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Vem vill du att jag ska vara? En studie om konsekvenser av personlig varumärkning på en dejtingsajt

Kovacs, Sandra LU and Bengtsson, Alexandra LU (2013) SKOK01 20131
Department of Strategic Communication
Abstract (Swedish)
Singlar i jakt på kärlek och med tillgång till internet, är sällan obekanta med tan-ken att testa nätdejting. Det är idag en vedertagen metod att söka sin framtida partner på nätet. Tidigare forskning har visat att ett vanligt sätt att kommunicera på dejtingsajter är lika de strategier, vilka används vid personlig varumärkning. Ur intervjuer med dejtingsajtsmedlemmar, vilka har analyserats genom teorier inom varumärkesteorier, har visat på att medlemmar tenderar att marknadslik-göra sig själva genom det sätt de väljer att kommunicera sig själva och se sig som personliga varumärken. Det medför konsekvenser för individen, vilken ofta låter sitt jag påverkas och styras av varumärkets utveckling och användning. Konsekvenserna orsakar ofta en... (More)
Singlar i jakt på kärlek och med tillgång till internet, är sällan obekanta med tan-ken att testa nätdejting. Det är idag en vedertagen metod att söka sin framtida partner på nätet. Tidigare forskning har visat att ett vanligt sätt att kommunicera på dejtingsajter är lika de strategier, vilka används vid personlig varumärkning. Ur intervjuer med dejtingsajtsmedlemmar, vilka har analyserats genom teorier inom varumärkesteorier, har visat på att medlemmar tenderar att marknadslik-göra sig själva genom det sätt de väljer att kommunicera sig själva och se sig som personliga varumärken. Det medför konsekvenser för individen, vilken ofta låter sitt jag påverkas och styras av varumärkets utveckling och användning. Konsekvenserna orsakar ofta en förändrad självbild, vilken påverkas av jaget som styrs av det personliga varumärkets strategier. Individens självbild påverkas därmed av samspelet och balansen i samtalet mellan jaget och varumärket. (Less)
Abstract
Single people in constant search for love, are rarely unfamilliar with the idea of giving online dating a chance. Today, it's a well established method in the hope of finding your future partner online. Previous research has been proved that a usual way to communicate on daitingpages are quiet similar to those of which can be compared to personal branding. According to interviews with members throughout datingpages, which has been assessed through theories within trade marketing, has been proved that members often tend to promote themselves in a way that could be compared with how they see themselves as personal trade-marks. However, this is causing concequences for the individual, which is often letting the I to be affected and controlled... (More)
Single people in constant search for love, are rarely unfamilliar with the idea of giving online dating a chance. Today, it's a well established method in the hope of finding your future partner online. Previous research has been proved that a usual way to communicate on daitingpages are quiet similar to those of which can be compared to personal branding. According to interviews with members throughout datingpages, which has been assessed through theories within trade marketing, has been proved that members often tend to promote themselves in a way that could be compared with how they see themselves as personal trade-marks. However, this is causing concequences for the individual, which is often letting the I to be affected and controlled by the development of the brand and its usement. The consequences do often cause a altered selfimage, which has been affected by what is ruled by the strategies of our personal brands. The selfimage may result in a way to be affected by the conversation between the personal brand and the I. (Less)
Please use this url to cite or link to this publication:
author
Kovacs, Sandra LU and Bengtsson, Alexandra LU
supervisor
organization
course
SKOK01 20131
year
type
M2 - Bachelor Degree
subject
keywords
personal branding, corporate branding, online dating, self-presentation, selfimagine, identity, web 2.0, strategic communication, personligt varumärke, nätdejting, självpresentation, självbild, identitet, webb 2.0, strategisk kommunikation
language
Swedish
id
4022566
date added to LUP
2013-09-19 08:45:48
date last changed
2014-09-04 08:36:23
@misc{4022566,
  abstract     = {Single people in constant search for love, are rarely unfamilliar with the idea of giving online dating a chance. Today, it's a well established method in the hope of finding your future partner online. Previous research has been proved that a usual way to communicate on daitingpages are quiet similar to those of which can be compared to personal branding. According to interviews with members throughout datingpages, which has been assessed through theories within trade marketing, has been proved that members often tend to promote themselves in a way that could be compared with how they see themselves as personal trade-marks. However, this is causing concequences for the individual, which is often letting the I to be affected and controlled by the development of the brand and its usement. The consequences do often cause a altered selfimage, which has been affected by what is ruled by the strategies of our personal brands. The selfimage may result in a way to be affected by the conversation between the personal brand and the I.},
  author       = {Kovacs, Sandra and Bengtsson, Alexandra},
  keyword      = {personal branding,corporate branding,online dating,self-presentation,selfimagine,identity,web 2.0,strategic communication,personligt varumärke,nätdejting,självpresentation,självbild,identitet,webb 2.0,strategisk kommunikation},
  language     = {swe},
  note         = {Student Paper},
  title        = {Vem vill du att jag ska vara? En studie om konsekvenser av personlig varumärkning på en dejtingsajt},
  year         = {2013},
}