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  • 1.
    Abduljalil, Zainab
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Once upon a time: En studie om hur Disneyprinsessor har porträtterats över tid i Disneyfilmer2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this paper is to investigate how Disney princesses have been portrayed and how has it changed over time. I watched nine Disney films with a total of nine different princesses. I wanted to see if there are any stereotypical roles that fit in with female Disney princesses and also wanted to see when this change took place over how they were portrayed in the meantime. As a method, I have used qualitative content analysis. I chose different properties and categories that I was looking for in the movies. These categories and properties contain different stereotypical characters and chores that the princesses perform in their homes. This study has used the theories stereotypes and earlier research by Disney Princess. The conclusion was that there was a clear difference between the older and newer films. In the first films, the princesses only dreamed of finding their dream prince, but in newer films she had other goals and dreams than finding a man. The princesses in the first films were very stereotypical women and in newer films the princesses are braver and more independent.

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  • 2.
    Agius, Oscar
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Forsmark, Simon
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Spel & Dobbel - på gott eller ont?: En kvalitativ intervjustudie gällande unga människors uppfattning om spelreklam.2022Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The aim of this study is to examine how young people perceive gambling advertising and how they consider that the gambling companies markets themselves. The study includes all types of gambling as sports betting, trotting, casinos and so on. Throughout during the study, we have had these three issues as a basis for our research work:

    -  How do young people perceive gambling advertising?-  How do these young people experience that the gambling companies have

    changed their marketing approach and is it to a greater extent than before?-  What differences are there between active gamblers and non-active persons in

    the view of gambling advertising?

    Through semi-structured qualitative interviews, eight different persons between the ages of 18 and 25 have been interviewed in order to find out their attitudes and perceptions about the subject. The study’s theoretical framework is based on one step flow theory, the two-step flow-theory, encoding/decoding, push and pull marketing and the theory of reach and selectivity.

    The result show that young people perceive gambling advertising differently depending on their own experience of gambling but that the holistic view is critical. Depending on how experienced the interview persons were in gambling they also had different opinions about how the gambling companies approaches their marketing. They also get in reach with this advertising in different media. What they all had in common was that they considered that the gambling companies do not enlighten enough about all the health risks of gambling.

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  • 3.
    Al-Adhadh, Alaa
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    Lundberg, Sarah
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    Med Glimten i ögat: En fallstudie om hur intranätet Glimten används och upplevs ur medarbetarperspektiv2020Independent thesis Basic level (degree of Bachelor), 180 HE creditsStudent thesis
    Abstract [en]

    In an organization, there is a high requirement for internal communication to function flawlessly. In addition, effective internal communication gives all employees and managers the opportunity to communicate with each other and create a sense of belonging. Especially when not all employees work in the same building.

    The purpose of the study is to investigate how the intranet works at Gävle Energi from an employee perspective. What do employees have to say about what could be changed and improved regarding the intranet. Focus groups were chosen as the interview method.

    We chose to do a thematic content analysis to identify patterns in the participants’ responses.

    The most important results that emerged in the study are that the intranet should be accessed via a app on the mobile phone, and that the employees want a more personal intranet, since the employees want to be able to choose for themselves how their home page looks based on their own needs and desires. In addition, the employees felt that they received good and useful information from the organization via the intranet and that the intranet generally gave a sense of belonging, especially during these times of Covid-19.

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    Med Glimten i ögat
  • 4.
    Alexandra, Svedström
    University of Gävle, Faculty of Education and Business Studies.
    The ZAZI campaign´s Facebook page: A field study of the use of Facebook in the ZAZI campaign in South Africa2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Titel: The ZAZI campaign’s Facebook page- A field study of the use of Facebook in the ZAZI campaign

    Level: Bachelor thesis, C-level

    Area: Media and Communication Studies

    Author: Alexandra Svedström, V14MKand

    Supervisor: Associate professor Eva Åsén Ekstrand, Department of Media and Communication Studies

    Date: The field study will be conducted during March - May in 2014

    Purpose: The purpose of this study is to examine the motives and attitudes of a group of South African women and men (aged between 20 to 30 years) have towards responding to the questions set on the ZAZI campaign’s Facebook page that may involve private and sensitive information. It also seeks to examine whether the questions that ZAZI campaign sets are consistent with the informant’s attitudes and motives.

    Rationale: The result may be used to improve the campaign whose ultimate goal is to prevent the spread of HIV / AIDS by strengthening women's self-efficacy and confidence.

    Questions: What are the selected informant’s motives for using Facebook in general? What attitudes and motives do the selected South African Facebook users have toward commenting on the questions on the ZAZI campaigns Facebook page? How are the selected informants’ attitudes and motives consistent with the type of questions the campaign set?

    Method: Content analysis and focus groups.

    Result: The study indicate that the motives for writing on the ZAZI campaign's Facebook page differs depending on socio-economic status and that the campaign should vary the content of the questions so all women's motives become satisfied. The page appears, for those groups with a lack of socio-economic status, to serve as a platform that encourages and create conversations about private matters.

    Keywords: Health campaign, Facebook, Internet, social media, South Africa, focus groups, ZAZI campaign, uses and gratification, self-efficacy, HIV

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  • 5.
    Alfredsson, Emmi
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Vilka skillnader och likheter finns det i nyhetsrapporteringen gällande våldsbrott mot kvinnor över tid?: En kvalitativ språklig analys av nyhetsartiklar i Aftonbladet.2022Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Previous research shows that news reports in the media have an tendency to portray violence against women as isolated events and not as a widespread problem, while other research suggests that it is a social problem in close relationships. Through a qualitative linguistic content analysis, 30 news articles were analyzed between 2007–2021 to investigate whether there are any differences or similarities in the news reporting regarding violent crimes against women over time. The results of the analysis indicate that there has hardly been any change in how news articles regarding violent crimes against women are portrayed in the last 15 years.

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  • 6.
    Alfredsson, Emmi
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    Lönn, Alexandra
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    ”Nytt offer för coronasmittan”: Hur skildras de lidande beroende på det geografiska avståndet i nyhetsrapporteringen kring en global pandemi?2020Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This essay examines through a quantitative content analysis of articles whether distant suffering can cause the recipient of the news to feel pity for the sufferers in the same way as when it occurs near the recipient. The selection of articles is published in the Swedish newspaper Aftonbladet related to sufferers of covid-19, between February through June 2020 when the virus spread globally and became a pandemic. The essay uses Lilie Chouliaraki's theory of politics of pity and Simon Cottle's theory of media communication in crises. The previous research highlighted in this essay consists of studies on how media reporting in crises can affect the recipient of the news. The results of the study show that the information about the sufferer is not as detailed in the distant reporting of covid-19, therefore pity does not arise to the same extent as in the reporting geographically near the recipient of the news.

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  • 7.
    Alin, David
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    Larsson, Adam
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    Bockmanuskriptet: En kritisk diskursanalys om en alldeles speciell bock2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Title: The Goat Manuscript - A critical discourse analysis about a special goat

    Author: Adam Larsson and David Alin

    Supervisor: Ylva Habel

    Subject: Media and communication studies

    Purpose: The purpose of this study has been to investigate Aftonbladets news reporting regarding the Gävle Christmas goat between 1996, 2001, 2005, 2009 and 2016.

    Theoretical points of departure: The study is based on theories regarding news evalu-ation.

    Objectives and focus: The study has the following questions:In what ways may Lotten Gustafsson Reinius concept "tradition manuscript" have relevance to Aftonbladets news reporting on the Gävle Christmas goat?Has Aftonbladets journalism about the Gävle goat changed in a discoursively way?Is it possible to identify specific discursive patterns in the texts?

    Method: In order to answer the survey's questions, critical discourse analyzes according to Theu Van Dijk´s method have been conducted. The analyzes have mapped the news texts micro disciplinary- and macro-courses.

    Material: The study material consists of 14 articles from Aftonbladet published in pa-per form and digital edition from 1996, 2001, 2005, 2009 and 2016.

    Result: Aftonbladets reporting regarding the Gävle Christmas goat has changed over the last 20 years, where journalists uses a more neutral position in the news reporting. The research proves that more people who represent different organizations gets to speak about the accidents. The way journalists refer to the goat has changed and the way me-dia refer to the perpetrator has changed.

    Keywords: Gävle Christmas goat, yule goat, straw goat, discourse, discourse analysis, journalism, “traditional manuscript”, news evalutation, Aftonbladet

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    Bockmanuskriptet
  • 8.
    Almstedt Jansson, Malin
    et al.
    University of Gävle, Central University Administration.
    Meyer Lundén, Karin
    University of Gävle, Central University Administration. 202100-2890.
    Bibliometri för uppföljning och utvärdering: Högskolan i Gävle 2010-2016 (Version 2.1)2016Report (Other (popular science, discussion, etc.))
    Abstract [sv]

    I samband med arbetet att utforma de nya kunskapsmiljöerna vid Högskolan i Gävle fick biblioteket i uppdrag att ta fram statistik och bibliometriska mått för publiceringen vid Högskolan. Syftet med uppdraget var att ta fram data som grund för framtida utvärderingar och uppföljningar av verksamheten utifrån dessa kunskapsmiljöer.

