Purpose/ Aim: The purpose is to study how receivers create meaning from celebrities in commercials. The purpose is also to find out if individuals identify with celebrities and if this is depending on a person?s age.Material/ Method: Qualitative research method based upon focus group interviews with three different age groups and on litterature.Main results: The study shows that recievers create meaning from and identify themselves with celebrities in different ways depending upon wich age group they are a part of. Individuals who are between the ages of 15 to 18 are inclined to be inspired in clothing and food choices. 25 to 30-yearolds are sometimes inspired by celebrities? clothes but when it comes to the forming of their identity they look to their peers.

AbstractDigital media in general and social media in particular are becoming more and more important to businesses across the globe. It is an effective way to reach out to consumers and establish a good relationship with existing customers. Most companies today use digital media in order to market themselves and to establish good public relations. A lot of those companies have also realized the enormous marketing capabilities that social media provides. However, in spite of the plethora of possibilities that comes with social media it can also, in some cases, hinder the companies ? success.

This essay is investigating what type of sources we trust, depending on how the information in these sources is created and provided. To exemplify, the sources Wikipedia and Nationalencyklopedin (the Swedish National Encyclopedia) were used, each one representing different approaches. The first is a representation of the collective intelligence, where anyone can contribute with their knowledge to the public ? freedom under responsibility. The latter represents peer-reviewed knowledge, desirable enough to have people paying for it? true and unaffected.Based on theories of source criticism, collective intelligence, expertise and the different generations of digital natives and digital immigrants, two focus groups were conducted and analysed.

By surveying conceptions of SLU Alnarp?s resources and competence among its students and personnel, this thesis has the purpose of inventing identity, positioning and image of SLU Alnarp. The underlying idea is that the analysis of the opinions of the students and the personnel will provide the SLU management with new ideas and general advice for an innovative strategy for success. Four quantitative interviews with selected representatives from different staff groups were performed. In order to obtain a differentiated view of the employee thoughts and opinions on the university, five persons were selected to be interviewed ? all with different types of responsibilities.

Romanies have long lived outside the fabric of society and have long been exposed to discrimination in Sweden as well as the rest of Europe. The purpose of this study is to elucidate the experiences of young Finnish romanies in their everyday lives as well as their perceptions of living as a minority group in Stockholm today. Previous scientific researchers have often concentrated their studies on the romanies as a group, so we, the authors have chosen to concentrate our research on the individual?s own experiences. We, the authors have chosen to use a qualitative approach, to give us the opportunity through using open ended interview techniques to comprehend and interpret the individuals own accounts.

Syfte: Att jämföra marginell och intern passform på kronor framställda genom fyra olika digitala avtryckssystem med kronor framställda genom konventionell avtrycksteknik, som kontrollgrupp. Metod: Femtio helkeramiska kronor framställdes från 50 standardiserade provkroppar, som delades in i fem grupper, där varje grupp representerade ett avtryckssystem. Varje krona cementerades på sin respektive provkropp och sektionerades till fyra segment. Den marginella och interna passformen mättes i 8 fördefinierade punkter. Totalt 1567 mätningar utfördes, analyserades och jämfördes. Resultat: (1) Gällande marginell spalt kunde inga signifikanta skillnader hittas då kontrollgruppen jämfördes med vart och ett av de digitala systemen. (2) Lava? hade mindre marginala spalter än CEREC® och iTero®, (3) CEREC och Lava hade mindre spalter i chamfern jämfört med iTero och kontroll, (4) E4D® visade mindre spalter än CEREC i mätpunkter 4-8 och CEREC visade en mindre spalt i mätpunkt 2, (5) Lava visade mindre spalter än CEREC i mätpunkter 1, 3 och 5-8.

The purpose of this essay was to examine the role of religious beliefs, actions and practice in young people's own description of their identity. An additional goal was to examine how young people describe their identity in relation to their primary and secondary socialization. A qualitative method was used with semi - structured interviews and six young people between the ages of 18 and 23 were interviewed.            The interview results show that three out of the six young people think of themselves as religious while the remaining three emphasize that they are secularized Muslims. The results also show that the young people emphasize that the celebration of feasts in the family is the main focus.  Four out of the six young people point out that they are themselves among friends, their families and in the mosque, while the remaining two feel a communion with their Muslim friends and people in the mosque.       Three out of the six young people consume alcohol and eat pork, while the remaining three refrain from this. The young people emphasize that their beliefs are a personal matter between themselves and God, and that their actions don't define them as being Muslims or non-Muslims..

Sekretessbelagd.

The aim of this paper is to study how multiculturalism is expressed in the Swedish labour market policy. The method used for the investigation is a discourse analysis which study social and political processes in the society as created through language. The perspective of the discourse analysis is a social construction that considers that language is a social production created in a discursive way. It produces and reflects social process in the language.By using theories of national identity and multiculturalism we aim to investigate how multiculturalism is expressed in the labour market policy. With this method we aim to analyze the discourse of a political report made 2008 by the current government about integration strategies in Sweden.

Syftet med detta arbete är att undersöka hur förändring av material påverkar varseblivningen av objekt när formen lämnas oförändrad. Detta kan vara av intresse då spel med realistisk grafisk stil blir mer och mer högupplöst vilket samtidigt ställer högre krav på de grafiska utvecklarna att framställa verklighetstrogna material.Jag har utfört en kvalitativ undersökning med personintervjuer av sex personer. Dessa sex personer har fått se tre objekt där de fått definiera objektets syfte. Intervjupersonerna fick sedan se objekten med olika material där mina frågor haft som mål att få respondenten att motivera uppfattat material samt det uppfattade materialets egenskaper. De intervjuades motiveringar om objekt och material har jag sedan tolkat utifrån litteratur om psykologi, främst om kategorisering som George Lakoffs bok "Women, Fire, and Dangerous Things" (1990) beskriver.Min undersökning har visat att uppfattningen av textur kan förändra ett objekts syfte och funktion.

The purpose of this case study is to demonstrate how societal mechanisms can impact on asylum seekers and influence their individual identity. The information for this case study was collected through comprehensive interviews with a group of asylum seekers from Söderhamn whereby the individuals expressed their perception of their current situation. From the gathered material we could see a pattern emerge which gave us the framework and the foundation for our theoretical approach. The similarity we discovered when analyzing the material was the powerlessness the individuals experienced e.g. the individuals had no possibility to influence their current situation and worse, it was impossible for the individuals to enter society even when they had the willpower to do so.

Title You play, we?ll watch ? a study about e-sport consumption and communityAuthor Simon KarlssonSemester Spring 2012Tutor Malin SveningssonNumber of pages 67 (1 appendix)Aim The study aims to explore the motivations and needs behind e-sport consumption and the possible identity construction it entails.Method Qualitative methods: interviews and participant observations.Material Ten interviews with individuals from the barcraft community in Gothenburg, Sweden. Ethnography studies from four locations in total for the e-sport tournament GBG E-sport Open: three from qualifiers and one from the finals.Main results E-sport consumption proved to fill a variety of needs. Affective: To be entertained and experience emotional satisfaction. Social integrative: to connect with friends and other viewers.

Bakgrund: Idrottsskador ?r vanliga i lagidrotter som handboll och innebandy. Trots att skadepreventionstr?ning ?r effektiv ?r f?ljsamheten ofta l?g. Spelbaserad tr?ning har visat positiva effekter p? motivation och engagemang i andra sammanhang, men hur idrottare uppfattar spelbaserad skadeprevention ?r inte unders?kt.

The aim of this study is to describe ideas put forward by Sweden Democrats (Swedish: Sverigedemokraterna) about Christianity in Sweden and the Church of Sweden as a Folk Church, a church for a whole people, and how the political party uses Christianity as a part of constructing a Swedish identity. The investigation is based on official documents, newspaper articles, statements and political motions which are analysed using a form of text analysis called idea analysis. The theoretical frame of the investigation is founded on Claire Mitchell?s theory about religious content in ethnic identities and Einar Billing?s and Johan Alfred Eklund?s thoughts about what makes the Church of Sweden a Folk Church.The investigation shows, among other things, that the Sweden Democrats? view of the Church of Sweden is similar to the thoughts of Eklund but they differ in their lack of references to theology. The investigation also shows that Christianity serves as an important marker for the Sweden Democrats in creating a Swedish identity. .

Previous studies have shown that there exists a gap between purchase intention and behavior in consumption situations. This gap is especially prevalent for sustainable or green products and even more so in terms of sustainable apparel consumption. Therefore, the adoption of sustainable fashion remains low as fast fashion dominates the industry. A counter-movement for mass consumption - access-based consumption - has reached the apparel industry and in Sweden we see it in the form of clothing libraries. This qualitative thesis uses in-depth interviews to uncover the feelings of seven consumers towards the idea of accessing rather than owning their clothing as a more sustainable consumption form, factoring in the strong identity connection that we have to our clothes and how this affects their perceptions.