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The general purpose with this study was to investigate what happens when several different participants engage in the process of communicating a mutual message throughout a common paper. With “Skellefteå-tidningen” an official paper from the the municipality of Skellefteå, as an example, both the sender (i.e. the editorial staff) and the receiver (i.e. the reader) perspective is studied and analyzed. The result of these two perspectives are compared to see if the intended sent message is the message that the reader of the paper interpret.   The aim of this study was to investigate how the concerned parties within the municipality of Skellefteå cooperate to make a common product with a mutual message and purpose. The study also aimed to investigate how the citizens of Skellefteå, the receivers of the paper, experience the sent message. The material this study is based on was collected through qualitative interviews with the senders of the paper and focus group interviews with representatives from the receivers. In this study we have used both organizational communication theories and theories on uses and gratifications.   The result of the study indicates that concerned parties within the municipality of Skellefteå have different views on how they want to convey the general message in the paper. Some want the message to focus on Skellefteå as a place while the others want to focus on how and what the municipality of Skellefteå do as a government agency. The senders of the paper, despite their different view on how to send the message, agrees that the general message within the paper should be that Skellefteå is a great place where you can be proud to live. The results also shows that this is in fact the message that the readers interpret after reading the paper. The study show that the paper Skellefteå-tidnignen is a product that fills its purpose. It offer the reader a wide range of material to read and therefore the reader can, with the paper, fullfil many different needs. One other conclusion of this study is however that the senders have difficulties in making the citizens of Skellefteå open and read the paper.

<p>Syftet med uppsatsen är att undersöka hur människor upplever att ständigt vara tillgänglig med sin mobiltelefon och/eller Internet. En kvalitativ metod med semistrukturerade intervjuer har använts, där tolv personer, sex gymnasieungdomar och sex vuxna personer, har intervjuats. Hälften av de intervjuade bor i södra Sverige, hälften i norra. För analysen har McQuails grupperingar inom Uses and gratifications-teorin använts, liksom cultural studies teorier. Resultatet visar att de intervjuade ser det både som en möjlighet och ett krav att vara tillgängliga och uppkopplade, att Internet och mobiltelefon verkar bidra till att arbete/skola och fritid flyter ihop samt att de äldre intervjuade i något högre grad än de yngre upplever negativa aspekter av att vara ständigt tillgänglig. Vi har inte kunnat urskilja några skillnader mellan de intervjupersoner som bor i södra Sverige och de som bor i norra. När vi med utgångspunkt från McQuails kategorier inom Uses and gratifications-teorin har grupperat de belöningar som de intervjuade kan tänkas uppnå, har vi funnit exempel på belöningar inom samtliga kategorier; avkoppling, personlig identitet, personliga relationer och bevakning.</p> / <p>The purpose of this essay is to examine how people experience always being available on their mobile phone and/or Internet. A qualitative method of semi structured interviews has been used, where twelve respondents, six students in upper secondary school and six adults, have been interviewed. Half of the respondents live in southern Sweden, half in northern. The clusters that McQuail developed within the uses and gratifications theory, as well as cultural studies theories, have been used for analyzing our findings. The results show that the respondents see it both as a possibility and a demand to always be available and online, that Internet and/or mobile phones seem to contribute to the merging of work/school  and leisure time, and that the adult respondents to a greater degree than the younger respondents experience negative effects of always being available. We have not been able to distinguish any differences between respondents living in southern Sweden and those living in the north. When grouping our respondents’ obtained gratifications according to McQuails clusters within the uses and gratifications theory, we have found examples in all the categories; entertainment, personal identity, integration and social interaction, and information.</p>

<p><p><strong>Purpose:</strong><p>The purpose of this paper is to investigate and clarify some of the factors that influence organizations to adopt or reject the social media, and if the emergence of social media influenced the organization's communication.</p><p><strong><p>Metohodology:</p></strong></p><p>A qualitative methodology has been used to execute the study. The source has been semi structured interviews with chosen representatives from several organizations.</p><p><strong><p>Theoretical perspective:</p></strong></p><p>The theoretical basis for the execution of the methodology is based on the provisional theoretical demarcation uses and gratifications theory. For analysis diffusion of innovations theory is applied.</p><p><strong><p>Emperical findings:</p></strong></p><p>The empirical material includes interviews with representatives from twelve selected organizations, defined as companies in the industry and authorities, in seven different industries.</p><p><strong><p>Conclusion:</p><p> </p></strong>The main factors affecting an adoption of social media is the organization’s open structure, the ability to see opportunities with social media and that they are seen as a natural part of development in the communications field. The main factors affecting a rejection of social media is ignorance, the organization's governance and that there must be a need that social media can fill. Neither users nor non-users believe that social media can replace traditional media. They are a complement to existing media, where the oral personal communication is superior to other forms.</p></p></p>

