This study aims to examine how Swedish fans of the TV-series Skam use the Facebook group Kosegruppa Sverige in order to construct and maintain a fandom, and how fan practices can contribute in creating identity among the members of the group. Theories related to fan research, discourse psychology and intersectionality were applied, as well as a brief overview of earlier research results related to these areas. By using a netnographic approach combined with a discourse analyses, posts made by fans on Kosegruppa Sverige during December 2016 were examined and analyzed. Three main fan practices were found to be used in constructing fandom in the group; fans made their own material such as edits, videos and attire that had a connection to the narrative, they acted out on their fandom both by adapting their language and looks, and finally by buying and selling merchandise and thus collecting things related to the series. Identity was created through intersectional perspectives of gender, sexuality and age. Finally, the study concluded that fandom could be seen as an integral tool within media production, which blurs the line between producers and consumers.

This thesis studies the communication of the "Karmine Corp" through its social networks.  The Karmine Corp, or KCORP, is a French esports team founded in 2020 and based in Paris, France. Founded by streamers, it is now the most popular team in France and one of the best-known in Europe.  The team's history of success has made it popular on social networks. The comparison between esports (digital competition) and 'classic' sports is also discussed, with arguments put forward by researchers from all sides, enabling us to reflect on the future place or not of esports in sporting competitions. The central theme of this thesis is the analysis of the team's communication and its influence on the current and future evolution of the esports industry.  The team's modern communication strategy, based on the fans' satisfaction and loyalty, differs from anything done before in this field, and it can explain the team's popularity.  By analyzing the team's social network evolution and specific key posts by doing a netnography, comparing the media evolution of the players before and after they joined the club, and surveying committed fans, this study provides a wealth of data that demonstrates the revolution that KCORP is bringing to the world of esports and the impact of a committed community on a field who need credit to exist.

國內電子商務市場隨著上網人口逐漸增加，在市場中依照商品提供者與消費者來分，B2C的市場中以旅遊及金融商品營業規模最大，而在C2C的市場中，服務則是缺乏相關的研究。本研究將探討透過網路所販售的服務中，最需要審慎評估的服務商品-新娘秘書。 本研究透過網路民族誌的方法搜尋相關消費者分享的經驗，此方法可以在最少干擾下了解消費者在選購此類商品時所考量的相關因素。不足的部分透過深度訪談來補足。從交易成本角度的「外顯單位效益」、「資訊搜尋」以及「道德危機」三方面來了解為何新娘會在婚禮籌備過程中選擇新娘秘書服務，以及選定某位特殊服務提供者的因素。 研究結果得知，在交易成本中，最重要的是道德危機成本，因為婚禮不能重來，所以只能透過多元的作品集來評估新秘的經驗，另外面對面的試妝，可以了解彼此溝通是否順暢。另外所提供效益是新娘考量選購此服務的重要因素，新娘秘書的貼心服務，可以免去新娘在結婚的過程中的舟車勞頓，以及可能會產生「不完美」的疑慮。對於類似性質的網路服務業，也就是能把作品透過照片、影像具體化的行業，如會場布置、表演活動、活動攝影，都可以透過相同的模式來經營。

