Blogs as navigation platforms: A study of narrative directionality in the identity construction process of the contemporary consumer

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Nikkinen, Maiju
dc.date.accessioned 2015-11-04T13:21:00Z
dc.date.available 2015-11-04T13:21:00Z
dc.date.issued 2015
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/18275
dc.description.abstract Purpose of the study: The purpose of this study is to examine how contemporary consumers construct and communicate their identities through narratives and how they reflect their identity through narratives on blog consumption experiences. Ultimately, this study aims to shed light on how consumers draw from blogs and to examine whether blogs can be used in identity construction processes. It is argued that, ultimately, blogs serve as navigational platforms for consumers' story-telling activities, there-by performing an instrumental role in the constructing of meaningful, but continuously transform-ing selves. Understanding how this process of identity formation unfolds hermeneutically through narration is the essence this research. Methodology: This research was conducted using life story and phenomenological interviews while blogosphere was selected as the context for the latter because of the fascinating way it portrays the lives of con-temporary consumers. Altogether five sets of interviews were conducted and two sharply con-trasting cases selected for further analysis. The interviews were analyzed according to the princi-ples of the hermeneutic approach. The interviewee's biographic narrative was first broken down into a life story. Then, the life story was analyzed in detail in order to form a perception of the in-terviewee's identity. After completing these two steps, the results were enriched with the data from the phenomenological interview in order to analyze the interviewee's reflections on blog consump-tion with respect to the findings of identity construction. Findings: The existential and ontological uncertainty of the postmodern era drives the individual to seek stability, which can be imposed through direction and purpose in life. Having clear end-goals func-tion as guiding lines for the individual who strives to choose the right path and navigate through the surrounding chaos in life. For the contemporary consumer, narratives are means to make sense of the world that is in a constant flux. The young adults interviewed in this study do not have very clear or stable end-goals in their lives yet, hence, with the myriad of options at hand it is chal-lenging for them to choose the right direction in life. The findings of this study show how the in-formants utilize blogs as navigation platforms, aiding in choosing or avoiding certain directions in their lives. The informants reflect on the phenomena they see in blogs and mirror their own lives and lifestyles to what they see in the blogosphere. This study suggests blogs to function as a fast track, providing ready-made examples of possible selves and future direction for the consumer to safely explore behind the veil of anonymity. en
dc.format.extent 86
dc.language.iso en en
dc.title Blogs as navigation platforms: A study of narrative directionality in the identity construction process of the contemporary consumer en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.contributor.department Department of Marketing en
dc.subject.keyword Narrative
dc.subject.keyword narrative directionality
dc.subject.keyword identity construction
dc.subject.keyword life story
dc.subject.keyword social media
dc.subject.keyword blog
dc.subject.keyword navigation platform
dc.subject.keyword consumption
dc.subject.keyword consumer behaviour
dc.subject.keyword redemption and contamination
dc.identifier.urn URN:NBN:fi:aalto-201511054846
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon kuluttajakäyttäytyminen
dc.subject.helecon consumer behaviour
dc.subject.helecon kuluttajat
dc.subject.helecon consumers
dc.subject.helecon sosiaalinen media
dc.subject.helecon social media
dc.subject.helecon blogit
dc.subject.helecon blogs
dc.subject.helecon tarina
dc.subject.helecon narrative
dc.subject.helecon identiteetti
dc.subject.helecon identity
dc.ethesisid 13949
dc.date.dateaccepted 2015-05-07
dc.location P1 I


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