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"Och så får jag tjugo likes, och det tycker jag är skittråkigt.": En studie om privatpersoner som producenter på Instagram
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In this study the aim was to investigate the area of non-celebrity people with a popular Instagram account, and indentify their motives to being active on Instagram, whether or not they maintained an online image and what consequences they could see as results of Instagram activity. Through six interviews with women between 17 and 28 years of age, the results showed the following patterns. The identified motives to Instagram use matched Whiting and Williams (2013) ten ways to apply Uses and Gratificatios Theory, and also identified three new ones: professional use, friendship and validation of oneself. Use of an online image was confirmed, as the interviewees stated how constructed to show ones best sides an Instagram account usually is, both theirs and others. Consequences and effects as result of Instagram use was stated to be both positive and negative, positive as inspiration, affirmation and easing contact with friends. Negative effects such as envy, comparisons, anxiety, a normalised view of unhealthy bodies, and the risk of addiction to Instagram use was noted. 

Place, publisher, year, edition, pages
2016. , 60 p.
Keyword [sv]
Instagram, sociala medier, motiv, image, identitet, konsekvens, påverkan, uses and gratifications theory, avundsjuka, net-effect, deltagarkultur, Goffman, självpresentation
National Category
Media Studies
URN: urn:nbn:se:lnu:diva-52959OAI: diva2:932986
Subject / course
Media and Communications Science
Educational program
Advertising, Graphic Design and Visual Communication Programme, 180 credits
Available from: 2016-06-03 Created: 2016-06-02 Last updated: 2016-06-03Bibliographically approved

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Dartman, LinnHelling, Sara
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