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Vegan lifestile on Facebook: An online ethnography study
Högskolan Väst, Institutionen för ekonomi och it, Avd för informatik.
2016 (Engelska)Självständigt arbete på avancerad nivå (magisterexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)Alternativ titel
Vegan lifestile on Facebook : An online ethnography study (Engelska)
Abstract [en]

In recent years there has been an increase in the number of vegans in the world. The main goal of my research is to understand the vegan struggles in their daily life and study how Facebook might help them solve these difficulties. This master's thesis focuses on the user perspective and how they perceive barriers to follow a vegetarian lifestyle in Spain. The research questions are about finding those barriers and knowing how they could be solved by using Facebook groups. For this purpose, an ethnographic approach has been used.

The target group of this study are vegans who have gone through the time of change and may have had some problems in making that decision. Fifteen vegans have been interviewed to find challenges that have arisen when they have changed their lifestyles. After that, an online ethnography study has been performed by observing the content of a Facebook group, called "Vegetarianos y Veganos – España", focusing on publications where group members were asking for advice, information or solutions.

The results indicate that the investigated group of Facebook is essential for the exchange of information, knowledge and experience. The members also contribute to increased knowledge through publications and comments. But most importantly, the members receive solutions to the problems they share with the group.

Ort, förlag, år, upplaga, sidor
2016. , s. 38
Nyckelord [en]
Vegan veganism Facebook online ethnography
Nationell ämneskategori
Systemvetenskap, informationssystem och informatik
Identifikatorer
URN: urn:nbn:se:hv:diva-9481Lokalt ID: EXI802OAI: oai:DiVA.org:hv-9481DiVA, id: diva2:946093
Ämne / kurs
Informatik
Handledare
Examinatorer
Tillgänglig från: 2016-07-10 Skapad: 2016-07-04 Senast uppdaterad: 2018-01-10Bibliografiskt granskad

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