Purpose: This study aims to investigate the conditions that prevail when companies put their marketing in social media with the purpose of creating a perception of the risks and opportunities it brings to businesses and ultimately how it may affect the corporate image and identity.Theories: The basis of the problem area are presented through a theoretical framework with the purpose of highlighting the notions of social media, communi- cation, marketing communication, groundswell, corporate identity and image.Methodology: To investigate the research questions this study adopted a qualitative approach in which the authors study the properties of a phenomenon in order to seek a deeper understanding of the problems we have presented. There is an exploratory approach to knowledge and the authors have chosen to conduct qualitative research interviews based upon three themes: driving forces, challenges and impacts.Conclusion: The study revealed that traditional models of communication are no longer applicable in social media. Companies are up for a challenge and must clarify their sole purpose when establishing communication in the social landscape. The general motivation for marketing in social media is making profit, however, building relationships is not a natural motive for most companies. The risks companies expe- rience is the exposure caused by social media and the study also reveals that this fear is firmly attached to their lack of knowledge of these new channels of communicat- ion and their primary areas of use which indicates that skilled employees plays a vi- tal role with their use of social media in their communication process.

The aim of this thesis is to examine how four decision makers at a University College and a library director at the same University College perceive the profile, image and identity of their library. This University College library is used as our main example. We have evaluated the main example in relation to two other University College libraries, in order to obtain a deeper understanding of how these library directors view their own libraries and to attain a more multi-dimensional view of the main example of our study. Our intention is to analyse the current situation, not the past nor the future. Qualitative semi-structured interviews with decision makers and library directors have been conducted.

Authors: Phia Bergdahl & Karin TydénTitle: This is the era of the personal brand ? a study about the role of a personal brand in a professional context in modern societyLevel: BA Thesis in Media and Communication StudiesLocation: Linnaeus UniversityLanguage: SwedishNumber of pages: 54Background In pursuit of being unique and stand out, it has become fashionable to market yourself as a personal brand. According to some experts on the subject, this has become a necessity for survival in the tough competition about the jobs and the customers. With Internet and social media as a natural element in our society, we also have to relate to these channels when it comes to communicating ourselves.Purpose The purpose of this study is to examine the role of the personal brand in a professional context in modern society and to explore Internet involvement in communicating the brand.TheoriesWe have used Bauman?s theory of ?consumer society?, how we live in a society where we are both the consumers and the goods consumed. We have also used Castells?s theory of "network society" and how its growth is changing our culture.

The aim of this study was to examine young adult cannabis users? attitudes towards cannabis and their perception of the normalization of cannabis. The purpose was also to explore how their views of cannabis correspond with norms regarding cannabis. This study is based on interviews with five young adult cannabis users. The theoretical framework is based on Parker?s normalization thesis, Goffman?s notion of stigma, Becker?s definition of outsiders and the definition of social identity developed by Stone.

Nowadays, packaging design is seen as a competitive tool and its importance for corporations is becoming increasingly apparent. The rivalry within homogeneous markets puts high demands on differentiation and the ability to create something more than the product itself. With this fundamental question, the soft drink industry has been examined and a case study of the brand Coca-Cola has been performed. The aim is to investigate how packaging design is used as a tool for strengthening a brand and to explore which additional values this contributes. In addition, the study observes the most important factors in the development of packaging design.A theoretical work of reference, consisting primarily of theories related to branding, design development and visual identity, has been developed to support the study.

The aim of this study was to investigate in what way content marketing can be understood through podcasts as an alternative marketing tool. The material which the study was based on is Ölpodden, a podcast initiated by Carlsberg Sweden. The study intended to shed light on the interdiscursivity that emerges when brands are communicated through podcasts. Another aim was to understand how relationships and identities are constructed through the podcast by examining its intended audience. In order to achieve this a critical discourse analysis was used as both underlining theory and comprehensive method.

The question of the provision of electronic books in Swedish public libraries has lately evolved into a lively debate in Swedish media, where the public library?s identity and itsexpected role as a democratic institution is an underlying topic. The aim of this bachelorthesis is to examine the idea of the public library?s identity as expressed in newspaperand journal articles by writers connected to the library sector. The aim is achieved byexamining the language-use and identifying discourses in the debate.

This thesis examines the experience value of the wolf and wolf hunting presented in mediaduring December 17, 2009-Feruary 15, 2010. I analyze news articles, editorials and letters tothe editor in three newspapers. In order to investigate the experience value of the wolf and thewolf hunt, I have with inspiration from a model employed in the assessment of experiencevalue of tangible cultural heritage, developed a model which I use to analyze the mediamaterial according to the criteria of aesthetic value, identity value, value of tradition andsymbolic value. In order to analyze the results of the analyze, I employ experimental andsociocultural theory and method, which means that I assume the experiences of the wolf andthe wolf hunt as related to a social and cultural perspective that partly depends on how weidentify ourselves and what kind of experiences and understandings we have of the landscapeand large carnivores. Since media affects how we perceive our surroundings and the wolfhunting attracted much attention in media, I found it interesting to examine how the wolf andthe wolf hunt were displayed in news articles and letters to the editor.

