Master's thesis from 2010 in the field of Media/Communication - Multimedia, Internet, new technologies, grade: 2, University of Vienna (Journalism and Communication Studies), language: German.

Abstract: This thesis deals with the area of Social Web as a subfield of the Internet. In recent years, the Social Web has gained increasing influence in society due to exponentially rising user numbers. It is a broad topic that offers a wealth of research material. This work examines social networks and analyzes them through the lens of communication theories. Social networks connect millions of users worldwide and simplify communication, but they also change user behavior. Internet communities have reached new dimensions, including for businesses.