In this interview study I have examined eleven Swedish advertisers and professional communicators and their view of ethics in the advertising industry. The purpose of the study was to shed light on how they see their ethical responsibilites, as well as trying to understand how they reason in regard to ethics as a whole. The main research questions regard the distinction between business and economic responsibilities towards their clients and societal ethical responsibilities, which ethical questions are of importance to them, and how they believe the industry should be regulated.The theoretical framework of the study uses media ethics, social responsibility theory, media accountability theory, and stockholder and stakeholder theory as its base. The study was performed using a qualitative method through interviews and the interpretation of these. The results of the study finds that the consulted advertisers have set opinions of what they themselves would decline to work with for ethical reasons, and has also been able to identify five main categories of ethical issues that they attach great importance to.

The purpose of this study was to explore nurses' experiences of obstructed airways in the prehospital work.A qualitative interview study with a descriptive and explorative design was used. The sample consisted of nine registered nurses whereof three were women and six were men, with or without further education and varying length of experience in the ambulance service.Prehospital personnel builds up a vast plan of action based on the emergency information provided by SOS. Simple methods for managing obstructed airways were stated often enough. Problems with obstructed airways are considered so unusual that it never becomes a routine. Several factors affect the identification and managing of obstructed airways, both external factors and the different patient categories are considered important.

Today's consumers are demanding more and more from companies and are no longer as easy to im-press as they used to be. It is now the consumers that hold an increasing amount of power over com-panies and not the other way around. This change in consumer behaviour has caused an identity crisis for traditional advertising, and companies are now searching for new ways of reaching their target audience. The purpose of this combined qualitative and quantitative case study is to examine possible risks and possibilities that a retailing company face when communicating through Facebook. Data has been collected through in-depth interviews with company representatives combined with a quantitative study of the company's Facebook followers in order to answer the questions of (1) which possibilities and risks a retailing company face through the use of a Facebook fanpage and (2) if there is a differ-ence in the attitude and behaviour of active respectively passive followers that may have been caused by a retailing company's marketing communication on Facebook.

The Swedish Armed Forces is a public institution and consequently obliged to follow Swedish and international legislation. Thus, they are subjected to contrarious demands from different actors operating in its high-technological and high-institutional environment: to be a legitimate institution and at the same time operate with a high level of efficiency. This thesis is conducted with the aim of investigating whether The Swedish Armed Forces' steering document for gender equality is used to achieve visible and quantifiable results or if the document constitute a medium for reverberating legitimacy. To answer the research question, we applied a critical discourse analysis on the relevant documents and on the conducted semi-constructed interviews with members from different levels and positions in the organizational hierarchy. Subsequently, we came to the conclusion that the Swedish Armed Forces manage the demands for efficiency and legitimacy, which are forced upon them from the technological and institutional environment, by talking about them.

The subject of this study is gender norms in the preschool and children who oppose those norms. The aim is to investigate how the discourses are linked with the way in which preschool teachers and teaching assistants talk about children?s gender identity. This study is founded in feminist post-structuralist discourse analysis, which was a basis for the interpretation of the results. My research questions are:? How do educators express themselves concerning gender norms?? What do educators need to work with a gender critical agenda?? How do the educators describe their work concerning gender, gender norms and children who oppose those norms?? For educators who have experience with children who do not identify with the gender they was given at birth, how do educators describe their own treatment of said children, and how would they describe the treatment from the other members of the teaching team?The study consists of qualitative interviews with five educators who were asked questions relevant to: norms, gender, gender criticism and how they work with those topics.I found both positive and negative aspects of gender work in preschool.

This Master?s thesis is connected to an interdisciplinary field between humanities and health care; ?humanistic medicine? or ?humanistic nursing?. The object of the investigation is nursing students? experiences of reading fiction and autobiographies as course literature. In semi-structured interviews a group of students talk about their reading.

