Är sociala medier verkligen sociala? -En kvantitativ studie om hur och varför Örebro universitets studenter nyttjar det sociala mediet Instagram

• Main Authors: Lindstens, Nicolina, Thorsén, Kajsa
• Format: Others
• Language: Swedish
• Published: Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap 2019
• Subjects: Uses and Gratifications Theory; Social Media; Instagram; students; Media and Communications; Medie- och kommunikationsvetenskap
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-75149

In a society where media use is increasingly fragmented, social media expand people’s media practices and satisfy peoples’ needs in new ways. Instagram is currently the social media platform with the highest growth of users around the world. The purpose of this study is to examine what needs of information, entertainment, self-confirmation and social connections are being fulfilled by Instagram-use. By applying Uses and Gratifications theory, the study analyzes the motivations behind Instagram use and how needs are fulfilled through user practices. The study builds on a quantitative survey (n=252) examining the Instagram use of students at Örebro University. The analysis assesses factors such as time, user practices and motivations as well as questions regarding interactivity and response. The study finds that students primarily use Instagram to fulfill needs of entertainment and social connection. The importance of response (interactive communication) is more important to those who spend more time on the platform. The study also concludes that younger students and women use the platform more extensively compared to older students and men.