    Följande rapport innehåller statistik avseende publiceringen vid Högskolan i Gävle, citeringsanalyser samt analys av samförfattande. Statistiken presenteras för hela Högskolan, för respektive kunskapsmiljöer samt för forskningsämnet biologi.

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  • 9.
    Al-Shaibani, Saly
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Svan, Lisette
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    ”TO BE OR NOT TO BE WOKE?”: En multimodal kritisk diskursanalys av performativ aktivism bland varumärken som kapitaliserar på sociopolitiska aspekter med avstamp i internetfenomenet ”Woke Washing”.2022Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This study analyzes a commercial by Gillette (2019) and a commercial by Pepsi (2017), which are based on the movements Me Too and Black Lives Matter. The purpose of the study is to examine the commercials with a multimodal critical discourse analysis (MCDA) and with the help of associated semiotic resources analyze communicative and visual performances that appear in the commercials. Through MCDA, the study aims to find underlying messages, portrayals and representations that may indicate to a performative brand activism or Woke Washing in each commercial. The study is based on theories about representation, brand activism, Woke Washing and gender studies. The results of the study indicate that Gillette's commercial has two themes that stand out. The first theme concerns masculinity and ethnicity. The result is that they almost exclusively portray white men in their commercial. The second theme concerns masculinity and women at a disadvantage, and the result is that they try to include themselves in the Me Too debate, which mainly concerns the female gender, while they are at the same time portraying women who are treated badly by men in the commercial. In their commercial, Gillette tries to sell a lifestyle rather than their own products, and this means that there is no performative brand activism occurring in the commercial. What indicates to Woke Washing in the commercial is that they have not done a consistent job to counteract the macho culture and its effects on the male and female gender. 

    In Pepsi's commercial, two themes were identified. The first theme concerns representation and ethnicity. The result is that they are more intersectional in the representation of different social groups in the commercial. However, they have made the choice to give Kendall Jenner, who is a white woman, interpretive precedence in a demonstration that has connections to Black Lives Matter and concerns black people. The second theme concerns representation and commercial framing, and the result is that, through their brand colors and soft drinks – Pepsi makes a consistent commercial framing throughout the whole commercial, and this means that a performative brand activism thus occurs. What indicates to Woke Washing in the commercial is the fact that they commercialize on an expression taken from a socio-political aspect. 

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    C-UPPSATS – LISETTE SVAN & SALY AL-SHAIBANI
  • 10.
    Alsén, Emelie
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Prinsessa i tiden: En kvalitativ innehållsanalys av skillnader i hur två klassiska Disneyprinssessor gestaltas i de animerade originalfilmerna jämfört med deras nya spelfilmer utifrån ett genusperspektiv2021Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This study has analysed the dialogue in two of the oldest Disney animated movies with a princess in the lead role, Cinderella from 1950 and Sleeping beauty from 1959 and compared them with their new live action remakes, Cinderella from 2015 and Maleficent from 2014, from a gender perspective. The purpose was to find out if there has been a change in the way the princess was shaped based on their personality and their relation with the prince. Selected scenes have been transcribed from the four films and through a qualitative content analysis they have been coded based on a code scheme.

     

    The analysis has been based primarily on Rönnberg's theory of feminine role types in film and Yvonne Hirdman's gender contract. Davies 'previous research on stereotypes in fairy tales and England, Descartes and Collier-Meek and Hine´s et al. study about gender in Disney movies through the ages also support the interpretations of the analysis'. The results show that both of the older animated films portray the princesses based on a more stereotypical image of women and from a perspective where men are superior and the heroes in the story.

     

    In the live action movies, the stereotypical feminine image of the princesses has developed. In Cinderella, the main character develops during the film. At first the main character Ella shows similarities with the classic Cinderella which is very gender stereotypical. During the film, the character of Ella changes and in the end, she finally dares to stand up for herself which is a big change compared to the classic movie. In Maleficent, on the other hand, Princess Aurora is portrayed in a completely different way compared to classic Sleeping Beauty. This movie shows a side that is not as stereotypically feminine. Aurora is not saved by a prince, she is curious and dreaming of taking over the magical land that Maleficent comes from. The change you can see in the result indicates a social change in the way of how men and women are viewed. The live action movies show a world where women are allowed to take more space, be strong for themselves and have dreams that do not involve a prince.

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  • 11.
    Ambrén, Maria
    et al.
    University of Gävle.
    Andersson, Anna
    University of Gävle.
    Ericsson, Jenny
    University of Gävle.
    Johansson, Irina
    University of Gävle.
    Utvärdering av meröppet på biblioteket vid Högskolan i Gävle2023Report (Other (popular science, discussion, etc.))
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  • 12.
    Andersen, Mira
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Gränssnitt och diskurser: En multimodal kritisk diskursanalys av UR Plays startsida Urplay.se.2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This study presents an analysis of UR Play's homepage and its use of visual and textual elements as online control mechanisms from a technographic perspective with a focus on social semiotics. The study employed the social semiotic method of multimodal critical discourse analysis (MCDA). The findings revealed that UR Play employed conventions - socially accepted meanings familiar from other websites - in a user-oriented manner from a technical perspective, providing users with a sense of control and choices. For instance, program images were designed as clickable links, clearly indicating their interactive nature when the mouse hovered over them. UR's power as an established, trusted actor was expressed through the linguistic categorization and the determination of which programs received attention. Discourses of UR as a trusted knowledge authority were reiterated through lexical choices. The study emphasized the importance of digital literacy as a prerequisite for analysis and the need to develop new concepts within media research to better comprehend these dynamics.

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  • 13.
    Andersson, Johanna
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Skoglöf, Simone
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Ta vara på tecknen: En semiotisk analys över IKEAs marknads- och varumärkeskommunikation2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syftet med denna uppsats är att studera hur IKEA framställer mänskliga- och sociala relationer i sin marknadsföring. Samt, genom analysen, undersöka hur IKEA skapar bilden av företaget, varumärket, reklambudskapet och deras image genom att framställa vissa mänskliga relationer. Enda sedan den första IKEA-katalogen utgavs åt 1951 har katalogen varit den viktigaste marknadsföringskanalen för företaget. Därför har vi valt att undersöka just katalogen från år 2016 med hjälp av en semiotisk analys. Även tre reklamfilmer med titlarna Laga mat med barn, Leva utan dörr och Grannar tillsammans kommer analyseras med hjälp av semiotik som metod och teori. Vi har endast fokuserat på bilderna och ej på texter som framkommer i reklamen.

     

    I och med uppsatsens syfte har vi valt att utgå ifrån följande frågeställning:

    • Hur framställs mänskliga relationer i IKEA-katalogen från 2016?
    • Kan vi urskilja stereotyper i de sociala sammanhangen?
    • Vilka konnotationer respektive denotationer går att urskilja och vilka semiotiska myter skapas?

     

    Resultatet av studien påvisar hur IKEA som, enligt eget uttalande, ett värderingstyrt företag arbetar med marknadsföring genom att exponera det kulturella värdet ”gemenskap”. De fokuserar inte främst på varornas priser utan ger oss istället idéer om hur vi på bästa sätt kan få en effektiv vardag genom att köpa deras produkter. Deras varor öppnar upp för att vi som konsumenter ska kunna hitta den gemenskap IKEA presenterar.

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  • 14.
    Andersson, Josefin
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Strömsten, Ebba
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    ”Det första jag tänker på är att man ska vara vacker, lång och smal”: En kvalitativ studie om hur influerares sätt att göra reklam för och framställa skönhetsingrepp kan skapa betydelser för unga kvinnors kroppsuppfattning2020Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The list of influencers who has had cosmetic procedures done can be made long. To mention one example, Bianca Ingrosso with 343 000 followers on Youtube, has spoken openly about her lip fillers (Ingrosso 2020). These types of posts, where influencers talk about how they correct their body, in combination with the fact that young people are a majority of the internet and social media users (Svenskarna och internet 2019) forms the basis of our motivation to conduct this study. This study aims to analyze whether, and if so, how influencers advertising and speech about cosmetic procedures contribute in creating meaning regarding how young women view their own body. This study was conducted with six qualitative interviews, with women in age 15-17. The interviews have been recorded and transcribed and the material has been analyzed to answer our research questions. Throughout our analyzed interviews can we see that influencers' speech and advertising about cosmetic procedures are meaningful regarding young women's attitudes to their own body. Some of the respondents expressed that they felt insecure about their own body after seeing an influencer talk about cosmetic procedures. We can also see that the respondents think that young women as a group of people are affected by influencers' opinions about cosmetic procedures. In the interviews, we can also see that the respondents take part in constructing a dominating beauty ideal on social media and they define the ideal as being skinny, tall and beautiful. Clearly the young women who took part in this study are critical of how influencers talk and do commercials about cosmetic procedures, they think influencers tell others to correct their body. Despite the criticism, the young women in this study are still inspired by influencers, regarding where and what they eat, how they dress and how they work out. We can clearly see some ambivalence in the way the respondents answer as they follow specific influencers while they also are criticizing them.

