Syns du inte, så finns du inte: En kvalitativ studie om unga kvinnors motiv bakom positivt laddat användargenererat innehåll på Instagram
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Problem: What are the motives behind positively charged user-generated content on Instagram?
Purpose: The study aims to identify and analyze existing and potential users' motives for creating and distributing positively charged content on Instagram from a user perspective.
Method: The study was conducted based on a qualitative method and applied the hermeneutical - phenomenological approach. Eleven semi-structured interviews were conducted with female users of Instagram aged between 21-30 years.
Theory: The study builds on previous research on user-generated content, electronicword-of-mouth, selective attention, Lazarsfeld’s two-step flow of communication model, Uses & Gratification, motivation and Katz’ functional theory, and Maslow's hierarchy of needs.
Empirics and analysis: The empirical data consists of the eleven completed in-depth interviews that were analyzed based on the selected theories.
Conclusion: The study has concluded that the underlying motives behind creating positively charged user-generated content on Instagram are: (1) social interaction, (2) entertainment and (3) the need to be seen.
Place, publisher, year, edition, pages
2016. , 70 p.
Web 2.0, social media, Instagram, user generated content, electronicword-of-mouth, selective attention, motivation, uses & gratification
Web 2.0, sociala medier, Instagram, användargenererat innehåll, electronic-word-of-mouth, selektiv uppmärksamhet, motivation, uses & gratification
IdentifiersURN: urn:nbn:se:sh:diva-30468OAI: oai:DiVA.org:sh-30468DiVA: diva2:941790
Subject / course
UppsokSocial and Behavioural Science, Law
Åkerhielm, Renate, Högskolelektor