"Market of Acceptance"': Sociocultural Basis of Demand for "Likes" in Online Social Networks

As my final qualifying work, that is, my diploma, I am going to study the topic: “Market of Approval”: the sociocultural background of demand   on likes on social networks on the Internet. ” The main goal of my research is to determine the mechanism of the likes of the social media market. I plan to conduct 12 in-depth interviews with users of Instagram and VK social networks in order to accomplish my tasks to further describe the purpose of my research. Next, I will analyze my empirical data using the method of content analysis of text data, highlight the main categories, as well as codes. I assume that the results of my research will lead me to a clearer understanding of the users' perceptions of social networks and their meanings. Also, I hope to learn the practice of buying, sharing and other kinds of likes likes in social reality. My work is only a small part of studying the topic of likes on social networks; for a detailed understanding and description of all practices and mechanisms, it is necessary to conduct a more in-depth study.