SoMe ...not so me?

Signe Ann Klietsch, Katrine Ravnborg Yde, Maria Ejstrup Frederiksen & Nynne Emilie Vinge Thomsen

Studenteropgave: Speciale


Today, social media have evolved to the point that they resemble commercial media rather than social platforms. Through a study of Facebook, Instagram and Snapchat, this master’s thesis seeks to answer the following problem: How do social media manage to retain users despite the increasing amount of advertising on these platforms? Through a social constructivist and hermeneutic paradigm, this master’s thesis conducts an iterative mixed methods process in the form of research interviews and a survey. This contributes to an understanding of the evolution of social media, user behaviour on social media, and users’ lifeworlds. The analysis is separated into two parts. The first part is based on three empirical studies. Firstly, knowledge of tendencies on social media is constructed through analysis of expert interviews with consultant Astrid Haug and futurologist Klaus Mogensen. This illuminates how user activity has migrated from public to private functions. Theories and insights from Christian Fuchs and Pernille Tranberg are included to add a critical perspective. Secondly, the survey reveals that users do not feel notably disturbed by the rise in advertising on social media. Thirdly, based on Windahl’s theory of needs and McGuire’s psychological motives, and through interviews with users of social media, the master’s thesis finds that three main user needs are met; the need for information and news, the need for self-representation, and the need for social interaction. The second part of the analysis is a discussion based on the theory of power by Steven Lukes. This discussion investigates how social media exercise power that controls user consciousness by affecting or meeting the three needs. The master’s thesis concludes that social media exercise power that controls users’ consciousness by influencing both their behaviour and needs through functions built into the platforms. Furthermore, social media manage to avoid user migration by fulfilling user needs sufficiently to continually overshadow the commercial development.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato30 aug. 2016
VejledereLars Sandstrøm


  • Brugere
  • Social messaging
  • Social Media
  • Magt
  • Markedsføringstendenser
  • Markedsføring
  • Steven Lukes
  • Big data
  • Brugertendenser
  • Dark social