hig.sePublikasjoner
Endre søk
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
The ZAZI campaign´s Facebook page: A field study of the use of Facebook in the ZAZI campaign in South Africa
Högskolan i Gävle, Akademin för utbildning och ekonomi.
2014 (engelsk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

Titel: The ZAZI campaign’s Facebook page- A field study of the use of Facebook in the ZAZI campaign

Level: Bachelor thesis, C-level

Area: Media and Communication Studies

Author: Alexandra Svedström, V14MKand

Supervisor: Associate professor Eva Åsén Ekstrand, Department of Media and Communication Studies

Date: The field study will be conducted during March - May in 2014

Purpose: The purpose of this study is to examine the motives and attitudes of a group of South African women and men (aged between 20 to 30 years) have towards responding to the questions set on the ZAZI campaign’s Facebook page that may involve private and sensitive information. It also seeks to examine whether the questions that ZAZI campaign sets are consistent with the informant’s attitudes and motives.

Rationale: The result may be used to improve the campaign whose ultimate goal is to prevent the spread of HIV / AIDS by strengthening women's self-efficacy and confidence.

Questions: What are the selected informant’s motives for using Facebook in general? What attitudes and motives do the selected South African Facebook users have toward commenting on the questions on the ZAZI campaigns Facebook page? How are the selected informants’ attitudes and motives consistent with the type of questions the campaign set?

Method: Content analysis and focus groups.

Result: The study indicate that the motives for writing on the ZAZI campaign's Facebook page differs depending on socio-economic status and that the campaign should vary the content of the questions so all women's motives become satisfied. The page appears, for those groups with a lack of socio-economic status, to serve as a platform that encourages and create conversations about private matters.

Keywords: Health campaign, Facebook, Internet, social media, South Africa, focus groups, ZAZI campaign, uses and gratification, self-efficacy, HIV

sted, utgiver, år, opplag, sider
2014. , s. 75
Emneord [en]
Health campaign, Facebook, Internet, social media, South Africa, focus groups, ZAZI campaign, uses and gratification, self-­efficacy, HIV
HSV kategori
Identifikatorer
URN: urn:nbn:se:hig:diva-16772Arkivnummer: MK1:2/2014OAI: oai:DiVA.org:hig-16772DiVA, id: diva2:722473
Fag / kurs
Media and communication studies
Utdanningsprogram
Media and communication
Veileder
Examiner
Tilgjengelig fra: 2014-06-09 Laget: 2014-06-08 Sist oppdatert: 2014-06-09bibliografisk kontrollert

Open Access i DiVA

fulltext(1822 kB)594 nedlastinger
Filinformasjon
Fil FULLTEXT01.pdfFilstørrelse 1822 kBChecksum SHA-512
4e1b3330c36a5cf4fff933243a4abd7bc71f48205cce7ad2667a37254ac22aa441c19f1a4e3b73a1a1327cd2feb4a55d1c323ce4d870c5cdd1d27119579ba650
Type fulltextMimetype application/pdf

Av organisasjonen

Søk utenfor DiVA

GoogleGoogle Scholar
Totalt: 594 nedlastinger
Antall nedlastinger er summen av alle nedlastinger av alle fulltekster. Det kan for eksempel være tidligere versjoner som er ikke lenger tilgjengelige

urn-nbn

Altmetric

urn-nbn
Totalt: 458 treff
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf