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Är sociala medier verkligen sociala? -En kvantitativ studie om hur och varför Örebro universitets studenter nyttjar det sociala mediet Instagram
Örebro University, School of Humanities, Education and Social Sciences.
Örebro University, School of Humanities, Education and Social Sciences.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In a society where media use is increasingly fragmented, social media expand people’s media

practices and satisfy peoples’ needs in new ways. Instagram is currently the social media

platform with the highest growth of users around the world. The purpose of this study is to

examine what needs of information, entertainment, self-confirmation and social connections

are being fulfilled by Instagram-use. By applying Uses and Gratifications theory, the study

analyzes the motivations behind Instagram use and how needs are fulfilled through user

practices. The study builds on a quantitative survey (n=252) examining the Instagram use of

students at Örebro University. The analysis assesses factors such as time, user practices and

motivations as well as questions regarding interactivity and response. The study finds that

students primarily use Instagram to fulfill needs of entertainment and social connection. The

importance of response (interactive communication) is more important to those who spend

more time on the platform. The study also concludes that younger students and women use the

platform more extensively compared to older students and men.

Place, publisher, year, edition, pages
2019. , p. 52
Keywords [en]
Uses and Gratifications Theory, Social Media, Instagram, students
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-75149OAI: oai:DiVA.org:oru-75149DiVA, id: diva2:1338008
Subject / course
Medie- och kommunikationsvetenskap
Supervisors
Available from: 2019-07-18 Created: 2019-07-18 Last updated: 2019-07-18Bibliographically approved

Open Access in DiVA

fulltext(481 kB)4 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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