magistrska naloga
Petra Ložar (Avtor), Mirna Macur (Mentor)

Povzetek

Temeljni namen pričujoče magistrske naloge je, raziskati, katere posameznikove psihološke potrebe zadovoljujemo z uporabo spletnih socialnih omrežij, primer Facebooka. V ta namen sem povabila k sodelovanju dve po starosti različni skupini in izvedla raziskavo s pomočjo metode fokusne skupine. Odločitev za fokusno skupino se mi je zdela prava zaradi tega, ker so do sedaj podobna raziskovalna vprašanja obdelovali z metodo anketiranja in to predvsem za namene oglaševanja. V vsaki skupini je sodelovalo sedem uporabnikov spletnega socialnega omrežja Facebook. Za dve po starosni različni skupini sem se odločila zaradi primerljivosti in domneve, da se glede na starost pomen potreb spreminja. Zanimalo me je, katere so psihološke potrebe, ki jih uporabnik ima, in ali jih zadovoljimo z uporabo Facebooka. Po predhodnih raziskavah s podobno tematiko je najbolj obiskano svetovno spletno omrežje prav Facebook. V nizu vprašanj, ki sem jih zastavila v obeh skupinah, sem si zastavila aplikativen cilj in sicer prepoznati psihološke potrebe, ki jih morda v realnem svetu ne moremo tako hitro in enostavno zadovoljiti kot v virtualnem. Koncept svetovnega spleta lahko razumemo tudi kot sistem za ustvarjanje, razvrščanje in povezovanje dokumentov, po katerih je zlahka brskati po internetu. A za spletna socialna omrežja velja, da ponujajo nekaj več in da so predvsem plod povezovanja posameznikov, ki na ta način zadovoljujejo določene potrebe. Rezultati obeh fokusnih skupin so bili zelo podobni, a vendar so se v nekaterih segmentih razlikovali. Na koncu sem rezultate ene in druge skupine primerjala ter zaključila z ugotovitvijo, da so psihološke potrebe obeh v večini enake. S pomočjo analize pridobljenih podatkov sem na primeru uporabe Facebooka potrdila tudi Katzevo teorijo zadovoljevanja potreb, ki temelji na petih predpostavkah. V sklepnem delu sem podala še svoje razmišljanje o morebitnem dolgoročnem vplivu na mlajše generacije, ki najbolj množično uporabljajo to spletno socialno omrežje.

Ključne besede

potrebe;zadovoljevanje potreb;množični mediji;internet;splet 2.0;spletna skupnost;spletno socialno omrežje;Facebook;

Podatki

Jezik: Slovenski jezik
Leto izida:
Tipologija: 2.09 - Magistrsko delo
Organizacija: FUDŠ - Fakulteta za uporabne družbene študije v Novi Gorici
Založnik: [P. Ložar]
UDK: 316.472.4-027.44:004.738.5
COBISS: 1024325697 Povezava se bo odprla v novem oknu
Št. ogledov: 1
Št. prenosov: 0
Ocena: 0 (0 glasov)
Metapodatki: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Ostali podatki

Sekundarni jezik: Angleški jezik
Sekundarni povzetek: The basic purpose of this thesis is to explore which psychological needs of an individual are satisfied with the use of on-line social networks, like Facebook. With that intention I invited two groups (different by age) to cooperate and conducted a research with the focus group method. The decision to use the focus group seemed appropriate as similar research questions have so far been processed mainly only through questionnaire methods and mostly for the purpose of advertising. Each group involved consisted of seven users of Facebook. Groups are can be differentiated by age due to comparability and the assumption that the importance of needs changes with age. I was interested in which the psychological needs of an individual are, and whether they are satisfied with the use of Facebook. According to preliminary research, Facebook is the most frequently visited social network on-line. In the series of questions raised in both groups I have set an applicative goal – to recognise the psychological needs that might not be satisfied in the real world as fast and as simple as in the virtual one. The concept of the worldwide web can also be understood as a system for creating, sorting and linking of documents which can then be easily browsed through on-line. But the on-line social networks offer more than that and are mostly the result of individuals connecting to each other through which they satisfy certain needs. The results of both focus groups were very similar, yet there were significant differences in some of the segments. In the end, I compared the results of both groups and concluded that psychological needs in both of them are mostly the same. With the analysis of the acquired data on the example of the use of Facebook I also confirmed Katz’s theory of satisfying needs based on five assumptions. In the conclusions I also offer my reflections on potential long-term effects on younger generations who are the most common users of this on-line social network.
Sekundarne ključne besede: needs;satisfaction of needs;mass media;internet;web 2.0;web communication;on-line social network;facebook;
Vrsta dela (COBISS): Magistrsko delo/naloga
Komentar na gradivo: Fak. za upor. druž. študije v Novi Gorici
Strani: 67 str., [60] f. pril.
ID: 13181200