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Web 2.0 and Audience Research

Name: Web 2.0 and Audience Research
Brand: Grin Publishing
SKU: 9783638896221
Price: 230.11 RON
Availability: InStock

An analysis focussing on the concept of involvement

Autor: Eva Lüers

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Editura: Grin Publishing

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Thesis (M.A.) from the year 2007 in the subject Communications - Multimedia, Internet, New Technolog...

Informații despre carte

Autor

Eva Lüers

Limbă

engleză

Legare

Carte - Carte broșată

Publicat

2008

Pagini

EAN

9783638896221

ISBN

3638896226

Enbook ID

01606082

Editura

Grin Publishing

Greutate

136

Dimensiuni

148 x 210 x 6

Descriere completă

Thesis (M.A.) from the year 2007 in the subject Communications - Multimedia, Internet, New Technologies, grade: 2,0, University of Bremen, 73 entries in the bibliography, language: English, abstract: Web 2.0 is a buzzword in the digital industry at the moment. Some of the popular phenomena which exemplify Web 2.0 are blogs, podcasts, wikis or social bookmarking tools. The core of the concept is the individual as an active participant. Audience activity constitutes one of the central themes of media analysis concerning the audience. One descriptor used to operationalize audience activity is involvement (Levy, 1983). Involvement is also used in another discipline of research: consumer research deploys the concept to explain the decision making process of the consumer. The objective of this thesis is to attempt the transfer of the concept of involvement from consumer research to audience research on the active Web 2.0 audience. In other words: Can the concept of involvement from consumer research serve to explain audience activity as implied in the concept of Web 2.0?First, the concept of involvement will be described in connection to audience as well as consumer research.This is followed by an introduction to the concept of involvement in consumer research.Following a brief conceptual and historical overview, the concept of involvement and its two-dimensional foundation will be delienated and all processes involved will be described. Third, the concept of Web 2.0 will be explained in detail in part 3. In order to understand the media interest surrounding Web 2.0, the anticipated innovations from the beginning of the internet will be listed, as well as the new questions for audience research, that emerged out of the expansion of the internet.In the fourth part of this thesis a conceptual transfer is attempted. To analyse the possibilities of the concept of involvement from consumer research for research on Web 2.0 audience activity, a typology of Web 2.0 audience activities will be suggested. Existing research on the Web 2.0 audience will be reviewed for the processes that amount to the construct of involvement in consumer research. A concluding assessment of the possibilities of the concept of involvement from consumer research for Web 2.0 audience activity research will mark the end.

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Web 2.0 and Audience Research

An analysis focussing on the concept of involvement

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