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Showing result 1 - 5 of 10 essays matching the above criteria.

1. 1. Gillette ‘We believe: the best men can be’ – the advertisement that shaved itself off the market.

   University essay from Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap

   Author : Merel Cheng; Lisa Frommann; [2023]
   Keywords : Gillette; advertising; advertisement; marketing; brand; gender; masculinity; backlash;

   Abstract : Background:  The 2019 Gillette advertisement ‘We believe: the best men can be’ was released when the #MeToo movement was gaining momentum. The commercial addressed conventional ideas of masculinity and received a lot of public criticism for its message. READ MORE

3. 2. “I am the problem, it’s me” : A Netnographic Analysis of ‘Swiftie’ Prosumers on YouTube Shorts

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

   Author : Írisz Beatrix Ősze; [2023]
   Keywords : Fan Studies; music fandom; online fan communities; Swifties U G; prosumption; interpretivism; Netnography; YouTube Shorts;

   Abstract : The popularity of Taylor Swift has been growing rapidly on social media after the release of her ‘Midnights’ album on 21 October 2022. The lead single of the album, ‘Anti- Hero’ and the ‘Anti-Hero Challenge’ initiated by the singer inspired 17 thousand fans (Swifties) to share their own anti-heroic stories inspired by the song. READ MORE

4. 3. Chaos or Clarity: A Corpus-Assisted Analysis of Top Comments on Jordan Peterson's Controversial YouTube Videos

   University essay from Linnéuniversitetet/Institutionen för språk (SPR)

   Author : Behnam Baharmand; [2023]
   Keywords : Sentiment analysis; youtube; comment; computational linguistics; thematic analysis; social media;

   Abstract : This thesis endeavors to make sense of how Jordan Peterson, a highly controversial public figure—who is rapidly becoming academia’s equivalent to a rock star—is perceived by his online audience. To that end, the study adopts an analytical approach while integrating several theoretical frameworks, including the concept of echo chambers. READ MORE

5. 4. Readers, there's a lesbian in my book! : An exploration of the lesbianliterature mediating possibilitiesof BookTube

   University essay from Umeå universitet/Sociologiska institutionen

   Author : Emélie-Isabelle Ehn Hjältman; [2022]
   Keywords : Biblioteks- och informationsvetenskap; läsfrämjande; booktube; literature mediation; reading stimulation; lesbian reading stimulation;

   Abstract : In this thesis I look at five YouTube videos recommending lesbian literature within the YouTube sub community known as BookTube, with the purpose of exploring how BookTube creators mediate lesbian literature and stimulate a reading desire among lesbian readers through their recommendation videos. Using a deductive content analysis, I analysed the BookTube videos to gain an understanding of why and how the video creators recommend lesbian literature to their viewers. READ MORE

6. 5. Connectivity in Action: Activist Comments as Evidence of a Pan-European Public Sphere on Social Media. A Case Study of the European Commission’s Instagram Page

   University essay from Lunds universitet/Europastudier

   Author : Theodora Cristina Canciu; [2021]
   Keywords : Activism; Cyberactivism; European identity; European public sphere; Social media; Europeanization; European Commission; Instagram; politics; engagement; comments; citizens; Social Sciences;

   Abstract : The features of social media platforms not only enable the communication between citizens and political actors or institutions, in the form of comments, but also help in magnifying citizens’ voices and opinions and facilitating mass mobilization or political protests. The European Union institutions seem to understand the capacity of social media as a locus for citizen engagement, be it activism or deliberation, and have thus developed a strong presence across platforms. READ MORE