Studiens syfte är att undersöka härskarteknikers existens på Facebook samt att studera på vilket sätt de olika teknikerna framträder. Studien ämnar även att uppmärksamma härskartekniker och öka förståelsen kring dem. Genom netnografi, passiva dolda observationer och samtalsanalys undersöker vi sju konversationer på Facebook. Vår studie visar att de fem härskarteknikerna osynliggörande, förlöjligande, undanhållande av information, dubbelbestraffning samt skam och skuldbeläggning finns på Facebook.

Den svenska polisen har sedan 2011 etablerat sig på sociala medier och är den myndighet som ligger i framkant vad gäller användandet av de nya kommunikationskanalerna. Nästan 1,5 miljoner människor följer polisens dagliga statusuppdateringar på Facebook, som innehåller alltifrån vittnesefterlysningar till inslag i fikarummet. Polisens närvaro i sociala medier har fått stor spridning och uppskattning hos medborgarna men trots den stora framgången har fenomenet också debatterats och fått en del kritik från flera håll. I en JO-anmälan beskrivs det att polisens sätt att uttrycka sig i vissa Facebookinlägg varit alltför personligt och känslosamt, vilket stridit mot myndighetens krav på saklighet och opartiskhet. Myndighetens okonventionella kommunikation på sociala medier i kombination med den maktposition polisen innehar i samhället är de intresseväckande faktorer som denna uppsats är sprungen ur. Syftet med denna studie är att undersöka hur polisen och dess relation till medborgarna framställs genom polisens egna inlägg på Facebook. Med ett diskursteoretiskt ramverk undersöks polisens språkliga framställningar på Facebook som sedan tolkas ur ett foucauldianskt diskurs- och maktperspektiv. Materialet som analyserats är 164 stycken Facebookinlägg i form av text och bild, hämtade från tre olika polisdistrikt. Metoden är diskursanalys där ett antal diskursanalytiska verktyg valts ut för att undersöka polisens språkliga konstruktioner på Facebook. I analysen framträder varierande framställningar av polisen och dess relation till medborgarna, där vi finner motstridiga diskurser. Resultaten visar bland annat att polisen ibland framställs som ytterst formell och saklig och ibland som skämtsam och personlig. I de framkomna diskurserna finner vi även flera tekniker för makt och maktutövning som är identifierade i ljuset av Foucaults idéer om den disciplinära makten. Avslutningsvis diskuteras resultaten i relation till tidigare forskning samt ur ett bredare samhällsperspektiv.

abstract: The purpose of this study was to determine how a profile owner's (PO's) response to a friend's comment on Facebook impacts social attractiveness of the PO. A 3 (response type: denial, humble, no response) x 2 (sex of the participant) between-subjects experiment was conducted using 297 participants who were recruited from a large public university and a community college in the southwest United States. It was hypothesized that being humble and accepting of implied negative behavior statements would increase the social attractiveness of the profile owner compared to denial or no response. A one- way ANCOVA with social desirability as the covariate was used to analyze the data. Results were non-significant for the main effects of response type but were significant for the main effects of the sex of the participant with male participants finding the profile owners more socially attractive than female participants. The results suggest that a PO's response to a negative Friend comment does not impact the PO's social attractiveness. / Dissertation/Thesis / Masters Thesis Counseling 2014

Submitted by Amanda Silva (amanda.osilva2@ufpe.br) on 2015-04-17T13:12:35Z No. of bitstreams: 2 Dissertação Renato Pimentel.pdf: 4372775 bytes, checksum: dbf6c9771d670f5365d775c275ff0467 (MD5) license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) / Made available in DSpace on 2015-04-17T13:12:35Z (GMT). No. of bitstreams: 2 Dissertação Renato Pimentel.pdf: 4372775 bytes, checksum: dbf6c9771d670f5365d775c275ff0467 (MD5) license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Previous issue date: 2014 / FACEPE / A pesquisa tem como objetivo geral investigar os gêneros textuais implicados no uso do site Facebook, identificando os domínios discursivos a que estão ligados e discutindo processos de hibridização e agrupamento desses gêneros. As questões de pesquisa partiram dos seguintes objetivos específicos: identificar os principais gêneros textuais resultantes da interação entre os usuários do Facebook; investigar a diversidade de temas tratados por meio dos gêneros que circulam no site; investigar a hibridização de gêneros nas postagens do Facebook e caracterizar e descrever os gêneros no site como uma colônia de gêneros segundo os estudos de Bhatia (2004). Nosso estudo esteve ligado, principalmente, às teorias dos Estudos Retóricos de Gêneros, com autores como Miller (2009) e Bazerman (2005), aos estudos em Inglês para Fins Específicos, com pesquisadores como Bhatia (2004; 2009) e Swales (1990; 2004), bem como estudos sobre gêneros feitos por Marcuschi (2000; 2004) e Bezerra (2006). O universo deste trabalho foi o site de relacionamentos Facebook, entendido por nós como um site que possibilita a formação, mediação e manutenção de redes sociais. Assim, nosso foco foram os gêneros que circulam nesse site e são utilizados pelos internautas, que o fazem de acordo com as suas necessidades comunicativas. É importante notar que o Facebook permite o acesso a um universo discursivo-comunicativo muito grande, por isso selecionamos os dados a partir das publicações existentes no chamado feed de notícias, e nos perfis de usuários seleionados. Justificamos essa escolha por ser nesses “lugares” no site onde ocorrem as mais variadas práticas de linguagem. Em relação ao processo de geração de dados, o corpus foi constituído dos gêneros, possivelmente novos ou não, que são utilizados no site Facebook, por meio de nossa própria conta do Facebook e os exemplares dos gêneros foram postados no mural de diferentes usuários que têm algum tipo de contato com o pesquisador. Todas as postagens são públicas. Foram 100 mensagens atualizadas nesses murais com o mínimo de 50 “compartilhamentos” ou 50 “curtições”, em cada um desses textos, além de 50 perfis de usuários. Pensamos, com a condição dos textos terem sido curtidos ou compartilhados, que os internautas da rede reconhecem determinada prática e a propagam, fazendo com que ela possa circular socialmente e se configurar como gênero, também, do site. Os dados foram coletados no período de março a julho de 2013. Pudemos notar que as redes sociais assim formadas utilizam determinados gêneros que são recorrentes para a interação e que servem aos propósitos que possibilitam tal interação. Da mesma forma, alguns domínios discursivos também são recorrentes e estão ligadas, conforme a teoria adotada, com outros tantos propósitos que os gêneros assumem no ambiente. Caracterizamos, assim, a partir de processos de hibridização e discussão sobre a versatilidade dos gêneros, duas colônias de gêneros no site, quais sejam: colônia de postagens do feed de notícias e colônia de perfis Facebook.

M.Comm. / The overall goal of this short dissertation is to investigate the influence of Facebook on the consumer decision-making process of students at a comprehensive university. The five phases of the consumer decision-making process will be at the core of this study; (1) Problem recognition, (2) Information search, (3) Evaluation of alternatives, (4) Purchase, (5) Post-purchase. Included in the study is the profile of consumers who use Facebook, the general trends surfacing from the use of online activities, an investigation into each of the five phases mentioned that contribute to the influence Facebook exerts. And ultimately, indicating that Facebook has various degrees of influence or no influence on the different phases in the consumer-decision making process. This study, through a self administered drop-off questionnaire whose valid respondents (total of 325 respondents), provided information about the respondents‟ demographic profile, online activities and behaviour along the five phase consumer decision-making process. As the topic of this study was about the usage of Facebook, the sample set qualifier was that having a Facebook profile was a prerequisite. The statistical techniques used in the study were based on descriptive analysis which enabled the analysis of the data with regard to the relationship of the variables whereby the data was easily summarised and understood. The other statistical technique used was factor analysis whereby the reliability and validity of the data was verified and further relationships between the variables were examined. The findings indicate that respondents exhibited actions influenced by Facebook in the first two phases of the decision making process (Problem recognition and Information search), than was evident in the remaining three phases. This framework provides the basis for further investigation into the influence of Facebook in the areas of problem recognition and information search and provides the opportunity for marketers to position themselves in a way that will address the two phases by being present on the Facebook platform.

