This bachelor is a qualitative study about the social phenomena social media and how it affects young women’s consumption behavior and self-identity. The purpose of this study is to create an understanding of how young women experience that social media affects their consumption behavior and self-identity. Hence the research questions will be the following: In what way do young women experience that their consumption patterns are influenced by social media? Do young women experience that social media, in a positive or negative sense, influences their attitudes and attitudes towards their identity and body? The study is based on six semi-structured interviews with women in the ages of 18-30. The theories being used are Erving Goffman's dramaturgical perspective, Anthony Giddens modernity and self-identity, Uses and Gratification Theory and previous research, using a thematic approach. The results show that women experience that social media influences their consumption behavior, there are also both positive and negative impacts about how it affects their self-identity.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-196007 |
| Date | January 2022 |
| Creators | Landström, Sandra, Eskelinen, Emilia |
| Publisher | Umeå universitet, Sociologiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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