Short-format medier: I hovedet på forbrugeren: - En kvalitativ undersøgelse af short-format mediers indvirkning på forbrugerne

English abstract: “Make every second count”. That is the slogan of the short-format media platform, TikTok. Research on social media indicates that our attention spans are declining with the development of new media technologies, which indeed means that every second counts. This thesis aims to qualitatively examine short video formats and their effects on consumers' attention and behavior within the broader context of the attention economy. In an era where attention is a scarce resource, the primary goal of this study is to gain deeper insights into consumers' experiences and perceptions of using short-format media through in-depth interviews with individuals from diverse backgrounds. With a qualitative approach, this thesis seeks to explore how new media technologies affect our attention spans and to focus on concrete experiences and perceptions from the consumers themselves. The study will delve into how consumers use short-format media in their daily lives, the impact it has on their routines, and the extent to which they are aware of their own consumption. Additionally, the study will address consumers' attitudes towards short-format media, both in terms of their own usage and from a future-oriented perspective. The thesis will also present an analysis of the common elements and communication forms of TikTok, Instagram Reels, and YouTube Shorts, examining what makes these formats unique. This thesis hopes to shed light on the complex dynamics involved in consumers' interactions with these media and contribute nuanced insights to the broader discussion on media development. Dansk abstract: Forskning indenfor sociale medier peger på, at vores opmærksomhedsevne forringes i takt med udviklingen af nye medieteknologier. Vi vil have frisk, vi vil have nyt, vi vil have mere. Dette bygger på kvantitative undersøgelser, hvor man kigger på større befolkningsgrupper (især med fokus på unge) og deres forbrug af medier som TikTok, Instagram Reels og YouTube Shor