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  • 15.
    Andersson, Linn
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    Utter, Evelina
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    Det är roligt att ta selfies: En kvantitativ studie om Facebook-användares användande av selfies2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    I denna uppsats ville vi ur ett användarperspektiv se hur selfien används. Syftet blev därmed att undersöka hur Facebook-användare definierar och använder selfies. Vi ville även se om det finns några likheter och/eller skillnader mellan ålder, kön och utbildning. Utöver det var vi intresserade att undersöka om respondenterna upplever att deras användande av selfies har inflytande av exempelvis influencers, nyhetsmedier och reklam – som vi i denna uppsatsen kallar för “sociala faktorer”.

    Vi använde oss av en kvantitativ metod och samlade in det empiriska materialet via en enkätundersökning. Studien formades utifrån de teoretiska utgångspunkterna ”Den medialiserade verkligheten” av Nick Couldry och Andreas Hepp, ”användarmodellen”/uses and gratifications theory, Madeleine Klebergs ”genusperspektiv på medieforskning”, rapporterna ”Svenskarna och internet 2018” av Internetstiftelsen, ”Duckface/stoneface” av Michael Forsman, Pierre Bordieus begrepp ”habitus” och annan tidigare forskning inom ämnet.

    Vi konstruerade en enkätundersökning som publicerades på Facebook, vilken genererade 250 stycken svar via ett snöbollsurval.

    Resultatet av undersökningen visade att användandet av selfies skiljde sig mest mellan de olika könsidentiteterna, medan det var förhållandevis jämnt mellan de olika åldersgrupperna och utbildningarna. Av de som använde selfies mest stod den kvinnliga könsidentiteten, samt åldersgrupperna 15-20 och 40-45 ut en del. Det visade även att många, oavsett ålder, kön eller utbildning, brukar le på selfies. Den kvinnliga könsidentiteten publicerade och redigerade selfies i lite större utsträckning än den manliga, medan det överlag var jämnt mellan både ålder och utbildning gällande publicering. De yngre åldersgrupperna och grundskole- och gymnasieutbildning redigerade sina selfies lite oftare. Instagram var den mest populära sociala plattformen totalt sett. Majoriteten av respondenterna upplevde sig inte påverkas av de “sociala faktorerna”. 

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  • 16.
    Andersson, Nathalie
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    I frysboxen: Hur bevakningen av dam- och herridrott skiljer sig åt2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Jag har undersökt hur kvinnliga respektive manliga idrottare presenteras i tre olika medieformer under en vecka i april 2016, datumen 18–24 april för att vara exakt. De tre olika medierna jag använt mig av är SVT:s Sportnytt, tidningen Expressens sportbilaga i pappersform samt webbupplagan av tidningen Gefle Dagblads sportsidor, www.gd.se/sport.   Jag har använt mig av kvantitativ metod för att procentuellt se skillnaderna mellan könens representation och kvalitativ metod för att se om texter och bilder har tendenser till könsstereotypa framställningar av idrottarna. Resultatet blev att en överhängande majoritet av inslag, artiklar och krönikor skrivs av manliga journalister och tillägnas manliga idrottare samt att kvinnor och män beskrivs på olika sätt i texter och rubriker.   När det gäller det visuella finns en tydlig tendens att i artiklar med kvinnliga idrottare är bilderna ofta porträttbilder eller miljöbilder, med manliga idrottare är bilderna situationsbilder där de typiska manliga attributen muskelmassa, styrka och snabbhet framhävs. I en värld där männen har dominerat sportens värld i tusentals år har vi fortfarande en lång väg att gå för att nå jämlikhet mellan könen.  

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  • 17.
    Asklöf, Felicia
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Jonsson Hulkko, Sofie
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    ”There is open and honest two-way communication at our company”: En kvantitativ undersökning om vad som kan påverkat Sandvik Manufacturing Solutions resultat på deras medarbetarundersökning.2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This qualitative study examines factors that may have influenced the results of Sandvik Manufacturing Solutions employee survey related to the statement “There is open and honest two-way communication at our company” and why.  The study applied a survey that was distributed on Sandvik Manufacturing Solutions intranet and was sent out by their internet and e-mail. The survey was available to about 1,900 employees. A total of 34 employees responded to the study’s questionnaire.

    Sara von Platen’s thesis “Internal communication and meaning-making in strategic organizational change: A study of Swedish Television” and Mats Heide’s thesis “Intranet – A new arena for communication and learning” intended for perspectives with relevance for this study. The study's theoretical framework is based on two-way communication, organizational communication, and organizational culture. In addition to these theories, the study also addresses and discusses internal communication.

    Collected empirical evidence indicates that lack of feedback, poor communication and information sharing among Sandvik Manufacturing Solutions different divisions and lack of information and failure to provide information to all employees may have affected the results of Sandvik Manufacturing Solutions employee survey related to the statement “There is open and honest two-way communication at our company”. The study further interprets that the culture perceived within the organization, as well as lack of engagement and involvement of employees in communication may also contributed to the lower result. 

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  • 18.
    Asp, Marcus
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Karlsson, Måns Karlsson
    "Kom igen nu, Rebecca!": En innehållsanalys om genus inom idrott med fokus på Discoverys bevakning av Olympiska spelens ishockey 20182018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Sweden was in World Economic Forums yearly world ranking found as fifth in terms of equality between the genders. This makes it clear and legitimate to say that Sweden is a country, that undeniably prioritizes the topic very highly. But it is also clear that the progress in terms of equality is developing very slowly and that political visions do not have all the power over the the movement. This assignment will illustrate the equality between men and women in the olympic games of Pyongchang 2018 with a focus on ice hockey. Ice hockey, a sport that is dominated by men, will with a high probability illustrate the diffrences between the genders. Not only the diffrences in terms of economic conditions, but also in terms of medial coverage. The vision for this assignment is therefore to illusrate the current discourse within Ice hockey and to create a better understand of the things that needs to be done, in order to create a more equal arena.

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  • 19.
    Asplund, Andreas
    et al.
    University of Gävle.
    Laine, Linda
    University of Gävle.
    Liljeroth, Veronica
    University of Gävle.
    Att läsa och lära på distans!: vilka möjligheter ger den nya tekniken?2000Report (Other (popular science, discussion, etc.))
    Abstract [sv]

    Denna skrift är ett delresultat av det IT-projekt vid Högskolan i Gävle (HiG), som arbetat med IT och distansutbildning. Projektet har varit verksamt under 1997-2000 och finansierats av KK-stiftelsen, Länsstyrelsen i Gävleborg, EU (Sociala fonden) samt av HiG. Projektets syfte har varit att, via Internet, driva utvecklingen av distansutbildning framåt. Internetbaserade lösningar för förmedling av digital information öppnar ständigt nya möjligheter för både distansstudenten och den lärare som undervisar på distans. Huvudmålet har varit att tillgängliggöra de nya verktygen för genomförande och distribution av distansundervisning. Vi har haft som delmål att sprida erfarenheter och reflektioner gjorda i projektet. I denna skrift har vi samlat tankar och idéer från lärare och andra engagerade i projektet. Skriften är ett sätt för oss att nå ut till dig som på något sätt kommer, eller har kommit, i kontakt med distansundervisning i någon form. Vi vill på detta sätt dela med oss av vårt arbete.

    Vår förhoppning är att inspirera Dig, som av olika skäl inte har möjlighet att studera på traditionellt sätt, att studera på distans, och till Dig som undervisar på högskola eller universitet hoppas vi kunna vara en källa till att väcka nya idéer för skapande av en mer flexibel undervisning.

    Vi har varit många personer som deltagit i projektet på ett eller annat sätt. Många erfarenheter har gjorts och ofta har det legat mycket vilja, iver och entusiasm bakom våra resultat. Utan hänförda projektdeltagare hade inte denna skrift blivit av överhuvudtaget. Jag vill härmed rikta ett stort TACK till alla Er som arbetet i projektet under den här tiden!

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    FULLTEXT01
  • 20.
    Avaki, Victoria
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Forsman, Lova
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Övervakningsdystopi för barnens skull: En kritisk diskursanalys av EU-kommissionens förslag om obligatoriskdigital övervakning och informationslagring2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    2022, the European Commission put forward a proposal that all communication, public andprivate, should be under mandatory surveillance. This proposal came to be because theybelieve this could help keep more children safe from sexual abuse. The commission proposedthat all digital communication be decrypted (decoded). If the communication shows any formof suspicion it will then be sent to a database called ”Europol”. There it will be stored,analysed, tracked and reported.The purpose of this study is to analyse the EU- Commission's proposal document toinvestigate what type of communication and discourse is used to establish power. After that,we also performed an analysis on the proposals' similarities to Shoshana Zuboff’s theoryabout surveillance capitalism and George Orwell's dystopian book 1984. The theory andmethod used in this study is critical discourse analysis and surveillance theories.In our essay we found that the EU-commissions uses the discourse surrounding children'ssafety to get people onboard the idea that children's safety is more important than all otherhuman rights. Conclusions from this study also include that there are similarities in the waysurveillance could control our behaviour if this law comes to pass, as it does in Zuboff’stheory and Orwell's dystopian future fiction.

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  • 21.
    Banth, Rani
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Grekerna och krisen II: – en undersökning utifrån ett diskursanalytiskt perspektiv2012Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syftet med uppsatsen har varit att undersöka hur två av Sveriges största dagstidningar, Dagens Nyheter och Aftonbladet, valt att beskriva greker och Grekland under en av den finansiella krisens första intensiva rapporteringsperioder under 2011. Min avsikt har varit att utifrån ett diskursanalytiskt perspektiv, undersöka huruvida vissa teoretikers, bland annat Simon Cottle och Teun Van Dijks påståenden om mediernas framställning av vissa grupper under pågående krissituationer stämmer överens med Dagens Nyheters och Aftonbladets framställning av grekerna under den ekonomiska krisen.

    I uppsatsen har jag fördjupat mig i sex artiklar. Genom att ha studerat den litteratur av relevans för mitt arbete har jag velat undersöka huruvida det går att koppla teorierna i litteraturen till artiklarnas innehåll.

    Efter att ha analyserat de sex artiklarna som publicerats under en av de mest bevakade perioderna under 2011 är min uppfattning att flertalet av de tidigare nämnda teoretikers påståenden om mediernas framställning av vissa grupper (i detta fall greker), under pågående krissituationer, stämmer överensstämmer med Dagens Nyheters och Aftonbladets framställning av grekerna under juni 2011.

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    Grekerna och krisen II
  • 22.
    Bautista-Puig, Núria
    et al.
    University of Gävle, Faculty of Engineering and Sustainable Development, Department of Industrial Management, Industrial Design and Mechanical Engineering, Industrial Management. University of Gävle, Center for Logistics and Innovative Production.
    Elba, Mauleón
    Elías, Sanz-Casado
    University Carlos III of Madrid.
    Analysis of Social, Environmental and Economic Sustainability Core: A Bibliometric Overview2021In: International Journal of Innovation and Sustainable Development, ISSN 1740-8822, E-ISSN 1740-8830, Vol. 15, no 4, p. 356-381Article in journal (Refereed)
    Abstract [en]

    Sustainability has become a global concern in the 21st century. However, sustainability is an ambivalent concept that can be interpreted in many ways. In the beginning, it was environmentally-related. Later, however, it was linked to social or economic sustainability, which was known as the triple bottom-line or the three-pillar model (social/economic and environmental sustainability). Later, additional dimensions were incorporated, such as institutional, cultural, or even spatial. As a result of the growth and importance of sustainability, this study provides a comprehensive overview of the core of sustainability. With that aim in mind, we will analyse the following aspects of scientific production: volume of scientific output, primary agents involved (countries, institutions), web of science (WoS) categories, collaborations, acknowledgement patterns, and thematic analysis. The findings in this paper suggest an increasing growth in scientific output in all areas of sustainability, albeit with different patterns (e.g., collaboration, specialisation) among the three pillars.

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  • 23.
    Bautista-Puig, Núria
    et al.
    University of Gävle, Faculty of Engineering and Sustainable Development, Department of Industrial Management, Industrial Design and Mechanical Engineering, Industrial Management. University of Gävle, Center for Logistics and Innovative Production.
    López‑Illescas, Carmen
    University Complutense of Madrid, Spain.
    Moed, Henk F.
    Sapienza University of Rome, Italy.
    Journal flipping to Open Access: The Perception of Spanish Journal Managers2021In: Publishing research quarterly, ISSN 1053-8801, E-ISSN 1936-4792, Vol. 37, p. 525-545Article in journal (Refereed)
    Abstract [en]

    There is a growing interest in determining the factors that influence a journal’s flipping to Open Access (OA). Using semi-structured interviews combined with bibliometric indicators, this paper uncovers the perception of Spanish managers related to OA and the decision to flip. The key research questions are twofold: How well do bibliometric measures reflect the changes in the status of the journal? How do journal managers perceive the flipping process? In order to answer these, twelve semi-structured interviews were conducted with journal managers of Spanish Journals. The findings suggest the great majority of managers are aware of the indicators, but only two considered they reflect their reality. The results indicate as the main motivations to flip to OA: being imposed by the host institution, economic reasons, and increase visibility and internationalization. An increase in the number of submissions, visibility, or internationalization since the transition is perceived as a benefit while the loss of interchanges with other institutions is seen as the major drawback. Although flipping to OA is perceived by the managers to have many advantages, it raises some challenges too, especially the need for funding, lack of resources capacity for technical support, and the creation of alliances.

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  • 24.
    Bautista-Puig, Núria
    et al.
    University of Gävle, Faculty of Engineering and Sustainable Development, Department of Industrial Management, Industrial Design and Mechanical Engineering, Industrial Management. University of Gävle, Center for Logistics and Innovative Production.
    López‑Illescas, Carmen
    University Complutense of Madrid, spain.
    Moed, Henrik F
    Sapienza University of Rome, Italy.
    Journal flipping to Open Access: The perception of Spanish journal managers2021In: Proceedings of the International Conference on Scientometrics and Informetrics, Leuven, Belgium: ISSI , 2021, p. 99-104Conference paper (Refereed)
    Abstract [en]

    There is a growing interest in determining the factors that influence a journal's flipping to Open Access (OA). Using semi-structured interviews combined with bibliometric indicators, this paper uncovers the perception of Spanish managers related to Open Access and the decision to flip. The key research questions are twofold: How well do bibliometric measures reflect the changes in the status of the journal? How do journal managers perceive the flipping process? In order to answer these, twelve semi-structured interviews were conducted with journal managers of Spanish Journals. The findings suggest the great majority of managers are aware of the indicators, but only two mentioned they reflect their reality. An increase in the number of submissions, visibility, or internationalization since the transition is perceived as a benefit while the loss of interchanges with other institutions is seen as the major drawback. Although flipping to OA is perceived by the managers to have many advantages, it raises some challenges too, especially the need for funding, lack of resources capacity for technical support, and the creation of alliances.

  • 25.
    Bcheri, Johanna
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Kommunikation genom policys och visioner.: En fallstudie av kunskapsföretaget Centrum för flexibelt lärande (CFL).2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Abstrakt

    MKV C/VT 2013

    Handledare: Mats Hyvonen/ Examinator/Eva Ekstrand/ Författare: Johanna Bcheri

    Titel: Kommunikation genom policys och visioner. En fallstudie av kunskapsföretaget Centrum för flexibelt lärande (CFL).

    Nyckelord: organisationskultur, policys, information, Alvesson, identitet

    Vi lever i ett tjänstesamhälle, där organisationer och arbetsplatser har en annan karaktär än i industrisamhället. I den standardiserade industriproduktionen är själva produktionsprocessen bestämd på förhand. I tjänste- och kunskapsproducerande organisationer är produktionen i mycket högre grad kopplad till individerna och en mycket större del av deras personlighet, förmågor, kompetenser och kunskaper. Den för organisationen nödvändiga kontrollen, styrning och samordningen har med nödvändighet en annan karaktär i tjänste- och kunskapsproducerande organisationer. I dag vill man ha mer av individen, men man vill inte ha vad som helst och inte allt. Ett sätt att beskriva det är att kontrollen, styrningen och samordningen blivit mer indirekt. För att samordna handlandet formuleras ofta policys som berör hela arbetsstyrkan. En sorts identitets skapande sker då människor kopplar samman organisationens policy, symboler och värderingar till sin egna specifika sociala identitet, en sorts förtätning uppstår här menar Alvesson, hans teori konstaterar att människor som arbetar inom serviceorganisationer ofta framtonas som en produkt av varumärket. I denna C-uppsats genomförs en fallstudie på Centrum för flexibelt lärande (CFL). Syftet är att undersöka vilken information organisationen vill kommunicera via sin varumärkespolicy. Hur verksamt är dokumentet "CFLs varumärke" för organisationens målsättning, hjälper varumärkets retoriska innehåll till att få ett arbetsteam som jobbar mot samma vision och målbild? Hur ser medarbetarna på varumärkesplattformen, stämmer ledningsgruppens vision om vad varumärket ska åstadkomma med den övriga personalen? Finns inslag av budskap i informationen i varumärkespolicyn som kan komma att påverka personalens personliga integritet.

    Efter att ha analyserat dokumentet "CFLs varumärke" och genomfört intervjuer på människor inom organisationen, så kan det konstateras att Alvessons teorier stämmer bra överens om att ledarskapsideologin och organisationskulturen inte alltid är samstämmig. Arbetstagarna läste ofta av idéer och styrdokument med olika "glasögon". En majoritet av de intervjuade kände

    3

    en stark koppling till organisationen och sin egen identitet, de beskrev sig själva som en ambassadör för organisationen som även trängde in i det privata livet.

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    Kommunikation genom policys och visioner
  • 26.
    Benavides Ramirez, Rogelio-Antonio
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    "Jag skulle inte bry mig direkt om ingen gillar min bild, men har jag 300 följare och ingen skulle gilla det, så blir man förvånad": En kvalitativ studie om ungdomarnas förhållande till instagram2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Min studie beskriver hur ungdomar framställer sig själva genom Instagram och vad för påverkan det har till deras identitetsskapande. Med hjälp av 10 ungdomar vid 16 års ålder på har jag samlat ihop material som jag kopplat till teori.

    Dessa teoretiska perspektiv som jag använt mig av är: Identitet från Jostein Gripsrud ”Mediekultur- Mediesamhälle” 2008 samt dramaturgiska perspektivet av Erving Goffman ”Jaget och maskerna” 1974.

    Jag har tagit inspiration från Kenneth Ögren (2013) avhandling angående ”flickor och sociala medier” samt olika artiklar kring Instagrams påverkan på ungdomar och Berglez & Olaussons förklaring av medier och identitet som bakgrund till mitt ämne.

    Frågorna som jag besvarar i min studie är: Hur framställer ungdomar sin online identitet genom Instagram? Vad ger detta för resultat på ungdomarnas identitetsskapande?

    Min studie visar att Instagram har en påverkan på ungdomarnas livsstil och identitet. Det vill säga hur individer representerar sig själva skapar det normer, mönster, status och regler i samhället som fortskrider och vi blir ständigt omedvetna påverkade av varandra och hur vi ska vara och bete oss. Sociala medier har en påverkan på oss individer och genom Instagram kultur skapar det en omedvetenhet för dessa ungdomar där de alltid ska behaga sin publik med oärligheter. 

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  • 27.
    Bendroth Karlsson, Marie
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Educational sciences, Art education and Educational drama.
    Karlsson Häikiö, TarjaGöteborgs universitet.
    Bild, konst och medier för yngre barn: kulturella redskap och pedagogiska perspektiv2014Collection (editor) (Other academic)
    Abstract [sv]

    Det är en pedagogisk balansakt att ta del av barns perspektiv och i rätt ögonblick utmana dem så att de utifrån egna intressen kan lära sig mer om olika gestaltningsformer och om den visuella kultur de lever i. Att barn idag erövrar en visuell läskunnighet är lika angeläget som att de får en verbal- och skriftspråklig kompetens.

    Med denna antologi vill vi erbjuda kulturella redskap och pedagogiska perspektiv för att arbeta med bild och konst i förskolan, men också på fritidshem och i skolans tidiga år. Det pedagogiska arbetet med bild, konst och medier har olika aspekter – sociala, kunskapsmässiga, kommu­nikativa och konstnärliga. Vi menar att samtliga är betydelse­fulla och att det är viktigt att ingen av dessa aspekter hamnar i skuggan. De senare årens fokus på visualitet, visuell kultur, estetiska lärprocesser och lärande om, i, genom och med konst behöver diskuteras ytterligare i relation till yngre barn. Med exempel från olika projekt och aktiviteter diskuterar vi hur arbetet med bild i vid mening kan vara både lekfullt, meningsskapande, lärande och problematiskt.

  • 28.
    Bengtsson, Annielie
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    Turkosblå hav, kritvita stränder, krig, kokain och kidnappningar… Välkommen till Colombia!: En retorisk analys av hur Colombia framställs i svensk press2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Colombia is a country with a most controversial reputation, carrying associations of drugs, violence and terrorism. In 2016, following 52 years of civil war and violence Colombia finally found itself in a state of peace, since the government and one of the largest and most active guerrilla groups of all times FARC-EP agreed to lay down arms.Two and a half years later there are still many of us that associate Colombia with all these negative factors that are tied to its history. In this study I will be looking into how Colombia have been portrayed in Swedish media since the signing of the peace-agreement. I have also created a survey in an attempt to find out how people in a small Northern- European country like Sweden think of this diverse place on earth.

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    Download (pdf)
    Bilaga 1 Turkosblå hav, kritvita stränder, krig, kokain och kidnappningar… Välkommen till Colombia
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    Bilaga 2 Turkosblå hav, kritvita stränder, krig, kokain och kidnappningar… Välkommen till Colombia
  • 29.
    Bengtsson, Bengt
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Film studies.
    Från filmhistoriskt vindsarkiv till digital databas på Internet: svenska filmarkiv och filmens status som konst2013In: Spår och spridning: perspektiv på internet / [ed] Bengt Bengtsson & Eva Åsén Ekstrand, Gävle: Gävle University Press , 2013, p. 69-91Chapter in book (Other academic)
  • 30.
    Bengtsson, Bengt
    University of Gävle, Department of Humanities and Social Sciences, Ämnesavdelningen för filmvetenskap, historia, litteraturvetenskap, medie- och kommunikationsvetenskap och statsvetenskap.
    Förnuftig fritid i Sandviken2009In: Fram träder Bergslagen: nytt ljus över gammal region / [ed] Maths Isacson, Västerås: Mälardalens högskola , 2009, p. 150-174Chapter in book (Other academic)
  • 31.
    Bengtsson, Bengt
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Film studies.
    Åsén Ekstrand, EvaUniversity of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    Spår och spridning: perspektiv på internet2013Collection (editor) (Other academic)
    Abstract [sv]

    Det tog 50 år innan internet började att mer allmänt användas. Femtio år tog det också för radion och televisionen. Hur skall man få en överblick och distans till det globala fenomen som just nu pågår och som vi alla är en del av? Ett sätt är att placera de nuvarande händelserna i ett längre perspektiv. Att dra trådarna bakåt och försöka se internet i ett något större sammanhang, för att både kunna upptäcka vad som är gemensamt med äldre medier och vad som är unikt för just internet.

    Spår och spridning är de två nyckelord som fångar de olika perspektiv som författarna representerar. Humanistiska och samhällsvetenskapliga perspektiv, samtida och flydda tiders medieanvändning, i arkiv, film och i pressen. Nätet som både politisk arena och vardaglig förströelse. Hur ska vi se på det fenomen som vi kallar internet?

  • 32.
    Bereket, Makda
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Rangstedt, Elise
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Vem är Kellogg's-kvinnan?: En fallstudie om hur Kellogg’s väljer att framställa kvinnan i reklam ur ett retoriskt perspektiv2020Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This study contains four chosen commercials from the company Kellogg’s. The thesis is a case that will aim to study how Kellogg’s use rhetorical strategies and to analyze how women is presented in their commercials. The case study will analyze the four chosen commercials from Special K, by applying chosen theories, concept and previous research. The case study will use rhetorical persuasion strategies as ethos, pathos, logos, argumentation, metonymy and doxa. The study has used persuasion strategies that showed criterias on how women often represents in commercials, to be able to understand if Kellogg’s is presenting the women as stereotypical or not. The study will also use a discourse called the “love your body”-discourse, to be able to watch the commercials from a different perspective than how women are presented stereotypical. The study analyze is divided into different mutual themes from the four chosen commercials. Further, the analyze shows that Kellogg’s has chosen to present women as stereotypical and non-stereotypical, depending on what year the commercial is produced in relation to the values of society.

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  • 33.
    Berg, Lydia
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Grankvist, Filippa
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    "Starka varumärken får kraft inifrån": En kvalitativ fallstudie om internkommunikation kopplat till en organisations arbetsgivarvarumärke2021Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose: The purpose of this paper is to gain a deeper understanding and knowledge of how the organization we study, hereinafter referred to as Organization X communicates internally to strengthen/maintain its employer brand and how this is implemented and in turn how this is perceived by the employees. 

    Method: The study is a case study that applies a qualitative research method with an interpretive approach. The first part of the empirical data was collected through two semi-structured interviews with people who work with communication and HR within Organization X. The second part was a supplementary questionnaire aimed at employees that was designed based on the study’s theoretical starting points together with results from the interviews.  

