Web 2.0 and Audience Research

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.