The authors study the effects of brand salience on how consumers form brand attitudes and how consumers value the importance of various brand attributes. The study was conducted through two separate tests, the one focusing on the link between brand salience and brand attitudes and the other focusing on the link between brand salience and evaluations of attribute importance. Both tests measured brand salience as the ease with which brands are recalled by respondents who have been cued with a specific product category. The results show that brand salience has direct effects on both brand attitudes and the evaluation of attribute importance. As brands are recalled, high brand salience for a brand creates a more positive attitude towards that brand in the mind of the consumer.

The aim with this Master's thesis is to study the debate that takes place in the local community when a public library branch is threatened by closedown through the local newspapers. Through this it is our aim to understand why the debate takes place, and why so many people gets concerned with it. By relating this debate to contemporary research of library- and information science, and the discussion in three major Swedish library journals, we have found the answers to these questions. By studying the debate, we found six subjects that where essential for this study. These were Politics and economics, Urban and rural districts, Democracy and accessibility, The service of the library, The meeting place and To replace a closed down library.

My purpose with this study was partly to examine how some Swedish science teachers teach and their knowledge of the science curriculum, and how this affects their teaching. I also aimed to compare the Swedish and Irish science curriculum. The method I undertook to achieve this study was to carry out six interviews with science teachers in Sweden. I also completed a text analyse of both the Swedish & Irish science curriculum. The results of the interviews showed that the teachers think the curriculum is important but they do not always keep to it.

 Language is an important indicator of the interdisciplinarity of a certain subject. Therefore this study evaluates the use of central geographical words and concepts, by teachers and students, in seven communal, non-optional subjects in a Swedish upper secondary school. This study provides results after observations of seven subjects on seven occasions, at one upper secondary school. This study shows that by a method of observation, central geographical concepts were used by teachers and students at various extents. Furthermore, the observations provide results of the concept use by over 100 students and 12 teachers.

This Master´s thesis examines the conceptual ideas of science fiction and science fiction fandom produced in the Swedish fanzine Science Fiction Forum (1960-) between the years 1960 and 1980. Science Fiction Forum was and still is a fanzine published by Skandinavisk Förening för Science Fiction (Scandinavian Science Fiction Club). Both the club and the fanzine are a part of the phenomenon called fandom.A fandom is a collective of people called fans who form a community by sharing a special interest in a special object. The fanzine is one of the many material products produced by fans within a certain fandom. Science Fiction Forum and Skandinavisk Förening för Science Fiction were founded in 1959 and are a part of swedish science fiction fandom, where the object of fandom is literary science fiction..The primary focus of this thesis is the meta discussion on science fiction and science fiction fandom in Science Fiction Forum.

Technology evolves quickly, with innovative ideas growing everywhere. Still, no technology is anywhere near challenging the mouse and keyboard for navigation of your standard computer. This study focuses on comparing the traditional technologies of mouse and keyboard with the new technology of gestures - in this case Leap Motion - in purpose of finding how the usage differs and what the potential users want from the competing technology. The experiment was executed in a controlled environment, with as few external factors as possible. We found that although the test subjects found Leap Motion fun, the test subjects do not want to surf the web with gestures.

The internet has fundamentally changed the way people communicate. With all the information that we are sharing over the internet, and the ways which companies want to use our information, the importance of keeping our private information secure has increased. This thesis aims to discover what attitudes internet users have against privacy on the internet, and what ? if anything ? they are doing to protect their personal privacy.We distributed an online survey to internet users in the Stockholm area, and conducted three interviews with persons in our target population. The results of these studies show that people in general are very aware of privacy concerns on the internet, but that their attitudes toward how important personal privacy on the internet is, differ somewhat..

This study examines which socially constructed threats and subjects of security existed during the aftermath of the terrorist attacks in Stockholm 2010. With ideas of identity and difference as a starting point the theoretical framework is then developed with ideas from the new critical security studies including key subjects such as attributes, risk, imaging and visualisation. The study will be executed with the use of a discourse analysis approach using newspaper articles and chronicles as the principal empirical material. The analysis will then follow two separate themes. Firstly, the different threats and subjects of security will be deduced, and also, how these social constructions inevitably create each other and require each other to continue existing.

The purpose of this thesis is to draw a picture of pedagogical work at the senior level with a critical perspective of information and media. As a method for gathering material for the analysis, a case study was made with qualitative interviews together with documents that describe the case. Relevant literature for the subject has been used as an introduction and as a theoretical basis. The literature concerns subjects such as a childrens relation to media, the schools intructions, the role of the school library and some theories regarding learning. The conclusion is that the respondents focus on conversations and reflection regarding the sources of information and its use, and that the childrens adaption of the material is an important factor in teaching.

Background: Breastfeeding frequency decrease in Sweden and infants born preterm is a particularly vulnerable group to not be breastfed according to current recommendations. Mothers of preterm infants have an extra need of support from the health care system. Mothers' self-efficacy in breastfeeding affects the outcome of breastfeeding. Health professionals' attitudes to breastfeeding have an impact on the breast feeding support they provide to the mothers.Aim: To investigate whether an intervention could strengthen self-efficacy in breastfeeding among mothers of premature babies. A further aim was to investigate whether the intervention influenced health professionals' attitudes to breastfeeding.Method/Design: An experimental study with quantitative approach in the form of questionnaire survey was conducted.

Title: Morning papers, evening papers or webb magazines? - a qualitative study about young adults attitudes about the different magazine types.Number of pages: 45Author: Antonella MarinoTutor: Göran SvenssonCourse: Media and communication studiesPeriod: Autumn term 2009University: Division of Media and communication, Department of Information Science, Uppsala University.Purpose/aim: The aim of this essay is to find out how young adults of the age of 20-30 discusses about the different types of news papers: morning papers, evening papers and Webb magazines. I have chosen four needs for my essay which are surveillance, emotional release/ entertainment, personal identity and interactivity. The purpose is to find out the differences between morning papers, evening papers and webb magazines. Which magazine type satisfies my four chosen needs in a best way? Which other conditions influence the young adults choices of magazine type? I will also try to find out if the new idea interactivity can be equivalent to the other three needs.Material/Method: I have used three groups for discussion for my essay.

How do you see on natural science within preschool? Does education and interest play a role for how the educationalist works with natural science? And is the children?s interest for natural science affected by the educationalist, what does the educationalist think himself? These questions have I under my teachers training and under deputyship in preschool asked myself and these questions lies to behalf for my investigation. I interviewed five educationalists on different preschools for my investigation.My investigation resulted in that I have been able to see a certain conjunction between how you work with natural science in preschool and the educationalist education or interest. What also plays a role is that you often associate natural science with knowledge of nature. The educationalist seems overall positive to natural science, but depending of a lack of knowledge it feels strange and difficult.

The purpose of this study has been to look into and analyze the view on sex equality in textbooks and teaching media, and teaching of a group of upper secondary school teachers, through a gender perspective. The teachers teach subjects within social- and political science. The two questions that I wanted to answer are: What views do the teachers have on sex equality in their teaching? What views do the teachers have on sex equality in the teaching media (textbooks and other teacher media) which they have access to? Since I wanted to look into the teachers own views I chose unstructured interviews as the method of gather empirical information. To interpret the transcribed texts I chose the hermeneutic view of people as intentional.

The aim of this Master's thesis is to understand public library users' perceptions of librarians' attitudes to users and professional knowledge. The purpose was also to investigate the relative importance to the user of pleasant or a knowledgeable librarian. As a theoretical framework we use theory from business economy where the experience of the user is in focus. Answers were sought to the following questions: How do users perceive librarians attitudes to users? How do users perceive librarians professional knowledge? How do users want to be treated by public librarians? What kind of knowledge should public librarians have, according to users? We interviewed twelve students in university education that are users of public libraries.

The purpose of the study was to determine the attitudes of the teachers of Reggio Emilia inspired preschools concerning the science work with children between the ages of one and three, as well as their opinions on how the physical preschool environment and the choice of materials influence their scientific work. The study was conducted in three departments of two different kindergartens. Although both kindergartens called themselves Reggio Emilia inspired, their working methods and their environments differed largely. None of them were originally built as Reggio Emilia inspired preschools. One of the kindergartens strived to design their indoor environment the same way as the preschools of Reggio Emilia are constructed, there for they were setting up different stations where the children themselves have the opportunity to explore various scientific areas.