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The Medium Is the Message, Or Is It?

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The Medium Is the Message, Or Is It? The medium is the message, or is it? A quantitative study of media users’ attitudes towards advertising online and offline. Mediet är budskapet, eller är det? En kvantitativ studie gällande medieanvändares attityder gentemot reklam online och offline. Rebecca Fransson & Ellinor Pousette Faculty of Humanities and Social Sciences Media and Communication: Digital Media and Analysis Bachelor’s thesis 15hp Examiner: Susanne Almgren Date: 7/6-2019 Serial number: Abstract Media usage, as well as media advertising, is growing in tandem with each other. Media users will, regardless of which medium that is in use, encounter a considerable amount of advertising. As we are moving towards a more digitized world, and also a more digitized media sphere, a new communication landscape has been formed. The digitalization has provided new ways to communicate and also new ways to advertise. Now there is not only possible to advertise through traditional offline media channels, such as radio and television, but also possible to advertise through online media, such as Facebook and Instagram. Personalized advertising is an advertising format which has evolved with the growth of online advertising and the ability to collect media users’ data online. Personalized advertisements are formed to comply with the media users’ preferences and have been proven to be effective and in some cases appreciated. Though, this form of advertisements has brought up concerns regarding the media users’ integrity online and previous research does, therefore, claim that personalized advertising is a paradox. Furthermore, a question that can be asked regarding advertising and the new communication landscape that has emerged is: what can be said about media users’ attitudes towards advertising online compared to advertising offline? The purpose of this study is to examine media users’ attitudes towards advertising online, compared to attitudes towards advertising offline, and further investigate whether the mediums themselves seem to have an impact on the receiver’s attitudes towards advertising. The study’s three research questions compose the structure which is followed throughout the study. Furthermore, to answer the research questions, a survey has been implemented. The survey intended to investigate media users’ attitudes towards advertisements online and offline. The theories the study is based on are Marshall McLuhan’s theory The Medium is the Message, The advertising value model by Ducoffe and Personalization. ​ ​ Based on the study’s theory and theoretical framework, the result was analyzed and discussed. The result of the study shows that media users’ attitudes towards advertising are overall rather similar, regardless of age, gender and political position. Further, a pattern that shows connections between media users’ self-reported awareness, their consent of data collection and their appreciation of personalized advertising online was found. The study further examines differences between attitudes towards different mediums, however, we can conclude that the mediums themselves have been proven to not be determinant in media users’ attitudes towards advertising - the experiences of advertising are rather negative regardless of where the media user encounters them. 1 This study contributes with information and insight regarding media users’ attitudes towards advertising in different mediums, further, how media users stand regarding online privacy and concession with data collection in relation to their attitudes towards personalized advertising. Keywords: Advertising, Social media, Personalization, Media users, The medium is the message ​ 2 Foreword We, Rebecca Fransson and Ellinor Pousette, hereby certify that together we have accomplished all of the parts of this study together. This means that the study’s parts are written by both of us, and we take shared responsibility for all of the sections of this study. Furthermore, we would like to thank our supervisor Johan Lindell for valuable feedback throughout the process of the study. Additionally, we would like to thank all of the respondents of the survey which made the study possible to implement. 3 Table of contents 1. Introduction 7 1.1 Purpose and research questions 8 1.2 Research questions 8 1.3 Delimitations 8 1.4 Disposition 9 1.5 Background 9 1.5.1 From offline to online advertising 9 1.5.2 Social media and advertising 10 1.5.3 Advertising formats 11 2. Analytical framework 14 2.1 The medium is the message 14 2.2 Advertising value model 15 2.3 Personalization 15 2.4 Summary theories 16 2.5 Previous research 16 2.6 Summary of previous research 19 3. Method 21 3.1 Choice of method 21 3.2 Method reflections 21 3.3 Population and sample 22 3.4 Operationalization and variables 22 3.6 Implementation 24 3.6.1 Planning and Thematization 24 3.6.2 The actual survey 25 3.6.2 Data analysis 26 3.7 Method criticism 26 3.8 Validity, reliability and generalisability 27 3.9 Ethical considerations 28 4. Results 29 4.1 Awareness of data collection, surveillance and attitudes towards personalized advertising 29 4.2 Demographic differences regarding attitudes towards the different mediums’ 36 4.2.2 Gender 39 4.2.3 Political position 43 4.3 Attitudes towards advertising online and offline 46 4.3.1 Television 48 4 4.3.2 Radio 48 4.3.3 Facebook 48 4.3.4 Instagram 49 5. Analysis and discussion 50 5.1 Awareness of data collection - a contributing factor to attitudes towards personalized advertising 50 5.2 Different demographics but similar attitudes 51 5.3 Different medium, different attitude? 