Cette recherche doctorale vise une meilleure compréhension des facteurs sous-tendant les phénomènes de conservation et de dépossession des biens de consommation, et se focalise plus spécifiquement sur le comportement de dépossession volontaire de vente d’occasion C to C (Consumer to Consumer). L’état de l’art de ce champ d’études, peu développé en comportement du consommateur, met en exergue des manques conceptuels et empiriques que nous investiguons au travers de trois axes de recherche : 1) les comportements du consommateur à l’égard des possessions dont il n’a plus l’utilité ; 2) les mécanismes motivationnels en œuvre dans la dépossession volontaire des biens via la vente d’occasion ; 3) les profils des consommateurs s’improvisant vendeurs, que nous nommons les «consommerçants» (contraction de «consommateur» et «commerçant»). Cinq études qualitatives exploratoires sont réalisées - une netnographie, deux vagues d’entretiens semi-directifs, un focus group, des entretiens d’expert- puis complétées par deux collectes de données quantitatives (N=127 et N=646). Le construit de Motivations à la Vente d’Occasion (MVO) apparait notamment lié au choix du circuit de vente (virtuel ou physique). Les analyses confirmatoires menées au moyen de modèles de premier et second ordre révèlent quatre dimensions du construit : récréationnelle, économique, générative, et critique. A partir de l'élaboration de l'échelle de mesure des MVO présentant des qualités psychométriques satisfaisantes (fiabilité et validité convergente, discriminante et prédictive), et des variables sociodémographiques, psychologiques et comportementales mobilisées, quatre profils de consommerçants sont identifiés. / This doctoral research aims at understanding the underlying factors associated with conservation and dispossession of consumer goods. We particularly focus on voluntary dispossession behavior through C to C (Consumer to Consumer) secondhand resale. The literature on this topic is underdeveloped by consumer behavior researchers. We address these theoretical and empirical gaps along three main research axes: 1) consumer behavior towards possessions of which they have no further use; 2) motivational mechanisms associated with voluntary dispossession through secondhand resale; 3) a typology analysis of consumers who improvise as salesmen (we classify them as “consommerçants”, by means of a French neologism combining the terms “consumer” and “tradesman” ). Five exploratory qualitative studies – a netnography, two series of semi-structured interviews, a focus group, and expert interviews – are carried out, and supplemented by two quantitative data collections (N=127 and N=646). Among other primary results, the Secondhand Selling Motivations construct (SSM) is related to the choice of distribution channel (virtual or physical). Moreover, confirmatory analyses conducted via first and second order measurement models reveals four dimensions defining this construct : recreational, economic, generative, and critical. Through the use of the SSM measurement scale, which demonstrates satisfactory psychometric qualities (reliability, as well as convergent, discriminate and predictive validity), and other demographical, psychological and behavioral variables, we establish four profiles of consommerçants via cluster analysis.