「選秀節目」風潮近幾年來再度席捲台灣，也成功地進入部分網路閱聽人的生活之中，成為一種習以為常的收視經驗，然而，近期節目收視率的滑落並無法斷然宣告網路閱聽人對「選秀節目」失去興趣，為求貼切地理解其動態的收視經驗，本研究從「日常生活理論」面向切入網路閱聽人之選秀節目收視經驗，研究選秀節目如何在網路閱聽人的生活中佔據特定的空間／時間，並結合相關的閱聽人研究，從「主動閱聽人」、「接收分析」面向，歸納出網路閱聽人結合網路使用所具有的「非同步收視」、「強調互動參與感」、「兼具傳播者身分」之收視特質，形構其動態的日常收視形式，並構成收視實踐模式之基礎，藉以詮釋屬於個體微觀的收視實踐戰術。 本研究以台大批踢踢實業坊【SuperStarAve】BBS板作為研究個案，嘗試運用「網路民族誌」(Netnography)－結合網路文本分析、參與觀察、線上訪談之研究方法，試圖描述網路閱聽人日常生活中的選秀節目收視經驗。研究結論指出，網路閱聽人藉由個人與生活脈絡協商、配置的「戰術」，與節目產製「策略」相對地收視著「超級星光大道」，本研究認為，其日常收視經驗需考量個人所處的生活脈絡與網路傳播情境所造成的收視變動性，並因個人對節目「真誠性」的解讀而變動對「超級星光大道」的日常收視形式；藉網路使用之便，重新組配收看節目之生活空間與時間，也各自建置個人迂迴的收視戰術－兼具反制與延伸之意義。是以，網路閱聽人之選秀節目日常收視經驗乃成為動態的過程，從中展現如de Certeau所指游擊式的收視「戰術」，藉以反制節目產製策略，從中找尋獲致個人收視愉悅與意義之機會。 / Recently, “Talent TV Show “ has become such a popular program genre in Taiwan. This study aims to understand how Internet audiences combine heterogeneous elements of their lives. de Certeau’s theory of everyday practices will be applied to serve as the analytical framework, and concretely describe the modalities of watching TV and the formalities of interpret practices. This is a case study that makes use of the research methodology of Netnography to analyze BBS “ SuperStarAve ”. And the main argument of this study shows what Internet audiences’ tactics of watching TV are. Internet audiences alternate different media tactically to fit in with their life arrangements, and they make a detour to interpret the authenticity of the program. In addition, Internet audiences contemplate to seek for opportunities of establishing the trajectory of watching TV to pleasure themselves. As a result, it can be concluded that the feature of diversity existing among individual Internet audiences shapes the movement of the everyday experience of watching TV.

Mycket av dagens hälsokunskap hämtas via internet och gemensamma uppfattningar kring hälsa skapas och sprids genom sociala medier. Syfte: Syftet med studien är att bidra till förståelsen av hur hälsa lärs i en självorganiserad praktikgemenskap i sociala medier och belysa hur hälsa konstrueras i dessa lärprocesser genom skriftliga och visuella inlägg på internetforumet Min Resa Räknas. Teoretisk referensram: Studien utgår från det socialkonstruktionistiska perspektivet samt teorin om praktikgemenskaper. Metod: Föreliggande studie har inspirerats av en netnografisk metodansats och observationer användes vid datainsamlingen. Insamlingsmaterialet bestod av text- och bildinlägg och hämtades från Facebookgruppen Min Resa Räknas samt från #minresaräknas på Instagram. Det empiriska materialet analyserades med en kvalitativ innehållsanalys. Resultat: Hälsa lärs och konstrueras genom socialt samspel i nätgemenskapen. Lärandet bestod av förhandlingar där kunskaper och erfarenheter kring hälsa utbytes inom gemenskapen. Hälsa konstruerades främst genom kost och träning och centralt för konstruktionerna var förändringsprocesser samt kroppsligt utseende. Slutsats: Hälsans konstruktioner inom internetforumet Min Resa Räknas speglar hälsonormer och samhällsproblem.

