Media Use in the Age of Web 2.0
-
Upload
result-gmbh -
Category
Business
-
view
1.065 -
download
3
description
Transcript of Media Use in the Age of Web 2.0
1 of 22
Media Use in the Age of „Web 2.0“
2 of 22
1. Study Objectives and Design2. The Two Dimensions of „Web 2.0“3. „Web 2.0“ in Numbers4. Typology of „Web 2.0“ Users5. Impact of „Web 2.0“ on General Media Use
Synopsis
3 of 22
Synopsis
1. Study Objectives and Design2. The Two Dimensions of „Web 2.0“3. „Web 2.0“ in Numbers4. Typology of „Web 2.0“ Users5. Impact of „Web 2.0“ on General Media Use
4 of 22
Sample
phase 1: interviews of experts
- „A-List-Blogger“ and „A-List-Podcaster“
phase 2 and 3: focus groups and online survey
with private „Web 2.0“ users
- regular use of „Web 2.0“ applications in a private context:
photo and video community, social networking sites,
blogs, podcasts, wikis
- focus on use of media: e-commerce sites like Ebay are not
explicitly included
active/passive participation
- passive participation: participating more than two times a week
- active participation: participating more than two times a week
posting own entries more than ones in a month
commenting more than five times in a month
5 of 22
Design
phase 1: interviews of experts
- interviews (n=9) with „A-List-Blogger“ and podcaster in
Berlin, Heidelberg, Walldorf and Munich
phase 2: focus groups
- 12 focus groups (n=72) with „Web 2.0“ users participate in six
predefined application types, active and passive;
in Mannheim and in Cologne
phase 3: online survey
- online survey (n=501) among „Web 2.0“ users
of the six application types
6 of 22
Synopsis
1. Study Objectives and Design2. The Two Dimensions of „Web 2.0“3. „Web 2.0“ in Numbers4. Typology of „Web 2.0“ Users5. Impact of „Web 2.0“ on General Media Use
7 of 22
Two Dimensions of Web Use ...
8 of 22
... As a Definition of „Web 2.0“
9 of 22
Synopsis
1. Study Objectives and Design2. The Two Dimensions of „Web 2.0“3. „Web 2.0“ in Numbers4. Typology of „Web 2.0“ Users5. Impact of „Web 2.0“ on General Media Use
10 of 22
„Web 2.0“ in Numbers
11 of 22
„Web 2.0“ in Numbers
12 of 22
Synopsis
1. Study Objectives and Design2. The Two Dimensions of „Web 2.0“3. „Web 2.0“ in Numbers4. Typology of „Web 2.0“ Users5. Impact of „Web 2.0“ on General Media Use
13 of 22
Typology of „Web 2.0“ Users
producer
- primarily wants to publish
- content is largely congruent
with classical media
content
examples
- opinion blogs
- podcasts
- musicians
- photographers etc.
14 of 22
Typology of „Web 2.0“ Users
self-promoter
- wants to represent
him- or herself
examples
- weblog/online diary
15 of 22
Typology of „Web 2.0“ Users
special interest expert
- primarily wants to publish
of or communicate about
a special interest, i.e.
hobby broad spectrum of
subjects
examples
- mountainbiker‘s trail videos
on YouTube
- firemen, distributing
YouTube videos on blogs
- allergic person writing for a
cooking blog
16 of 22
Typology of „Web 2.0“ Users
distinguished user
- Combines characteristics
of „Producer“,
„Self-Promoter“,
„Networker“ and
„Special Interest Expert“
examples
- „A-List-Blogger“
17 of 22
Typology of „Web 2.0“ Users
communicator
- tight link between use of
media and communication
- communication because of,
about and sometimes
through the media
examples
- readers discussing blogs
- posting and commenting
on YouTube videos
- media remixes/mash-ups
18 of 22
Typology of „Web 2.0“ Users
information seeker
- observing use of „Web 2.0“
applications, mainly for
informational purposes
examples
- readers of Wikipedia
- user reading but not
commenting on a blog
19 of 22
Typology of „Web 2.0“ Users
entertainment seeker
- observing use of „Web 2.0“
applications, mainly for
entertainment purposes
examples
- „YouTube-Audience“
user reading but not
commenting on a blog
20 of 22
Typology of „Web 2.0“ Users
21 of 22
Synopsis
1. Study Objectives and Design2. The Two Dimensions of „Web 2.0“3. „Web 2.0“ in Numbers4. Typology of „Web 2.0“ Users5. Impact of „Web 2.0“ on General Media Use
22 of 22
Impact of „Web 2.0“ on General Media Use
23 of 22
Impact of „Web 2.0“ on General Media Use
integration of media into the web communication, i.e.
- forwarding
- commenting
- mash-ups/remixes
- communication through
media (video commentary,
audio commentary etc.)
24 of 22
Contact
result gmbhSubbelrather Straße 1550823 KölnGermanyTel. +49 (0)221/952971-0Fax +49 (0)221/[email protected]
25 of 22