Media Use in the Age of Web 2.0

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lecture in the course of the conference General Online Research (G.O.R) 2007, 26th to 28. March 200, Leipzig, Germany

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Media Use in the Age of Web 2.0

  1. 1. Media Use in the Age of „Web 2.0“
  2. 2. <ul><li>Study Objectives and Design </li></ul><ul><li>The Two Dimensions of „Web 2.0“ </li></ul><ul><li>„ Web 2.0“ in Numbers </li></ul><ul><li>Typology of „Web 2.0“ Users </li></ul><ul><li>Impact of „Web 2.0“ on General Media Use </li></ul>Synopsis
  3. 3. Synopsis <ul><li>Study Objectives and Design </li></ul><ul><li>The Two Dimensions of „Web 2.0“ </li></ul><ul><li>„ Web 2.0“ in Numbers </li></ul><ul><li>Typology of „Web 2.0“ Users </li></ul><ul><li>Impact of „Web 2.0“ on General Media Use </li></ul>
  4. 4. Sample <ul><li>phase 1: interviews of experts </li></ul><ul><li>- „A-List-Blogger“ and „A-List-Podcaster“ </li></ul><ul><li>phase 2 and 3: focus groups and online survey </li></ul><ul><li>with private „Web 2.0“ users </li></ul><ul><li>- regular use of „Web 2.0“ applications in a private context: </li></ul><ul><li> photo and video community, social networking sites, </li></ul><ul><li> blogs, podcasts, wikis </li></ul><ul><li>- focus on use of media: e-commerce sites like Ebay are not </li></ul><ul><li>explicitly included </li></ul><ul><li>active/passive participation </li></ul><ul><li>- passive participation: participating more than two times a week </li></ul><ul><li>- active participation: participating more than two times a week </li></ul><ul><li> posting own entries more than ones in a month </li></ul><ul><li> commenting more than five times in a month </li></ul>
  5. 5. Design <ul><li>phase 1: interviews of experts </li></ul><ul><li>- interviews (n=9) with „A-List-Blogger“ and podcaster in </li></ul><ul><li>Berlin, Heidelberg, Walldorf and Munich </li></ul><ul><li>phase 2: focus groups </li></ul><ul><li>- 12 focus groups (n=72) with „Web 2.0“ users participate in six </li></ul><ul><li>predefined application types, active and passive; </li></ul><ul><li> in Mannheim and in Cologne </li></ul><ul><li>phase 3: online survey </li></ul><ul><li>- online survey (n=501) among „Web 2.0“ users </li></ul><ul><li> of the six application types </li></ul>
  6. 6. Synopsis <ul><li>Study Objectives and Design </li></ul><ul><li>The Two Dimensions of „Web 2.0“ </li></ul><ul><li>„ Web 2.0“ in Numbers </li></ul><ul><li>Typology of „Web 2.0“ Users </li></ul><ul><li>Impact of „Web 2.0“ on General Media Use </li></ul>
  7. 7. Two Dimensions of Web Use ...
  8. 8. ... As a Definition of „Web 2.0“
  9. 9. Synopsis <ul><li>Study Objectives and Design </li></ul><ul><li>The Two Dimensions of „Web 2.0“ </li></ul><ul><li>„ Web 2.0“ in Numbers </li></ul><ul><li>Typology of „Web 2.0“ Users </li></ul><ul><li>Impact of „Web 2.0“ on General Media Use </li></ul>
  10. 10. „ Web 2.0“ in Numbers
  11. 11. „ Web 2.0“ in Numbers
  12. 12. Synopsis <ul><li>Study Objectives and Design </li></ul><ul><li>The Two Dimensions of „Web 2.0“ </li></ul><ul><li>„ Web 2.0“ in Numbers </li></ul><ul><li>Typology of „Web 2.0“ Users </li></ul><ul><li>Impact of „Web 2.0“ on General Media Use </li></ul>
  13. 13. Typology of „Web 2.0“ Users <ul><li>producer </li></ul><ul><li>- primarily wants to publish </li></ul><ul><li>- content is largely congruent </li></ul><ul><li> with classical media </li></ul><ul><li> content </li></ul><ul><li>examples </li></ul><ul><li>- opinion blogs </li></ul><ul><li>- podcasts </li></ul><ul><li>- musicians </li></ul><ul><li>- photographers etc. </li></ul>
  14. 14. Typology of „Web 2.0“ Users <ul><li>self-promoter </li></ul><ul><li>- wants to represent </li></ul><ul><li> him- or herself </li></ul><ul><li>examples </li></ul><ul><li>- weblog/online diary </li></ul>
  15. 15. Typology of „Web 2.0“ Users <ul><li>special interest expert </li></ul><ul><li>- primarily wants to publish </li></ul><ul><li> of or communicate about </li></ul><ul><li> a special interest, i.e. </li></ul><ul><li> hobby broad spectrum of </li></ul><ul><li> subjects </li></ul><ul><li>examples </li></ul><ul><li>- mountainbiker‘s trail videos </li></ul><ul><li> on YouTube </li></ul><ul><li>- firemen, distributing </li></ul><ul><li> YouTube videos on blogs </li></ul><ul><li>- allergic person writing for a </li></ul><ul><li> cooking blog </li></ul>
  16. 16. Typology of „Web 2.0“ Users <ul><li>distinguished user </li></ul><ul><li>- Combines characteristics </li></ul><ul><li> of „Producer“, </li></ul><ul><li> „ Self-Promoter“, </li></ul><ul><li> „ Networker“ and </li></ul><ul><li> „ Special Interest Expert“ </li></ul><ul><li>examples </li></ul><ul><li>- „A-List-Blogger“ </li></ul>
  17. 17. Typology of „Web 2.0“ Users <ul><li>communicator </li></ul><ul><li>- tight link between use of </li></ul><ul><li> media and communication </li></ul><ul><li>- communication because of, </li></ul><ul><li> about and sometimes </li></ul><ul><li> through the media </li></ul><ul><li>examples </li></ul><ul><li>- readers discussing blogs </li></ul><ul><li>- posting and commenting </li></ul><ul><li> on YouTube videos </li></ul><ul><li>- media remixes/mash-ups </li></ul>
  18. 18. Typology of „Web 2.0“ Users <ul><li>information seeker </li></ul><ul><li>- observing use of „Web 2.0“ </li></ul><ul><li> applications, mainly for </li></ul><ul><li> informational purposes </li></ul><ul><li>examples </li></ul><ul><li>- readers of Wikipedia </li></ul><ul><li>- user reading but not </li></ul><ul><li> commenting on a blog </li></ul>
  19. 19. Typology of „Web 2.0“ Users <ul><li>entertainment seeker </li></ul><ul><li>- observing use of „Web 2.0“ </li></ul><ul><li> applications, mainly for </li></ul><ul><li> entertainment purposes </li></ul><ul><li>examples </li></ul><ul><li>- „YouTube-Audience“ </li></ul><ul><li> user reading but not </li></ul><ul><li> commenting on a blog </li></ul>
  20. 20. Typology of „Web 2.0“ Users
  21. 21. Synopsis <ul><li>Study Objectives and Design </li></ul><ul><li>The Two Dimensions of „Web 2.0“ </li></ul><ul><li>„ Web 2.0“ in Numbers </li></ul><ul><li>Typology of „Web 2.0“ Users </li></ul><ul><li>Impact of „Web 2.0“ on General Media Use </li></ul>
  22. 22. Impact of „Web 2.0“ on General Media Use
  23. 23. Impact of „Web 2.0“ on General Media Use <ul><li>integration of media into the web communication, i.e. </li></ul><ul><li>- forwarding </li></ul><ul><li>- commenting </li></ul><ul><li>- mash-ups/remixes </li></ul><ul><li>- communication through </li></ul><ul><li> media (video commentary, </li></ul><ul><li> audio commentary etc.) </li></ul>
  24. 24. Contact <ul><li>result gmbh Subbelrather Straße 15 50823 Köln Germany Tel. +49 (0)221/952971-0 Fax +49 (0)221/952971-396 [email_address] www.result.de </li></ul>

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