Det moderna zappandet : En flermetodisk studie om kortformsmedievanor hos unga vuxna

Sammanfattning: Due to increased data caps, revolutions in mobile camera technology and a hyperconnected generation, video-centric social media services are rapidly becoming one of the most popular ways of consuming digital media. These services allow users to view, share and produce short-form media content at any time. The content viewed is provided algorithmically and will adapt based on the user's interactions. The platform will therefore entertain regular users more effectively, further increasing the likelihood of continuous use. This study aims to understand young adults' use, non-use, and attitude towards video-centric social media applications. Further questions regarding risks of addiction as well as possibilities for content creators are also explored. Analyzing the results using the Uses & Gratifications theory, video-centric social media services met "play/fun", "responsiveness", "ownness", "community building", "purpose" and "coolness" gratifications. Furthermore, the study found differences in usage patterns depending on the user's age. Comparably, non-users expressed fear of addiction and low-quality content as the main deterrents for usage.