    Result and conclusions: Organization X uses employees as communication strategy both internally and externally to strengthen its employer brand. The majority of employees have a positive attitude towards X as an employer. Organization X employer brand can be considered unique and perhaps the most important from an employer branding perspective - the majority of the organization’s members perceive employer brand in a similar way. 

    Contribution: The study contributes to a deeper understanding of and knowledge of how Organization X communicates internally to strengthen/maintain its employer brand and how this is implemented and in turn perceived by employees.

    Suggestion for future research: Further research is proposed to study whether leadership survives within an organization that has made a similar reorganization. Suggestions for questions that further studies may ask could be: does leadership still exist within the organization? If so, in what way?

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  • 34.
    Berglund, Anna-Karin
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    Nguyen, Malin
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    P3 Dystopia: När havet kommer: en retorisk analys2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    According to the IPCC sea levels can rise by up to one meter in the next century and maybe even more depending on both individual lifestyle choices and policy making on a societal level. An episode from the Swedish Rafio P3's podcast series, P3 Dystopia, has been investigated as a communication effort to spread knoowledge about the climate issue and its consequences. The episode chosen for this study deals with the sea level rise and its threat on civilizations across the globe. The podcast is part of the Swedish public serive campaign prior to the election to parliament in September of 2018. Because of this, the episode has been examined using classical rhetorical theories to identify what strategies it utilizes to promote sustainable behavior. One of the key purposes of this study is to investigate how the producers describe and dramatize the sea level rise and its aftermath. Due to this the episode was examined through a storytelling perspective considering what basic story design structures it uses.

    This study is based on research on risk communication about climate change and how they should be communicated to achieve the best possible effect. The research considers emotion regulation straetgies as the missing link in effective communication about climate change. Since early 21st century most of the research conducted on this area has been focused on using fear as a motivator for behavioral change, but in recent years some scientists say that fear is not enough. This study aims to investigate what sort of emotions the podcast episode uses to capture and influence its listeners and in what way these emotions are conveyed. 

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  • 35.
    Berglund, Jenny
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
    Dahlberg, Moa
    University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
    Digital HR: Vilka effekter har digitaliseringen på de anställda och deras relationer?2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Aim: E-HR is an enterprise management system where digital tools are used to manage the human resources of the organisation. Previous research argues that there is a lack of research on the use of e-HR from the employee perspective and also with a focus on how the relationships are affected. The aim of the study is thus to increase understanding of how employees experience the use of e-HR and what effects digitization may have on the relationships in the organisation.

    Method: The study assumes a hermeneutic perspective with inspiration from the operator approach. The research program has an abductive focus in which a qualitative research design has been used with ten semistructured interviews.

    Result & Conclusions: The study shows that e-HR tools are perceived as a valuable support at work, but sometimes with increased workload. Furthermore, the study shows that the relationships have been influenced only to a small extent by e-HR and mainly because communication in larger part is done digitally. The study although shows that digital HR can not replace the personal meeting.

    Suggestions for future research: The study could have been developed even more if the management had been interviewed about the motivation for current digital HR tools. This to study the manager's experiences of the current solutions, but also to see if they have concidered other options. We therefore consider that further research could provide contributions by studying the subject also from the manager's perspective, as there is also a lack of research about their perspective.

    Contribution of the thesis: The theoretical contribution of the study is that e-HR increases the sense of safety and control, but that digitizing can also increase workload. The study also shows that a digital relationship is seen as an opportunity to get a relationship with a larger number of employees within the organization. The practical contribution is the advice to focus on education of the systems as well as to have back-up when the technology fails. The practical contribution of the study also applies to the fact that more organizations should consider using e-HR as a way to gather all the relevant information about the employees in one place.

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  • 36.
    Berglund, Mathias
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    BOOOM! JAAA! MÅÅÅL!: En kvalitativ studie om hur retoriska strategier används av herrishockeyföreningar på Twitter under matcher och hur det påverkar kommunikationen med fansen och andra.2020Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    ”BOOOM!”, ”YEEES!”, ”He digs the puck into the goal”, ”Chopping on a rebound”. That is how it can look like when you watch an ice hockey club’s twitter account during a game.

    The purpose of this essay is to see which rhetorical strategies the hockey clubs in the Swedish Hockey League use in their tweets during games and how that affect their communication with the fans and others.

    The rhetorical tools that is used to achieve the purpose of this essay is the rhetorical situation, ethos, pathos and logos, the tropes. metaphor, metonymy, synecdoche and irony and also the concept decorum.

    The theoretical concept framing is used to analyze how these tweets frame some events in the reporting of the games while some events is exclused and how that is affect the recipients.

    The result shows that rhetorical tools is widely used by the hockey clubs in this essay. It also shows that a specific hockey language is used which means that the clubs adjust their langugage to the target group.

    Further it shows that the clubs in a higher grade tweet about their own team and that the reporting of the game is not entirely objective and only what stands out in the game is tweeted about.

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  • 37.
    Bergman, Anders
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Hjältar finns de?: En studie av journalistens roll i våra berättelser2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syftet med uppsatsen är att undersöka hur journalisten framställs i berättelsen och hur rollen som hjälte reflekteras. Jag har valt att avgränsa mig till två texter, Alexandra Pascalidous dokumentärserie Vi kallas tiggare (2016) och Johan Persson och Martin Schibbye reportagebok 438 dagar (2013). Det teoretiska ramverket som tillämpas i första hand av analysen är filmvetenskaplig teori, retorikteori samt arketypstudie. Genom komparativ metod kommer de båda texterna att analyseras och jämföras. Koppling till filmberättelser kommer att ackompanjera undersökningen. Resultatet av undersökningen fastslår att det finns starka kopplingar till det traditionella berättelserna och Hollywoodfilmens hjälte.

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  • 38.
    Berner, Charlotta
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Zoinks! Könsrollen var är du?: En kvantitativ innehållsanalys av könsroller i barnprogrammet Scooby-Doo2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This essay is based on a quantitative content analysis that measures male and female characteristics in order to identify the gender roles of the main characters in the children's program Scooby-Doo.The work has been based on a theoretical framework founded in a social constructivist perspective. The analysis is based on a further development of Maria Nikolajeva's scheme for "Feminine" and "Masculine" characteristics in order to be able to identify gender roles.In the empirical part, data from 30 episodes of the children's program from different eras have been processed and compiled. The study consisted of almost 2,000 measured characteristics.My main question was: what gender roles are found in the main characters of the children's program Scooby-Doo in 1969, 2002 and 2015?

    The results showed that the character that was most stuck in a gender role was Fred, who in 1969 only showed 5% female characteristics. However, there was a minor change in 2002 when he exhibited 20% female characteristics. Velma breaks the stereotypical female gender role as she exhibits mainly male characteristics in all seasons. Daphne and Shaggy were both shown to be multi-faceted, neither exhibiting a clear gender role. However, Shaggy was framed in a way that invited the audience to laugh at him when he exhibited the feminine qualities and Daphne was given low measured traits, whether male or female in the first season, which made her fade into the background.

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  • 39.
    Berter, Emma
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    Blom, Annika
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    Är mediernas verklighet läsarens pseudoverklighet?: En kvalitativ innehållsanalys av President Trump i Svenska Dagbladet och Dagens Nyheter2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Problemformulering: Det amerikanska valet år 2016 har gått till historien. Det stod mellan två oväntade kandidater, Hillary Clinton som var USA:s första kvinna att kandidera till president. Den andra kandidaten var Donald Trump, en framgångsrik affärsman utan politisk bakgrund. Segrare blev Donald Trump, vilket förbluffade världen. Presidenten började sin första dag med att kritisera medier för att dem ska använda sig utav “Fake News” när det publicerar nyheter. Det är presidentens begrepp “Fake News” som lade idén för vår studie.

    Syfte: Studien ämnar undersöka huruvida Svenska Dagbladet och Dagens Nyheters utformning och gestaltningar i nyheter framställs och därmed presenteras för medborgarna samt huruvida de två valda tidningarna framställer President Trump.

    Metod och material: En kvantitativ innehållsanalys har genomförts bestående av totalt 40 analysobjekt från Svenska Dagbladet och Dagens Nyheter.

    Huvudresultat: Nyheters logik och berättartekniker, nyheters beskrivande innehåll samt nyheters utformning utgör i samverkan med varandra, i större och mindre utsträckning, en god grund för hur individer väljer sin informationskälla och uppfattar verkligheten. Dessa skapar även förutsättningar för mediernas betydelse i samhället och vilken påverkan de har på individer i samhället. Utan medialiseringen och nyhetsvärderingen tenderar gestaltningen i nyhetsrapportering inom politik att bli intetsägande. Vidare är de politiska aktörerna och medierna beroende av varandra och samspelet mellan varandra för att fånga uppmärksamheten hos individer i samhället.