Ce mémoire explore les productions et les articulations des appartenances au mouvement Slow Fashion sur Twitter. En réaction au modèle actuel prédominant du Fast Fashion, basé sur une surproduction et une surconsommation des vêtements, le Slow Fashion sensibilise les différents acteurs du secteur de la mode à avoir une vision plus consciente des impacts de leurs pratiques sur les travailleurs, les communautés et les écosystèmes (Fletcher, 2007) et propose une décélération des cycles de production et de consommation des vêtements. L’enjeu de cette recherche est de montrer que le Slow Fashion se dessine notamment à travers les relations entres les différents acteurs sur Twitter et que l'ensemble de ces interactions prend la forme d'un rhizome, c’est-à-dire d’un système dans lequel les éléments qui le composent ne suivent aucune arborescence, aucune hiérarchie et n’émanent pas d’un seul point d’origine. (Deleuze & Guattari, 1976) Sur Twitter, les appartenances au Slow Fashion font surface, se connectent les unes aux autres par des liens de nature différente. Consommateurs, designers, entreprises, journalistes, etc., ces parties prenantes construisent collectivement le Slow Fashion comme mouvement alternatif à la mode mainstream actuelle. Mon cadre théorique s’est construit grâce à une analyse de la littérature des concepts de mode, d’identité et d’appartenance afin de mieux appréhender le contexte dans lequel le mouvement a émergé. Puis, j’ai également réalisé une étude exploratoire netnographique sur Twitter au cours de laquelle j’ai observé, tout en y participant, les interactions sur la plateforme abordant le Slow Fashion et/ou la mode éthique. Publiée sur ce blogue (http://belongingtoslowfashion.blogspot.ca), cette « creative presentation of research » (Chapman & Sawchuk, 2012) ne constitue pas une histoire présentant les prétendues origines de ce mouvement mais plutôt une photographie partielle à un certain moment du Slow Fashion. Construite tel un rhizome, elle n’a ni début, ni fin, ni hiérarchie. J’invite alors les lectrices/lecteurs à choisir n’importe quelle entrée et à délaisser toute logique linéaire et déductive. Cette exploration sera guidée par des liens hypertextes ou des annotations qui tisseront des connexions avec d’autres parties ou feront émerger d’autres questionnements. Il s’agit d’offrir une introduction aux enjeux que pose le Slow Fashion, d’ouvrir la voie à d’autres recherches et d’autres réflexions, ou encore de sensibiliser sur ce sujet. / This research explores the productions and the articulations of belonging to Slow Fashion on Twitter. In reaction to the current model of the garments fashion industry, the Fast Fashion, based on overproduction and overconsumption, Slow Fashion aims at raising awareness of the actors of the fashion industry concerning the impacts of their practices on workers, communities, ecosystems (Fletcher, 2007) and suggests a deceleration of clothing production and consumption cycles. The aim of this research is to show how the relationships between the participants are surfacing on Twitter and how those interactions are organized as a rhizome ; a assemblage where elements and components don’t follow a tree-like hierarchy or linearity and don’t emanate from a single point of origin. (Deleuze & Guattari, 1976) On Twitter, Slow Fashion belongings emerge and connect to each other through different kind of links. Consumers, designers, companies, journalists, etc., collectively build the Slow Fashion as an alternative movement to the current hegemonic fashion model. My theoretical framework is based on a litterature analysis which explores the concepts of fashion, identity, and belonging in order to contextualize the emergece of Slow Fashion. I also conducted an exploratory netnographic study on Twitter : I observed and participated in interactions addressing Slow Fashion and/or ethical Fashion. The « creative presentation of research » (Chapman & Sawchuk, 2012) published in this blog (http://belongingtoslowfashion.blogspot.ca) does not propose a history of the Slow Fashion and its origins. Rather, it offers a partial picture of a certain moment of the movement. Build as a rhizome, this research has no beginning, no ending, no hierarchy. I invite readers to start by any entry point and to abandon any kind of deductive or linear logic. This exploration will be guided by hyperlinks or annotations that will connect to other parts or that will make emerge other questionings. It offers an introduction to the challenges of Slow Fashion, it opens the way for further research, other reflexions and the issues it raises.