The purpose of this thesis was to investigate how people from Iran experience reading in their mother tongue, Persian, compared to how they experience reading in Swedish and if there was a difference. The questions to be answered in the thesis were: What is the dominant purpose when people read their mother tongue and when they read in Swedish. Do they read because they need information, because they want to relax or do they, when they read, reflect on their own lives? The method was qualitative, interviews were conducted with 8 Iranians living in Sweden. The theoretical background consists of a description of theories on reading and theories on language and identity.

Many professions, such as doctors and psychologists, have a long history of work practice which have resulted that these professions have created their own ethical guidelines. The IT profession, which can be viewed as a relative young and somewhat immature profession, have yet to accommodate any clear guidelines regarding ethics. It?s therefore imperative to create discussions regarding ethical actions to raise the ethical awareness and also create ethical guidelines. The development of the IT profession is moving forward at a quick pace and it?s important to understand that this rapid advancement is not only changing the profession but also changing the society and the environment.

Are different ways of life possible in a world that increasingly becomes "Westernized" or globalized? This study examines and analyzes the diverse and complex way of life that includes socioeconomical nomadism as the Irish Traveller community are availing themselves of on the island of Ireland. In a broader perspective the study of the Travellers is put in context to how modern society emerged, and what characterizes the contemporary western societies. This is to understand the way Travellers nomadic lifestyle has been constrained and how the interrelationship between the dominant society and the extended family group constituting Travellers social composition has affected their livelihoods. Their social role is considered from two identification points ? home and work.Nomadism as a phenomenon, its history, expression and possible motives are being described in this work.

Background: Urinary tract infections caused by indwelling urinary catheters causes unneccesay suffering among those it affects. These infections are also financially straining on the health care services. It is therefore of importance to gain knowledge about which evidence based preventive interventions that have the possibility to reduce the risk for bacteriuria and urinary tract infections among patients with indwelling urinary catheters. Aim: This study aimed to compile available knowledge concerning i) if silver alloy catheters does reduce bacteriuria in this patient group, ii) if aseptic catheterization does reduce bacteriuria in this patientgroup, iii) which routines for changing the urinary drainage bag reduces the risk of bacteriuria, iv) which routine genital hygenic care reduces the risk of bacteriuria? Method: Litterature was searched for in the data bases Cinahl, Medline and The Cochrane Library using the data bases? thesaurius combined with OR/AND.

The purpose of the essay is to examine the views on sexuality that guide the Swedish Migration board and court?s judgments and decisions in asylum cases. The essay investigates seven cases from the Swedish Migration court regarding asylum seekers from seven different countries seeking protection in Sweden due to their sexuality and/or gender identity. By applying discourse analysis, along with the theoretical perspectives of Judith Butler and the postcolonial critique of Chandra Talpade Mohanty, the essay discuss what kind of criteria and/or practice is demanded of the asylum seekers to be rendered as trustworthy. The essay concludes that the asylum seekers are considered untrustworthy by the migration authorities when not acting according to a (hetero)normative sexuality.

The strategy when you change the visual part of the brand identity is often referred to as Corporate rebranding and is seen as a good way to show that a company has undergone a change. Despite high risks and high costs, this strategy has become more common and there are companies today who make the choice to change an already well-known graphic profile. This phenomenon is what underlies this essay?s problem statement: Why does a company with an already well-known graphic profile choose to change it and how does the process behind the change occur? In what way have the company?s customers recognized the change and how has the company?s image changed in this context? The purpose of this essay is therefore to explore the process that occurs when a company in the sport and fashion industry changes its visual identity and to explore how the company?s customers have perceived the change.To fulfil the purpose of the essay a case study was carried out on a company?s Corporate rebranding process. The company that was chosen was the Swedish sports retail chain Stadium Sweden AB who decided to change its graphic profile even though their logo was one of the two most recognized in their field.

A new generation has entered the labour market. The group is presented as Generation Y andis described as egocentric, spoiled, unloyal and money oriented. Lecturer advice companieson how to understand and lead this new generation. The advisement creates stereotypicalcharacteristics of the group, which then reflects on the generations own identity development.But aside the stereotypes that are created on the labour market, the generation puts a lot oftheir spare time into volunteer work, which is seen as altruistic. This gives us a contradictoryportrayal of the new generation.The purpose of this paper is to understand the factors that contribute to the voluntary work ofGeneration Y and how the group experiences their own commitment.