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  • 40.
    Bertilsson, Elina
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Korhonen, Jenny
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    "Jag är inte den tjejen": En kvalitativ fallstudie hos Gästrike Räddningstjänst2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose: The purpose of this study is to investigate how career listings are interpreted from a recipient perspective. We intend to investigate if Gästrike Räddningstjänst’s job advertisements create ideas about the firefighter. The study aims to answer the following questions: How are gender, norm and sexes conveyed in two job ads from Gästrike Räddningstjänst? What conceptions about the firefighter does the recipient who reads the job ads create? How do women in the ages of 20–25 years, who are living in Gävle interpret job ads from Gästrike Räddningstjänst, in relation to a norm breaking employment advertisement?

    Theoretical introduction: This case study has been based on several theories about gender, norms and the biological gender.

    Material and method: Barthes semiotic model for denotation and connotation are being used for image analysis. The study is based on two employment advertisements from Gästrike Räddningstjänst and reception analysis with semi structured interviews. The interviews have been conducted with six informants. Stuart Halls reception model are being used for analysing the interviews.

    Result: Through image and text analysis we were able to identify that the job ads from Gästrike Räddningstjänst conveys gender and norm throughout image and text, and both combined. This case study has demonstrated that Gästrike Räddningstjänst's employment advertisements create conceptions about whom the firefighter is. By creating a job ad that challenges the standard of communicating the firefighter the informants did not only negotiate about who can become a firefighter but also about gender equality and diversity.

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    Jag är inte den tjejen
  • 41.
    Biwall Sandberg, Lovisa
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    Mannen och skulden: En genusteoretisk studie om hur offer och gärningsman representeras i nyhetsmedias rapportering av fallet Kulturprofilen2020Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The man and the blame – A gender theoretical study of how the victim and the perpetrator are represented in Expressen’s reporting of rape during the trial against Kulturprofilen Jean-Claude Arnault. The theoretical frame of this study is Joan W. Scotts theory of poststructural feminism and Yvonne Hirdmans theory about the gender system, gender contract and the woman’s subordination. To examine how the victim and the perpetrator is represented in Expressen’s reporting of rape during the trial against Kulturprofilen Jean-Claude Arnault a method of critical discource analysis, CDA, has been used. The result of the study showed that the representation of the victim and the perpetrator in Expressen is strives towards equality in the representation in comparison with the international studies that are presented in the study where the victim, often women, are represented as perpetrators and the perpetrator, often men, are represented as victims in the news media reportage of rape when it comes to both Australia and the United kingdom.

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  • 42.
    Björkegren, Andreas
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    De sociala medierna och rättssystemet2012Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

     The main purpose is to investigate the main fea-tures of the discourse in the social medias about the legal view on cimes and criminals.

                                                    The special questions that are investigated are:

    1)    What specific features characterize the discourse in the social medias?

    2)    What are the legal restrictions for the freedom of speech on the Internet?

    3)    What attitudes can you find among lawyers towards the discourse in the social medias?

    4)    Are there grounds for presuming that the discourse in the social medias can effect the judgement in a special case?        

     

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  • 43.
    Björkholm, Richard
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    Hur uppfattar föräldrar Babblarna som fenomen?2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This essay discusses how parents perceive Babblarna as a toy and as a pedagogic instrumentation, Babblarna is children’s media aimed towards children however it’s bought by their parents that are persuaded by it for different reasons. One receptions analysis with interviews and a field research with blogs and forums was done. The results of it were then analyzed with the deconstruction theory and with Kim Schröder’s evaluation implentetion theory as a point of departure. This was then interpreted with the definition of what parenthood is. The conclusion is that parents perceived the term pedagogic after their own interpretation and that Babblarna was regarded as positive after how their children reacted. In the end can the reasoning be interpreted like a struggle between the child’s happiness and the reason of parenthood.

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  • 44.
    Björklund, Malin
    University of Gävle, Department of Humanities and Social Sciences.
    Försöken att övertala respektive konsten att övertyga: En retorisk argumentationsanalys av hur två landsortstidningar använder retoriken för att rikta sig till sina mottagare2009Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Abstract

    Titel: Försöken att övertala respektive konsten att övertyga.

    - En retorisk argumentationsanalys av hur två landsortstidningar använder retoriken för att rikta sig till sina mottagare

     

    Författare: Malin Björklund

    Handledare: Eva Ekstrand

    Examinator: Margareta Rönnberg

     

    Nyckelord: Retorisk argumentationsanalys, retorik, Gefle Dagblad, Västerbottens-Kuriren, kulturhuvudstad 2014, opinion, övertala, övertyga, landsortstidning.

     

    Problem: Retoriken kan användas på två olika sätt, både för att övertala och för att övertyga sina mottagare. Används en text för att övertala, får mottagaren själv inte skapa sig en egen uppfattning. I journalistiken kan retoriken många gånger övertala, även fast det inte alls var journalistens syfte med texten.

    Syfte: Syftet med den här undersökningen är att se hur Gefle Dagblad och Västerbottens-Kuriren använder sig av retoriken för att nå ut till sina mottagare. Vilka argument och grepp används för att övertala och vilka används för att övertyga?

     

    Frågeställning: Den övergripande frågeställningen är om Gefle Dagblad och Västerbottens-Kuriren använder retoriken för att övertala eller övertyga sina mottagare?

     

    Metod: Retorisk argumentationsanalys

     

    Slutsatser: Den starkaste slutsatsen är att Gefle Dagblad använder retoriken för att övertala sina mottagare, medan Västerbottens-Kuriren använder retoriken för att övertyga.

     

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  • 45.
    Blomquist, Mintrah
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Jansson, Jonna
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Förtroendets makt: En retorik- och genusanalys av influencers förtroendeskapande på YouTube2020Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This thesis examines how male and female influencers gain trust and construct gender in their YouTube videos in 2019. With a strong ethos based on trust, influencers have the power to influence their followers and their view on gender. This gives influencers a norm-creating function. The selection of influencers in this study is limited to Bianca Ingrosso, Therese Lindgren, JLC and Anis Don Demina, who are all major Swedish influencers on YouTube. The study includes five YouTube videos from each influencer. Based on the material, a rhetorical analysis is used together with elements of gender analysis. Homosociality and a concept of tools for building trust are also used as a method for analysing the material. The results of the study show that most of the tools for building trust are used consistently. Openness, honesty, authenticity, recognition and goodwill are used as primary tools for building trust in the majority of the videos. Although the way of creating trust does not differ much between the sexes, the tools for building trust are used in different ways. A conclusion that can also be drawn from this is that influencers contribute to constructing gender in their content. For instance by having a gender stereotyped active or passive focus and by recreating habitual gender patterns. 

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  • 46.
    Bright, Sainabou
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Abu Abdo, Sara
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Medier och skönhetsideal: En studie om skönhetsidealens påverkan på mörkhyade kvinnor i Sverige2016Independent thesis Basic level (university diploma), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Developments in recent decades has led to a change in the way that people in any country tended to look very similar to each other, since people now have an ability to move further from the place they were born. There has also been a development in the way information is transmitted between people, thanks to inventions such as photography, moving images and a high techonologic system of transmission of these images. This has created a “media society” in which media has a very large role in peoples lives. Even though the appearance-norms in many countries are getting looser, there is still indications of a so called whiteness-norm being upheld in many western societies. People with “non-white” appearences are still being perceived as “outsiders” in many ways. In this essay we will examine the role that media plays in upholdning this type of norms. We will do so by interviewing those who are affected, dark-skinned people that grew up in Sweden.

    Key-words: Beaty ideals, Media, Whiteness Standard, Dark-skinned in Sweden, Intersectionality

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  • 47.
    Brodin, Elin
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Herrlin Viklund, William
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Marlboro-mannen då, influensers idag: En kvantitativ undersökning gällande 16–17 åringars exponering av nikotinsnus via Sociala Medier i Gävle stad2022Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    According to a survey conducted by Novus Group International 2020, 37% of youngpeople stated that appealing tastes were a reason to try nicotine pouches. In the samesurvey, a third also stated that a contributing factor to them choosing to test the productsis because they appear in film, television and social media. In a survey conducted byExpressen, a journalist interviewed three popular influencers regarding their associationwith the companies, but the journalist received no answers.We essay writers find the nicotine pouches misleading in their advertising, or at leastnot explicitly clear about the consequences. Nicotine pouches is sold as a complementto an active lifestyle. Although, warning messages about how nicotine is addictive areclarified, none of the other ten common health risks are mentioned, which include:increased heart rate, higher blood pressure, decreased appetite… etc. Of course, totaltransparency can not be expected, but information on health risks should be clarified.The most common is to just mention the addictive effect and neglect the others. Weessay writers therefore became concerned about whether minors aged 16–17 areexposed and interact with these advertisements on social media. As nicotine is anaddictive substance, we authors want to gain an insight into how well-informed youngpeople are about its consequences and how large the exposure to these advertisementslooks among the age group. The thesis intends to create a basis for future studies with alarger proportion of respondents in a wider age range.The exposure rate regarding nicotine pouch advertising via social media among the agegroup 16-17 years in Gävle was higher than we essay writers had previouslyanticipated. However, it should be added that this thesis intends to provide a basis for alarger survey with more respondents in the future and that the results may varydepending on which class in the age group the survey was conducted on. Suchconclusions based on whether one can see a connection in all 16-17 year olds in thetown of Gävle can not be established. What can be seen, however, is that there is amarketing strategy, at least among this study's target group, to expose minors toadvertising nicotine pouches via social media. 78.57% of all female respondents said tohave been exposed by one or several different advertisements, while among the malerespondents, 93.33% were exposed to one or severel different advertisements.