52 6. Conclusions and further research 55 6.1 Conclusions 55 6.1.1 Which, if any, are the connections between media users’ attitudes regarding integrity online, awareness of data collection, and attitudes towards advertising online? 55 6.1.2 Which, if any, are the demographic differences regarding media users’ attitudes towards advertising in different mediums? 56 6.1.3 In what way do media users’ attitudes toward advertising differ depending on in which medium the advertising is encountered? 56 6.2 Further reflections 57 6.3 Weaknesses of the study 57 6.3 Suggestions for further research 58 7. Implications for society and work/professional life 59 Bibliography 60 Appendix 1 68 Appendix 2 72 FIGURES 72 TABLES 88 Table of figures and tables Table 4.1 - Self-reported awareness of data collection among the respondents. 29 Figure 4.1 - Degree of consent regarding data collection on social media platforms and awareness of the data collection. 30 Figure 4.2 - Attitudes toward personalized advertisements and awareness of data collection on social media platforms 31 Figure 4.3 - Terms and conditions and degree of self-reported awareness regarding data collection on social media platforms. 32 Figure 4.4 - Appreciation of personalized advertising and degree of consent regarding data collection on social media platforms. 33 5 Figure 4.5 - Attitudes towards personalized advertising and total minutes of social media usage every day. 34 Table 4.2 - Distribution of answers regarding appreciation of personalized advertising. 35 Table 4.3 - Distribution of answers regarding if the respondents want advertising to be more or less personalized. 35 Figure 4.6 - Appreciation of advertising on television in relation to age. 36 Figure 4.7 - Advertising on Facebook as something disturbing in relation to age. 38 Figure 4.8 - More or less personalized advertising on social media in relation to age. 39 Figure 4.9 - Appreciation of advertising on Facebook in relation to gender. 40 Figure 4.10 - Appreciation of advertising on Instagram in relation to gender. 41 Figure 4.11 - More or less personalized advertising on social media in relation to gender. 42 Figure 4.12 - Appreciation of advertising on television in relation to political position. 43 Figure 4.13 - Appreciation of advertising on Radio in relation to political position. 44 Figure 4.14 - Appreciation of advertising on Facebook in relation to political position. 45 Table 4.4 - Appreciation of advertising on different mediums. 46 Table 4.5 - Advertising as something forced. 47 Table 4.6 - Advertising as something disturbing. 47 6 1. Introduction As media has become a constantly growing part of people's everyday life, advertising has become a large and significant part of the media. In Sweden, three hundred and fifty-nine minutes is the average time that a person spends consuming media every day (Nordicom, 2018). Furthermore, it has been stated that a ​ ​ new communication landscape has been assembled as a result of developed technologies and the considerable growth of social media (Kietzmann et.al., 2011). The development of the new communication landscape also means that online marketing has increased significantly. The technologies that the Internet entails enable easy collection and storage of consumer data (Goldfarb, 2013). Based on media users’ data, it becomes easier to both target and measure the effectiveness of advertisements and also to sell advertising space (Goldfarb, 2013; Stiglbauer & Kovacs, 2019). This type of advertising is called personalized advertising and is frequently occurring on social media (Richards, 2017). Personalized advertising aims to form advertisements similar to the users’ personal preferences (Goldfarb, 2013). However, from the receiver's perspective, personalized advertising is sometimes experienced as violating individuals’ integrity and are causing concerns about which personal information that has been collected (Yu & Cude, 2009). Personalized advertising has given rise to privacy issues among the social media users and the information regarding data collection are in many cases vague (Aguirre et al., 2015). The personalized form of advertising can certainly be questioned from a moral perspective, however are the privacy and awareness aspects decisive when it comes to the users’ attitudes towards advertising online? Marshall McLuhan (1964) argued that the medium is decisive in the process between the transmitter and the receiver. He means that in the process between transmitter and receiver, it is the ​ media itself that controls the receiver’s perception of a message rather than the content that is mediated through the medium.
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