Introduction: Over recent decades, there has been an increase in the availability and use of Novel Psychoactive Substances (NPS) all over the world. They include several classes of chemicals that mimic the effects of illicit drugs and have been purposefully introduced into the market to circumvent or undermine the purpose of legal regulation. Currently, there is information lacking on the pharmacology of these substances; however, the increasing number of cases and outbreaks of intoxications/deaths is becoming a cause for deepening concern. Multi-disciplinary research in the fields of biology, chemistry, clinical medicine and web analysis is needed to develop responses against this tidal wave. Aim: The overall aim of this project is to gain insights into pharmacological, neurochemical and molecular properties of selected NPS to provide a reliable background needed for detection, assessment, and management of NPS-related harms. A range of approaches and methodologies was employed and a spectrum of different fields of knowledge has been engaged to gain some understanding into the complex multi-faceted phenomenon of NPS. Methods: Different substances have been selected as targets for the present project according to the clinical pattern of toxicity raised by their worldwide use and the lack of scientific knowledge available about them. The methods employed were: in vitro quantitative autoradiography (to evaluate the binding properties of the novel SCs BB-22, 5F-PB-22, 5F-AKB-48 and STS-135 at the cannabinoid receptor type 1 and N-methyl-D-aspartate receptor; and the binding properties of the synthetic stimulants 5-IT and 2-DPMP at the dopamine transporter in rat brain slices); in vitro Fast Scan Cyclic Voltammetry (to assess the effects of BB-22 on evoked dopamine efflux and dopamine re-uptake half-life in nucleus accumbens brain slices); in vivo microdialysis (to monitor dopamine release in terminal areas of the reward system after acute administration of the synthetic cannabinoids BB-22, 5F-PB-22, 5F-AKB-48 and STS-135; the dieting aid compound 2,4-DNP; the synthetic stimulants 2-DPMP and D2PM in freely moving animals); in silico molecular docking (to investigate the intermolecular interactions of the SCs BB-22, 5F-PB-22, 5F-AKB-48 and STS-135, and other referent compounds, with a homology model of the rodent cannabinoid receptor type 1 (CB1R) and the crystal structure of the human CB1R); and a web-based analysis approach (to analyse the information provided by a range of fora communities on 4,4'-DMAR use, additionally critical reviewing the available evidence-based literature on this topic). Results: Our in vitro quantitative autoradiography studies, confirmed that the index compounds BB-22, 5F-PB-22, 5F-AKB-48 and STS-135, behave as highly potent CB1R ligands able to compete with the radioligand [3H]CP-55,940 in cortical and striatal brain slices. On the other hand, all synthetic cannabinoids tested were unable to compete with the radioligand [3H]MK-801 in the same cerebral areas, rejecting the hypothesis of their potential binding to the N-methyl-D-aspartate receptor (NMDAR) at all concentrations investigated. Consistent with previous in vitro studies, 5-IT and 2-DPMP behaved as highly potent dopamine transporter (DAT) ligands able to compete with the radioligand [125 I]RTI-121 in a concentration-dependent way in the Caudate Putamen (CPu) and Nucleus Accumbens (NAc) brain slices. Notably, 2-DPMP was able to displace the radioligand in both cerebral regions, starting from lower concentrations compared to 5-IT. In vitro Fast Scan Cyclic Voltammetry findings demonstrated that local application of the synthetic cannabinoid BB-22 in brain slices, was unable to change evoked dopamine efflux and dopamine reuptake time-constant in the NAc shell at any doses tested. The results obtained would suggest the relative contributions of complex neuronal circuits, either within or outside the NAc, whose modulation would interfere with the interactions between BB-22 and dopaminergic neurons and represent critical pathways accounting for some of the rewarding properties of BB-22 exposure. In vivo microdialysis outcomes suggested that all SCs tested could increase dopamine release in the NAc shell at specific doses, while no changes in dopamine output were observed in other areas of the reward system, namely NAc core and medial prefrontal cortex (mPFCx) after BB-22 administration. These outcomes provided a circumstantial pre-clinical evidence for a greater putative abuse liability of SCs compared to the natural compound found in cannabis (Δ9‐THC). Furthermore, the acute treatment with 2,4-DNP did not cause any change in dopamine release in the NAc shell and CPu rejecting the hypothesis of psychoactivity of this substance at the dose tested. On the other hand, the synthetic stimulant 2-DPMP elicited a comparable increase of dopamine (DA) release in the NAc shell and CPu at the higher doses tested, while D2PM caused a selective increase of DA release in the NAc shell, providing a circumstantial preclinical evidence for a putative abuse liability of this compound at the highest dose assessed. The in silico molecular docking studies demonstrated that the SCs BB-22, 5F-PB-22, 5F-AKB-48 and STS-135 interact with CB1 receptor residues that, according to previous mutation and computational studies, are considered crucial for synthetic cannabinoid binding recognition. Additionally, they share some interacting residues with other aminoalkylindole derivatives (e.g. WIN-55,212-2). The web-based analysis focused on 4,4'-DMAR, suggested that fora members co-operate in exchanging an extensive body of knowledge about this drug, and the recurring topics of discussion include: routes of administration and dosages; desired and undesired effects; comparison and association with other drugs and medications; overall impression; provision of harm reduction advice. This approach has been useful to better understand some of the clinical and psychopharmacological issues pertaining to 4,4'-DMAR. Conclusions: Overall, these studies provided new pharmacological, neurochemical and molecular knowledge on a range of Novel Psychoactive Substances essential for identifying potential therapeutical approaches against their use/abuse. The novelty of this project lies in the adoption of a multi-disciplinary approach involving a range of methodologies from different areas of expertise (neurobiology, pharmacology, chemistry, netnography) all integrated to clarify some aspects of the index NPS, which were not yet available in the current literature. Additional studies are needed to better explain short and long-term effects of the index NPS, their abuse potential, and their interactions with other drugs of abuse.