Cette thèse étudie le rôle de la religion et du scepticisme vis-à-vis de la publicité dans l’évaluation par les consommateurs de visuels publicitaires sexuellement choquants. L’étude qualitative 1 a pour objectif d’explorer les questions éthiques et culturelles contribuant au développement du scepticisme envers publicités sexuellement choquantes. La méthodologie choisie s’est composé 22 entretiens semi-directifs auprès de consommateurs indonésiens. Les publicités à contenu sexuel choquant sont perçues comme trompeuses et irritantes et que les consommateurs développent fréquemment une forme de scepticisme face à ces visuels. L’étude qualitative 2, une netnographie montrent que les consommateurs ont la capacité de juger le motif de l'utilisation du contenu sexuel créé par le marketing que nous avons identifié comme le symptôme du scepticisme publicitaire. Enfin, l’étude quantitative a poursuivi une méthode quasi-expérimentale afin d’étudier le rôle du scepticisme, de la religiosité et des exécutions publicitaires sur les réactions des consommateurs envers les publicités sexuellement choquantes et les conséquences pour la marque. 1024 réponses de consommateurs indonésiens ont été recueillies au moyen de questionnaires en ligne. Les sceptiques expriment non seulement une attitude négative envers les publicités, ils sont aussi moins intéressés par la marque qui est mise en avant. Les résultats suggèrent également que les facteurs de religiosité influencent l'effet d’exécution de la publicité (congruence de publicité) sur l’irritation perçue, l’attitude envers la publicité, et l’embarras ressenti. / This doctoral thesis aims to understand the role of religion and advertising skepticism in shaping consumers’ perspective and behavior regarding sexually appealing advertising. The first qualitative study explores the ethical and cultural issues regarding sexually appealing advertising with 22 semi-structured interviews among Indonesian consumers. Results show that sexually appealing advertising is perceived as deceptive and irritating and that ad skepticism is a frequent response to the excessive use of sexual content in ads. The second qualitative study is a netnography which aims to better understand the characteristics of skepticism toward sexually appealing ads and identify its consequences on consumers’ attitude and behavior. Results show that consumers have the capability to judge the motive behind the use of sexual content created by the marketer that we identified as the symptom of the ad skepticism. Finally, the quantitative study was performed with a quasi-experiment method in order to investigate the role of skepticism toward sexually appealing advertising, religiosity, and advertising executions on consumers’ ad reactions and brand consequence. 1024 responses from Indonesian samples were collected through web-based questionnaires. The skeptics not only express the negative attitude toward the ads, they are also less interested in the brand being advertised. Results also suggest that religiosity influence the effect of ad-execution construct (i.e. ad congruity) on perceived ad irritation, attitude toward the ad, and embarrassment.

As ferramentas de mídia social possibilitam a criação de ambientes colaborativos, comunidades virtuais e mecanismos de interação, como bate-papos e registro de comentários. Algumas organizações públicas estão se apropriando dessas ferramentas para ampliar suas formas de participação, inclusive desenvolvendo plataformas próprias. Mas como uma mídia social promove engajamento nos usuários de uma comunidade inserida nela? Assim, para estudo dessa questão foi selecionada a plataforma Participa.br, que foi disponibilizada pelo governo federal brasileiro em 2013, cujo intuito é oferecer meios para que cidadãos interajam entre si e participem do processo de desenvolvimento de políticas públicas. O objetivo desta pesquisa é analisar o uso de uma mídia social do governo, a partir de uma de suas comunidades, para verificar de que maneira esta promoveu engajamento. Empregou-se a netnografia, como estratégia de pesquisa, sobre um único caso. Ela se refere à observação e análise em profundidade de interações em uma rede social. Além disso, para a triangulação e contextualização dos dados resultantes da análise das interações, foram realizadas entrevistas com alguns dos usuários participantes das discussões na comunidade, a fim de conhecer suas percepções sobre a plataforma e de sua participação; e análise de documentos e notícias sobre a comunidade e a plataforma. Obteve-se, então, a dinâmica de participação e engajamento de uma comunidade de usuários, algumas evidências de engajamento civil, alguns dos atributos do processo de engajamento e as características que indicassem a presença de senso de comunidade entre os usuários participantes. Por fim, foram verificados quais e como os blocos funcionais, característicos da plataforma, influenciaram o engajamento dos participantes da comunidade estudada. / Social media tools enable us to create collaborative environments, virtual communities and interaction mechanisms, as chats and comments posting. Some public agencies are applying these tools in ways to broaden forms of participation. They are also developing their own social media platforms. However, how is social media used for promoting engagement in users from one of its communities? Thus, in order to address this question, it was selected the platform Participa.br, which aims to offer conditions to citizen interaction and participation in public policy development process. This platform was released by the Brazilian federal government in 2013. The objective of this research is to analyze the interactions in a community of users from a governmental social media, verifying how it has promoted engagement. A single-case netnography was chosen as the research strategy for this study. This strategy refers to observation and deep analysis of the interactions in a social media site. Besides that, it was applied data triangulation and contextualization on the results obtained in the interactions analysis. Therefore, interviews were done with some of the users that took part in the discussions in the community, to understand their perceptions about the platform and about the discussions. Analysis of documents and news about the community and the platform was done as well. After that, it was possible to describe the participation and engagement dynamics of the community users, some evidences of civil engagement, some of the attributes from the engagement process and characteristics that would indicate the presence of sense of community among the participants-users. Finally, it was verified how and which of the functional blocs featuring the platform influenced the engagement in the participants of the chosen community.

