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Digitala servicescapes: En undersökning om samspelet mellan dramaturgi, storytelling, och servicescapes i en digital miljö
Blekinge Institute of Technology, Faculty of Computing, Department of Technology and Aesthetics.
Blekinge Institute of Technology, Faculty of Computing, Department of Technology and Aesthetics.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 20 credits / 30 HE creditsStudent thesis
Abstract [sv]

Denna undersökning utgår ifrån Mary Jo Bitners servicescape-modell om hur fysiska miljöegenskaper formade efter en berättelse eller tema påverkar serviceverksamheter. För att sedan implementera modellen i en digital miljö. Resultatet av att nyttja teorierna kring servicescapes på exempelvis serviceverksamheter ger besökare möjlighet att fly undan vardagen, medvetet eller omedvetet, genom en kombination av olika sinnen. I undersökningen såg vi att besökarens självmedvetenhet kunde jämföras med Mihaly Csikszentmihalyis teorier om ”flöde”, där medvetandetillståndet hos en individ blir uppslukat av individens aktivitet. Ur denna jämförelse kunde förutsättningarna och kriterierna för ”flöde” nyttjas. Undersökningen påvisar att anpassning av servicescape i en digital miljö leder till en förlust av sinneskombinationer i jämförelse med fysiska servicescapes. Detta ändrar dock inte det faktum att besökaren upplever ett mervärde av platsen då tillämpning av servicescapes i skapandet av fysiska som digitala miljöer öppnar upp för besökare att inte bara bevittna respektive berättelse utan även delta i den.

Abstract [en]

This study is based on Mary Jo Bitner’s servicescape-model of the physical environment, shaped by a story or a certain theme, towards adapting the model into a digital environment. The result of applying the theories surrounding servicescapes to where a service process takes place, gives visitors an opportunity to escape from the everyday life, consciously or unconsciously, through a combination of the human senses. The study found that the effect, a lesser amount of self-awareness, could be compared with Mihaly Csikszentmihalyi’s theories of "flow", a mental state where an individual becomes fully immersed in the process of the activity. The conditions for "flow" could therefore be used as a foundation in the creation of “digital servicescapes”. The adaptation of servicescape towards a digital environment led to a loss of possible combinations of senses in comparison with physical servicescapes. Though this did not result in removing all the added value of adapting the servicescape-model into a digital environment, for it is still expanding the opportunity for visitors to interact with the story respectively, instead of being idle observers.

Place, publisher, year, edition, pages
2015. , 32 p.
Keyword [en]
Dramaturgy, Storytelling, Digital Servicescapes, Flow, Actor Network Theory
Keyword [sv]
Dramaturgi, Storytelling, Digitala Servicescapes, Flöde, Actor Network Theory
National Category
Media Engineering
Identifiers
URN: urn:nbn:se:bth-959OAI: oai:DiVA.org:bth-959DiVA: diva2:823182
Subject / course
ME1562 Bachelor's Thesis in Media Technology; ME1562 Bachelor's Thesis in Media Technology
Educational program
MEGDP Digital Visual Production; MEGWU Webb Development
Supervisors
Examiners
Available from: 2015-06-23 Created: 2015-06-17 Last updated: 2016-11-07Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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