<p>The Swedish election year of 2010 has just begun and the political actors are mobilizing their communication efforts to win the votes of the public. The political campaigns of 2010 have the potential to be the first where a new channel for political communication has the potential to make a difference – the social media. This paper aims to describe in what ways a Member of Parliament, Nina Larsson (FP), together with the PR-agency Hello Clarice are using social media to conduct political campaigning on the web. It also aims to study if the professional consultants of Hello Clarice have any influence over Nina Larsson’s political communication.</p><p>The theoretical framework which is the base for this study are theories of an extended public sphere in the age of mediation. The information age has created new forms of interaction between humans over geographical distance which also is a key starting-point in Manuel Castells theories of the network society. This theory is therefore a theoretical foundation of this paper. The paper also uses theories of political communication and the idea of the professionalization of political communication. The research was conducted with a netnographic approach with observational studies of Nina Larsson’s two blogs and her activities on the social network Twitter. As a compliment to the observational studies research has also been conducted trough qualitative interviews with both Nina Larsson and representatives from the PR-agency Hello Clarice.</p><p>The results show that Nina Larsson’s political communication has to a degree been affected by the professional consultants of Hello Clarice. The paper has also shown an indication of the potential of social media in use of strategic political communication, in which different channels serve with different purposes. Our research has also shown that in this specific case social media can decrease the communicative distance between politician and citizen.</p> / <p>Valåret 2010 har precis tagit sin början och de politiska aktörerna mobiliserar sina kommunikationsinsatser för att på bästa sätt kunna vinna väljarnas förtroende och i slutändan röster. Årets valrörelse kan också bli den första där en ny kanal för politisk kommunikation är av betydelse – de sociala medierna. Denna uppsats syftar till att beskriva på vilka sätt en riksdagsledamot, Nina Larsson (FP), tillsammans med en kommunikationsbyrå, Hello Clarice, arbetar för att bedriva politiskt kampanjarbete i de sociala medierna. Uppsatsens mål är också att undersöka om kommunikationsbyrån påverkar de politiska budskap som Nina Larsson kommunicerar i de sociala medierna. </p><p>För att skapa förståelse för det som studeras baserar sig studien på ett övergripande plan i olika teoretiska synsätt om utvidgningen av det offentliga rummet som skett i samband med medieutvecklingen. Informationssamhällets utbredning har skapat nya förutsättningar för interaktion mellan människor i ett geografiskt avstånd. Manuel Castells teorier om nätverkssamhällets framväxt, i vilket dessa interaktiva aktiviteter sker, är därför också en övergripande teoretisk utgångspunkt för studien. För att skapa förståelse för de aktiviteter som studeras grundar sig studien också i teorier om politisk kommunikation och tankesätt om professionaliseringen av den politiska kommunikationen. En netnografisk ansats har använts för att bedriva observationsstudier av Nina Larssons två bloggar och av hennes konto på mikrobloggen Twitter. Studien har också kompletterats genom kvalitativa intervjuer med Nina Larsson och med representanter från kommunikationsbyrån Hello Clarice. </p><p>Studiens resultat visar att Nina Larssons politiska budskap delvis har påverkats av kommunikationsbyrån Hello Clarice. Studien visar också de sociala mediernas potential för att bedriva strategisk politisk kommunikation där de olika kanalerna som Nina Larsson kontrollerar tjänar olika syften. Syften som sammantaget ska stärka de politiska mål som Nina Larsson har. Våra observationer av Nina Larssons kanaler visar också att de sociala medierna kan fungera som ett verktyg för att minska det kommunikativa avståndet mellan medborgare och folkvald, vilket i detta specifika fall visat sig genom att Nina Larsson visat en vilja till dubbelriktad kommunikation.</p>