During the past twenty years, the Swedish school systems have slowly changed to becomemore and more performance-driven. Private schools have been growing in general and, likeindependent schools and schools managed by municipalities, they profile themselves. Schoolsare becoming more performance and result-oriented, which has changed the roles of teachersin a dramatic way and is in general, still changing.By profiling students based on theirindividual performance, schools are able to help students identify themselves and their owngoals. The process of profiling is a slow one in which some teachers adapt more quickly thanothers, and one that is critical for other teachers to learn in order to keep up with the demandsof society.Schools, like ordinary businesses, are in constant competition with each other to keep up withthe newest and greatest models of teaching and to rank among the best in high achievements.Perhaps the downside of this modern school structure is that it is often difficult to have aschool where both school management and teachers see eye to eye. School management must heavily focus on the school?s results as a whole.

I denna uppsats undersöker och identifierar jag språkliga strategier i kampanjtexter från Försvarsmakten. Undersökningen syftar till att med hjälp av en sociosemiotisk analys kartlägga de modelläsare som konstrueras i Försvarsmaktens rekryteringskampanjer för grundläggande militär utbildning. Undersökningsmaterialet består av printannonser från tre kampanjer genomförda mellan år 2012 och 2013. Metoden för undersökningen är lånad från Anders Björkvalls avhandling svensk reklam och dess modelläsare och består av en analysmodell baseras på Hallidays systemisk-funktionella grammatik. Modellen tar fasta på textens textuella, ideationella och interpersonella betydelser såväl som textens rekontextualisering.

The purpose with this examine was to study the teachers perception of leadership in the classroom and also how they experience the conditions of this. The method used was qualitative, and builds on a total of six interviews. Stensmos five leadership tasks in the classroom that constitute leadership context have provided the theoretical basis of this study. The leadership tasks have therefore been used as theoretical tools in this study to analyze the teachers? reasoning about their own leadership style.

This essay aims to broaden the understanding of intolerance towards people with religious and/or cultural Islamic association or background. This thesis has intolerance and Islamophobia as central components and starts with the question: In what manner do twelve pupils talk about Islam and Muslims in their third year of the vocational program, in small towns and in the countryside? The survey took place in the south of Sweden in a rural municipality where a total of twelve students from the industrial, electricity and vehicle program in the Swedish gymnasiums participated in two separate focus group interviews. The essay will use an intersectional analysis to see where the students position themselves and Muslims in relation to each other and to society. The essay also contains a comparison of Islamophobia in the country side and in the city environment.

The title of the paper aims at a comment by one of the students during an interview. It reflects how most of the students experience the lunches in a specific school where the investigation is made. The question of pedagogical lunches has always interested me. Here I have used a method called the Grounded theory. I carried out a qualitative investigation with a number of methods such as interviews and participating observations.

ABSTRACT Our main objective with this essay is to provide a description of old people?s stories about aging. The essay is based on the empirical source of four qualitative interviews with older people over the age of eighty years young. The main goal is to inquire answers about; their time in the workforce; retirements; healthissues; media/advertisements; adolescence/youthfulness and attitudes. The following main questions have been dealt with: What do the elderly emphasize when they describe ageing? Are healthissues the prime subjects the elderly talk about? Do the elderly experience positive or negative attitudes towards ageing? What is their point of view of younger generations? In what way do they describe their years as workers? In what way do they describe aspects about their retirement? We reserved to consider the opinion of their own, to be the most valuable source in our study.

My essay explores how people talk about a woman´s supernatural ability in relation to normality and abnormality. In order to find this out I´ve made interviews with people inclose relations to Hildur Lawergren. Hildur lived all her life in Fole on Gotland where she was often interviewed in local papers and on the radio about her predictions on the coming weather. She used melted candles to make her predictions. The candles were melted down on Christmas eve.

AbstractAim; With this study we aim to know more about the possibilities teachers in pre-school regard useful in their work, when encouraging children?s language development. In the study we are inspired by the thoughts and ideas of Lev Vygotskij. Method; We interviewed eight trained teachers at four pre-schools in Sweden. The interviews were recorded and later written down.

Background: Contracting asexually transmitted disease is strongly associated with stigmaand shame. Stigma associated with these diseases has a significant impact on self-image andpropensityto seek care. Despitehigh incidencethere is a generallack of awareness about therisks and theeffectsthatthese diseases have on both mental and physical health. Health carepersonnel are experiencing difficulties to meet and care for these patients. Aim: The aim ofthis studyisto describe patients'experiences of health care after they were diagnosed with asexually transmitted disease.