Syftet med uppsatsen är att undersöka hur människor upplever att ständigt vara tillgänglig med sin mobiltelefon och/eller Internet. En kvalitativ metod med semistrukturerade intervjuer har använts, där tolv personer, sex gymnasieungdomar och sex vuxna personer, har intervjuats. Hälften av de intervjuade bor i södra Sverige, hälften i norra. För analysen har McQuails grupperingar inom Uses and gratifications-teorin använts, liksom cultural studies teorier. Resultatet visar att de intervjuade ser det både som en möjlighet och ett krav att vara tillgängliga och uppkopplade, att Internet och mobiltelefon verkar bidra till att arbete/skola och fritid flyter ihop samt att de äldre intervjuade i något högre grad än de yngre upplever negativa aspekter av att vara ständigt tillgänglig. Vi har inte kunnat urskilja några skillnader mellan de intervjupersoner som bor i södra Sverige och de som bor i norra. När vi med utgångspunkt från McQuails kategorier inom Uses and gratifications-teorin har grupperat de belöningar som de intervjuade kan tänkas uppnå, har vi funnit exempel på belöningar inom samtliga kategorier; avkoppling, personlig identitet, personliga relationer och bevakning. / The purpose of this essay is to examine how people experience always being available on their mobile phone and/or Internet. A qualitative method of semi structured interviews has been used, where twelve respondents, six students in upper secondary school and six adults, have been interviewed. Half of the respondents live in southern Sweden, half in northern. The clusters that McQuail developed within the uses and gratifications theory, as well as cultural studies theories, have been used for analyzing our findings. The results show that the respondents see it both as a possibility and a demand to always be available and online, that Internet and/or mobile phones seem to contribute to the merging of work/school  and leisure time, and that the adult respondents to a greater degree than the younger respondents experience negative effects of always being available. We have not been able to distinguish any differences between respondents living in southern Sweden and those living in the north. When grouping our respondents’ obtained gratifications according to McQuails clusters within the uses and gratifications theory, we have found examples in all the categories; entertainment, personal identity, integration and social interaction, and information.

Purpose:The purpose of this paper is to investigate and clarify some of the factors that influence organizations to adopt or reject the social media, and if the emergence of social media influenced the organization's communication. Metohodology: A qualitative methodology has been used to execute the study. The source has been semi structured interviews with chosen representatives from several organizations. Theoretical perspective: The theoretical basis for the execution of the methodology is based on the provisional theoretical demarcation uses and gratifications theory. For analysis diffusion of innovations theory is applied. Emperical findings: The empirical material includes interviews with representatives from twelve selected organizations, defined as companies in the industry and authorities, in seven different industries. Conclusion:   The main factors affecting an adoption of social media is the organization’s open structure, the ability to see opportunities with social media and that they are seen as a natural part of development in the communications field. The main factors affecting a rejection of social media is ignorance, the organization's governance and that there must be a need that social media can fill. Neither users nor non-users believe that social media can replace traditional media. They are a complement to existing media, where the oral personal communication is superior to other forms.

Public service media has a big role in the traditional media in Sweden. Historically, they constructed a shared cultural reference and applied news and facts to people to make it possible for them to be educated citizens. However, public service and other traditional media have a difficulty reaching young people today. At the same time young people are the group that consumes the most amount of media. Therefore, it is relevant to study what they consume and what they discard - and why. Especially why they don’t consume the content provided by Swedish public service media. Because if they don’t consume it now, will they in the future?       This qualitative study aims to examine how young people in Sweden use public service media and whether they value it as a public service. To do this, we conducted four focus groups with a total of twelve 18-year-olds. The result shows that even though few of them choose to consume content from the public service media, most of them have a positive association of it and value it as a public service. Many said that they trust that they follow their assignment to serve the public and that they produce objective and accurate news. However, the knowledge about the way public service media is organized and financed was shallow at best. It appears that the main reason they don’t consume the content is that they don’t come across it where they consume media. The interviewees that did consume public service media content did so on a different platform such as Spotify or YouTube. So the difficulty in reaching the young audience might not be because of the content, but that they don’t even know of its existence.

