Værdiskabelsen i de sociale mediers æra

Nicki Brøchner Nielsen

Student thesis: Master thesis


With more than 200 million users on Twitter and 750 million users on Facebook it is natural that companies are trying to reach the consumers on those networks. Most of the companies that are involved in social media seem to be looking at the networks as yet another channel of communication, in where they can push their marketing and PR though. It is this traditional social-economical perspective that this thesis is challenging. Though an analysis of how social media is affecting the economical, the social and the political this thesis will answer the question: How has social media transformed the creation of value in the intangible economy? Key findings In this thesis I am presenting a series of arguments for the following key findings - In the shift from traditional mass media towards social media results in not only an acceleration of the transmission of the information, but also that it becomes omnipresent, instant and immaterial. - There is a series of different categorizations within social media. I am pointing towards three different kinds of categorizations. These three categorizations are all centred on what I call the discursive negotiation. This brings the act of a discursive negotiation centre stage in regards to the value creation in social media. - Based on the analysis of how the discursive negotiation is affecting the social, the political and especially the immaterial value creation I am presenting three normative criteria for how to judge the information in social media as productive, and hence therefore value creating: 1) It should catalysed by creativity 2) it should be based on the organic acts 3) it should be causal of breaks Conclusion Based on the analysis in this thesis, I conclude that it is the creativity that arises in the wake of refraction in the social media, which is the foundation for the immaterial value creation in social media. As these results in a liberation and reproduction of the social, political and immaterial economic perspectives in the ‘doing community’.

EducationsMSc in Philosophy, (Graduate Programme) Final Thesis
Publication date2011
Number of pages85