Digitale magasiner

1.0 INDLEDNING...............................................................................................................................4
2.0 PROBLEMFORMULERING.......................................................................................................5
3.0 AFGRÆNSNING OG BEGRUNDELSE:....................................................................................5
3.1 BILMAGASINET............................................................................................................................................5
4.0 DEFINITIONER...........................................................................................................................6
4.1 OPLEVELSEN................................................................................................................................................6
4.2 DIGITALISERING OG E-­‐MAGASINER..........................................................................................................6
4.2.1 Digitalisering:..................................................................................................................................... 6
4.2.2 E-­‐magasin............................................................................................................................................. 7
5.0 TEORI............................................................................................................................................7
5.1 TERESA RYBERG .........................................................................................................................................7
5.2 JOSHUA MEYROWITZ..................................................................................................................................8
5.3 BENTE HALKIER .........................................................................................................................................8
5.4 NEIL SPICER.................................................................................................................................................8
6.0 METODE.......................................................................................................................................8
6.1 BAGGRUNDSINFORMATION – INTERVIEW MED MIKKEL THOMSAGER.............................................8
6.2 KVALITATIV OPLEVELSE – FOKUSGRUPPEINTERVIEW ........................................................................9
6.3 KVANTITATIVE FORVENTNINGER – SURVEY ...................................................................................... 10
6.4 SAMSPILLET IMELLEM VORES METODER............................................................................................. 11
6.5 METODE KRITIK....................................................................................................................................... 11
7.0 CASEBESKRIVELSE AF BIL MAGASINET ......................................................................... 12
8.0 CROSSMEDIAANALYSE AF BIL MAGASINET.................................................................. 14
8.1 BIL MAGASINET SOM TVÆRMEDIELT KONCEPT................................................................................. 15
8.2 KONCEPTUEL TVÆRMEDIALITET.......................................................................................................... 18
9.0 BRANDING OG IDENTITET.................................................................................................. 18
10.0 RESULTATER ........................................................................................................................ 22
10.1 MIKKEL THOMSAGER INTERVIEW..................................................................................................... 22
10.2 DELKONKLUSION INTERVIEW MT..................................................................................................... 25
10.2 FOKUSGRUPPE ....................................................................................................................................... 26
10.3 SURVEY ................................................................................................................................................... 32
10.3.1 Deskriptive data vedr. deltagerne.........................................................................................32
10.3.2 Surveys opbygning .......................................................................................................................34
10.3.4 Hypotese 2 – Navigation............................................................................................................37
10.3.5 Hypotese 3 -­‐ Multimedie............................................................................................................39
10.3.6 Hypotese 4 -­‐ Interaktion............................................................................................................41
11.0 DISKUSSION .......................................................................................................................... 42
11.1 BIL MAGASINET+ OG BILMAGASINET. .............................................................................................. 42
11.2 DET DIGITALE MAGASIN....................................................................................................................... 43
11.2.1 Værdier tilknyttet det printede magasin ...........................................................................43
11.2.2 Miljø....................................................................................................................................................45
11.2.3 Lean Back.........................................................................................................................................45
11.2.4 Navigation.......................................................................................................................................45
11.2.5 Integration af multimedieelementer:..................................................................................47
11.2.6 Interaktivitet ..................................................................................................................................48
11.2.7 Diverse selvfølger..........................................................................................................................49
12.0 KONKLUSION........................................................................................................................ 50
13.0 EVALUERING......................................................................................................................... 51
14.0 LITTERATUR ........................................................................................................................ 53
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