The blog has become a widely discussed subject, but while marketers do invest in blogs, there is little evidence on the how the blog works as a marketing tool. Therefore, we thought it would be interesting to create a greater understanding of the blog's potential communication effects. To demonstrate the potential of the blog in comparison with more traditional media, we decided to compare the communication effects achieved by a blog with those achieved by an online magazine. We pursued an experiment where we exposed an identical text about a brand to respondents in seven blogs and in seven online papers and measured the resulting communication effects in terms of attitudes and intentions towards the exposed brand. The quantitative study showed that the blog in some basic aspects works as a more traditional media; when the consumer forms positive attitudes toward a text in a blog, the attitude spills over to the attitude toward the brand, with higher buying and w-o-m intentions as a consequence.

Uppsatsens syfte är att pröva tesen att Radiosportens sändningar har blivit mer jämställda mellan 1995 och 2007. Det som undersökts är utrymmet som kvinnor och kvinnligt idrottsutövande får i sändningarna i förhållande till män och manligt idrottsutövande. Metoden att besvara frågan är kvantitativ. Radierade sekunder har räknats och fördelats mellan kategorierna kvinnliga och manliga röster och kvinnligt och manligt idrottsutövande. Kriterierna för jämställdhet är att de kvinnliga rösterna är proportionerligt representerade och att kvinnligt idrottsutövande får ett proportionerligt utrymme i Radiosportens sändningar. Undersökningens resultat visar att Radiosporten har blivit mer jämställd under  undersökningsperioden, men att det inte går att säga att ökningen är stabil från år till år. Resultaten visar också att kvinnor och kvinnligt idrottsutövande inte får utrymme i nivå med andelen kvinnor eller omfattningen av kvinnligt idrottsutövande generellt..

The purpose of this thesis is to through brand communication and Red Bull?simage examine how they position themselves as leaders on the Swedish energydrink market. We chose relevant theories within buzz marketing, word ofmouth, sampling and events. Our method of preference was quantitativequestionnaires which we spred through email to students at the LinneausUniversity and other social networks such as Facebook and blogs. Our empiricalstudy is based on our questionnaires and information about Red Bull.

The aim of our study is to examine experience of the quality of life for elderly people with assisted living from their own, and caretakers, perspectives. We also aim to examine how elderly people in assisted living, and caretakers, experiences that they could affect the elderly people´s quality of life. The study is based on a qualitative method and the data is collected by interviews with four recipient of care and three care takers. The result shows that there are many factors that have an importance when it comes to quality of life for the recipient of care. It has shown in the study that the recipient of care and the caretakers put emphasize in the same factors. These factors are health, the affect of assisted living, happiness, relationships and self-determination. The result has shown that the assisted living has a major importance when it comes to the quality of life for the recipient of cares..

Children who are exposed to crime are a delicate issue. The purpose of this study was to describe and analyze children's narratives in the juridical process. Our primary questions focused on how adults could help children to express their experiences and what kind of elements imposed the narrative. How is the narrative structured? How does the court evaluate children's testimonies? What increases the credibility of a child's testimony? Our theoretical standpoints are derived from: the narrative perspective, theory of communication, and theory of evaluation.

Our intention with this study is to investigate teachers work in a multicultural classroom. For the purpose of this study, a web survey was constructed. The investigation was carried out among teachers on three different multicultural secondary schools in Sweden. 53 teachers informed us about their own experiences and thoughts concerning their work in a multicultural classroom. Conceptions as multiculturalism, methods in teaching, the climate in classrooms, teacher cultures and interculturalism has been used in the study.

Purpose: The aim of the thesis is to identify principles of valuation and to reach a solution for how Statens järnvägar can present their leased railroad vehicles in the future.Methodology: The authors have done a case study through a qualitative approach. Interviews have been done with Statens järnvägar, Näringsdepartementet and Riksrevisionen. Annual reports from Banverket and Luftfartsverket have been studied.Theoretical perspectives: The regulations that rule the authorities are a base for the study.Earlier researches done within the subject are presented in this section.Empirical foundation: The empirical foundation of this study consists of primary- and secondary data. The primary data is collected from the interviews that have been done, whilst the secondary data is composed of annual reports, regulations and various other documents.Conclusions: The authors have come to the conclusion that the method of valuation that Statens järnvägar choose, depends a lot on the vehicles hypothetical future. It is difficult to say that only one of the methods would be the correct one..

The purpose of this essay is to illuminate in what aspects IKEA?s organizational culture in Ümraniye in Turkey differs alternatively resembles with IKEA?s organizational culture in Örebro in Sweden. The aim with organizational culture is to analyze the relationships between the leaders and co-workers and the relationships between the co-workers.The study is based on a combination of interviews and questionnaires. We have interviewed people in leading positions and made surveys among IKEA co-workers in two different stores located in two different countries. This combination of the methods gave us a better understanding for how the organizational culture is experienced from two different perspectives.

The Stockholm Bypass is an infrastructural project planned to be located west of Stockholm. This study investigates the argumentation concerning the project from different perspectives. The theoretical starting point is within Decision Theory. The main theories include Bounded Rationality, Kingdon's study of the political agenda and theory regarding venue shopping, framing and lobbying. The method chosen for this qualitative case study consists of both gathering data through semi-structured interviews and through documents provided by stakeholders and information available publically through archives and media.

This essay follows a Media Teacher in her work as a coordinator and an artistic leader for a European project called Legalopoli concerning laws and ethics in a senior level school for 13-16 year-olds in Mora, Sweden. The students write film stories about how their characters have to make choices in ethical dilemma situations. Then the learners create interactive computer games together through practical film work. At the same time we can see how the educator also gets into difficult ethical situations, when she is working with the students. This forces her to self-reflection.

Abstract: The fashion industry is perhaps the most unpredictable one where change occurs very rapidly. In order to be attractive and interesting in this competitive industry, a brand must constantly be up to date and differentiated from other brands to attract the consumers. This has given rise to an increasing growth of brands that cooperate for marketing reasons and more specifically, clothing retailers that perform designer collaborations with exclusive designers to create limited collections.Studies describing the effects of those collaborations on the retailers brands are rare and especially from a consumer perspective. Since H&M has been a pioneer in designer collaborations and has done it more times and for more years than any other retailer we have conducted our study on their case. Our intention was to investigate how the designer collaborations have affected the brand equity and image of H&M, if the collaborations have increased the willingness to pay for H&M's other ranges and if they have affected H&M's ability to extend its brand to higher price segments, through an experimental study.

This is an examinaton of welfare officers and patients experiences of a course in mindfulnessbased stressreduction in primary care. The authors used a qualitative method and a phenomenological hermeneutics scientific philosophical position. The analys of the data appeared by using three theoretical perspectives; cognitive, coping and Antonovskys Sence of Coherence. The purpose was to get a deeper understanding of what mindfulness is, how a course in mindfulnessbased stressreduction can be arranged and how it is comprehended by the welfare officers and previous participators of the course. To get an opinion of the issue the authors wanted to know the welfare officers intention of the course, to which patients they provide the course, what the participators thought about their situation before and after the attendence and if they had assimilated the knowledge and if so how it was applicable.

Our purpose with this essay is to find explanations to the genesis of the Swedish law against prostitution now in power, known as Sexköpslagen 1998:408. We enter deeply into the official reports behind the law. This Swedish law implies that in a sex trade a crime is committed only by the consumer, and not by the seller. Our essay will result in an analysis of what sexköpslagen is an expression for. Our assumption is that the so called ideology of (gender) equality in Sweden might be a part of the explanation to the genesis of sexköpslagen.

AbstractIn the past decades the newspaper industry went through many changes but it has never had a problem of this kind. With the freedom the Internet brings us today and the wide range of information channels, the newspaper is for the first time seriously challenged.When the newspapers began to establish themselves on the internet they thought it was only to copy the content of the newspaper on to their webpage and the advertisers would come along. This move was not planed and had no vision. When the advertisers discovered Internets wide range of advertisement platforms they started to look for other places they could put their ads. This thesis is about the local newspapers ability to address the problem that the internet has created. I based my study on the following issues:Why has internet caused this problem for the newspapers?What are the prerequisites for local newspapers when they face challenges from the internet?How have the advertisers acted after the emergence of this challenge?To answer these questions I did qualitative interviews with different personalities within the newspaper industry, two local newspaper executives and two professors in media economics. In conclusion the result shows that there are different opinions regarding these questions and different views of how to solve them.

The aim of our study is to deepen our understanding of how both social workers and clients describe how user influence within substance abuse care for adults can work. What difficul-ties do they describe meeting, with regards to possibilities to influence the care? To achieve our purpose we had a qualitative approach for this study. It?s based on open thematic inter-views with 3 clients who have substance abuse problems, and with 3 social workers, working at Social Services in Stockholm.