You can scroll but you can't hide : En kvalitativ studie över tre åldersgruppers kritik och motstånd mot sponsrade inlägg på Instagram

• Main Author: Pettersson, Sofia
• Format: Others
• Language: Swedish
• Published: Umeå universitet, Institutionen för kultur- och medievetenskaper 2016
• Subjects: power; knowledge; resistance; encoding; decoding; Instagram; advertising; critical thinking; focus group; discourse psychology; makt; kunskap; motstånd; kodning; avkodning; reklam; kritiskt tänkande; fokusgrupp; diskurspsykologi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-118937

”You can scroll but you can’t hide - a qualitive study of three age groups critique and resistance against sponsored posts on Instagram” Author: Sofia PetterssonCourse: Applied strategic communications The aim of this study is to investigate and try to make sense of the critical thinking and following resistance by three age groups against sponsored posts on Instagram. The theoretical background of the study includes Stuart Halls model of encoding/decoding, and Michel Foucaults abstract theories of power/knowledge. The investigative method through which the empirical materials have been gathered is three focus group interviews with three different age groups — 12-16 years old, 19-29 years old and 30-55 years old. To analyze the statements gathered in the focus group interviews, the method of discourse psychology have been applied to the material. The aim of this was to bring forth the repertoars which the groups use to construct reality according to them, and to try and understand how they construct their own identities, both within the group but also the individual.The results were somewhat inconclusive. The study shows that though the older the more consequential the groups think, the method for resistance varied a lot. The youngest group showed some critical thinking and shows tendencies to avoid the advertisements by leaving Instagram. The problem with this group is that they don’t really know why they do this. And they don’t display any deeper understanding as to why they think the way they do. The group 19-29 years showed a more complex understanding of consequences and their critical thinking is more well rounded. In spite of this, this group doesn't show much resisting behavior. The oldest group was the most critical, and talked about more consequential subjects and problems with this kind of advertising. Furthermore, the oldest group had the most knowledge about the technical structures that the sponsored posts are made of and therefore has the best position for resisting the marketing techniques in place. The study is 42 pages long.