In this thesis, we explore the ways individuals interact with one another on Instagram through a netnographic study. In observing the profiles and content of 15 participants from around the world, we were able to observe how the participants and the audience members used captions, emojis, and hashtags to interact with one another on Instagram. Utilizing the works of Erving Goffman's Presentation of Self in Everyday Life (1959) and Pierre Bourdieu's Forms of Capital (1986), we were able to observe Instagram through Goffman's perspective about the performance and how the interactions are forms of capital. From these observations, we were able to form four (4) concluding hypotheses: 1) Individuals conduct performances on Instagram and aim to give a good presentation of self to an audience; 2) Instagram has a very distinct language whereby individuals communicate meaning through emojis and hashtags; 3) Any observer on the Instagram platform is constantly making inferences about others; lastly, 4) Instagram is its own distinct social space with its own characteristics and subcultures.

Bakgrund: Övervikt och undervikt hos gravida kvinnor är kopplat till ökade risker hos mamma och barn. Mödrahälsovården erbjuder gravida kvinnor stöd för att öka deras möjligheter till en begränsad viktuppgång eller motivation för en sund viktuppgång under graviditeten. Kunskaper om vad som kan hända kvinnan och barnet vid en ohälsosam livsstil, t.ex. vid viktproblematik, finns hos barnmorskor men att prata om dessa problem är känsligt. Därför kan det vara av betydelse att ta del av hur gravida kvinnor med olika typer av viktproblematik upplever viktkontrollerna på MHV. Syfte: Syftet med studien var att belysa gravida kvinnors upplevelse av viktkontroller och samtal om vikt på mödrahälsovården. Metod: En netnografisk metod har använts. Författarna har verkat som observatörer och genomfört en dold studie på nio diskussionstrådar på internet där gravida kvinnor delar sina erfarenheter med varandra. Datan analyserades med Kozinets metod för netnografi och kvalitativ analys. Resultat: Många av kvinnorna tar illa upp när barnmorskan talar om deras vikt och upplever att barnmorskan “tjatar” och föreläser på ett nedlåtande sätt. En del kvinnor förstår varför det är viktigt att barnmorskan pratar om vikt och förstår riskerna med för högt respektive för lågt BMI. Många kvinnor tycks däremot inte förstå riskerna och blir istället kränkta av att barnmorskan pratar om vikten vid varje träff. En del kvinnor skriver att de p.g.a. barnmorskans sätt att prata om viktkontrollerna har fått återfall i sina ätstörningsbeteenden. Slutsats: De gravida kvinnorna i studien upplever att mycket fokus läggs på samtal och kontroller kring vikt samt viktuppgång. De upplever barnmorskan som upprepande och föreläsande i syfte att ge dem dåligt samvete. Att utbilda fler barnmorskor i MI och se till att det finns tillräckligt med tid för att använda sig av denna metod är av betydelse för att barnmorskan på bästa sätt kunna möta kvinnornas behov av stöd och information. / Background: Overweight and underweight in pregnant women are linked to increased risks in mother and child. Maternal health care offers pregnant women support to increase their possibilities for a limited weight gain or motivation for a healthy weight gain during pregnancy. Knowledge of what can happen to the woman and the child in an unhealthy lifestyle, eg in weight problems, is known to midwives but talking about these problems is sensitive. Therefore, it may be important to find out how pregnant women with different types of weight problems experience weight controls at maternal health care. Aim: The aim of the study was to elucidate pregnant women’s experience of weight controls and conversations about weight in maternal health care.   Method: A netnographic method has been used. The authors have acted as observers and conducted a hidden study on nine discussion threads on the internet where pregnant women share their experiences with each other. The data was analyzed using Kozinet's method for netnography and qualitative analysis. Outcome: Many of the women take offense when the midwife talks about their weight and feels that the midwife "nags" and lectures in a condescending manner. Some women understand why it is important for the midwife to talk about weight and understand the risks of too high and too low BMI. Many women, on the other hand, do not seem to understand the risks and are instead offended by the midwife talking about the weight at every visit. Some women write that because of the midwife's way of talking about the weight controls there has been a relapse in their eating disorder behaviors. Conclusion: The pregnant women in the study feel that much focus is placed on conversations and controls regarding weight and weight gain. They experience the midwife as repetitive and lecturing in order to give them a bad conscience. Educating more midwives in MI and ensuring that there is enough time to use this method is important so that the midwife can best meet women's needs for support and information.

