make use of digital media to solve problems or inconveniences presented at home. In the routine life of the human being, various activities are presented where it is complex to comply with some requirements of the home. The people in charge of the basic services of the home, the independent people or university students generally to solve various areas of the home or equipment in repair. That is, the complexity of the users regarding the business plan is identified in finding reliable recommendations that can solve various problems favorably. The business plan to find a solution to the aforementioned problem and verify its viability, where the objective is to provide solutions to home problems, being the link between the user and the professionals with the carpentry, plumbing, electricity and painting services. Likewise, the purpose of validating the proposed business idea is to facilitate activities in the person's daily life. However, although the digital medium provides speed, the user generally distrusts non-certified pages. Finally, the need to find technical service based on the requirements of each user was identified. For this reason, the use of platforms that facilitate the user's needs is proposed. In order to start the project, a study was carried out based on the user, on the technical specialist, on the competition, on the industry, among others. The parts seen in the project are: marketing, operations, human resources and financial plan. Each point mentioned will be developed based on strategies that demonstrate the viability of the project. / Trabajo de investigación

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Syftet är att bidra med ökad förståelse kring hur Fridays For Future använder digitala medier samt på vilket sätt de använder det transmediala berättandet för att kommunicera klimatförändringar externt. Kvalitativa intervjuer genomfördes med Fridays For Future medlemmar och resulterade i ett material som bearbetades genom en kvalitativ innehållsanalys. Den netnografiska observationen resulterade i stor mängd data från Fridays For Future kampanjen #Withdrawthecap som bearbetades genom en kvalitativ dataanalys och med stöd av Gambaratos (2013) analytiska överväganden. Utifrån analys och diskussion av studiens resultat drogs slutsatserna att digitala medier används för mobilisering av strejker. Vidare används digitala medier för att snabbt kunna svara på politikers beslut rörande klimatfrågan. Ytterligare dras slutsatsen att transmedial mobilisering används i kommunikationen. I kampanjen #Withdrawthecap används flertalet beståndsdelar som utgör ett transmedialt berättande vilket visar på att berättandeformen används till viss del för att kommunicera klimatförändringar. / How does the social movement Fridays For Future use digital media when communicating their stance on climate change? The study at hand employs qualitative interviews in order to discern how the organisation use digital media and external transmedia storytelling in their fight for climate preservation. Here, representatives of the organisation are interviewed about strategic decisions taken in regards to organisational digital media use. The collected data was categorized using qualitive content analysis. Additionally, a supplementary netnographic study is featured in which the campaign #Withdrawthecap is examined. The netnographic study resulted in a large amount of data, which was processed through a qualitive data analysis with the support of Gambarato's (2013) analytic considerations. This study unveils the prominence of transmedia mobilization. Furthermore, digital media are used to organize strikes and quickly respond to politicians' decisions regarding the climate issue. The #Withdrawthecap campaign uses most of the elements that defines transmedia storytelling which indicate that the narrative form is used to some extent to communicate climate change.

This study addresses the issue of consumers’ wish to shop more sustainable fashion butinstead turning to fast fashion (Islam et al., 2021; Silva et al. 2020; Wang et al., 2022). With that said, this study discusses and examines how marketing benefits the second-hand clothes market in Sweden. Entrenched in market studies of market-shaping, market devices and actor network theory (ANT) (Nenonen et al., 2019; Muniesa et al., 2007; Sayes, 2013), this study depicts the use of market devices in the process of shaping the second-hand clothes market in Sweden. The methodology of the thesis consists of online and offline observations throughout Arkivet’s four market devices: in-store, digital media, website and e-commerce. The results show that Arkivet’s market devices reframe the market, the products within it and the interactions between buyers and sellers, which ties in with the factors necessary for market-shaping (discovering value potential and mobilizing resources) (Nenonen et al. 2019). Based on previous market studies and the observations conducted, this study assembles a newly created model representing the role market devices assume in the process of shaping an existing market.

The world of digital marketing is advancing at a rapid rate, an ever so increasing number of individuals are connected to the world wide web and subsequently being exposed to marketing messages in the thousands each day. For marketers this poses a unique challenge when it comes to creating a marketing segment which conveys their message effectively by attaining the attention of the consumer. This in turn means that their marketing efforts may be lost in the digital sea of millions other impressions being thrown at the daily user. The purpose of this research paper is to therefore explore and gain greater understanding on how companies’ perception about consumer attention span could be, to then provide a perspective on how the modern marketer can work to incorporate this as a factor in their marketing. This research study was conducted through a qualitative methodology with a deductive approach which meant that theories were first gathered to then be compared with the empirical evidence consisting of three semi-structured interviews with chosen companies. The research indicated that modern marketers could benefit from understanding their target audience and catering their marketing message to suit their needs and values. Furthermore, constant measurement and analysis proved to be important in creating the best type of advertisement which captured the attention of the consumer. / Modern digital marknadsföring utvecklas i en väldigt snabb takt, allt fler individer är idag kopplade till internet och blir därigenom exponerade för tusentals marknadsföringsmeddelanden varje dag. För marknadsförare skapar detta en unik utmaning när det kommer till att skapa marknadsföring som förmedlar ett budskap effektivt genom att fånga konsumentens uppmärksamhet. Om marknadsföraren misslyckas här kan det leda till att deras meddelande försvinner bland de miljontals andra meddelanden som slängs mot konsumenten i den enorma digitala världen. Syftet med den här studien är därmed utforska och anskaffa mer förståelse gällande hur företags uppfattning om konsumenters uppmärksamhetsförmåga ser ut för att sedan erbjuda ett perspektiv för den moderna marknadsföraren om hur denne kan arbeta för att integrera detta som en faktor i sin marknadsföring. Den här forskningen genomfördes genom en kvalitativ metodologisk design där deduktiv ansats användes. Detta innebar att författarna först samlade teori som sedan jämfördes och analyserades tematiskt med den insamlade empirin som bestod av semi-strukturerade intervjuer av tre företag. Studien visade att den moderna marknadsföraren kan gynnas av att ha en djup förståelse av sin målgrupp för att kunna utforma marknadsföringssegment på ett sätt som passar deras behov och värderingar. Vidare påvisades även att det kan vara fördelaktigt att ständigt mäta och analysera marknadsföringsinsatser för att kunna förstå vad som fungerar och vad som borde förändras i framtiden just för att skapa marknadsföring som bättre fångar konsumenters uppmärksamhet.

This study examines digital media activism during the full-scale war in Ukraine caused by the Russian invasion in 2022, focusing specifically on Instagram content posted by users with connections to Kharkiv city between March 18-25, 2022. Kharkiv was heavily affected by bombings throughout the war.  The theoretical framework combines Bennett and Segerberg’s (2009) theory of connective action with Vegh’s theory of internet activism (2013) and Earl et al.’s (2010) perspective on Vegh’s theory. Additionally, the analysis, observations, and theory review led to the development of an additional category, building upon Bennett and Segerberg’s (2009) theory of connective action.  The research methodology involves a four-step toolkit comprising qualitative content analysis, semiotics (denotation and connotation), and anchorage. The analysis of patterns and classification confirms the high level of involvement in digital media activism by users and reveals differentiation based on the purpose of communication. Semiotic analysis and anchorage demonstrate the intellectual and emotional engagement of Ukrainians in digital society and their efforts to provide information and support.  The study introduces a new classification of digital media activism for content analysis and establishes a new category within the theoretical framework. It expands possibilities for future research on digital media activism and online activity during war or similar life-threatening situations. Furthermore, the study presents a methodological toolkit applicable to limited content formats such as Instagram stories, Facebook Stories, and Snapchat.