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Title: An analysis of blogger motivations and approaches to privacy
Author: Brady, M. E.
ISNI:       0000 0004 2727 2153
Awarding Body: University of Essex
Current Institution: University of Essex
Date of Award: 2012
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This thesis begins with an overview of existing blog research and human motivation theory. The research is novel because there has been a paucity of research on blogger motivations, particularly with theoretical underpinnings and using qualitative methods. Uses and gratifications theory is discussed as being particularly relevant to the study of blogger motivations, in part due to the inherent concept of an active . audience. The theory is used, together with existing blog motivations research to form a motivations theoretical framework. Privacy management is identified as an important concept that emerged from the research. Three theories of privacy are explored and theoretical framework is proposed. A sequential study, using predominantly qualitative methods, is used to collect data from an online survey, and multi-modal interviews conducted face-to-face, via phone and email. The studies were supplemented with participant observation during the course of the research. The novelty of the approach is discussed. The survey data confirmed data from a much larger survey on blogger demo graphics and behaviour. The interview data is used initially to describe a range of blogging practices, exploring social, writing and reading practices in particular. Following this, a key question of thesis is examined; why do bloggers blog? The interview data is discussed in light of this question, aligning the findings with existing research and the theoretical framework. Based on this analysis, amendments to the theoretical framework are suggested. Privacy is then examined in detail and related to the theoretical framework proposed earlier. Findings are presented concerning the conflicting needs of bloggers to both protect the privacy of those they write about, but also engage public ally with their audience. Finally, the findings relating to practices, motivations and privacy are brought together to draw conclusions about the interactions between privacy and motivations. The implications for similar, future services are discussed.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available