I målgruppa - En kvalitativ studie av unge voksnes reklamevaner på Internett
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This is a master thesis about young adults’ digital advertising practices. Young adults are the most active users of Internet technology in Norway, and are navigating in a complex and commercial digital landscape. This landscape consists of unlimited possibilities and is often describes as in a state of abundance. Although there are possibilities there are also advanced ways for the marketers to target their audiences. In this study, I will try to figure out how the young consumer manoeuvre in this landscape and how advertising may play a role in his or her digital practices. On that basis, I will try to answer this question; “what is the characteristics of young adults’ digital advertising practices?” To answer this I will use a qualitative approach. The collected data consists of eight semi structured interviews with young adults, in the age 18-24 years. To analyse the data from the interviews I use theories about media practices, domestication, advertising and literacy. Main findings: In this study, I found that advertising can play a part in young adults’ domestication of technology. Advertising was considered as an element in constructing their practices, because it seemed they saw advertising as part of these practices in different ways. I also found out how the young adults used and developed competence and skills in their practices online, both directly related to advertising, but also skills when it came to understanding the digital environment and navigating it. Another main finding in this study was how the young adults used advertising in communicating and creating self identity through symbolic consumption.