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"Jag skrollar bara förbi": En studie om dold reklam på Instagram
Luleå University of Technology, Department of Arts, Communication and Education.
Luleå University of Technology, Department of Arts, Communication and Education.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syftet med denna uppsats är att undersöka hur unga i åldrarna 16-25 uppfattar dold reklam på Instagram och hur deras inställning är till reklamfenomentet, samt den generella användningen av Instagram som ett socialt medium. I detta fall är den dolda reklamen på Instagramkändisars konton i form av sponsrade tävlingar. Denna studie har genomförts med sex fokusgrupper som metod och har sedan analyserats med hjälp av identitet, uses and gratification, representation, tvåstegshypotesen och medialisering som teoretiskt grund.

Resultatet av denna studie är att den dolda reklamen i form av tävlingar på Instagram uppfattas och tolkas som reklam. Inställningen till den dolda reklamen är i första anblick negativ, trots detta har ändå en majoritet av respondenterna deltagit i tävlingar. Är priset tillräckligt bra så försvinner därmed bilden av att dold reklam är något negativt. Utöver detta kan man dra slutsatsen att Instagram som plattform används dagligen, ofta som ett tidsfördriv eller i syfte att få bekräftelse eller att inspireras.

Abstract [en]

The purpose of this paper is to find out how young people in the ages 16-25 comprehend and perceive native advertising on Instagram and how their attitude is to the advertising phenomenon, as well as the general use of Instagram as a social media. In this case, the hidden advertisement is on Instagram celebrity accounts in the form of sponsored contests. This study has been conducted with six focus groups as a method and has since been analyzed using identity, uses and gratification, representation, two-step flow of communication and mediation as a theoretical basis.

The result of this study is that the native advertising in the form of contests is perceived and interpreted as advertising. In the first instance, the attitude of the hidden advertisement is negative, yet a majority of respondents have participated. If the price is good enough, the attitude of native advertising as something negative disappear. In addition, it can be concluded that Instagram as a platform is used daily, often as a pastime or for confirmation or inspiration

Place, publisher, year, edition, pages
2017.
Keyword [sv]
Instagram, Native Advertising, dold reklam, identitet, Uses- and Gratifikation, representation, tvåstegshypotesen, medialisering
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:ltu:diva-64722OAI: oai:DiVA.org:ltu-64722DiVA: diva2:1118789
Subject / course
Student thesis, at least 15 credits
Educational program
Media and Communication Science, bachelor's level
Supervisors
Examiners
Available from: 2017-07-06 Created: 2017-07-02 Last updated: 2017-07-06Bibliographically approved

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Communication Studies

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • Other locale
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Output format
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