This study measures Facebook use intensity in residents of Saudi Arabia, and distinguishes between Saudi citizens and non-Saudi residents. This is achieved through an analysis of the antecedents and the consequences of Facebook use intensity. The sample used consists of 135 Saudi and 66 non-Saudi participants, all of whom were Facebook users aged 18 or older. The “snowball” technique was used in this study. Data was collected through a face-to-face questionnaire, and analyzed using IBM SPSS Statistics. Results show that there were significant relationships between the antecedents and the consequences of Facebook use intensity. Non-Saudi residents are shown to use Facebook to keep in touch with their families and friends more than Saudi do, while Saudi citizens use Facebook to search for products more than non-Saudi. The two groups are also quite different in terms of their online shopping behavior, including the sources of information and recommendations they prefer when researching a product. This study shows that there is a relationship between participants’ Facebook usage, and their demographics, personality, motivations, and values. The major limitation of this study is that it was conducted in only one city: Riyadh. Therefore, additional research should be carried out in other cities with larger samples. This thesis makes a special contribution to the literature, as it is the first to consider both the antecedents and the consequences of Facebook use intensity in a single study. It is also the first study to analyze the relationship between the Six Dimensional Achievement Motivation Scale (Jackson, Ahmed, and Heapy, 1976), the Rokeach Value System (1973), and Facebook use intensity in the world in general, and Saudi Arabia in particular.

The purpose of this paper is to begin to analyze the discourse of volunteer tourism. More specifically, a holistic examination of the hermeneutic circle of volunteer tourism that takes into consideration the messages being communicated by volunteer tourism organizations, the voluntourist's interpretation and consumption of the messages, and in turn the re-distribution of the messages via social media using photographs and comments. The sending organization pre-trip materials were reviewed to determine if volunteer tourism participants experienced a voluntourist gaze and subsequently captured similar images as marketed by the sending organization, thus completing the hermeneutic circle. Using grounded theory, photographs were coded to flush out underlying themes and patterns. These themes and patterns were incorporated into semi-structured interviews that were conducted, using a purposive sample of participants in a volunteer tourism experience with a student volunteer organization, to document the experience of the voluntourist. Underlying patterns further studied included: tourist gaze (Urry, 1990) vs. family gaze (Haldrup and Larsen, 2003), characterizations of hosts (Caton & Santos, 2008), and the characterizations of other images (Schmallegger et al., 2010) utilizing content and semiotic analysis. These results were triangulated with the interview responses to interpret the story shared on Facebook. Additionally, Barthes (1977) theory of anchorage and relay was utilized to analyze the photographs uploaded onto Facebook and the related captions and comments to reveal the story shared. / Master of Science

In recent years, the increase in social networks has led consumers to spend a lot of time online, getting a lot of information about different products and services that are of interest to them. It is in this context that companies have reoriented their strategies, in order to use social networks as a new means of advertising communication. There are different social networks such as Facebook, Twitter and Instagram; however, Facebook is one of the social networks that has taken great strength in recent years and companies have had to direct their advertising communications towards this medium. There is research that focuses on consumer attitudes towards advertising on Facebook. However, we found little literature that addresses this same issue focusing on the young consumer and a specific product category. In this context, this exploratory study focuses on understanding young women’s attitudes towards advertising in the clothing and accessories category presented on Facebook. To this end, fourteen interviews were conducted with university students in the city of Lima, selected on the basis of convenience sampling, which revealed that despite the fact that young university women have other social networks, they still use Facebook and show a positive attitude towards advertising on Facebook as long as the advertising is not invasive, entertains them, has relevant information, uses images that generate affinity with them and contains attractive messages according to their age.

Syftet med studien var att undersöka om det fanns skillnader i engagemanget till Facebook beroende på graden av extraversion, självkänsla, ålder och kön. Självkänsla handlar om hur man uppskattar sitt eget värde och kompetens. Extroverta individer trivs i sociala sammanhang och söker konstant efter bekräftelse, vilket är deras drivande kraft. Facebook är den mest populära sociala median tillgänglig idag. En hypotes för studien var att kvinnor hade större engagemang till Facebook än män. Deltagarna var 150 studenter varav 56 män. Datainsamlingen genomfördes med en enkät som bestod av fyra delar för att mäta Facebookengagemang, hur aktiv man är i andras aktiviteter på Facebook, självkänsla och extraversion. Resultatet visade att det fanns ett negativt samband mellan Facebookengagemang och självkänsla. Kvinnor hade ett större engagemang till Facebook än män. Ett bredare urval hade varit till studiens fördel. Flera hypoteser bekräftades av undersökningen. Framtida forskning kan fokusera på sociala jämförelser på Facebook.

The present study will explore how the German right-wing parties assemble ideology based frames out of the mainstream media coverage that they re-post on Facebook.