The aim of this paper is to examine, by means of a quantitative method, whether using a Swedish athlete endorser in a sports advertisement will increase its effectiveness. We examine which characteristics an athlete endorser needs to be able to make people form a positive attitude towards the athlete endorser and thereby make him or her successful in advertising. We also look into whether an interest in sports can affect the advertisement effectiveness when using a Swedish athlete endorser. The results show that a well-liked Swedish athlete endorser generates highest ad effectiveness and that the most important characteristics that contribute to form a positive attitude towards an athlete endorser are trustworthy, physical attractiveness, success in sports and ?successful in respondent?s mind?.

This study was made in collaboration between Umeå University and Västerbotten sportsfederation. The study was aimed to find out how the municipalities are working with variousissues in the sports field. A subject of interest for this study was to see if the municipalitieswere implementing strategies in the sports field on determined goals by using policydocuments. Our study focused mostly on kids and youth that participate in organized sports inVästerbotten. Other aspects of interest in the study were economics in sports, how youthsports should be organized, and segregation in sports due to financial factors.

The world today is not an equal place. We see children starve, people being discriminated and women?s rights being neglected. The media coverage of women?s sports is no exception.

My big interest in sports was what shaped my choice of subject for the essay. The purpose of this study has been to explore the social meaning of team sports for functionally impaired persons. In order to fulfil the purpose of the essay I formed following questions: How do the actives experience their participation in team sports? And how important is the social intercourse in team sports to the individual welfare? The methods I?ve used have been qualitative with an ethnographic approach. I have used participant observations and field interviews to gather my empirical material.

This report is an analysis from a gender perspective of more than three hundred minutes in sports broadcasting on SVT and TV4. The study explains how air time is divided between male and female athletes as well as which sports, male or female, get the most air time. The sports are also categorized according to attitudes about the sports being masculine, feminine or neutral. In this way the study also shows the categories of sports that are given the most airtime.Our view before the study was that from a media perspective, the Swedish sports world was very male dominated. The results show that male athletes get more exposure than female athletes on both channels, this despite the fact that the membership of the Swedish sports clubs is fairly evenly divided between men and women. .

For some time researcher has focused their interest on how women are being treated in sports and what impact it has on the development of the sports movement. Researchers in the field have tried to clarify where the problem lies, if it is gender or sex. Are the differences between the sexes caused by how society portrays women or because women and men are built for different purposes. This research paper studied how women in the sports of snowboarding and freeskiing perceived their possibilities to practice their own sports. Furthermore, the study tried to answer if the problems are originated from the culture of the sports, what the possibilities and opportunities women had to make ?it? and what women think is the reason why there are so few female athletes in their sports.

Girls with foreign background is the group that is most left outside the sports movement in Sweden and the ones with the least sports habit. Sports assumed to provide an arena for integration that these girls are being left outside from. The Swedish sports movement has adapted the conditions for them as a way to encourage them to participate in sports, but there are still lots of girls with foreign background that stands outside the sports movement. One input that the Swedish National Association has done for children and young adults is to adopt the Drive-in-sport, which can work as an entrance to the sports movement. The aim of the study is therefore to investigate which barriers, motivators and requests girls in Sweden with foreign background have to participate in Drive-in-sports.

Viklund, J. & Älgamo, D. (2011).Fysisk aktivitet och idrott för vuxna individer i Västerbottens län ? möjligheter och utmaningar för en framtida aktivitetskatalog. (Physical activity and sports for adults in the county of Västerbotten ? opportunities and challenges for a future activity directory).

For some time researcher has focused their interest on how women are being treated in sports and what impact it has on the development of the sports movement. Researchers in the field have tried to clarify where the problem lies, if it is gender or sex. Are the differences between the sexes caused by how society portrays women or because women and men are built for different purposes. This research paper studied how women in the sports of snowboarding and freeskiing perceived their possibilities to practice their own sports. Furthermore, the study tried to answer if the problems are originated from the culture of the sports, what the possibilities and opportunities women had to make ?it? and what women think is the reason why there are so few female athletes in their sports.

This project investigates how team sports can be used to include young women in public space aswell as how through the addition of a sporting facility adjacent to three schools can be used as a stepping stone for the young people of Dharavi to have a chance at a brighter future..

As a soccer coach for youths with disabilities and as active soccer players, our thoughts regarding the basic principles of sports where awakened and how it corresponds with the possibilities of disabled youths participating in club organized sports. From that thought came the idea that, with our team as the point of original we should contribute with increased knowledge regarding the experiences of disabled youths doing sports. Using ethnography and co-operative observations we have researched both including and excluding factors that contribute to the possibilities of disabled youths opportunity to do sports. We have been able to distinguish that the youths in question feel that sports can be identity-building as well as give a sense of community. The study shows that the basic principles of sports does not correspond with reality because the lack of availability is the determinant factor. .

The purpose of this study is to show which content that is most common in the Swedish News Agency TT Nyhetsbyrån?s sports coverage. It also shows if the coverage is concentrated to for example any special sports, clubs, people or topics.This study uses a quantitative content analysis and the result is based on texts from 28 systematically selected days during one year. In total, the study includes 906 texts.The result of this study shows that the sports content of TT Nyhetsbyrån?s news feed is mainly concentrated to two sports, football/soccer and ice hockey.

Change is a recurring element in society and for sports clubs. When there is a change in society, this change may have an impact and change the condition for sports clubs and its leaders. Changes can be degraded into trends. This study has been delimited to study four social trends that research shows may have an impact on sports club, which are; Increased commercialization, changing demographics, changing communication patterns and increased individualization. To help sports clubs in their development it is of value to find out how these changes are perceived.

The purpose of this study was to study how metaphors are used in sports chronicles . As a complement, we also chose to study whether there are gender differences in the use of metaphors. We also wanted to take a look at whether journalists tend to mythologize sports stars with the help of metaphors. We have been using a qualitative study in our work. We chose to examine four sports journalists who writes sports chronicles for the newspaper Aftonbladet.

The purpose of this study was to look at teenagers' thoughts and ideas regarding sports and doping, and what they think about information on doping.Important questions for our study were:What do sports mean to teenagers?What thoughts do teenagers have about demands and expectations in sports?What thoughts do teenagers have about doping?What do teenagers think about information on doping?What factors do teenagers think affects a teenager to use doping?The study was made from a qualitative approach. The material consists of twelve interviews with teenagers in the age of 16 - 18. Sports mean a lot to the teenagers in our study and they don't approve of doping in any way. Many of the teenagers asked for more information about doping.