This essay studies how advertisements in various anti-smoking campaigns can influence and persuade by using anti-logos as counter-arguments to the tobacco industry's logos. In contrast to tobacco advertising arguments such as freedom (logos), pleasure (pathos) and trademark (ethos) the anti-smoking campaigns create anti-logos arguments with various connotations such as repulsive pictures and sexual implications to influence groups of people not to start smoking or to quit smoking.Advertisement of tobacco does not exist nowadays due to legal restrictions in the western world; however several decades of myths created in the consumer consciousness still exist. Thus one can speak of a tobacco advertising ideology that exists and the various anti-smoking campaigns trying to change that ideology.The purpose of anti-smoking campaigns is to conduct a kategoria of myth that tobacco advertisement has created over the years. Anti smoking organizations do this by creating a new ideology to affect consumer?s attitude toward smoking and the tobacco myth with an anti-myth.

The aim of this study was to, from a special educational approach, describe and analyse nine teachers and headmasters experiences and perceptions of the use of laptos, ?1-1?, as a tool for working with 13-16 year old pupils born outside of Sweden and with special educational needs (SEN). Interviews were used for data collection. The interview material was analysed with the phenomenografic analysis method and with meaning condensation method. The result was analysed through three perspectives on special education and the concept of inclusion as the study?s frame of reference.

In this thesis I have used post-colonial theory to analyze the Uyghurs, a Muslim minority group located in Xinjiang province in the Northwest of China, and their identity shaping process in relation to the dominating Han Chinese. I have analyzed the possibilities to use the power perspectives in post-colonial theory, especially Edward Said's Orientalism and the creation of the Other in a new context, where the main focus is on the Uyghurs through the eyes of Han Chinese. I have argued that Han Chinese, with colonial tendencies, have created two generalizing pictures of the Uyghurs; one romantic picture to use as an exotic tourist attraction and one threatening picture that portray Uyghurs as Islamic terrorists to win support in international politics. The thesis is a qualitative single case study with the aim of gaining a deeper understanding for the Uyghurs as well as examine possibilities of widening the analyze areas for post-colonialism. My conclusion is that the power perspectives in post-colonial theory are usable implements also for non-western contexts and in this case function as a way to understand the identity shaping process for the Uyghurs and their relation to Han Chinese..

In todays' society e-commerce is growing at a rapid speed. 4,6 % of all retail sales on the Swedish market are done on the Internet. In the makeup category, which will be the category of focus in this study, 9 % of all the sales were done on the Internet during the last quarter of 2011. As it is today many suppliers do not have enough knowledge about e-commerce and instead of focusing on the development of the channel the focus should instead be on the development of the users of the channel.The purpose of this study is to understand the buying process with respect to the existing theories. The focus will be on the two stages information search and evaluation of alternatives.

ABSTRACT The potato has had an important role in the Swedish dietary customs for quite some time. However, during the last forty years, consumption has decreased from 87 kg/year and person to 46 kg/year and person. Other products such as pasta, rice and bulgur are competing with the potato. Many of the competitors have been developed and refined while the potato has not changed much. The potato is still a bulk product while competing products have been differentiated. Stakeholders within the potato market has realized that something has to be done and today there are a number of organizations and networks that all actively work to preserve the Swedish agriculture and specifically the potato as a product. The purpose with this essay is to examine how store managers in the Swedish grocery stores view the handling of the potato in the store, the quality and packaging, marketing and future consumption.

Advertisement is something that surrounds us in our everyday life. The two terms marketing and advertising are closely linked together and often considered as the same thing, although they are not. To be able to analyse the term advertisement it is crucial to separate it from the term marketing and observe advertising as a part of the complete marketing. We have two main focuses with this qualitative research and the first one of these is to analyse the changes in advertising when considering style, message and characteristics. The advertiser has a wide range of tools that he or she can use to make commercials follow the trends and changes in society.

