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Kvinnligt och manligt på sociala medier: En kvantitativ studie om medieanvändning och negativa känslor
Stockholm University, Faculty of Humanities, Department of Media Studies.
Stockholm University, Faculty of Humanities, Department of Media Studies.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Gender on social media : A quantitative online survey about use and experiences of emotions online (English)
Abstract [en]

In the present study the use and experience of using social media was examined in men and women in order to evaluate a possible relationship to gender. Particular emphasis was placed upon negative emotions. A questionnaire was constructed and submitted via Facebook by an online survey. There were 61 women and 50 men who completed the questionnaire. It was found that women and men used social media similarly with regard to frequency and the kind of social media they approached. Both genders used social media on a daily basis and both had profiles on the most popular social network sites as Facebook, Instagram, YouTube and Snapchat. The main purpose for using social media was to maintain already established friend relationships and to take part of other peoples content. A majority of the women but not the men used blogs, whereas a majority of the men but not the women used Twitter more frequently. The study also indicated a sex difference concerning the contents they took part of in the social media. More women took part of content that was related to a female stereotypic image whereas more men took part of content that was related to a male stereotypic image. There was no gender difference concerning contents such as fashion, entertainment, humour, news or politics.

In the women there was a significant relationship between the use of social media and negative emotions. However, in the men, such a relationship was not found. The results indicate that more women tend to experience negative emotions when active on social media. More women experienced life as meaningless and boring, as well as stress after consuming contents in social media. They also did compare their life with others on social media leaving them with negative feelings. Such relationships could not be found in the men.

In conclusion the present study indicated that for many aspects the use of social media is similar in women and men. However there seems to be a difference with regard to the experience of negative emotions in relation to the use of social media in women but not in men. 

Place, publisher, year, edition, pages
2016. , 57 p.
Keyword [en]
social media, negative emotions, emotions, quantitative online survey, men, women
Keyword [sv]
sociala medier, negativa känslor, känsla, genus, kvantitativ enkätstudie, män, kvinnor
National Category
Media and Communications
URN: urn:nbn:se:su:diva-131088OAI: diva2:935880
Available from: 2016-06-21 Created: 2016-06-13 Last updated: 2016-06-21Bibliographically approved

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