Bakgrund: Utöver information från barnmorska, offentliga diskussioner samt samtal med släkt och vänner söker de flesta kvinnorna information om smärtlindring på sociala media om val av smärtlindring under förlossningen. Flertalet kvinnor vill använda någon typ av smärtlindring och förväntar sig att själva välja.   Syfte: Syftet var att belysa föderskors upplevelse av att ej blivit lyssnade på i val av smärtlindring under sin förlossning. Metod: Netnografisk metod användes. Författaren verkade som dold observatör på två internettbaserade forum. Inläggen som användes i studien var skrivna av anonyma deltagare. Kozinets (2015) dataanalysmodell användes för att analysera resultatet. Resultat: Kvinnor i forumen upplevde att de inte fått föra sin talan angående val av smärtlindring under förlossningen. Barnmorskor hade tagit beslut utan förklaring till varför och utan deras medgivande. Kvinnor kunde både känna sig nekade och påtvingade smärtlindring. De berättade om situationer då sjukvårdspersonalen inte bemött dem på ett professionellt sätt, vilket ledde till en negativ förlossningsupplevelse. Slutsats: Det är av stor vikt att kvinnan får föra sin talan under förlossningen. Rätten om självbestämmande ska följas och smärtlindringen behöver anpassas personligen till varje kvinna. Detta för att skapa god förlossningsvård. Mer kunskap inom ämnet obstetriskt våld behövs så att det ej uppstår. / Background: In addition to information from midwives, public discussions and conversations with family and friends, most women seek information about pain relief on social media about choosing pain relief during childbirth. Most women want to use some type of pain relief and expect to choose for themselves. Aim: The aim of the study has been to highlight the experience of not being listened to regarding choice of pain relief when giving birth. Method: A netnographic study was used. The author acted as an observer and conducted a hidden study on two internet-based forums. The posts that were used in the study was written by anonymous participants. Kozinets (2015) data analysis model was used to analyse the result. Outcome: The women in the forums experienced that they were not able to speak for themselves regarding their choice of pain relief when giving birth. The midwives had already made the decision without any explanations or consent from the women. The women could feel that pain relief was forced on them or that it was denied. They told stories about situations where the health care  personal  had not treated them in a professional way, which led to a negative birthing experience. Conclusions: It is of great importance that the women can speak for themselves during the childbirth. The right to decide for oneself shall be respected, and the choice of pain relief needs to be individually adapted for each woman. This is to create a good obstetric care for women. More knowledge regarding obstetric violence is needed so that the health care can prevent this from occurring.

Empowered by the internet and eWOM, online consumption community members now have a greater impact while considering customers’ purchase intentions. This qualitative study intends to examine the factors that impact these community members’ purchase intentions, by addressing the research question: How do internal behavioral and value creation factors impact customers’ purchase intentions in an online consumption community? Moreover, this study proposes a research model of purchase intention in an online consumption community inspired by the theory of planned behavior. As this study considers investigating human behaviors in the online sphere, a netnographic research design is applied. Utilizing the CAQDAS software NVivo 14, the study highlights the nine most engaging factors that impact the community members’ purchase intentions differently. Based on the findings, this study finally offers a research model that can be used in a similar research context.

Globalization and social interaction between countries are two current topics in today’s research. A shown interest in exchange studies among students all over the world is one of the positive outcomes of globalization and the social interactions that comes with it. This essay examines how a group of Japanese exchange students studying at a university in Sweden experience their social meetings with the local Swedish students and fellow Japanese exchange students. A netnographic method was applied to interview the informants online, 12 synchronous interviews were thus carried out to better understand the experiences of the Japanese exchange students. To better understand the relations that occur between the informants and the Swedish students, and the relations that occur with fellow Japanese students, the theory of “the Established and the Outsiders” by Norbert Elias and John L. Scotson (2010) is applied. This theory examines the relationship that takes place between a group that is new and has a low sense of community, and a group that is established and has a high sense of community. This study shows that the Japanese exchange students have a positive attitude when it comes to getting to know Swedish students. The X-program and also the mix of local students and exchange students in classes contributes to create a social platform for the Japanese exchange students. This study also shows that the group of Japanese exchange students have a low sense of community within the group, the study examines different factors to discuss why that may be.