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I dagsläget har sociala medier fått en större roll i rekryteringsprocessen. Genom en induktiv ansats fokuserade denna forskning på att urskilja vilken roll sociala medier spelar då arbetsgivare bakgrundsgranskar arbetssökande. Undersökningen inriktade sig mot vad arbetsgivare tittade på samt i vilken utsträckning de lät sig påverkas av informationen i sina beslutsfattanden. Totalt intervjuades åtta personer inom personalyrket. I resultatet lyftes bland annat ett etiskt perspektiv med olika dilemman så som generationsskillnader och människosyn samt egen kritisk förmåga. Det visade sig att skillnaderna var stora i både tillvägagångssätt och värderingen av information tillgänglig online. De flesta informanterna uttryckte att de ville stämma överens informationen med vad som framkom via ansökan och intervjuer.Många uttryckte även att de samlade frågor inför en intervju, med hjälp av sociala medier.Informanterna uppvisade en stor medvetenhet gällande både den källkritiska och självkritiska förmågan. Med vissa undantag då exempelvis nyfikenheten tog över och underminerade den kompetensbaserade rekryteringen. Informanterna uttryckte att rekryteringsprocessen är underständig utveckling. Sociala medier kunde enligt informanterna ses som ett komplement till denna komplexa process men värderades inte lika högt som mötet med den arbetssökande.Den kritik som riktas mot sociala medier som verktyg kunde i slutänden istället riktas mot användaren av verktyget, det vill säga rekryteraren.

Previous research has provided insights into factors influencing attitudes toward advertising in general, and those factors influencing attitudes toward advertising in a particular medium. However, attitudes towards Facebook advertising, especially those of Generation Y, have received relatively little research attention, especially in the South African context. The Generation Y cohort (individuals born between 1986 and 2005) are heavy users of Facebook, and access the site on a daily basis. In South Africa, approximately 20 million of the country’s population of 52 982 000 fall into the Generation Y cohort; this makes them a salient market segment. Those engaged in tertiary education are of particular interest to marketers as a tertiary qualification is often an indication of higher future earning potential, and higher social status within a community. The purpose of this study was to propose and test a model of the possible determinants and inhibitors of Generation Y students‟ attitudes towards advertising, in the Facebook environment, within the South African context. The proposed model suggests that information value, entertainment value, credibility, self-brand congruity and trust in site are predictors of attitude towards advertising in the Facebook environment, while invasiveness of advertisements and time cost are inhibitors of attitude towards advertising in the Facebook environment. The study hypothesised that information value, entertainment value, credibility, self-brand congruity, trust in site, invasiveness of advertisements and time cost impact on Generation Y students‟ perceived value of advertisements on Facebook that in turn directly influence attitudes towards advertising on Facebook. The study followed a descriptive research design using a single cross-sectional sample and a self-administered survey questionnaire. A non-probability convenience sample of 450 students enrolled at three public higher education institutions (HEIs) of South Africa located in the Gauteng Province was drawn for the study. Lecturers at the three HEIs were contacted and asked if they would allow the questionnaire to be distributed to their students during class. Of the questionnaires completed, there were 306 usable self-administered questionnaires. Data were analysed using exploratory factor analysis, Pearson’s Product-Moment correlation analysis and structural equation modelling. Before testing and confirming the hypothesised construct paths, a measurement model was developed based on the exploratory factor analysis and correlation analysis. The results of the correlation analysis showed that invasiveness of advertisements and time cost did not have a significant relationship with the two endogenous constructs of value and attitude towards advertisements on Facebook. As such, the measurement model excluded these two constructs. The measurement model identified seven latent variables identifying attitudes towards advertisements in the Facebook environment as a seven-factor structure. Confirmatory factor analysis was performed, and the results confirmed the existence of convergent and discriminant validity. The measuring scale of this study also demonstrated composite reliability. The initial structural model (Structural Model A) hypothesised that information value, entertainment value, credibility, self-brand congruity and site trust directly influence perceived value, which, in turn, influences overall attitude towards advertising in the Facebook environment. Despite the fit indices indicating the overall fit of the hypothesised structural model as acceptable, the path between self-brand congruity and value, as well as the path between site trust and value, were negative and not significant. As such, a revised model based on the original measurement framework was tested. The revised structural model (Structural Model B) was tested to determine whether self-brand congruency and site trust have a direct positive influence on Generation Y students‟ overall attitude to advertising in the Facebook environment, rather than an indirect influence via their influence on perceived value. In Structural Model B, information value, entertainment value and credibility have a significant positive influence on Generation Y students‟ perceived value of advertisements on Facebook, and perceived value has a significant positive influence on attitudes towards advertisements on Facebook. Similar to the findings of previous studies, Structural Model B revealed that self-brand congruity and site trust have a significant positive and direct influence on Generation Y student‟ overall attitude towards advertising in the Facebook environment. Furthermore, the revised model (Structural Model B) appears to fit the data better than that of Structural Model B. This study contributes to the body of knowledge in the area of attitude towards advertising by empirically testing a model of factors influencing Generation Y‟s attitudes towards advertising in the Facebook environment, and ascertaining which factors act as antecedents to successful advertising on Facebook. It suggested that attitude towards advertising in the Facebook environment is a seven-factor structure composed of overall attitude, information value, entertainment value, credibility, self-brand congruity, trust in site and perceived value. The study also offers recommendations and guidance for marketers who seek to incorporate Facebook in their marketing communication mix. / PhD (Marketing Management), North-West University, Vaal Triangle Campus, 2014

Social networking sites are the contemporary agora: where individuals share their lives, understand the world, exchange cultural artefacts and tend to relationships. Yet, these sites are paradoxically lauded for their ability to connect lives and disparaged for the effect they have on the quality of language and relationships. Covered extensively across disciplines, including inquiries into identity and gender politics, social networking sites remain under investigated in linguistics. Here, the interplay of identity, gender, and language in a group of adolescent girls on Facebook is explored in the sociolinguistic tradition. This research demonstrates how a discourse analytic framework can determine some aspect of identity from an individual’s online interactions, including gender as constrained by historical and cultural discourses. A collaborative methodology navigates the difficulties of collecting data online, the complexities of gender and identity, as well as provides a commentary on the need for reform in ethical protocol for online research. / Graduate

This study examines the relationships between celebrities and their followers through social networking sites (SNS). A total of 239 participants completed the survey through MTurk. The results show that celebrities’ self-disclosure on SNS increases their Parasocial Interaction (PI) with fans. In addition, when a celebrity is perceived as trustworthy, s/he would have a higher PI with fans. Meanwhile, celebrities’ self-disclosure was not associated with trustworthiness. Furthermore, time spent on SNS was also not associated with PI. This study also found that type of celebrity does not determine the degree of influence they have on the followers. People have almost same parasocial interaction with their favorite celebrity whether the celebrity is a singer, athlete, actor, or any other. Additionally, there is no specific social networking site on which people have a stronger PI with celebrities. PI with celebrities on Facebook, YouTube, Twitter, Instagram, and the other platforms is almost the same.

Purpose: The purpose of this paper is to represent the first empirical attempt to explore global-local consumer identities as drivers of global digital brand usage. Specifically, this study considers a unique category of digital products, social networking sites (SNS), and develops a set of hypotheses to assess the mechanism through which location-based identities influence the actual usage of global SNS (Facebook and Instagram). Moreover, cross-country variations are investigated under the lens of developed vs developing countries. Design/methodology/Approach: Cross-country surveys in a developed (Austria) and a developing country (Thailand) were conducted. Data collected from 425 young adults were analyzed using SEM techniques in order to test a set of hypotheses. Findings: Results show that in Thailand, users with a global identity enjoy participating in global SNS more than their counterparts in Austria. In addition, consumers with a local identity in Thailand demonstrate less pleasure when participating in global SNS than their counterparts in Austria, and consequently are less inclined to use global SNS. Practical implications: Findings provide digital marketers with useful insights into important strategic decisions regarding the selection and potential adaptation of global digital brands according to the country context. Originality/value: This research is the first to extend the location-based identity research in the context of global digital brands, explain how global-local identities predict SNS usage through an engagement mechanism and investigate cross-country variations of this mechanism.

SILVA, Antônio Cesar da. Não contavam com a nossa astúcia: apropriações em sites de redes sociais e suas relações com a cidade, o caso BuracosFortaleza no twitter. 2011. 135f. – Dissertação (Mestrado) – Universidade Federal do Ceará, Programa de Pós-graduação em Comunicação Social, Fortaleza (CE), 2011. / Submitted by Márcia Araújo (marcia_m_bezerra@yahoo.com.br) on 2014-04-01T16:46:39Z No. of bitstreams: 1 2011-DIS-ACSILVA.pdf: 1306607 bytes, checksum: 5b7043a6ef1705599b47d6306e543f3f (MD5) / Approved for entry into archive by Márcia Araújo(marcia_m_bezerra@yahoo.com.br) on 2014-04-01T16:47:51Z (GMT) No. of bitstreams: 1 2011-DIS-ACSILVA.pdf: 1306607 bytes, checksum: 5b7043a6ef1705599b47d6306e543f3f (MD5) / Made available in DSpace on 2014-04-01T16:47:51Z (GMT). No. of bitstreams: 1 2011-DIS-ACSILVA.pdf: 1306607 bytes, checksum: 5b7043a6ef1705599b47d6306e543f3f (MD5) Previous issue date: 2011 / Essa dissertação tem como objetivo refletir sobre as apropriações em rede, especificamente, nos sites de redes sociais. Como objeto estudo a ação #BuracosFortaleza, mapeamento colaborativo realizado em 2009 por um grupo de sete jovens usuários da capital cearense que utilizaram a plataforma Twitter para gerar repercussão e viralizar a campanha entre os outros usuários do site. Na abordagem teórica, procuro um entrecruzamento entre as idéias de apropriação tendo como referência autores como J. Thompson, Michel De Certeau e Jesus Martín-Barbero, as noções de redes e sites de redes sociais de autores como Raquel Recuero e Manuel Castells e, por fim, as relações entre cidades e tecnologias e uma breve associação com as idéias de territorialidade e multiterritorialidade, neste momento recorrendo novamente ao pensamento de Martín-Barbero e trazendo as reflexões de Rogério Haesbaert. Para dar conta da abordagem do caso, aplico como estratégia metodológica entrevistas com os sete realizadores da ação e ao resgate de documentos, matérias e publicações sobre a ação publicadas na época da realização da campanha. Encontro, por fim, aproximações entre as idéias de “imprevisto” e “inusitado” empregadas por De Certeau e da lógica de redes facilitada pelo uso das redes sociais online, assim como observo que essas ações hoje, por estarem intimamente relacionadas com o lugar de onde partem revelam possíveis novas formas de viver a cidade.

FundaÃÃo de Amparo à Pesquisa do Estado do Cearà / Essa dissertaÃÃo tem como objetivo refletir sobre as apropriaÃÃes em rede, especificamente, nos sites de redes sociais. Como objeto estudo a aÃÃo #BuracosFortaleza, mapeamento colaborativo realizado em 2009 por um grupo de sete jovens usuÃrios da capital cearense que utilizaram a plataforma Twitter para gerar repercussÃo e viralizar a campanha entre os outros usuÃrios do site. Na abordagem teÃrica, procuro um entrecruzamento entre as idÃias de apropriaÃÃo tendo como referÃncia autores como J. Thompson, Michel De Certeau e Jesus MartÃn-Barbero, as noÃÃes de redes e sites de redes sociais de autores como Raquel Recuero e Manuel Castells e, por fim, as relaÃÃes entre cidades e tecnologias e uma breve associaÃÃo com as idÃias de territorialidade e multiterritorialidade, neste momento recorrendo novamente ao pensamento de MartÃn-Barbero e trazendo as reflexÃes de RogÃrio Haesbaert. Para dar conta da abordagem do caso, aplico como estratÃgia metodolÃgica entrevistas com os sete realizadores da aÃÃo e ao resgate de documentos, matÃrias e publicaÃÃes sobre a aÃÃo publicadas na Ãpoca da realizaÃÃo da campanha. Encontro, por fim, aproximaÃÃes entre as idÃias de âimprevistoâ e âinusitadoâ empregadas por De Certeau e da lÃgica de redes facilitada pelo uso das redes sociais online, assim como observo que essas aÃÃes hoje, por estarem intimamente relacionadas com o lugar de onde partem revelam possÃveis novas formas de viver a cidade.

The purpose of this project is to examine the visual political ad hominem arguments used on Instagram during the 2016 presidential campaign. Using Walton’s (2007) five subtypes of ad hominem arguments, this study analyzes the “attack ads” posted on Instagram from five of the 2016 presidential candidates into each subtype. This project seeks to understand how ad hominem arguments within political rhetoric function when they are visual. This study uses Kress and van Leeuwen’s (2006) theory of modality and Rose’s (2012) compositional interpretation to analyze compositional structure of the image and parallels this analysis with ad hominem subtypes. Findings reveal the abusive (direct) subtype as the most commonly used which aligns with traditional or popular uses of Instagram as a social networking site aimed at sharing personal events and stories. The abusive (direct) subtype is an ad hominem that attacks a respondent’s moral character, or ethos, rather than their argument or biases or inconsistencies. The visual abusive (direct) arguments used by the candidates largely targeted their opponents personally which parallels the popular uses of the medium Instagram.

Nowadays government departments and businesses use social networking sites to communicate with stakeholders. Notable reasons for this ongoing change are that the numbers of users on social networking sites have increased dramatically during the past ten years. Other reasons for utilizing social networking sites are that it is cost effective, more interactive due to Web 2.0 technology, as well as public demand. Besides increased interactivity and related benefits for normal users, this change emerged with accessibility problems for disabled users, especially when government departments utilize social networking sites. The adapted pages of these sites should be accessible for the disabled according to standards. Örebro municipality also utilizes social networking websites pages and this study provides an overview of the social networking sites’ accessibility to blind users. The study evaluated Örebro municipality’s Facebook and Twitter pages accessibility, by automatic evaluation tools against selected attributes of blind users’ accessibility metrics which are also the guidelines of W3C. The result of the study shows that there is more development required to make these pages completely accessible to blind users. However, the selected official website page of Örebro municipality was found completely accessible to blind users when evaluated for comparison, by the same automatic evaluation tools and selected guidelines.