Change search
ReferencesLink to record
Permanent link

Direct link
Deltagarkultur i en filterbubbla: En innehållsanalys av nätsamhället's externa kommunikation.
Umeå University, Faculty of Arts, Department of culture and media studies.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Participatory culture inside a filter bubble : A content analysis of the network society’s external communication. (English)
Abstract [en]

Participatory culture inside a filter bubble – A content analysis of the network society’s external communication.

The aim of this essay was to study how user-generated content is being used and how it is presented by Twitch Interactive, Inc. in its external communication, more specifically how the discourse of this content is shaped on Twitter. To gather the information needed a quantity based content analysis was made, ranging from 1-31st of October 2015. From this data patterns where detected and a discourse analysis based on Berglez version of van Dijks model was conducted on six of the Twitter posts that followed said pattern. This was done to answer how the discourse was shaped and what the consequences could be of using such a pattern. Analyzing the results was done using theory from strategic marketing researchers such as Larsåke Larsson, Lars Palm, Ulf Dahlqvist and Magnus Linde. Furthermore theorist like Gripsrud, Pariser, Lindgren, Jenkins, Ford and Green were used to describe and analyze the field of culture, more specifically participatory and popular culture.

The conclusion of the study was that Twitch representation of user-generated material and the culture it represents was unjustified and could be seen as a filter bubble. The results showed that the majority of content was young white male gamers where as other research on the field of gaming culture shows a more equal split between genders. The individuals that where represented in the content could be seen as objects of admiration and association. Discussion led to the belief that Twitch may not possess the power to change to discourse due to the strong economic need of the consumers. This need was concluded to arise from the fact that the platform and its culture is much like participatory culture and where this culture has been taken to a commercial level. 

Place, publisher, year, edition, pages
2016. , 45 p.
Keyword [en]
filter bubble, participatory culture, social media, Twitch,, marketing communications, discourse analysis, content analysis, identification, spreadable media, gaming culture
Keyword [sv]
filterbubbla, deltagarkultur, sociala medier, Twitch,, marknadskommunikation, diskursanalys, innehållsanalys, identifikation, spridbar media, spelkultur
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-119216OAI: diva2:919413
Educational program
Programme in Media and Communication Studies
Available from: 2016-04-14 Created: 2016-04-13 Last updated: 2016-04-14Bibliographically approved

Open Access in DiVA

Deltagarkultur i en filterbubbla(2367 kB)46 downloads
File information
File name FULLTEXT01.pdfFile size 2367 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Johansson, Michael
By organisation
Department of culture and media studies
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 46 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 1397 hits
ReferencesLink to record
Permanent link

Direct link