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Act or interact? The perceived influence of social media on millennial prosocial behaviours
KTH, School of Electrical Engineering and Computer Science (EECS).
KTH, School of Electrical Engineering and Computer Science (EECS).
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

With modern communication technology advancements, activist expression has become more common on social media platforms. Especially susceptible to these expressions is the millennial generation, whose lives are greatly permeated by media technology. This thesis aims to explore in what ways the social media platform Facebook inuences millennials’ motivation to engage in substantial prosocial behaviours that are intended to benet other people or society as a whole. Through mixed-method research design, participants’ attitudes towards Facebook as a platform for activism and its inuence on prosocial motivational aspects, was explored. Results indicated that previous habits of supportive engagement and the cost of the supportive action inuenced how the likeliness and motivation to engage in substantial supportive actions was aected by Facebook interaction. More precisely, higher levels of previous engagement, as well as engagement in costly, prosocial actions contributed to an increased motivation to engage further in such actions. Furthermore, social and contemporary aspects showed to play a large part for participants’ motivation to engage in costly and substantial prosocial actions.‌

Abstract [sv]

I samband med dagens kommunikationsteknologiska framsteg har aktivistiska uttryck blivit allt vanligare på plattformar för sociala medier. Särskilt mottagliga för sådana uttryck är millenniegenerationen, från engelskans ’milliennials’, vars liv till stor del genomsyras av medieteknik. Denna studie har för avsikt att utforska hur den sociala plattformen Facebook påverkar motivationen för individer tillhörande millenniegenerationen att engagera sig i konkreta prosociala beteenden som har som syfte att gynna andra människor eller samhället som helhet. Genom kombinerade kvalitativa och kvantitativa forskningsmetoder utforskades deltagarnas attityder gentemot Facebook som en plattform för aktivism, och dess inverkan på prosocialt motiverande aspekter. Resultaten visade att tidigare vana av engagemang samt kostnaden av den välgörande handlingen påverkades av Facebook-interaktion. Närmare bestämt, högre nivåer av tidigare engagemang samt engagemang i kostsamma, prosocial handlingar bidrog till en ökad motivation till fortsatt engagemang i sådana handlingar. Vidare påvisades sociala och samtida aspekter spela en viktig roll för deltagarnas motiatt engagera sig i kostsamma och konkreta prosociala handlingar.

Place, publisher, year, edition, pages
2019.
Series
TRITA-EECS-EX ; 2019:223
Keywords [en]
social media activism, slacktivism, prosocial behaviour, moral self-licensing, media technology
National Category
Media Engineering
Identifiers
URN: urn:nbn:se:kth:diva-254755OAI: oai:DiVA.org:kth-254755DiVA, id: diva2:1335129
Subject / course
Media Technology
Supervisors
Examiners
Available from: 2019-07-04 Created: 2019-07-03 Last updated: 2019-07-04Bibliographically approved

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CiteExportLink to record
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  • apa
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