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  • 48.
    Brodin Holmstedt, Nina
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Ivarsson, Nicole
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Ebolasituationen i svenska dagstidningars reportage: En kvalitativ undersökning av hur ebolasituationen framställs i svenska dagstidningars reportage2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Denna undersöknings främsta teoretiska utgångspunkt är att medier på ett eller annat sätt påverkar människors uppfattning av verkligheten. Medierna kan visa oss de dimensioner av verkligheten vi inte själva har möjligheten att uppleva och blir då ofta vår enda källa till information. Därför finns ett intresse att undersöka hur medier framställer sådana situationer och händelser.

    Undersökningen har begränsats till hur två av Sveriges största dagstidningar, Dagens Nyheter och Svenska Dagbladet, i sina reportage, framställt den ebolasituation som pågått i Västafrika under det senaste året. Detta har undersökts med hjälp av en kvalitativ analys av innehållet, där fokus lagts på att urskilja generella mönster och drag som karaktäriserar framställningen.

    Under den valda sökperioden har endast åtta reportage publicerats och samtliga av dem inom en tvåmånadersperiod. Värt att notera är det faktum att ebolasituationen enbart framställts utifrån ett av de drabbade länderna i Västafrika, Liberia. Analysen av materialet har påvisat flertalet relevanta mönster, bland annat att situationen framställts gå från allvarlig till kontrollerad trots att ebolaepidemin varit fortsatt pågående månader efter att det sista reportaget publicerats. Det har även konstaterats att majoriteten av personerna i reportagen har kopplingar till Läkare utan gränser, vilket dessutom är den organisation som spelar överlägset störst roll i den sammantagna bild som framställts i reportagen.

    Med hänsyn till undersökningens resultat har det sedan avslutningsvis getts förslag på eventuell fortsatt forskning, däribland att det skulle kunna vara av intresse att vidare studera hur ebolasituationen framställts i medieinnehåll som inte producerats inom samma kulturella ramar. Detta skulle kunna ge en bredare bild och öppna upp för kulturella jämförelser i framställningen av ebolasituationen.

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    Brodin Holmstedt, Nina. Ivarsson, Nicole.
  • 49.
    Broman, Elin
    University of Gävle, Department of Humanities and Social Sciences.
    Fyra sätt att se en tv-sänd hockeymatch: En medieanalys av kvalseriepremiären mellan Leksand och Södertälje 2009-03-132009Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    ABSTRACT

    Elin Broman: FYRA SÄTT ATT SE EN TV-SÄND HOCKEYMATCH? –En medieanalys av kvalseriepremiären mellan Leksand och Södertälje, 2009-03-13.

    Medie- och kommunikationsvetenskap D       Uppsatsventilering: 17 december 2009

     

    SYFTE: Syftet är analysera tv-sändningen av denna hockeymatch utifrån fyra olika infallsvinklar. Jag kommer delas att undersöka om Dayans & Katz´ (1992) begrepp ”mediehändelse” idag går att applicera på mindre spektakulära sändningar av matcher eller tävlingar (Contests) än de stora evenemang som dessa forskare syftar på, samt genom en retorisk analys se vilka retoriska strategier som är framträdande i sändningen. Utöver detta kommer jag att undersöka vilka estetiska parametrar som tillämpas samt hur manlig identitet skapas och iscensätts i tv-sändningen av denna hockeymatch.

    FRÅGESTÄLLNING:

    * Är en kvalmatch i ishockey ”stor nog” för att kunna ses som en mediehändelse – ett media event? Försöker i vart fall tv-kanalen få det att framstå så? Kan man 2009, med dagens fragmenterade publik, tala om regionala eller lokala mediehändelser?

    * Vilka retoriska strategier är framträdande i den tv-sända hockeymatchen mellan Leksand och Södertälje (kvalseriepremiären den 13 mars 2009)?

    * Hur skapas och iscensätts manlig identitet i denna hockeysändning?

    * Vilka av David Favreholdts estetiska parametrar stämmer bäst in på ishockey? Och i förlängningen: vilken betydelse har svaret på denna fråga för upplevelsen av en hockeysändning i tv och av ”manlighet”?

     

    TEORI: Studien bygger på såväl verbal som visuell retorikteori, samt på sportestetisk teori (bl.a. på David Favreholdts parameterteori). Dessutom på identitetsteori rörande konstruktionen av manlighet.

    METOD: Jag använder mig av retorisk analys, identitetsteorier samt estetisk teori. Jag utgår också från Dayan och Katz teori om mediehändelse (media events).

    MATERIAL: Analysmaterialet utgörs av en videoinspelning av tv-sändningen av den första matchen i kvalserien 2009 mellan Leksand och Södertälje som sändes på tv4 Sport fredagen den 13 mars.

     

    RESULTAT: Utvecklingen med allt fler medier, en mångfald specialkanaler (hockeykanal, fotbollskanal, sportkanal, golfkanal, motorkanal, pay-per-view etc) och t.ex. professionella hockeyligor i flera länder, har medfört en ”utspädning” av hockeyintresset, en fragmentering av publiken, såväl som en globalisering av sportpubliken – och därmed en historisk förskjutning från mediehändelser till tv-händelser. Få hockeyevenemang (förutom möjligen OS) torde idag klara av dominera alla medier, d.v.s. ha mediemonopol på uppmärksamheten. Mediehändelser som en specifik genre förvandlas till tv-händelser som (i och för sig upphaussade) programtyper i ett medium enbart. Detta torde inte bara gälla för tävlingsdelen av medieevent-begreppet, utan troligen även för kröningar och erövringar, vilket dock först behöver studeras närmare.

    Sändningen av matchen kan visserligen i vissa avseenden ses som ett media event, bland annat i och med att det är direktsändning och att producenterna strävar efter att ge tittarna känslan av gemenskap och att matchen upplevs på plats. Den får även åtminstone hockeyentusiaster (eller i vart fall Leksands- och Södertäljefans) att förbereda sig och längta efter denna under en lång tid och sedan se denna händelse som ett uppbrott från vardagen. Skillnaden är att denna match inte direkt kan sägas fängsla en hel nation, utan snarare en mer begränsad idrotts- eller enbart hockeyintresserad publik. Med andra ord: en mer ”lokal” mediehändelse.

    Av de möjliga retoriska strategierna används särskilt ethos och pathos och bland troperna framför allt metaforen. Inte minst spänningsparametrar dominerar. Identiteten som framställs i denna match går till viss del ut på att visa hur de manliga spelarna ska vara stora och starka – förr så viktiga egenskaper– men kanske främst på att framhäva deras talanger och tidigare meriter.

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  • 50.
    Brundell, Linnea
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
    Kommunikation, etik och moral: En studie baserad på nyhetsrapporteringar gällande avslöjanden av företag som inte följer sina egna värdegrunder och policydokument gällande kommunikation angående hållbarhetsfrågor.2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Author: Linnea Brundell

    Mentor: Gábor Bora

    Course: Media and communication studies, C- level, advanced course. 

    Communication, ethical and moral – a survey based on news exposing companies which does not follow their own communication policies.

    Plot: In a leader in the newspaper Arbetarbladet, the writer says that the numbers of journalists are going to be reduced, while the numbers of informant officer are going to increase. 

    Theory: The theory which has been used in the essay is Pierre Bourdieu´s field theories, Jürgen Habermas theories on representation and theories about the company’s values.

    Method: The method used in the essay is a qualitative text-analysis. The material in the essay is articles from the newspaper Svenska Dagbladet and Dagens Nyheter. Also two documentaries from the TV-show Kalla Fakta will be a part of the material. Adocument made by the trade union DIK, which tell about ethical guidelines for information officer, journalistic rules for their work are also a part of the material. 

    Result: The survey shows that the companies have been failing to work after own policy documents. 

    Download full text (pdf)
    Kommunikation, etik och moral
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