The Swedish election year of 2010 has just begun and the political actors are mobilizing their communication efforts to win the votes of the public. The political campaigns of 2010 have the potential to be the first where a new channel for political communication has the potential to make a difference – the social media. This paper aims to describe in what ways a Member of Parliament, Nina Larsson (FP), together with the PR-agency Hello Clarice are using social media to conduct political campaigning on the web. It also aims to study if the professional consultants of Hello Clarice have any influence over Nina Larsson’s political communication. The theoretical framework which is the base for this study are theories of an extended public sphere in the age of mediation. The information age has created new forms of interaction between humans over geographical distance which also is a key starting-point in Manuel Castells theories of the network society. This theory is therefore a theoretical foundation of this paper. The paper also uses theories of political communication and the idea of the professionalization of political communication. The research was conducted with a netnographic approach with observational studies of Nina Larsson’s two blogs and her activities on the social network Twitter. As a compliment to the observational studies research has also been conducted trough qualitative interviews with both Nina Larsson and representatives from the PR-agency Hello Clarice. The results show that Nina Larsson’s political communication has to a degree been affected by the professional consultants of Hello Clarice. The paper has also shown an indication of the potential of social media in use of strategic political communication, in which different channels serve with different purposes. Our research has also shown that in this specific case social media can decrease the communicative distance between politician and citizen. / Valåret 2010 har precis tagit sin början och de politiska aktörerna mobiliserar sina kommunikationsinsatser för att på bästa sätt kunna vinna väljarnas förtroende och i slutändan röster. Årets valrörelse kan också bli den första där en ny kanal för politisk kommunikation är av betydelse – de sociala medierna. Denna uppsats syftar till att beskriva på vilka sätt en riksdagsledamot, Nina Larsson (FP), tillsammans med en kommunikationsbyrå, Hello Clarice, arbetar för att bedriva politiskt kampanjarbete i de sociala medierna. Uppsatsens mål är också att undersöka om kommunikationsbyrån påverkar de politiska budskap som Nina Larsson kommunicerar i de sociala medierna.  För att skapa förståelse för det som studeras baserar sig studien på ett övergripande plan i olika teoretiska synsätt om utvidgningen av det offentliga rummet som skett i samband med medieutvecklingen. Informationssamhällets utbredning har skapat nya förutsättningar för interaktion mellan människor i ett geografiskt avstånd. Manuel Castells teorier om nätverkssamhällets framväxt, i vilket dessa interaktiva aktiviteter sker, är därför också en övergripande teoretisk utgångspunkt för studien. För att skapa förståelse för de aktiviteter som studeras grundar sig studien också i teorier om politisk kommunikation och tankesätt om professionaliseringen av den politiska kommunikationen. En netnografisk ansats har använts för att bedriva observationsstudier av Nina Larssons två bloggar och av hennes konto på mikrobloggen Twitter. Studien har också kompletterats genom kvalitativa intervjuer med Nina Larsson och med representanter från kommunikationsbyrån Hello Clarice.  Studiens resultat visar att Nina Larssons politiska budskap delvis har påverkats av kommunikationsbyrån Hello Clarice. Studien visar också de sociala mediernas potential för att bedriva strategisk politisk kommunikation där de olika kanalerna som Nina Larsson kontrollerar tjänar olika syften. Syften som sammantaget ska stärka de politiska mål som Nina Larsson har. Våra observationer av Nina Larssons kanaler visar också att de sociala medierna kan fungera som ett verktyg för att minska det kommunikativa avståndet mellan medborgare och folkvald, vilket i detta specifika fall visat sig genom att Nina Larsson visat en vilja till dubbelriktad kommunikation.

The dynamic development of new technologies influences consumers in many different ways reaching far beyond the shift in consumption patterns, challenging the way consumers live their lives. The role of new information technologies is continually growing in our daily lives changing the way we see the self and the world around us. Consequently, the advent of the computer culture incites a radical rethinking of who we are and the nature of being human, which clearly illustrates the postmodern age. As a result, over the past decades consumer research has moved away from simply viewing consumers as information processors to consumers as socially conceptualized beings. This Consumer Culture Theory (CCT) movement views consumers and consumer behaviour as articulations of meanings and materiality within the productive of complex cultural milieu. This ethnographic thesis focuses on the three-dimensional virtual world of Second Life, which is a 'Real Life' simulation and where the residents represent themselves through 'avatars', creating a kind of virtual materiality. This raises interesting questions for consumer researchers, not just about how consumption is enacted, produced and articulated within this environment, but also in relation to theoretical and methodological issues. More specifically, this thesis critically examines the development of interpretive consumer research and the emergence of the Consumer Culture Theory framework in the context of the juxtaposition of reality and hyperreality and takes a position which goes beyond the 'body in the net/physical body' binary. Therefore, this thesis places the 'avatar-as-consumer' at the centre of the research focus. The current thesis develops a theoretical framework which examines the role of consumption in resolving key paradoxes. Moreover, it extends the netnography framework from mainly text based research to the visual characteristics of virtual worlds so that it can be useful for the study of complex online environments and as a result, how the role of the researcher goes beyond netnography to virtualography is discussed.

This is a study that aims to investigate what is being spoken about on an internet forum created for people who suffer from extreme loneliness. The study aims to answer questions regarding the users identity and general opinions regarding live a life of more intense solitude. The basic scientific approach of the study is centered around two terms, taken from Howard S. Beckers book "outsiders" (1997). These two terms are "outsiders" and "deviant careers", both dealing with the subject of deviant behavior. The method used to collect data is a relatively new method known as "netnography". This new method centers around studying subcultures on the internet. The main method of analyzing the collected data was the method known as qualitative content analysis, which is a method that centers on condensing and coding various parts of a text, so called "meaning units", and then categorizing these units into categories and themes for analysis. The main findings where that the users saw themselves as deviants, and had no problem in doing so. However, it was also found that varying opinions regarding what is "better" between following the norms of society, and to lead a life of this particular form of deviancy was a topic the users seemed to be divided on. Loneliness was a central part of their identity and a lot of the users did seem to favor living lives of isolation, although a lot of users also seemed to want more social interaction with society. A consensus regarding what was "the good life" was as such relatively hard to find, but there nevertheless seemed to be a strong sense of solidarity between the users against what was deemed to be "the normal people".

Bakgrund och problemformulering - Vi har valt att studera och analysera i vilket avseende det sker user innovation på ett forum skapat av företaget Salesforce. Forumet är ett brand community för användare som utvecklar Salesforce tjänster. Frågeställningarna behandlar om det sker olika typer av user innovation och vad det är som driver användarna till att innovera på det forum vi har valt att studera. Vår studie syftar till att bidra med en bredare kunskap och förståelse kring ämnet då det finns begränsad forskning kring user innovation inom online brand communities idag. Teori - Begreppet brand communities förklaras utifrån Muniz och O’Guinns (2001) synsätt som innebär att ett online brand community är en samlingsplats på internet dedikerat till ett specifikt varumärke. På vårt valda brand community innoverar användarna och vi utgår från Gault (2012) för att redogöra för begreppet innovation som i sin tur möjliggör en fördjupad förståelse för user innovation. Vi utgår från en definition av user innovation som innebär att användare innoverar för sin egen skull (von Hippel &amp; Euchner 2013). Metodologi - Vi eftersträvar en djupare förståelse för user innovation på vårt specifika forum och då lämpar sig en kvalitativ explorativ ansats bäst. Inspiration har hämtats från Kozinets (2006, 2011) kvalitativa metod netnografi som innebär en deltagande-observerande forskning på nätet. Resultat - I detta avsnitt presenterar vi de likheter och skillnader som Salesforce forum har med Muniz och O’Guinns (2001) kriterier för vad ett brand community är. Vidare presenteras vårt resultat i form av två kategorier av user innovations: modifierade innovationer och skapande innovationer. Kategorierna förklaras och illustreras med exempel som klargör deras innebörd. Analys och diskussion - I analysen diskuterar vi vad som driver användarna på vårt valda forum att innovera och analyserar likheter och skillnader med redan befintliga teorier kring user innovation. Vi resonerar oss fram till en ny term vi väljer att kalla user co-innovation samt spekulerar i huruvida innovationerna genererar någonting för Salesforce. Slutsats - Vårt teoretiska bidrag till forskningen presenteras genom vår modell som illustrerar sambandet mellan user innovation, user co-innovation och våra två kategorier. Modellen innefattar vilka användare som innoverar, vilkafaktorer som driver dem till att innovera och resultatet av user co-innovation på vårt valda brand community.Nyckelbegrepp - Innovation, user innovation, lead users, brand community, online community, netnografi. / Background and problematization -We have chosen to study to what extent user innovation occurs on a forum created by the company Salesforce. This forum is a brand community devoted to user development of Salesforce services. Our main research question is whether there occur different types of user innovations on the brand community we are studying and what it is that drives these users to innovate. Our study aims to contribute with a wider knowledge and understanding of user innovation on brand communities since the research of today on the subject is limited. Theory - In this chapter we explain the concept of brand community based on Muniz and O’Guinns (2001) definition which implies that an online brand community is an online meeting place for people dedicated to a specific brand. User innovation occurs on our chosen brand community and we base ourselves on Gaults (2012) theory to explain innovation in order to explain the term user innovation. We use one definition of user innovation which implies that users innovate for themselves (von Hippel &amp; Euchner 2013). Methodology - We seek a deeper understanding of user innovation on our specific brand community and that makes a qualitative exploratory approach best suited. Inspiration has been taken from Kozinets (2006, 2011) netnography which is a qualitative method and involves participatory observation research online. Results - In this chapter we present the similarities and differences that we have been able to identify between Salesforce forum and the criteria for a brand community set by Muniz and O’Guinn (2001). Furthermore we introduce our result which consists of two categories of user innovations: modified innovations and creativity innovations. The categories are explained and illustrated with examples that clarify their meaning. Analysis and discussion - In this chapter we discuss what drives users on our chosen brand community to innovate and analyze similarities and differences between already existing theory on user innovation. Our discussion results in a new term which we choose to name user co-innovation. We also speculate whether the user innovations generate something of value for Salesforce. Conclusion - Our theoretical contribution to the subject is presented by our model that illustrates the connection between user innovation, user co-innovation and our two categories. The model includes which users that innovate, the factors driving them to innovate and the results of user co-innovation on our chosen brand community.

Den här uppsatsen undersöker de stilistiska uttryck som går att återfinna på Gina Tricots och Acne Studios Facebook-sidor. Studien utgår från teorier om eWOM, marketing management och consumer communities för att skapa en förståelse för hur och varför konsumenter och varumärken uttrycker sig som de gör på varumärkenas Facebook-sidor.Studien har genomförts med en netnografisk datainsamling av de båda varumärkenas Facebook-sidor under en tremånadersperiod, och analyserats med hjälp av en stilistisk textanalys. De huvudsakliga analyspunkterna har varit funktion, drivkraft, syfte, disposition och stilmarkörer, och studien har analyserat både varumärkes- och konsumentinlägg.Genom metoden har denna studie kommit fram till att det finns tydliga skillnader i hur de båda varumärkena använder sina respektive Facebook-sidor. Ett varumärke som Acne Studios använder sin Facebook-sida som ett medium för att dela nya plagg och kollektioner, medan Gina Tricot istället använder detta medium för att skapa interaktion med sina konsumenter och få återkoppling om vad som kan anses vackert eller gräsligt. Dessa skillnader kan ha sitt ursprung i den positionering som varumärkena valt på marknaden, och studien återkopplar till dessa och försöker med hjälp av teorin förklara varför det inte finns en korrekt användning av Facebook. Studien tar även upp de stilmarkörer som används av konsumenterna, för att se om det finns några kopplingar mellan varumärkets och konsumenternas eWOM. / This study aims to analyze the stylistic expressions that exist on the Facebook pages of Gina Tricot and Acne Studios. The study is based on theories of eWOM, marketing management and consumer communities to create an understanding on how, and why, consumers and brands choose to express themselves in a particular way on Facebook.The study has been operationalized through a netnographic data collection of the brands’ Facebook pages during a period of three months, and which have been analyzed through a stylistic textual analysis. The main aspects of the analysis have been function, incentive, purpose, disposition and the characteristics of the textual style. The study has focused on posts made by both consumers and the brands themselves.Through this method the study concluded that there are significant differences in how the two brands choose to use their Facebook pages. A brand like Acne Studios uses their Facebook page as a medium for sharing new garments and collections, while Gina Tricot uses their Facebook page to create interaction with consumers, and to receive feedback on what the consumers consider to beautiful or hideous. These differences could originate from the positioning that the brands have chosen on the fashion market, and the study reconnects with the theories regarding fashion market positioning to explain why there is not one singular correct way to use a Facebook page. The study also addresses and compares the stylistic expressions of both the consumers and the brands, to see if there are any connections between the stylistics of the two.

Kroppen, i termer av kroppsliga vardagserfarenheter och unga tjejers kroppsliga gestaltning av lik- eller olikartade erfarenheter, som uppvisas inom en nätkultur på bloggar om hälsa och träning har använts som empirisk och analytisk grund. Syftet med studien är att undersöka hur heteronormativ femininitet iscensätts, förhandlas och görs normerande i populära bloggar inom träning och hälsa samt varför de konsumeras av unga tjejer. Inledningsvis redogörs för en beskrivande bakgrund av moderna västerländska konsumtionssamhället och vad det kan innebära för individers identitetsarbete. Tidigare forskning inom området berör ungas förhållningssätt till kroppen, ideal och femininitet, kulturella framställningar av normer samt medier som verktyg för identitetsskapande. En netnografisk undersökning med text- och bildanalys har genomförts av tre stycken bloggar för både publicerat material och interaktiva delar, det vill säga bloggarens inlägg och läsarnas frågor och kommentarer. Tre grundläggande teman var specifikt framträdande i den funna empirin; tämjandet av kroppen, iscensättningen av heteronormativ femininitet samt konsumtion och klasskillnader. Vidare har analyser utgått ifrån grundläggande genusteorier som berör performativitet, klass, queerteorin, normalisering och makt och stereotyper och sociomentala relationer. Resultaten visar att tjejernas föreställningar om och iscensättningen av femininitet inom nätkulturen strukturerar såväl tankar som handlingar. Deras kroppar är eller strävar efter att vara bärare av viss slags ideal heteronormativ femininitet och kroppen fungerar som medium varigenom denna kan verka. Konsumtion och markörer visar sig vara medel som möjliggör iscensättningen och den ideala livsstilen. Relationen mellan skribenten och läsarna diskuteras i termer av makt, klass och expertkunskap. Diskussioner har även förts kring vilken betydelse och mening bloggarnas diskurser om femininitet och kroppsnormer kan ha för unga tjejers föreställningar om vad som krävs för att vara kvinna ”på rätt sätt” i dagens samhälle. / The human body, in terms of everyday experiences and young women’s body staging of similar or unequal experiences that is exposed among an Internet culture on lifestyle blogs about health and fitness has based the empiric analyses. The study aims to examine how young women practice and negotiate hetero normative femininity on popular blogs about health and fitness and what conveys girls’ interest to read and interact in these type of online communities. The main questions of the study concern what type of feminine body standards are negotiated and orchestrated in blogs consumed by young women, what messages and ideals about health are conveyed and communicated through text and images, what kind of femininity do the girls strive to achieve by active consumption of and communication in blogs and why is it desirable, what enables the staging and what legitimizes the writers position as a role model and how can young girl’s health as a discursive practice be analysed and related to a broader social perspective concerning norms and ideals. The theoretical framework of the study is based on gender theories such as performativity, class, queer theory, normativity, power and social control, stereotypes and sociomental relationships. The methodology for the study is a netnographic observation of three blogs with further text- and image analysis both for published material and interactive fragments - blog posts and readers’ comments and questions. The three main themes that were specifically disclosed in the results are modifying of the body, the implementation of hetero normative femininity according to ideal images and consumption and class disparities. The results are illustrating the girls’ notions and staging of a specific heteronormative femininity among the Internet culture. The ideas about the ideal female body and lifestyle can structure thoughts as well as actions. Consumption and various types of labels and markers are used as tools for enabling the staging of the ideal lifestyle. The relation between the writer and the readers has been discussed in aspects of power, class and expertise. Further analyses and discussions has been held in terms of the theoretical framework of the study.

Plataformas de mídia social têm possibilitado que indivíduos produzam, compartilhem e distribuam seu conteúdo, facilmente, pela Internet – interagindo com outros indivíduos e firmas. Atualmente, qualquer pessoa pode ter seu próprio jornal (blog), rádio (podcast) ou canal de TV (YouTube) e construir uma audiência. Redes sociais, como Facebook e Twitter, permitem que as pessoas espalhem o boca-a-boca ainda mais. Neste novo ambiente social, consumidores tornaram-se ativos produtores – influenciando seus pares, criticando produtos/serviços, co-desenvolvendo suas próprias soluções, etc. Finalmente, as firmas se deram conta de que deviam aprender como fazer uso de mídia social para participar das conversas, acessar conhecimentos externos e tentar co-criar algum valor. Mas como o uso destas plataformas de mídia social pela firma para co-criação com consumidores pode influenciar seus processos de negócio? Para responder a essa questão, este estudo utilizou dois métodos de pesquisa qualitativos interpretativos – netnografia e grounded theory – para explorar dados públicos disponíveis em plataformas de mídia social. A pesquisa empírica investigou um ecossistema de mídia social no setor de transporte aéreo. Como resultados, este estudo apresenta: um conjunto de categorias inter-relacionadas que emergiram dos dados empíricos; descrições de campo; e hipóteses teóricas propostas a respeito deste processo de co-criação no setor de transporte aéreo e suas implicações. Resultados indicam que três tipos de co-criação em plataformas de mídia social (co-criação de experiências online, de marca em tempo real e de conhecimento sobre produtos/serviços) influenciam positivamente a integração de capacidades/conhecimentos dos consumidores aos processos de negócio da empresa (como relacionamento com clientes, suporte, relações públicas, propaganda e desenvolvimento de produtos/serviços), enquanto a falta destes tipos de co-criação pode influenciar negativamente a efetividade destes processos de negócio. / Social media platforms have enabled individuals to easily produce, share and distribute their own content over the Intenet – interacting with other individuals and firms. Currently, anyone may have his own newspaper (blog), radio (podcast) or TV channel (YouTube) and build an audience. Social networks, such as Facebook and Twitter, allow people to spread the word of mouth even further. In this new social environment, consumers became active producers - influencing their peers, criticizing bad products/services, codeveloping their own solutions, etc. Eventually, firms found out that they must learn how to use social media to become part of the conversation, access external knowledge and try to cocreate some value. But how could firm’s usage of social media platforms to co-create with consumers influence its business processes? In order to answer to that question, this study used two qualitative interpretive research methods – netnography and grounded theory – to explore public data available on social media platforms. The empirical research investigated a social media ecosystem of the air travel industry. As results, this study presents: a set of interrelated categories that emerged from empirical data; field descriptions; and the theoretical hypothesis regarding the co-creation process in air travel industry and its implications. Results show that three types of co-creation using social media platforms (online experiences cocreation, brand real-time co-creation and products/services knowledge co-creation) positively influence customers’ capabilities/knowledge integration to firms’ business processes (such as customers relationship, support, public relations, advertising, products/services development) - while the lack of those types of co-creation may negatively influence those business processes effectivity.