The Acceptable Ads Standard is a set of guidelines developed by the biggest ad-blocker company AdBlock Plus as an attempt to alleviate the largest need for ad-blocking programs; ads being annoying, irrelevant, and too intrusive. The guidelines inflict rules regarding how ads can be presented in order to be acceptable, thereby not disturbing the consumer. If a website follows these guidelines, their ads will not get blocked. The terms ad-avoidance and ad-irritation has been established by Cho et al. and Baek et al. [4]. The term ad-noticeability was added to these in order to express the behavior of seeing an ad, but not necessarily understanding what it’s trying to mediate. This study aims to examine the Acceptable Ads guidelines’ effect on user experience and ad-noticeability through a quantitative and qualitative study. The two studies were conducted with the help of two specially made test suites in the form of two websites, one with acceptable and one with non-acceptable ads. All participants went through the same set of tasks on the websites. In the quantitative study, data regarding what ads the participants’ had seen and what their experiences’ had been like was collected. Through the qualitative study, it was possible to get more elaborate answers to why certain ads were seen or missed and to get more in-depth answers regarding the participants’ experiences. Through the study, it was found that there is a difference in ad-noticeability and the user experience of ads between websites that contain either acceptable or non-acceptable ads. The results suggest that the Acceptable Ads guidelines affect user experience positively, i.e. leading to less ad-irritation or annoyance, but also affect ad-noticeability negatively. It was also found that cognitive ad-avoidance was greatly affected by task-oriented focus, both in cases with and without ads following acceptable / The Acceptable Ads Standard är en samling med riktlinjer utvecklade av det största företaget inom ad-blockers, AdBlock Plus. Dessa riktlinjer utvecklades som ett försök att motverka de största anledningarna till att konsumenter installerar ad-blockers: att reklam är irriterande, irrelevant, eller för påträngande. Dessa riktlinjer skapar regler för hur onlinereklam ska presenteras för att vara acceptabelt, och därmed inte störa konsumenterna. Om en hemsida följer dessa regler är tanken att deras reklam inte ska bli blockerad av installerade ad-blockers. Termerna ad-avoidance (“reklamundvikelse”) och ad-irritation (“reklamirritation”) har blivit etablerade av Cho et al. och Baek et al [4]. Termen ad-noticeability (att notera reklam) har blivit tillagt till dessa för att uttrycka beteendet att se reklam, utan att nödvändigtvis förstå den. Denna studie riktar sig till att undersöka Acceptable Ads påverkan på användarupplevelse och hur mycket reklam som noteras genom en kvantitativ och en kvalitativ studie. Dessa två studier genomfördes med hjälp av två specialtillverkade testsviter i formen av två hemsidor: en hemsida med acceptabel reklam och en med oacceptabel reklam. Alla testdeltagare gick igenom samma uppgifter på dessa hemsidor. I den kvalitativa studien fanns ett fokus på att samla in data gällande vad testdeltagare sett och upplevt. Genom den kvalitativa studien var det möjligt att få mer djupgående svar på varför viss reklam hade missats och hur deltagarna hade upplevt reklamen. Genom studien hittade man att det var skillnad på hur mycket reklam som noteras och på hur testdeltagare upplever reklam på hemsidor med acceptabel kontra oacceptabel reklam. Resultaten föreslår att riktlinjerna från Acceptable Ads påverkar användarupplevelsen positivt genom att minska irritation men också att de har en negativ påverkan på hur mycket reklam som noteras. Det visade sig också att kognitiv reklamundvikelse var mycket påverkat av ett uppgiftsorienterat fokus, både i fall med och utan acceptabel reklam.

[pt] Os debates acerca de questões relativas à orientação sexual e identidade de gênero têm sido colocados na arena pública para compreender comportamentos, a relação com o corpo, os anseios e as dificuldades enfrentados por gays, lésbicas, travestis, transexuais e transgêneros (LGBT) na sociedade brasileira. São indivíduos que desafiam e desestabilizam a ordem vigente assentada na heteronormatividade e no binômio masculino e feminino e, a partir disso, buscam reconhecimento para garantir direitos e o fim de inúmeras violações. Em decorrência disso, as narrativas jornalísticas buscam captar com mais amplitude e empatia o caráter político e público de temas ligados à diversidade sexual e de gênero. Esta dissertação se debruça sobre a seção Deu na semana, abrigada no canal do YouTube Põe na Roda, que trata-se de um noticiário na plataforma de vídeos que reúne notícias sobre a população LGBT. Nesse sentido, busca-se compreender como a internet e as redes sociais reconfiguraram os modos de produção, circulação e recirculação de notícias trazendo novos atores em um contexto de jornalismo participativo e ativista. E, sob a luz de teorias do jornalismo, como a do Gatekeeping (WHITE, 1950) e do Newsmaking (TUCHMAN, 1978), investiga-se como a seleção de notícias, articulada à apreensão de critérios de noticiabilidade da grande imprensa, ajuda a construir uma nova realidade da população LGBT a partir de novos enquadramentos e recortes de temas ligados à conquista de direitos, representatividade, luta contra homofobia e apoio à causa LGBT. / [en] Discussions on issues of sexual orientation and gender identity have been put in the public arena to understand behaviors, the relationship with the body, the yearnings and the difficulties faced by gays, lesbians, transvestites, transsexuals and transgender (LGBT) people in society Brazilian. They are individuals who challenge and destabilize the prevailing order based on heteronormativity and the male and female binomial, and, from this, seek recognition to guarantee rights and the end of numerous violations. As a result, the journalistic narratives seek to capture with greater amplitude and empathy the human, political and public character of themes related to sexual and gender diversity. This dissertation looks at the Deu na Semana section, housed in the YouTube channel Põe na Roda. This is a news video on the video platform that gathers news about the LGBT population. In this sense, we seek to understand how the internet and social networks have reconfigured the ways of production, circulation and recirculation of news bringing new actors in a context of participatory and activist journalism. And, under the light of journalism theories, such as Gatekeeping (WHITE, 1950) and Newsmaking (TUCHMAN, 1978), one investigates how news selection, articulated to the seizure of noticiability criteria of the major press, helps to build a new reality of the LGBT population from the frameworks and cuts of themes related to the conquest of rights, representativeness, fight against homophobia and support for the LGBT cause.