The purpose of this study was to gain an understanding of the structured and evidence-based assessment tool/method The Brief Child and Family Phone Interview (BCFPI) trough a social psychology perspective of conversation. The aim was especially to seek an understanding of the method considering aspects of children?s participation. The research question was: how do the method users apprehend the advantages and the limitations of the BCFPI method considering aspects of children?s participation.

The Public Sector Scorecard (PSS) is a younger version of the balanced scorecard, created for public and nonprofit organizations. The latest model of PSS is divided into three main groups and seven perspectives, while the balanced scorecard consists of four perspectives. Organizations who use either PSS or the balanced scorecard are supposed to have a clear vision spread all over the unit. This study has sought differences between the two models of financial control in both theory and practice. The first part of the study is a theoretical comparison between the models? structures and terms used in them.

Education systems face a number of challenges regarding social justice, diversity, difference, and inclusion and membership for all students in the groups that schools create. This invokes questions of how well these challenges are met in curricula and teaching materials. Through discourse analysis of eight Swedish geographical textbooks, this essay aims to seek out the perspectives surrounding difference within the subject of geography. It concludes that the idea of fixed homogenous cultures as meaningfull in differentiating among people dominates throughout the latter half of the 20th century and during the last decade. In addition, it concludes that the discourse surrounding diversity in Swedish geographical teaching materials mainly has a binary liberal view of plurality focused around tolerance.

The aim of this paper is in part to distinguish the ideas raised in the Swedish political debate on the new discrimination law in relation to protection of groups. Is protection by law against discrimination needed for the individual or the group? If it is needed for members of groups, are these groups viewed on as static or variable. Are there any conflicts present between group interests? We link these ideas to three different theoretical perspectives: multiculturalism, feminism and intersectionality and further examine the differences and contradictions between the perspectives represented by members of parliament.

The aim of this study is to discuss the diagnosis ADHD as a meaning-making discourse that is something more than just a diagnosis with a set of symptoms. I aim to discuss that the diagnosis is productive and can be seen as a means to control and to comfort individuals. The research was based on a method consisting of an idea analysis and a discourse analysis. I am using both a discourse analysis and a critical ideology analysis as perspectives. These perspectives are also based on a general theory of late modernity.

The purpose of this study is to develop a general understanding of the areas of alliances and service quality as well as their relation to each other, through a consumer perception. Further, to discover more detailed and close up knowledge of customer perceived service quality within airline alliances. This is done by identifying particularly significant dimensions in the service process that have an influence on the perceived service quality.The thesis is based on qualitative study using a critical incident technique to explore the issue of service quality. In the research of the material the iterative approach has been used. The primary information sources are the interviews with customers-members of airline alliance.

Today in Sweden, apples are mostly cultivated for direct consumption, i.e. dessert apples. Apple breeding aims at developing cultivars with new and improved qualities in order to meet the demands of different target groups and to increase the interest in apples on the market. Different target groups have different views on the qualities of an apple. The consumer, for instance, wants an apple that is tasty and beautiful, while the grower, in addition, wants an apple cultivar that is healthy, has good winter hardiness and a predictable, annual productivity.

The purpose with this thesis was to study the special pedagogical perspectives that stood out in documents written by the special teachers in preschool. In order to maintain the thesis research questions a text analysis was carried out on the document ?Handledningssamtal? that was used by the special teachers in their contact with the teachers in preschool. The documents were analyzed based in the special educational perspectives and the results and measures from the analysis were divided into three levels; individual, group and organizational level. Finally a study of the connection between the analysis and the measures was carried out and the result was reported in a typology schedule inspired by earlier research.

Altmetrics, a subfield of informetrics, is still in development. The aim of this thesis is to explore; the significance altmetrics may have in the LIS field, and to define the new perspectives altmetrics offer in comparison to traditional metrics. The research questions are:- How can altmetrics affect research assessment?- How does altmetrics position itself towards traditional metrics?- How could altmetrics influence the LIS field?A qualitative content analysis was used as a method. The analysis of a sample of ten peer reviewed articles was based on a coding scheme with eleven codes.