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"Har man inte Facebook, så finns man inte": En kvalitativ jämförande fokusgruppanalys av deltagarnas användning och motivation till sociala medier
Örebro University, School of Humanities, Education and Social Sciences, Örebro University, Sweden.
Örebro University, School of Humanities, Education and Social Sciences, Örebro University, Sweden.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Sammanfattning

Denna c-uppsats handlar om människors användning av sociala medier. Vår studie utgår ifrån metoden fokusgrupper. Vi har gjort intervjuer med fyra olika grupper. Två grupper med yngre deltagare i 20-årsåldern och två grupper med äldre deltagare i 50-årsåldern. Vi har använt oss utav teorin uses and gratifications som fokuserar på människors medieanvändning utifrån vilka behov människor har. Syftet har varit att jämföra dessa grupper och se ifall det finns några likheter och/eller skillnader i deras sätt att använda sociala medier. Vi har även intresserat oss för deltagarnas motivation till att använda sociala nätverk.

Resultatet av denna studie visar på både skillnader och likheter mellan de olika fokusgrupperna. En klar skillnad är att deltagarna blir motiverade att använda sociala medier på olika sätt, utifrån olika individuella behov. Varje individ tar till sig medier på skilda sätt, dock ser vi liknande mönster mellan de yngre deltagarna och på samma sätt hos de äldre.

Nyckelord: Sociala medier, behov, användning, motivation, beroende, stress.

Abstract [en]

Abstract

The focus of this thesis is on how people utilize social media. For this thesis qualitative focus groups was the primary method of compiling empiricism. Accumulated data was collected during four sessions with different participants each time. Two of the focus groups consisted of participants in their twenties while the other two groups had attendants who were in their  fifties.

Our thesis applied the theory of uses and gratifications which focus on the aspect of peoples media usage and their requisites. The purpose of this research is to find similarities and differences of how the groups utilize social media. Attitude in form of motivation towards social networks was also registred.

The result of this thesis indicates on both similarities and differences between all of the focus groups. One distinct deviation is that as a result of induvidual needs the participants motivate themself to make use of social media in different ways. It appears that each and every individual perceives media in a different manner. However, by the same token the research show indications of comformity in both type of the groups.

Place, publisher, year, edition, pages
2013. , 67 p.
Keyword [sv]
Sociala medier, behov, användning, motivation, beroende, stress
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-27389ISRN: ORU-HUS/MKV-GK-2013/0011--SEArchive number: ORU-HUS/MKV-GK-2013/0011--SEOAI: oai:DiVA.org:oru-27389DiVA: diva2:603623
Subject / course
Medie- och kommunikationsvetenskap
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2013-02-14 Created: 2013-02-06 Last updated: 2013-02-14Bibliographically approved

Open Access in DiVA

har man inte Facebook, så finns man inte(916 kB)1526 downloads
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School of Humanities, Education and Social Sciences, Örebro University, Sweden
Media and Communications

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
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  • sv-SE
  • Other locale
More languages
Output format
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