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Browsing by Subject "web 2.0"

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  • Ratavaara, Nina (2013)
    The study aims to depict how black metal scene members see black metal, the scene and their own identities in the changing, global mediascapes of today and how they (re-) negotiate these elements in these circumstances. In the last two decades, the new ICT have changed the world and equally so musical scenes. The question to be answered then is how a global subculture like black metal that highly values obscurity and has a strong ideology reacts to these changes as these developments result in concepts such as scene, space, identity and authenticity being challenged in today’s globalized world. Despite the little academic attention that black metal has received, it is not only interesting musically with black metal being one of the newest and most extreme metal subgenres but the black metal scene and its practices are noteworthy because of their unique connection of music and ideology as well as the global network that has existed since black metal’s inception. A qualitative multi-method research design is used to achieve an understanding of both experiences and thoughts of individual scene members as well as to try to discover a wider scenic development, negotiation behaviour and to draw a picture of scenic media use. The data was gathered by starting a thread in an online discussion forum and conducting six semi-structured interviews both face-to-face as well as online through email and written Skype chats. Scenic material such as magazines and documentaries were collected and used to support the other two data sets and add more nuances. All these materials were analysed thematically from an insider researcher perspective. In conclusion, it can be said that while there clearly was a phase of conflict in the scene to adapt to the developments it seems they have enforcedly been accepted and are seen as part of an inevitable evolution. The Internet has become the dominant media used in the black metal scene. It is acknowledged that the Internet makes access easier and faster, it shrinks the world. This is seen both as positive and negative. Scene members see it as beneficial personally as the Internet allows inexpensive and fast access to information and communication tools. For the scene however, it is seen as a threat since it renders black metal more visible and provides easier accessibility for everyone. While black metal in its core has not changed and its ideology has remained the same, the scene has developed, grown up and become more diverse and fragmented as well as lost some of its restrictiveness.
  • Koomanova, Gulsana (2012)
    The purpose of this research was to investigate the role of electronic word of mouth (eWOM) in shaping consumer attitudes towards various products and services with concentration on the consumer attitude change. eWOM has long been proven to play an important role in influencing consumer attitudes and has been researched from a variety of perspectives. This study attempts to look deeper into the process of consumer attitude change by applying as the central theory of the study the Elaboration Likelihood Model of Persuasion by Petty and Cacioppo. In the processes of examining the background academic and empirical research the Internet and Web 2.0 are closely depicted in order to understand how throughout the past centuries technology allowed the rise of various mediums where consumers can not only share their opinions online about products and services but also communicate with other consumers. Manuel Castel’s Internet Galaxy, Gildin’s, Carl and Noland’s, Hennig-Thurau, Gwinner, Walsh and Gremler’s researches on eWOM are the central works that helped to shape both the theoretical and empirical parts of this study. The mixed method approach was chosen as a research method for this study. An online survey was conducted via the Surveymonkey.com platform and eight qualitative in-depth interviews were conducted. The results of the study show that central route queues as text quality and text argumentativeness are more prominent among the research subjects and the peripheral route queues: source credibility and source expertise did not show considerable significance. Also more experience and participation consumers have with user-rating websites and applications more inclined they are to elaborate on the central route cues and are more likely to search for opinions that they consider rational and credible. Also these respondents are less inclined to search for ratings that confirm their existing beliefs about products or services. Less experience/participation they have about eWOM more likely they are to search for reviews confirmatory to their own.