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N0 H8 M8 (No hate mate): En enkätstudie om lärarstudenters mottagande av en kampanj mot näthat.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
N0 H8 M8 (No hate mate) : A survey and reception study of teacher students’ attitudes towards a campaign against online hate speech. (English)
Abstract [sv]

Studien ämnar undersöka lärarstudenters mottagande av en kommunikationskampanj mot näthat. Syftet är att förstå hur de uppfattar kampanjen och dess budskap, samt hur de ser på kampanjen i förhållande till sin framtida yrkesroll som lärare.

Studien använder tvåstegshypotesen och begreppet opinionsbildare, samt social marketing-disciplinens ramverk för att besvara frågeställningarna. Dessutom används teorin om sekundär socialisation och tankar om sociala normer för att bättre förstå studiens kontext. Studien har en kvantitativ ansats och empiri samlas in med hjälp av en digital enkät. Empirin analyseras och diskuteras sedan utifrån studiens teoretiska utgångspunkter.

Studien visar att lärarstudenterna anser att kampanjen berör viktiga ämnen och anser att klassrumsövningarna är användbara. De anser sig i allmänhet vara kunniga om ämnen som kampanjen tar upp, som sexism, rasism, homofobi och samhällets normer. Däremot anser de sig inte veta så mycket om anonymitet på nätet, lagstiftning kring kränkningar online och var det finns hjälp att få vid nätmobbning. Analysen av resultatet pekar också på att de har en medvetenhet kring sin framtida yrkesroll och anser att de har ett ansvar att arbeta med de frågor som kampanjen berör. Det verkar också som att de anser att kampanjens metodmaterial skulle utgöra ett användbart verktyg som kan hjälpa dem att ta sig an den uppgiften.

Abstract [en]

This study aims to examine the reception of a communication campaign against hate speech online and cyber-bullying. The purpose it to understand how teacher students at university level, perceive the campaign and its messages, as well as how they perceive the campaign in relation to their future teacher profession.

The study’s theoretical framework includes the theory of two-step flow of communication, with the core concept of opinion leaders. It also includes teachings from the social marketing discipline. To better understand the context of the study, the theory of secondary socialisation is used, together with a social norms-perspective. The study uses a quantitative survey method. Empirical data is collected through an online survey and is later analysed and discussed with the help of the aforementioned theoretical framework.

The results show that the teacher students think the topics of the campaign are important. In general, they rate their knowledge on the campaign topics highly. They claim to know a lot about sexism, racism, homophobia and societal norms. However, they rate their knowledge on other topics lower – they claim to not know as much about online anonymity, legislation about hate speech or the resources that are available when cyber-bullying occurs. The analysis shows that the teacher students are aware of the socialising role that comes with their future profession. They seem to think that it is part of their responsibility as teachers to work with the themes specified in the campaign. It seems like they think the campaign material and classroom exercises would be useful tools when it comes to living up to that responsibility

Place, publisher, year, edition, pages
2017. , p. 76
Keywords [en]
Marketing campaign, ”social marketing”, “opinion leaders”, cyber-bullying, socialisation, norms
Keywords [sv]
kampanj, social marketing, opinionsledare, näthat, socialisering, normer
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-39043ISRN: JU-HLK-MKA-1-20180171OAI: oai:DiVA.org:hj-39043DiVA, id: diva2:1192626
Subject / course
HLK, Media and Communication Studies
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Available from: 2018-03-26 Created: 2018-03-23 Last updated: 2018-03-26Bibliographically approved

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Citation style
  • apa
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  • sv-SE
  • Other locale
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Output format
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