Are we positively or negatively affected? : A study on how people react to food-related communication messages

Background- Communication messages today are all about influencing and persuading people. Two main types of messages can be seen when studying the healthy food trend on Instagram and how it is impacting attitude formation and change; these two are positive and negative messages. However, different communication messages are not the only deciders of attitude formation and change. There is one more significant factor that impacts attitude formation and change; this factor is identification with the message sender. Purpose- The purpose of this thesis is to identify whether positively or negatively themed messages on Instagram have a stronger impact on a person's attitudes regarding healthy food consumption. We will further examine if identification with the message sender additionally impacts attitude formation and change. Method- In order to fulfill the purpose of the thesis we used a qualitative research approach. We conducted interviews with 40 respondents that belonged to our main target group. Furthermore we conducted a robustness check with six respondents. All 46 respondents included in the qualitative study were Instagram users, and all the respondents in the main target group were students. Findings and Conclusion- After analyzing the empirical results together with suitable theories, some main conclusions could be drawn. The study demonstrated that positive communication messages are the preferred message type on Instagram. We further conclude that identification with the message sender does indeed have an additional impact on attitude formation and change. Based on this study we can say that communication messages and identification with the message sender work together in forming and changing attitudes regarding healthy food on Instagram. Practical Implications- This thesis gives valuable indications to companies, organizations and decision makers in order to direct marketing practices in terms of communication messages on social media, particularly Instagram. Moreover it gives insights for managers to be able to create communication messages that correspond to the expectations of the society. Keywords- Communication messages, attitude formation and change, identification with the message sender.

Educated to Learn : How to enhance the education of computer science and informatics

The very nature of computer science with its constant changes forces those who wish to follow to adapt and react quickly. Large companies invest in being up to date in order to generate revenue and stay active on the market. Universities, on the other hand, need to imply same practices of staying up to date with industry needs in order to produce industry ready engineers. By interviewing former students, now engineers in the industry, and current university staff this thesis aims to learn if there is space for enhancing the education through different lecturing approaches and/or curriculum adaptation and development. In order to address these concerns a qualitative research has been conducted, focusing on data collection obtained through semi-structured live world interviews. The method used follows the seven stages of research interviewing introduced by Kvale and focuses on collecting and preparing relevant data for analysis. The collected data is transcribed, refined, and further on analyzed in the “Findings and analysis” chapter. The focus of analyzing was answering the three research questions; learning how higher education impacts a Computer Science and Informatics Engineers’ job, how to better undergo the transition from studies to working in the industry and how to develop a curriculum that helps support the previous two. Unaltered quoted extracts are presented and individually analyzed. To paint a better picture a theme-wise analysis is presented summing valuable themes that were repeated throughout the interviewing phase. The findings obtained imply that there are several factors directly influencing the quality of education. From the student side, it mostly concerns expectation and dedication involving studies, and from the university side it is commitment to the curriculum development process. Due to the time and resource limitations this research provides findings conducted on a narrowed scope, although it can serve as a great foundation for further development; possibly as a PhD research.