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Hur attityder kan påverkas genom kommunikation - en attitydundersökning av Telia Mobiles positioneringstjänst FriendFinder
2002 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

Our degree thesis has two purposes, one empirical and one theoretical. Our empirical aim is to explore what attitudes young people in Karlstad have towards Telia Mobile’s wireless positioning service FriendFinder. Hopefully our empirical study will generate information that will be valuable to Telia Mobile in shaping their marketing strategy towards the youth segment. Our theoretical ambition is to establish a connection between our empirical findings and relevant theories within media and communication research, and other related scientific areas. To achieve this aim, we attempt to answer the following questions: - What attitudes do High School students in Karlstad have towards Telia Mobile’s wireless positioning service FriendFinder? - How can attitudes be affected through communication? The concept of attitude consists of three components: the knowledge of the individual, the emotion, and the will to act. Researchers disagree upon how these three are interconnected. Attitudes are mental tools with which people sort and label their impressions about reality. An individual’s attitudes are influenced by different reference groups and by cultural influences, but are also dependent upon the individual’s own knowledge and experience. In order to answer our questions, we performed a qualitative interview study at five High Schools in Karlstad. The study is based upon ten interviews with Highs School students. The study shows that the High School students in Karlstad for the most part hold positive attitudes towards FriendFinder. The foremost reason for this is that it was seen as a cheap alternative to calling or sending an SMS and that it was a quick way to find out where someone is. Researchers debate whether there is a connection between attitude and behavior. Even if our respondents for the most part were positive towards FriendFinder, this does not necessarily mean that all of them are going to start using it. We believe that the difference between the respondent’s attitudes and their willingness to act upon their attitudes partly can be explained by some practical obstacles when transforming the attitude into action. Many of the respondents simply felt that it was not worth going through all the trouble of changing phone operator, or worth the expense of buying a new phone just to be able to use FriendFinder. The respondents also valued their friend’s opinions higher than those of their parents on technical issues like this. Hence friends constituted the most important reference group in this case. None of the respondents had heard about FriendFinder before we interviewed them. Even if they found the information on the homepage appealing, they all agreed that it was not sufficient that the only source of information about the service is Telia Mobile’s homepage. Telia Mobile should therefore focus on creating an awareness of the service, rather than trying to change existing attitudes, considering the fact that respondent’s knowledge of the service was non-existent. In this case the problem in the communication process is not the message, but the communication channel’s lack of efficiency in reaching the intended target group. Hence should they not change what they communicate, but rather where they communicate it. The lack of knowledge about FriendFinder is therefore very much an information problem.

Place, publisher, year, edition, pages
2002. , 51 p.
Identifiers
URN: urn:nbn:se:kau:diva-57320Local ID: MKV C-27OAI: oai:DiVA.org:kau-57320DiVA: diva2:1121931
Subject / course
Media and Communication Studies
Available from: 2017-07-12 Created: 2017-07-12

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf