This master thesis takes its point of departure in the conflicting worldviews of modernism and post-modernism. As traditional segmentation theory springs from the modernist worldview, this study aims to contribute to the understanding of the complexity regarding market segmentation for lifestyle brands in contemporary society, where the consumer is often claimed to be post-modern. The research was conducted in Malmö and Lund and involved 25 Converse users as respondents. The methods used in this thesis starts with observations as a sampling technique in order to locate the respondents. Short interviews and photo documentation followed.

The right kind of democracy ? an ideology analysis of school literatures description of the term democracy.Writers: Fredrik Hedlund & Mattias AhlqvistDemocracy is today a word and a concept that in many ways is taken for granted and almost never is reflected on. The concept democracy is also considered as an essential issue in the swedish school system, both regarding the way the education should be managed and also as a part of the students democratic schooling ? all according to the comprehensive document Läroplanen för de frivilliga skolformerna (Lpf94).The main purpose of this paper is to investigate how swedish literature in political and social science talks about and looks upon democracy ? what do the books say it means?The materials we have chosen for this report are the books Zigma and Forum. As metod we are using a textual ideology analysis in which we have created three dimensions ? meaning/associations, criticism of democracy, and demos/citizenship.

The conception of exhaustion was first used in the end of 1960 and was then used in a psychological context directed towards the working life. Eventually was the conception devided into two main categories: mental and somatic symtoms. Today research of exhaustion is mainly aiming towards recovering and returning to working life.This work sets out to analyse the importance and effects of social networks such as family, friends and professional relations in helping people who suffer from exhaustion to recover. The study is based on interviews with eith people who have suffered from exhaustion but today are recovered. To my aid I have used tree different questions: What part have the social network of family and friends ment to the recovery? What part has the professional relationships with doctors, therapists and curators ment to the recovery? How have you changed your life in order to maintain balance?The interviews pointed out the importance of the social relationships as support, feedback and understanding that the process takes time.

This essay is a discourse and a feminist theoretical analysis that focuses on the alternative discourse that we consider Feminist Initiative to be constitutive of. Our theoretical stance, with base in Laclau and Mouffes discourse theory, builds on the notion that reality is characterised by conflicts between different competing discursive formations and that the social is an endless struggle over the preferential right of interpretation of meaning. More specifically, the essay focuses on the discursive struggle over the meaning of the term politics. It is our understanding that the dominant perception of politics necessarily excludes other understandings, which can according to Eduards, be explained as a consequence of a patriarchal distribution of power that renders the subordination of certain understandings of politics accordingly. Feminist Initiative, as an alternative discourse, can therefore be perceived as a threat to the dominating discourse of politics, which in order to maintain its preferential right of interpretation seek to illegitimatise and depoliticise the politics that the alternative discourse represents.

The conception of exhaustion was first used in the end of 1960 and was then used in a psychological context directed towards the working life. Eventually was the conception devided into two main categories: mental and somatic symtoms. Today research of exhaustion is mainly aiming towards recovering and returning to working life.This work sets out to analyse the importance and effects of social networks such as family, friends and professional relations in helping people who suffer from exhaustion to recover. The study is based on interviews with eith people who have suffered from exhaustion but today are recovered. To my aid I have used tree different questions: What part have the social network of family and friends ment to the recovery? What part has the professional relationships with doctors, therapists and curators ment to the recovery? How have you changed your life in order to maintain balance?The interviews pointed out the importance of the social relationships as support, feedback and understanding that the process takes time.

Stress is part of everyday life and in the working conditions of the social services in Sweden. Thus each and every person has resources and strategies to cope with those stressors that construct the assumption of stress. The aim of this study was to understand how persons in leading positions of the LSS of Social Services in Kalmar experience and cope with stressors in their leadership and organization and to investigate what factors during working and non-working hours promote health. Influenced by the theoretical approach of Aaron Antonovsky´s Sense of Coherence seven qualitative interviews were conducted with persons in leading positions. They were asked about stressors, coping strategies, resources and health promoting factors that help to cope with stressors.

Acute myocardial infarction is a serious diagnosis. Both the patient and the loved ones experience an immediate uncertainty. To be able to emotionally support the patient´s spouse, the nurse in the coronary care unit must be prepared to also encounter the world of the spouse. The aim of this study was from a nursing perspective to illuminate how life was experienced during the first two months by the spouse of someone, who was stricken by a first time acute myocardial infarction. Interviews with six spouses were conducted.

We set out to compare two different categories of workers: the, so called, white- and blue collar workers. The studies aim was to measure if there were any observable differences between the two in means of optimism and sense of coherence. There are two tools created for measuring optimism and sense of coherence, the Life Orientation Test ? Revised (LOT-R) measures an individual?s level of optimism and Aaron Antonovsky devised a test for measuring an individual?s level of sense of coherence (SOC). Optimism is best explained like a way to measure anticipation, how an individual expect future events to fall out.