Användningen av sociala medier både för klubbar och supportrar har sett en snabb ökning i fotbollssammanhang. Syftet och målen med användningen mellan dem skiljer sig däremot, där fotbollsklubbar är ute efter en potentiell källa som uppmuntrar ekonomiska möjligheter. Supportrars användning är kopplat till tillhörighet och engagemang, där exakta motiv och behov av en fotbollsklubbs sociala medier behöver identifieras. Denna studie syftar att undersöka supportrars behov av en mindre fotbollsklubbs sociala medier utifrån ett uses and gratifications perspektiv. Detta för att se om klubben tillfredsställer supportrarnas behov och uppmuntrar användning och engagemang för att se om en mindre klubb kan utnyttja de finansiella möjligheterna av sociala medier. Det undersöks även om Covid-19 pandemin har lett till ett ökat behov av sociala medier för supportrarna. Studien är baserad på Halmstads BK, som representerar en mindre fotbollsklubb, och dess supportrar. Tre kvalitativa intervjuer samt en enkätundersökning med 106 deltagare har genomförts utifrån studiens syfte. Resultatet visar att Halmstads BK:s supportrar använder sig primärt av klubbens sociala medier för att få information kring laget. Tillhörighet och interaktion är även ett identifierat behov hos supportrarna, däremot tillfredsställs inte behoven av klubben och kanalernas användning drabbas negativt. Pandemin tillförde inte heller ett utökat behov av klubbens medier utan återställde endast behovet till hur det var innan pandemin. I och med låg aktivitet på klubbens medier så är en finansiell modell runt sociala medier inte lämplig i nuläget. / Social media usage is rapidly increasing for football clubs and supporters. Their purpose with social media differs however, where a football club is looking for a potential source that encourages financial benefits. A supporter’s use of social media is linked to belonging and engagement, however their exact motives and needs must be identified. This study means to establish the needs of a club’s social media pages for supporters to a smaller club with a Uses and Gratifications perspective. By establishing the supporters' needs and gratifications sought and how well the club meets and encourages them, it can be determined how well a club is positioned to benefit from social media’s financial benefits. The impact of the Covid-19 pandemic on supporters needs of its club’s social media is also studied. This study is based on Halmstads BK, which represents a smaller football club, and its supporters. This study contains three qualitative interviews as well as a survey with 106 respondents. The result shows that Halmstads BK’s supporters primarily use the club’s social media to seek information about the team. Belonging and interaction is also an identified need that is currently not being met by the club which negatively impacts the channel's activity. The pandemic did not increase the supporters' need for the club’s social media but rather brought it back to how it was before the pandemic. Because of the low activity on the club’s channels a financial model around social media is not suitable at this moment.

Ce mémoire de maîtrise s'intéresse aux sources médiatiques traditionnelles comme la télévision, les journaux, les livres et le cinéma en contexte touristique. Plus précisément, ce travail vise à comprendre dans quelle mesure les sources médiatiques participent au processus de décision de choix de destination voyage des personnes de 50 ans et plus. Pour ce faire, 16 Québécois de 50 ans et plus sont interrogés en entrevue individuelle. L'industrie touristique considère ces individus comme étant une clientèle de plus en plus importante, et ce, compte tenu de ses caractéristiques particulières. Les résultats de cette recherche sont principalement analysés à la lumière des notions liées aux attributs du récepteur et de l'approche des Uses and Gratifications. Les principales conclusions démontrent qu'il faut parler d'une influence relative des médias traditionnels dans le processus de choix de destination voyage des personnes de 50 ans et plus et dévoilent un fait surprenant, à savoir l'importance du discours des membres de l'entourage pour les voyageurs.

Social media today constitute a big part of everyday life for adolescents, but we believe that there is an inadequate knowledge of how young people in everyday contexts go about evaluating and reflecting upon the information mediated through Facebook. This study aims to examine how adolescents in their everyday life judge the credibility of information mediated through Facebook. In order to attain the aim the study also seeks to answer how adolescents reflect upon information on Facebook, what is their own role in the production of content and also to identify their cognitive resources and the practical doings which they apply in order to judge the credibility of the information. The theoretical framework on which the study is based are Patrick Wilson's theory of Cognitive authority and the theory of Uses and Gratifications. The data was accumulated by conducting two focus group interviews with a total of eight respondents, each focus group comprising four respondents. The study found that the content the respondents are exposed to is dependent on their own actions and that it is also a result of a wider range of age groups being more active on Facebook. Many of the respondents do not put much trust in the information and most of them are also passive in the production of it. The study also identified the following methods the respondents use when they evaluate the credibility of the information: to examine the sources, determine if there is any underlying political interest, reputation, how it is expressed, their attitude towards the information, compare sources, common sense and experience.