Web 2.0 is a buzzword in the digital industry at the moment. Some of the popular phenomena which exemplify Web 2.0 are blogs, podcasts, wikis or social bookmarking tools. The core of the concept is the individual as an active participant.
Audience activity constitutes one of the central themes of media analysis concerning the audience. One descriptor used to operationalize audience activity is involvement (Levy, 1983). Involvement is also used in another discipline of research: consumer research deploys the concept to explain the decision making process of the consumer.
The objective of this thesis is to attempt the transfer of the concept of involvement from consumer research to audience research on the active Web 2.0 audience. In other words: Can the concept of involvement from consumer research serve to explain audience activity as implied in the concept of Web 2.0?
First, the concept of involvement will be described in connection to audience as well as consumer research.
This is followed by an introduction to the concept of involvement in consumer research.Following a brief conceptual and historical overview, the concept of involvement and its two-dimensional foundation will be delienated and all processes involved will be described.
Third, the concept of Web 2.0 will be explained in detail in part 3. In order to understand the media interest surrounding Web 2.0, the anticipated innovations from the beginning of the internet will be listed, as well as the new questions for audience research, that emerged out of the expansion of the internet.
In the fourth part of this thesis a conceptual transfer is attempted. To analyse the possibilities of the concept of involvement from consumer research for research on Web 2.0 audience activity, a typology of Web 2.0 audience activities will be suggested. Existing research on the Web 2.0 audience will be reviewed for the processes that amount to the construct of involvement in consumer research. A concluding assessment of the possibilities of the concept of involvement from consumer research for Web 2.0 audience activity research will mark the end.
Table of Contents
1. Introduction
2. The concept of involvement
2.1 Audience research and involvement
2.1.1 Conceptual overview of audience research
2.1.2 Historical overview of audience research
2.1.2.1 Three schools of audience research
2.1.2.2 Three paradigms in audience research
2.1.3 Introduction to audience activity
2.1.3.1 Audience activity on a cognitive level
2.1.3.2 Definition of activity on a physical and cognitive level
2.1.3.3 The active audience – an introduction to physical notions
2.1.4 The concept of involvement in audience research
2.2 Consumer research and involvement
2.2.1 Conceptual overview
2.2.2 Historical overview
2.2.3 Joining physical and cognitive notions in the concept of involvement in consumer research
2.2.4 The concept of involvement in consumer research
2.3 Summary
3. Web 2.0
3.1 The internet as a medium
3.1.1 Distinguishing the internet as a medium from other media
3.1.1.1 Technological drivers of the internet as a medium (Neumann)
3.1.1.2 Internet text as an object of study (Mitra/Cohen)
3.1.1.3 Interactivity
3.2 The phenomenon of Web 2.0
3.2.1 Semiotic background of the term Web 2.0
3.2.2 Core principles of Web 2.0
3.2.2.1 Popular phenomena of Web 2.0
3.2.2.2 Technological changes relevant to Web 2.0
3.2.3 General conditions and criticism regarding Web 2.0
3.3 Summary
4. The involvement concept as a basis for research on Web 2.0 audience activity
4.1 A typology of audience activities
4.2 Transfer of the the concept of involvement from consumer research into existing research on the Web 2.0 audience
4.2.1 Activating/physical processes
4.2.3 Web 2.0 audience activity
4.3 Summary
5. Conclusion
Research Objectives and Key Topics
The objective of this thesis is to examine whether the concept of involvement, as traditionally applied in consumer research, can be successfully transferred to explain the nature of audience activity within the Web 2.0 environment, addressing the shift from passive reception to active production.
- Analysis of the traditional concept of involvement in media and consumer research.
- Investigation of Web 2.0 as a medium and the transition from consumption to co-production.
- Development of a two-dimensional typology of audience activity (cognitive and physical).
- Assessment of the applicability of consumer-based involvement metrics to Web 2.0 users.
Excerpt from the Book
2.1.3 Introduction to audience activity
The objective of this part is to show that research on audience activity in the 1980s mainly focussed on the cognitive level, although at the time this was not perceived so.
Livingstone (2005) summarises that the main question was whether an active audience exists or not. Three arguments are listed that can be claimed for the active engagement of audiences with their media:
The audience must engage in an interpretation, construction or decoding of the message as meaningful.
The experience of being in an audience is socially and culturally located, meaning that the individual concerns, personal experiences and knowledge build the basis for the interpretation.
As a result, individuals have different interpretations of their media experience, according to their personal factors (cf. Livingstone, 2005, 41).
Summary of Chapters
1. Introduction: This chapter introduces Web 2.0 as a central buzzword in current media discourse and defines the thesis's core objective: investigating the activity of the user within this new digital environment.
2. The concept of involvement: This section provides a historical and theoretical overview of audience and consumer research, introducing the necessity of a two-dimensional activity model (cognitive and physical).
3. Web 2.0: This chapter analyzes the technical and social foundations of Web 2.0, emphasizing interactivity and user-generated content as the primary drivers for a new, active role of the audience.
4. The involvement concept as a basis for research on Web 2.0 audience activity: This part applies the theoretical findings to Web 2.0 phenomena, suggesting a typology of activities and exploring the transfer of consumer involvement models.
5. Conclusion: The concluding chapter summarizes the main findings and highlights the potential of the involvement construct for future research on the active Web 2.0 audience.
Keywords
Web 2.0, audience research, consumer research, involvement, audience activity, interactivity, user-generated content, cognitive activity, physical activity, media studies, digital media, social networks, blogosphere, participation, decision behaviour
Frequently Asked Questions
What is the core focus of this research?
This thesis examines the activity of users in the context of Web 2.0, specifically utilizing the concept of involvement derived from consumer research to better understand how modern audiences interact with media.
What are the central thematic fields?
The work covers audience theory, consumer psychology, the technological and social evolution of the internet, and the specific dynamics of Web 2.0 applications like blogs, wikis, and social networks.
What is the primary research question?
The core question asks whether the concept of involvement from consumer research can effectively serve to explain audience activity as it manifests within the concept of Web 2.0.
Which scientific methodology is employed?
The research primarily utilizes a conceptual and theoretical analysis, combining media studies discourse with consumer research frameworks to synthesize a new, two-dimensional model of audience activity.
What is covered in the main section of the work?
The main part analyzes the shift from one-dimensional cognitive audience models to a two-dimensional approach that includes both cognitive and physical activity, followed by a detailed review of Web 2.0 as a participatory platform.
How is the audience characterized by the keywords?
The audience is characterized by its transformation from passive consumers into active, contributing producers who participate in a highly interactive and interconnected mediascape.
Why is the "physical" dimension of activity important in this study?
The study argues that traditional media research focused too heavily on cognitive states. Since Web 2.0 requires tangible actions like typing, clicking, and uploading, physical activity has become an essential metric for understanding modern engagement.
How does the concept of "involvement" in consumer research differ from its application here?
In consumer research, involvement is used to explain buying decisions based on activating and cognitive processes; this thesis adapts these psychological dimensions to map them onto the diverse activities performed by Web 2.0 users.
- Arbeit zitieren
- Eva Lüers (Autor:in), 2007, Web 2.0 and Audience Research, München, GRIN Verlag, https://www.grin.com/document/84895