The purpose of this study is to investigate men's and women's experiences of a myocardial infarction and what the nurse can do to help the patients return to a normal daily living..

This is a qualitative study aiming to study stepparents? view of the relationships within the stepfamily and their thoughts about what makes it work. It is based upon three stepmothers? life stories focusing on their relationships with their stepchildren. The study is based on a symbolic interactionistic theory and explores the experiences and unique perceptions of these women in their life as stepparents.

Syftet med studien var att bland högskoleanställda undersöka skillnader i Work-Life Balance och arbetstillfredsställelse beroende på deltagarnas kön samt beroende på om deltagarna hade barn under 18 år eller ej. Studien syftade även till att undersöka skillnader i arbetstillfredsställelse beroende på deltagarnas ålder. I studien ingick manliga och kvinnliga högskoleanställda som arbetade minst 80 % och som undervisade och/eller forskade inom den aktuella tjänsten. Studien genomfördes som en web-enkätundersökning på två högskolor i Sverige. Totalt besvarade 125 deltagare på enkäten som utgick ifrån två olika mätinstrument; Netemeyers, Boless och McMurrians (1996) skala som användes för att mäta Work-Life Balance uppdelat på Family-Work Conflict samt Work-Family Conflict och Minnesota Job Satisfaction Questionnaire (MSQ) som mätte inre och yttre arbetstillfredsställelse.

This qualitative study is focused on the way ?papperslösa? (undocumented/illegal/irregular immigrants) are portrayed in Swedish daily newspapers, what images are presented in the articles, what discourses permeate the text, what identities are being constructed, etc. The empirical data consists of thirteen articles published in Dagens Nyheter and Svenska Dagbladet (two of the biggest daily news papers in Sweden) during the period 2010-10-01 ? 2011-04-01, and I?ve used a type of discourse analysis called ?diskursanalys med inriktning på identitetskonstruktion? (?discourse analysis with focus on identity construction?), as the method to analyze the articles. The results of the analysis showed that four discourses and identities were constructed, re-produced and upheld in these articles.

I mitten av 1900-talet steg antalet kvinnor på arbetsmarknaden dramatiskt vilket fick tillföljd att debatten kring möjligheten till balans mellan arbete och fritid, work-life balance, tog fart på allvar.Det övergripande syftet med denna studie är att bringa en bredare förståelse kring kvinnor i förhållande till aspekter av arbete, som berör balansen mellan privatliv och yrkesliv. Intentionen är att tillföra personalområdet en djupare och bredare förståelse kringde villkor som kvinnliga arbetstagare dagligen måste förhålla sig till och därmed också arbetsgivare.Resultatet visar, utifrån kvinnornas berättelser, att samhälleliga förutsättningar för balans och integration, jämställdheten i parrelationen och dess betydelse för balans och integration samt kvinnornas egna strategier kring balans och integration är viktiga aspekter för kvinnorna i hur de balanserar och hanterar work-life balance.Det har även visat sig att förändringar i ovannämnda perspektiv av work-life balance är små mellan generationerna. I de samhälleliga förutsättningarna för balans och integration syns tydliga förändringar mellan generationerna. Politiska och organisatoriska förutsättningar har förändrats över tid. Nya hjälpmedel och möjligheter för individen har etablerats och den samhällsekonomiska situationen förändrats.

Our purpose is to display the meaning of fan clubs and further reveal the potential value of fans. This study has an abductive approach with a qualitative data collection, where empirical material has been collected through a micro netnographic study along with qualitative interviews. IKEA and IKEA Family have been applied together with virtual fan clubs to study the fan club phenomenon. The study is based on prior literature concerning loyalty, customer clubs and brand relations. This theoretical framework was chosen to fulfil the purpose of unveiling the meaning of fan clubs and the potential value of fans.

En hel del tidigare forskning tyder på att ha en balans mellan arbetsliv och privatliv är viktigt för att uppleva ett psykiskt välmående samt för att kunna prestera bra på arbetsplatsen. Då verkstadschefer på ett industriföretag genomgår ett stort förändringsarbete undersöktes hur fem manliga chefer upplevde sin balans mellan privatliv och arbetsliv. Delsyften med studien var att undersöka hur chefens roll i privatlivet påverkade balansen, i vilken grad stöd hemifrån påverkade balansen samt vilka konsekvenser en balans eller konflikt skulle kunna få. Studien genomfördes kvalitativt, med en semistrukturerad intervjuguide, där samtliga respondenter var påverkade av förändringsarbetet. Resultatet visade att det fanns verkstadschefer som upplevde en konflikt mellan arbetsliv och privatliv men även de som upplevde en balans.