Web 2.0 and Audience Research

An analysis focussing on the concept of involvement

Thesis (M.A.) , 2007 , 88 Pages , Grade: 2,0

Communications - Multimedia, Internet, New Technologies

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.

Inhaltsverzeichnis (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

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This master's thesis examines the concept of involvement within the context of audience research and its applicability to Web 2.0. The research explores the development and evolution of the involvement concept in both audience and consumer research, culminating in an analysis of its relevance to understanding audience activity within the Web 2.0 environment.

• The historical development and conceptualization of audience research
• The concept of involvement in audience and consumer research
• The emergence and characteristics of Web 2.0
• Applying the involvement concept to analyze Web 2.0 audience activity
• The role of technology and interactivity in shaping audience behavior within Web 2.0

Zusammenfassung der Kapitel (Chapter Summaries)

This thesis explores the concept of involvement within the context of audience research and its applicability to Web 2.0. The first chapter introduces the research topic and outlines the overarching objectives. Chapter 2 delves into the concept of involvement, examining its historical development and theoretical foundations in both audience and consumer research. This chapter explores different frameworks and models for understanding audience activity, including cognitive and physical dimensions. Chapter 3 provides a comprehensive overview of Web 2.0, analyzing its emergence, key features, and technological drivers. This chapter discusses the implications of Web 2.0 for audience research, highlighting the unique characteristics of this digital environment. Finally, chapter 4 applies the concept of involvement to understand audience activity within Web 2.0, identifying key themes and exploring how involvement influences user engagement and behavior.

Schlüsselwörter (Keywords)

This thesis examines the concept of involvement in the context of audience research, focusing on its applicability to the Web 2.0 environment. The research explores key concepts like audience activity, interactivity, and the evolution of the involvement construct in both consumer and audience research. The analysis focuses on the relationship between technology, user engagement, and the distinct characteristics of Web 2.0. Key terms include audience research, consumer research, Web 2.0, involvement, audience activity, interactivity, and digital platforms.

• College: University of Bremen
• Grade: 2,0
• Author: Eva Lüers (Author)
• Publication Year: 2007
• Pages: 88
• Catalog Number: V84895
• ISBN (eBook): 9783638896115
• ISBN (Book): 9783638896221
• Language: English
• Tags: Audience, Research