Ett klick för en bättre värld
(2014) SKOK01 20141Department of Strategic Communication
- Abstract
- A click for a better world
The media landscape has changed along with developments in society. This has resulted in new forms of engagement which has created new opportunities for individuals to express their civic engagement. However, these opportunities are now starting to be questioned. The last years research in social media engagement show an inconsistent picture of the engagement with competing opinions. The aim of this study is to contribute to the research by developing a deeper understanding of civic engagement on Facebook. By exploring the underlying motives to why people engage in activities for social causes on Facebook, the study discusses the significance of civic engagement for the individual as well as for society.... (More) - A click for a better world
The media landscape has changed along with developments in society. This has resulted in new forms of engagement which has created new opportunities for individuals to express their civic engagement. However, these opportunities are now starting to be questioned. The last years research in social media engagement show an inconsistent picture of the engagement with competing opinions. The aim of this study is to contribute to the research by developing a deeper understanding of civic engagement on Facebook. By exploring the underlying motives to why people engage in activities for social causes on Facebook, the study discusses the significance of civic engagement for the individual as well as for society. Empirical data is collected from three focus group interviews, each with 6 participants. The study has identified two key motives for civic engagement on Facebook; the desire to present oneself in a favorable way and the willingness to make a difference. Moreover, the study reached several conclusions regarding the significance of Facebook engagement. Firstly, engagement enables people to find their identities as individuals as well as citizens. Facebook engagement can also be understood as a new way to participate in society; thus it enables people to express them-selves as citizens. Moreover, civic engagement helps to spread information, raise awareness of social issues, function as an efficient tool to mobilise people and facilitate fast action during crises. Potentially negative implications of the engagement were also identified in the study: individuals find the engagement on Face-book high risk since it take place public, which can result in a non engagement. Furthermore, the fragmentation and information stress caused by Facebook engagement could result in information being filtered out and in misunderstandings of the purpose behind the engagement and the social issues it relates to. (Less) - Abstract (Swedish)
- Samhällets utveckling har bidragit till ett förändrat medielandskap vilket medfört ett engagemang som antagit nya former. Detta har skapat nya möjligheter för individer att uttrycka sitt samhällsengagemang, möjligheter som dock har börjat ifrågasättas. De senaste årens forskning inom engagemang på sociala medier visar en tvetydig bild av engagemanget där åsikterna går isär. Syftet med denna studie är att bidra till den befintliga forskningen genom att skapa en djupare förståelse för engagemang i samhällsfrågor på Facebook. Genom att undersöka de bakom-liggande motiven till varför individer väljer att engagera sig på Facebook ämnar studien att bidra med kunskap om hur betydelsen av engagemanget kan förstås. Det empiriska materialet utgörs... (More)
- Samhällets utveckling har bidragit till ett förändrat medielandskap vilket medfört ett engagemang som antagit nya former. Detta har skapat nya möjligheter för individer att uttrycka sitt samhällsengagemang, möjligheter som dock har börjat ifrågasättas. De senaste årens forskning inom engagemang på sociala medier visar en tvetydig bild av engagemanget där åsikterna går isär. Syftet med denna studie är att bidra till den befintliga forskningen genom att skapa en djupare förståelse för engagemang i samhällsfrågor på Facebook. Genom att undersöka de bakom-liggande motiven till varför individer väljer att engagera sig på Facebook ämnar studien att bidra med kunskap om hur betydelsen av engagemanget kan förstås. Det empiriska materialet utgörs av tre fokusgruppintervjuer, baserat på 18 del-tagare. Studien har identifierat två huvudsakliga motiv till att engagera sig på Facebook; viljan att presentera sig själv fördelaktigt samt passion och vilja att skapa förändring. Studien har även resulterat i ett flertal slutsatser gällande förståelsen för Facebook-engagemangets betydelse: Engagemanget möjliggör för den moderna människan att skapa sin identitet som individ såväl som medborgare. Facebook-engagemanget kan även förstås som en ny form av samhällsdeltagande då det möjliggör för människor att komma till uttryck som medborgare. Vidare förenklar engagemanget spridning av information, ökar medvetenheten kring samhällsfrågor, underlättar för mobilisering samt för snabba insatser vid kriser. Studien identifierar även negativa konsekvenser av Facebook-engagemang; en upplevd risk med att engagemanget på Facebook är offentligt, vilket kan resultera i ett uteblivet engagemang. Vidare kan den fragmentering och informationsstress som engagemanget medför resultera i att information filtreras bort eller att innebörden av engagemanget missförstås. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4465571
- author
- Jurjaks, Mathilda LU and Öhrström, Victoria LU
- supervisor
- organization
- alternative title
- Samhällsengagemang på Facebook
- course
- SKOK01 20141
- year
- 2014
- type
- M2 - Bachelor Degree
- subject
- keywords
- sociala medier, Facebook, engagemang, samhällsengagemang, motiv, social media, engagement, civic engagement, motives
- language
- Swedish
- id
- 4465571
- date added to LUP
- 2014-06-17 07:48:52
- date last changed
- 2014-09-04 08:36:22
@misc{4465571,
abstract = {{A click for a better world
The media landscape has changed along with developments in society. This has resulted in new forms of engagement which has created new opportunities for individuals to express their civic engagement. However, these opportunities are now starting to be questioned. The last years research in social media engagement show an inconsistent picture of the engagement with competing opinions. The aim of this study is to contribute to the research by developing a deeper understanding of civic engagement on Facebook. By exploring the underlying motives to why people engage in activities for social causes on Facebook, the study discusses the significance of civic engagement for the individual as well as for society. Empirical data is collected from three focus group interviews, each with 6 participants. The study has identified two key motives for civic engagement on Facebook; the desire to present oneself in a favorable way and the willingness to make a difference. Moreover, the study reached several conclusions regarding the significance of Facebook engagement. Firstly, engagement enables people to find their identities as individuals as well as citizens. Facebook engagement can also be understood as a new way to participate in society; thus it enables people to express them-selves as citizens. Moreover, civic engagement helps to spread information, raise awareness of social issues, function as an efficient tool to mobilise people and facilitate fast action during crises. Potentially negative implications of the engagement were also identified in the study: individuals find the engagement on Face-book high risk since it take place public, which can result in a non engagement. Furthermore, the fragmentation and information stress caused by Facebook engagement could result in information being filtered out and in misunderstandings of the purpose behind the engagement and the social issues it relates to.}},
author = {{Jurjaks, Mathilda and Öhrström, Victoria}},
language = {{swe}},
note = {{Student Paper}},
title = {{Ett klick för en bättre värld}},
year = {{2014}},
}