As ferramentas de mídia social possibilitam a criação de ambientes colaborativos, comunidades virtuais e mecanismos de interação, como bate-papos e registro de comentários. Algumas organizações públicas estão se apropriando dessas ferramentas para ampliar suas formas de participação, inclusive desenvolvendo plataformas próprias. Mas como uma mídia social promove engajamento nos usuários de uma comunidade inserida nela? Assim, para estudo dessa questão foi selecionada a plataforma Participa.br, que foi disponibilizada pelo governo federal brasileiro em 2013, cujo intuito é oferecer meios para que cidadãos interajam entre si e participem do processo de desenvolvimento de políticas públicas. O objetivo desta pesquisa é analisar o uso de uma mídia social do governo, a partir de uma de suas comunidades, para verificar de que maneira esta promoveu engajamento. Empregou-se a netnografia, como estratégia de pesquisa, sobre um único caso. Ela se refere à observação e análise em profundidade de interações em uma rede social. Além disso, para a triangulação e contextualização dos dados resultantes da análise das interações, foram realizadas entrevistas com alguns dos usuários participantes das discussões na comunidade, a fim de conhecer suas percepções sobre a plataforma e de sua participação; e análise de documentos e notícias sobre a comunidade e a plataforma. Obteve-se, então, a dinâmica de participação e engajamento de uma comunidade de usuários, algumas evidências de engajamento civil, alguns dos atributos do processo de engajamento e as características que indicassem a presença de senso de comunidade entre os usuários participantes. Por fim, foram verificados quais e como os blocos funcionais, característicos da plataforma, influenciaram o engajamento dos participantes da comunidade estudada. / Social media tools enable us to create collaborative environments, virtual communities and interaction mechanisms, as chats and comments posting. Some public agencies are applying these tools in ways to broaden forms of participation. They are also developing their own social media platforms. However, how is social media used for promoting engagement in users from one of its communities? Thus, in order to address this question, it was selected the platform Participa.br, which aims to offer conditions to citizen interaction and participation in public policy development process. This platform was released by the Brazilian federal government in 2013. The objective of this research is to analyze the interactions in a community of users from a governmental social media, verifying how it has promoted engagement. A single-case netnography was chosen as the research strategy for this study. This strategy refers to observation and deep analysis of the interactions in a social media site. Besides that, it was applied data triangulation and contextualization on the results obtained in the interactions analysis. Therefore, interviews were done with some of the users that took part in the discussions in the community, to understand their perceptions about the platform and about the discussions. Analysis of documents and news about the community and the platform was done as well. After that, it was possible to describe the participation and engagement dynamics of the community users, some evidences of civil engagement, some of the attributes from the engagement process and characteristics that would indicate the presence of sense of community among the participants-users. Finally, it was verified how and which of the functional blocs featuring the platform influenced the engagement in the participants of the chosen community.

The social networks are becoming very popular among both general users and companies. More and more firms are using them as an efficient tool of advertising and promoting themselves. Today, there exist plenty of social networks. Among them, Facebook and Twitter are the most world-wide popular and well-known. Besides, some countries have their own ones, as in case of Russia where the leading social network is Vkontakte. The aim that this thesis faces is to make an observation how social networks are used in different countries, to compare the results and give recommendations to the studied countries France, Russia and Sweden in the example of Subway Company. Besides, another aim of our thesis is to provide Subway Vietnam with recommendations about how to be as efficient as possible on Facebook, based on the three observed countries: France, Russia and Sweden. The social networks are start to be discussed in the scientific literature, thus there is not enough of suitable literature. Still we chose the content strategy and social media as the leading frame of reference. These theories accompanied with method we chose in our observation and analytical part. Our chosen method is qualitative approach with netnography and interview tools applied for the case study in the example of Subway Company in France, Russia, Sweden and Vietnam. The observations and analysis are made individually to every country and later compared in a summarizing table in order to provide recommendations to every country and particularly to Vietnam which Subway has just entered. This thesis is contributed to Subway Company and its local branches particularly in France, Russia, Sweden and Vietnam. In general, this work can be regarded as guidelines for companies that use social networks in the promoting aims.