Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • harvard-cite-them-right
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Ett medium som alla andra?: Folkbibliotekens marknadsföring av TV-spel mot ungdomar
University of Borås, Swedish School of Library and Information Science.
University of Borås, Swedish School of Library and Information Science.
2009 (Swedish)Independent thesis Advanced level (degree of Master (One Year))Student thesisAlternative title
An ordinary media? : Video game marketing to youths at Public Libraries (English)
Abstract [en]

This essay aims to investigate how Swedish Public Libraries market their activities in video games for youths. It also highlights how the library, on the basis of the unique opportunities of the video game medium, can develop this marketing to build a relationship with youths. The empiric evidence is based on a survey of answers given by 30 librarians responsible for video game collections, and qualitative telephone interviews with three of them. The essay’s theoretical framework is based on Philip Kotler and his co-authors’ marketing theory which consists of five stages: Marketing research, segmentation, marketing mix, implementation and development. Youths were the central target group for the video games activities in two thirds of the libraries. However, there were no differences in marketing between the libraries who had youths as a central target group and those who didn’t. The result showed shortcomings in the library’s long term marketing strategies – for example in goals and development. Many libraries had a marketing strategy characterized by one-way communication and therefore lost out on opportunities to get a response from the youths and involve them in their activities. The main plans for development concerned game events and the possibility of playing games in the building. On the basis of the data collected and from earlier research, it was shown that libraries can use the video game events to their advantage. Through gaming events the libraries can also make use of the mediums’ interactive opportunities and increase its accessibility.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Library and Information Science (SSLIS) , 2009.
Series
Magisteruppsats i biblioteks- och informationsvetenskap vid institutionen Biblioteks- och informationsvetenskap, ISSN 1654-0247 ; 2009:29
Keywords [sv]
tv-spel, marknadsföring, ungdomar, folkbibliotek, enkät
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hb:diva-19402Local ID: 2320/5084OAI: oai:DiVA.org:hb-19402DiVA, id: diva2:1311336
Available from: 2019-04-30 Created: 2019-04-30

Open Access in DiVA

fulltext(609 kB)183 downloads
File information
File name FULLTEXT01.pdfFile size 609 kBChecksum SHA-512
94a5a070164368cdfe881497a430c6ed982247abd03ee39eeec2a44ecf1a68228f1d031c0a8bfb91a41cb91bde52dcf74fbd89447f2f791a7f23e68e3815ea87
Type fulltextMimetype application/pdf

By organisation
Swedish School of Library and Information Science
Social Sciences

Search outside of DiVA

GoogleGoogle Scholar
Total: 183 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 209 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • harvard-cite-them-right
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf