Abstract. The trade in prostitution/sexual services is regarded as a major social problem in Sweden. The prostitutes are seen as a group of passive, neglected and exploited victims, subject to repeated and forced outrage. However, there exists a network of sexworkers who claim their free will in selling sex as a trademark. They describe themselves as active subjects with a business of selling sex out of free will.

The increased media clutter requires of brand managers to be innovative and creative in their choices of marketing communications in order for brands to be salient in the minds of consumers. Recent studies emphasize incongruent marketing as a means of "standing out" from this competitive clutter and reaching existing and new potential customers. The aim of this thesis is to examine the effects of brand incongruent sponsorships (sponsorships which are incongruent with established brand associations) on consumer response to well-established brands from the perspective of high and low levels of loyalty. A quantitative survey was conducted and the results show that incongruent sponsorships improve brand attitude, brand interest and brand credibility, while not affecting ad attitude, purchase intention and word-of-mouth intention for customers of low loyalty. For highly loyal customers the findings were that brand attitude, brand interest, brand credibility, purchase intention and word-of-mouth intention remained unchanged while ad attitude decreased.

AimThe aim of this study was to try to understand youngsters and their attitude to alcohol in the countryside and in a large city. The questions at issue have been: How do youngsters from the countryside, who drink, and do not drink alcohol, view the school- family- and friendsituation? How do youngsters from a large city, who drink, and do not drink alcohol, view the school- family- and friendsituation? Can we understand youths? attitude to alcohol on basis of the factors: School, family and friends? Are there any differences and similarities?MethodInterviews have been implemented with four youngsters in a large city and in the countryside. To gain as much as possible from the interviews a questionnaire was distributed to two classes in year nine in the countryside, and one class in the large city. The interview material was analysed on the basis from earlier research and two theoretical models.ResultsAccording to the youngsters that drink, both in the countryside and the large city, the most common view in school was that high demands are put on the youngsters and that they should study more then they do.

Background: Studies that have been made in male-dominated organisations shows that only few women have succeeded in advancing to the higher positions in all businesses. Statistics shows that merely 4 % of the managers in all building companies are female. The manager role has earlier always been classified as most suitable for men resulting in barriers for women who strive for management positions. This problem is now very renowned and is called the glass ceiling. To improve the current situation, both the organization's structure and culture, have to be modernized for more women to succeed and get the courage to get into the industry.

This study describes the intellectual ability of a cohort consisting of 120 young women in compulsory care at a SiS institution in Sweden, tested and analyzed between January 2001 and May 2005. The women have been tested with the intelligence tests WISC-III or WAIS-R, as well as the personality trait tests BCT, CMPS and SCL-90, and the personality disorder test SCID-II. This material has been analyzed to investigate how these women's intellectual ability relates to other factors. The analyses show that the main difference between the women of this study and the normal population is their level of intelligence and presence of personality disorders. The IQ level of these women is statistically proven on an average one standard deviation lower than the normal population.

In our time we can easily get information about pregnancy from books and magazines of thesubject. Mothers to be can also publish their own diaries at the Internet, so anyone can readabout their personal experience of being pregnant. All this information gives pregnant womenideas of what they can expect to experience during the pregnancy. This made me think aboutwhat kind of image, women in the past, did get from literature that described pregnancy.The purpose of this study was to examine how pregnancy and pregnant women has beendescribed in literature during the period 1940-1980. I have used various kinds of books aboutpregnancy released in: 1943, 1948, 1955, 1965,1969,1972, 1977, 1981.

The study is quantitative and is about working men and women?s view of male and female leadership. The intention of the study is to see if the men and women have a different perception of male and female leadership and also if they have different personality types. The method used was a survey where the sample is 80 participants, 31 men and 49 women from four different companies. Previous research shows that the perception of male and female leadership can be different, and that the reason can be prejudices and beliefs.

Authors: Daniel Kirby & Émelie Vangen LindgrenTitle: Controlling the WordLevel: Bachelor of JournalismLocation: University of GothenburgLanguage: SwedishNumber of pages: 29The largest arena for public debate in Sweden is the television show Debatt, airing every week on SVT: Sweden?s public service network. Every episode has an audience at around 500.000 viewers. Because the channel is under the rules of the public service agreement, strict rules of diversity are applied.The purpose of this study is to examine the gender representation in Debatt; to investigate how men and women behave in the context of the televised debate and to see if the programme has managed to reflect an equal representation of the voices of men and women.We did this by performing a quantitative content analysis of four different episodes of Debatt, with 4 different hosts ? two women hosts and two men.

The Walking Dead is a popular American tv-series set in the near future, or an alternative present. Society has fallen and colapsed into a more post-apocalyptic state. Till this date the seires has reached its third season, and each episode has several million viewers around the world. In this essay the author tries to see how the tv-series reprensatation of men and women looks like. Media, such as tv-series, acts as great source of inspiration when people tries to understand the world around them.

When the competition is getting stronger and companies must work harder to find new markets, new products and create new needs to reach growth, it appears strange that they overlook an obvious target segment right in front of their eyes. For some years ago, marketers of fashion brands feared that older women would wear their clothes, because it gave bad promotion for the young economically viable target group. Today, older women have difficulties finding clothes with right fit, style and personal taste. They would gratefully accept a brand, they felt were aimed for them. The purpose of this study is to give new ideas to companies in the fashion industry, how to reach this target group, but also be a contributing reason for older women to see the market opening for them.

Gender and politics, how well do they match? An interesting way of studying gender and politics is therefore to look at the legislation proposals from the government. In Sweden when the government make a legislation proposal it have to have a chapter that consider the aspect of equality between men and women. This paper aim to study the language in the gender aspect of the legislation proposal. This is done from a gender perspective.

This study explores how consumers' attitudes and intentions-to-buy towards an atypical product can be influenced by the presentation of the product and consumers shopping goals. Moreover, another product, which was shown together with the atypical piece, was analyzed in order to investigate context effects. The aim of the study is to provide insights into a rather unexplored subject and help retailers in presenting their assortment in a way which will create a better perception and intention-to-buy towards the assortment. The study was conducted with the help of two studies, the first one aimed to find an atypical item and to see how attitudes could be affected by differences in presentation by comparing it with a typical item within the same category. The second study used the identified atypical piece in order to see the how attitude and intention-to-buy could be altered by presentation and consumer shopping goals.

Background:Nurses can meet women who have been victims of abuse anywhere in the healthcare. Healthcare providers have a responsibility to these women, and it requires a broad range of skills to identify the women and thus be able to help them. It is important to see all patients as unique individuals and provide good care to maintain their specific needs. This paper was done to increase the understanding of nurses' experiences in the encounter with the battered woman.Aim:The aim of this study was to illustrate how nurses experience the encounter with the battered woman.Method:Literature review with both qualitative and quantitative studies. Nine articles were chosen to be read, reviewed and analyzed.Results:Three themes and ten subthemes appeared.

This study focuses on romantic friendship between women in three Swedish novels written between 1836 and 1857: Sophie von Knorring?s (1797?1848) Illusionerna (1836), Fredrika Bremer?s (1801?1865) En dagbok (1843) and Marie Sophie Schwartz? (1819?1894) En fåfäng mans hustru (1857). Also, the connection between women and passion as well as the interesting occurrence of step- and foster mothers is looked upon in the study.The romantic friendship is freely expressed in these novels; love between women is neither presented as unnatural or unchaste. It both challenges the heterosexual matrix? claim on intelligibility and its rules for how desire should be expressed.

Research question: How does the industrial company Scania work to get more women in leadership positions?Purpose: The purpose of this work is to describe how companies in a male-dominated industry can work to get a higher share of female leaders.Method: This survey was based on a deductive approach with a qualitative method. Theories have been obtained primarily from scientific articles and the empirical part has been collected through interviews from the companies Wiminvest and Scania.Conclusion: The conclusions the study came up with was different elements that companies in male-dominated industries can work with to get a higher share of female leaders. The first thing that companies can do is to join the project BON or similar projects to work on this issue. They can work with workshops and lectures to disseminate knowledge about the topic.