This Master's thesis aims to discover, understand and interpret how,with what results, and with what settings adults reading are investigatedin a series of nine Master's theses, written at The Swedish School ofLibrary and Information Science at the University of Borås 2000-2010.This Master's thesis is a meta-study that operates with theoreticalconcepts such as discipline, sub-discipline, research field,interdisciplinarity and with a qualitative research method calledanalytic induction. The results show that LIS - reader studies illustratevaried knowledge about adults reading that investigates with two mainapproaches - a general and a specific one - but with a common interestin two main categories: reading circumstances and reading effects andvalues. LIS ? reader studies show an instrumental perception of theborrowed theories for study of reading and their application and a lessepistemological justification of these in relation to LIS, as own researchfield. The problem area readers and reading is regarded withuncertainty as study topic in the LIS, and this attitude shows up, despitea depth theoretical awareness, a less intellectual self-awareness and amore pragmatic one..

In the paper we bring up and analyse the attitudes librarianshave towards youth and youth programs in the public library.The purpose is to raise awareness among librarians and tomake the process of change and development. We have usedsemi structured interviews in order to answer our researchquestions and conducted the interviews with five librarians incharge of the youth programs in different public libraries. Inthese interviews we asked about their views on youth as auser group, youth programs and how this affects theiropinions on the roles of the public library. We have also triedto see how the librarian?s opinions differ from how thelibrary runs their youth programs today.We have used two different models as theoretic framework.One of them has defined three different roles of the publiclibrarian and is constructed by Maj Klasson and the other is adeveloped version of Andersson & Skot-Hansen?s classicmodel of the roles of the public library made by Jochumsen,Rasmussen & Skot-Hansen.

Marketers of today are confronted by the fact that it is increasingly difficult to gain the customer's attention, as they first have to break through the ad clutter. In a landscape where the general attitude towards advertising is negative, one way to successfully deliver the message to the customer involves communicating through personal impact. By using stimuli containing identical information with different senders, this thesis seeks to quantitatively explore whether brands can make use of the personal networks of its employees, in their social media marketing strategy. The purpose of the study is to investigate if communication via the employees could enhance traditional communication effects, such as buying intention and electronic WOM intention. Furthermore, the study aims to examine which role the employee should hold when communicating on behalf of the brand, and if the communication effects vary with the degree of product involvement.

The purpose of the study is to show the conditions there are by working with aesthetic expressions in pre-school and how these activities are implemented. Questions that we are going to discuss are: What are the conditions for working with aesthetics in pre-school? How is the work implemented when it comes to aesthetic expressions? Our ambition has been to study what conditions it takes to use aesthetic expressions in a way that is meaningful for the children and also show the conditions and alternative methods that are present in different schools. We have used a web survey to reach a result in the study. This web survey includes questions about the different aesthetic activities and has given us the answers to the questions above. The result shows that there are different ways of working and different views at aesthetic expressions.

Det övergripande syftet med den här uppsatsen var att undersöka vad som påverkar unga mopedförares intentioner till att köra alkoholpåverkade.  Ytterligare ett syfte var att belysa de generella attityder till alkohol- och trafikrelaterade frågor som finns bland svenska ungdomar. Samtliga resultat och analyser baserades på en enkätundersökning utförd av Statens väg- och transportforskningsinstitut (VTI). Enkäten vände sig till gymnasieelever och i analyserna behandlades svar från 1 933 elever i åldersintervallet 15 ? 21 år.De statistiska analyserna innefattade ?2-test samt en ordinal logistisk regressionsmodell. Resultaten visade att ungdomarna generellt såg det som oacceptabelt att köra moped med alkohol i blodet.

Sustainable beef and milk consumption. The consumption of beef and dairy products in Sweden is high. A lot of greenhouse gases are emitted from the production of these products. The production of beef in Sweden has decreased but the import has increased. The number of dairy cows has decreased while beef-production with suckler-cows has increased in Sweden.

My essay aims to explore, "What image is conveyed by the stone mason's life and work on Korpåsberget". In my essay I have been working with respondent interviews to examine the purpose. I've been trying to get interviewees to talk freely, but have also had a number of indicative questions for support. In order to process and understand the interviews, I also have a part in the essay aiming to provide background information to the stone industry in Bohuslän, an area along the westcoast in Sweden, and foremost in the area of Bovallstrand.The text discusses the stone industry's development in the area, its development and the time until the stone industry at large was closed. As for the stone industry in Bovallstrand I have chosen to focus on the largest quarry in society, namely the Korpåsberget. The background text also briefly covers stonecutter?s lives and work.

The use of entertainment in various kinds of business events has recently increased in popularity among Swedish firms. Often, stand-up comedians are hired to entertain the employees or customers during these happenings. Generally, the firm invests a considerable amount of money in this service and is furthermore willing to pay a premium for a famous comedian. Although the market for this type of service is fairly large, the knowledge of the motives behind the investments is yet limited.A grounded theory study is carried out exploring the purpose of the entertainment as well as the rationales behind the preference for a famous comedian over an unknown. Two general types of contexts (internal and external) are identified and a number of objectives related to each type are distinguished.

Concerns for the environment and our impact on it are becoming more prevalant; however, we rarely act accordingly. Consumers mainly choose products based on perceived personal benefits despite the environmental motives that increasingly affect them. The purpose of this thesis is to identify the major drivers behind the purchase of ecological wine. A quantitative study was conducted, using Theory of Planned Behavior (TPB) as an initial starting point. The subsequent model was then completed with three variables: environmental concern, feelings and word-of-mouth.

 The aim of this study was to describe the experiences and thoughts among midwives when encountering same sex couples at the maternity ward. Further, the aim was to explore the midwives attitudes towards education about special needs among same sex couples and their thoughts about contents and design of such education. The study had a descriptive design using a qualitative method. The data was collected through interviews with 10 midwives in February 2009. The midwives worked at two different maternity wards.

Many companies choose to market their products and brands with help from celebrities. This is not a new phenomenon, though, this strategy is something that we consumers start to get used to and the risk that the consumer unconsciously unselects the message grows. A recently much-disputed theory is the use of incongruent marketing. This means that companies uses a marketing message with the objective to not match the consumer?s expectations.

Vi lever i ett samhälle som kontinuerligt utvecklas och förändras. Olika sorters förändringar, individuella som organisatoriska, är vanligt förekommande i dagens samhälle. Organisationer måste kontinuerligt förändras i takt med samhället för att kunna anpassa sig till den miljö de är verksamma i och för att bibehålla sin konkurrenskraft. Att genomgå en förändring skapar olika upplevelser hos olika individer. Syftet med denna uppsats är att kartlägga individens attityder till, och upplevelser av, den befintliga organisationen och den pågående organisationsförändring samt att presentera riktlinjer för en optimal organisation.

The Authorities attitudes towards Gypsies have been characterized by prejudice for a long time. This has lead to the relief actions of the Authorities being formed by discriminating acts. In purpose of eliminating the discrimination of the Gypsies, the Delegation for Gypsy matters formulated a strategy for solving this problem in the report ?Gypsy rights ? a strategy for Gypsies in Sweden?. Despite the goodwill of the Authorities this report has been criticized by Gypsies in Sweden. In the investigation of the derivation of this criticism the aim of this essay is to look at how the Authorities attitude towards Gypsies is shown in this report and how it affects the creation of their ethos.

This essay examines whether feminist theory can give a plausible answer to the question: does female and male students have different attitudes towards the labour market and towards wages? Further more, I examine if factors such as class and ethnicity affect student's attitudes. These questions are investigated through a quantitative study of students at four educations on two different universities in Sweden. Two of the educations have a high degree of female students, and the other two represent educations with at high degree of male students.The main conclusion is based on the quantitative research results. Female and male student's attitudes are similar in some cases.

The aim of this master's thesis is to describe the management of free Internet resources in three Swedish research libraries. With the starting point in the increased quantity and importance of these resources, together with reflections on the change of the concept of collection, the thesis shows how and to what extent these freely accessible Internet resources are being integrated in the day-to-day work with collection development. It also elucidates the problems with the free Internet resources from the research libraries points of view. The study is based upon analyses of collection management literature and qualitative interviews with librarians at the chosen libraries. The thesis shows that the research libraries still have not come very far in their work of integrating the free Internet resources in their collections.