Essays about: "uses and gratifications"

Showing result 1 - 5 of 60 essays containing the words uses and gratifications.

1. 1. “I Feel so at Home in This Subreddit" : A Netnographic Analysis of the Fan Subreddit r/ThelastofusHBOseries and Its Community-Building Aspects

   University essay from Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

   Author : Marlene Penn; [2023]
   Keywords : The Last of Us; fandom; online fan community; Reddit; netnography; communication; community building;

   Abstract : This thesis examines the online fan community of the HBO series The Last of Us on the social media platform Reddit. Within this study, the fans’ communication practices on the subreddit r/ThelastofusHBOseries are researched and analyzed from a community-building perspective. The subreddit was observed employing a netnographic approach. READ MORE

3. 2. The Popular Phenomenon of YouTube Reaction Videos: A Case Study on ‘REACT’

   University essay from Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

   Author : Carolina Carrêlo; [2023]
   Keywords : YouTube; Reaction Video; Uses and Gratifications Theory; Voyeurism; Mediated Voyeurism;

   Abstract : A growing percentage of this content consists of reaction videos, a new type of user- generated content that has been on the rise within this social media platform, in which individuals record themselves reacting to any sort of content. This paper aims to explore the dynamics involved in this type of content, not only from the perspective of the creator but also from the angle of the viewer, to try and understand what leads to the popularity of these videos. READ MORE

4. 3. Navigating the Evolving World of Fashion In-Game Advertising

   University essay from Uppsala universitet/Medier och kommunikation

   Author : Evgenia Maria Botini; [2023]
   Keywords : gamification; in-game advertising; fashion advertising; consumer behavior; metaverse;

   Abstract : Abstract This study addresses gaming as an interactive digital advertising tool, aiming to explore its effectiveness in digital marketing overall and to examine its impact on digital marketing for the fashion industry in particular. Purpose The purpose of this paper is to present an analytical framework for explaining the appeal of games for fashion brand advertising. READ MORE

5. 4. 'This Game Changed my Life' : Online Stories of ‘Emersion’ about Playing Video Games during Difficult Times in Life

   University essay from Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

   Author : Sergio J. Abuin; [2023]
   Keywords : video games; videogames; personal crises; difficult times; immersion; netnography; stories; posts; online; offline; uses and gratifications; Reddit; Persona 5; videojocs; video jocs; temps dificils; immersió; historia; videojuegos; video juegos; crisis; tiempos difíciles; inmersión; netnografia; historias;

   Abstract : This thesis aims to explore the video game medium in depth, to relate it to the stories foundon Internet communities about users’ gameplay experiences during burdensome moments inlife. To achieve that, the phenomena is explored through the lenses of Uses & Gratificationstheory by means of a netnography on the ‘/Persona 5’ official subReddit; interpreting, codingand analyzing all narratives that fit the criteria with the help of a proposed ‘USE’ system. READ MORE

6. 5. ”Take a Knife and Drain Your Life” : A Netnographic Analysis of Drain Gang’s Fandom, Subcultural Activity and Community Cultivation Online

   University essay from Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

   Author : Rasmus Schmidt; [2023]
   Keywords : Drain Gang; Drainer; Fandom; Online Fan Community; Subculture; Netnography; Community Cultivation; Prosumption; TikTok.;

   Abstract : The thesis examines the subcultural activities and online fan community of Drainers (fans of the music collective Drain Gang) through TikTok. A netnographic analysis of fans’ engagement and community cultivation through prosumption is done through participation observation. READ MORE