The rise of social media has put a focus on the division of owned, paid and earned media, where earned media has recently been hyped at the expense of owned and paid media. Due to a novel area we examine the differences and effects of using owned and paid media, specifically for packaging versus newspapers. Owned and paid media showed no significant differences regarding credibility, persuasion and perceived commerciality, which restored owned media?s status, especially since owned media is more cost efficient. The effects of allowing ads for external brands on the owned medium were also studied.

The study examines what affects loyal football supporter?s intentions to an array of behaviors that can generate revenues to the football clubs. Specifically the study shows that attitude towards the club affects the supporter?s intentions towards consuming products and services that in some way are related to the favorite club stronger than the satisfaction with the club. Furthermore, the study also shows that there are different kinds of attitudes that drive the intentions and that the strength of these drivers varies.

The main purpose of this study has been to survey the pupils? general comprehension of the content and aim of Swedish as a subject in upper secondary school and their attitude towards the subject. Furthermore the study aims at discerning whether there is a distinguishable difference between programmes with vocational and academic character.The study is based on the results of 101 answers from students in an opinion poll handed out at a Western Swedish upper secondary school. Throughout the analysis the results of the two programme groups have been weighed against each other. The result of the survey shows that:? The understanding of the aim and content of Swedish at upper secondary school is acceptable as a whole.

The aim of this paper is to study whether the way directioners (One Direction fans) on Twitter express self-understandings denote fandom as a sacred experience. For this purpose, the data was analyzed in relation to Nicholas Jay Demerath III typology of the varieties of the sacred experience. The method used was discursive psychology. The data was analyzed by how the fans draw the line between ?us? and ?them?, when expressing their self-understandings and their position in relation to others. Five themes were identified: (1) positioning and demarcation for membership, (2) group identity, (3) conflict, (4) the norms for behavior, opinions and language and (5) the group?s role and function.

This essay is a comparison according to the ideological thoughts about womens position in the society of Mao Zedong och Josef Stalin. The material I have analysed is writings by Mao and Stalin, in a wide range from leaflets to orders to the armies of the states of China and the Soviet Union. The method I have used is an ideological analysis where the attitude towards women is the target for my survey. The attitude towards women generally was not unified in the world during the time for Mao and Stalin. In many countries the women was intended to take care of the children and the home, not be active in working and fighting.

The Security Council?s resolution 1325 addressed the major negative impact that armed conflict has on women and children. This in turn complicates the Council?s work on maintaining international peace and security. The resolution therefore highlights women?s rights as participants in peace- and conflict processes.

Management of large carnivores involves more than just the management of animals, people also have a large influence. The Swedish parliament decided in 2009 that the county boards should use co-management to a greater extent in management. This shows how important human dimensions are.We know from previous research that the majority of people in Västerbotten are positive toward large carnivores and the management done by the state, however there is a negative minority which should not be neglected. This paper contributes with an examination of attitudes toward large carnivores, wolf, bear, lynx and wolverine, in Västerbotten County. The data for this study were derived from a survey that was sent out to 150 randomly selected persons in every commune in following counties: Norrbotten, Västerbotten, Jämtland, Västernorrland, Dalarna, Gävleborg and Stockholm.

The aim of this paper is to examine, by means of a quantitative method, whether using a Swedish athlete endorser in a sports advertisement will increase its effectiveness. We examine which characteristics an athlete endorser needs to be able to make people form a positive attitude towards the athlete endorser and thereby make him or her successful in advertising. We also look into whether an interest in sports can affect the advertisement effectiveness when using a Swedish athlete endorser. The results show that a well-liked Swedish athlete endorser generates highest ad effectiveness and that the most important characteristics that contribute to form a positive attitude towards an athlete endorser are trustworthy, physical attractiveness, success in sports and ?successful in respondent?s mind?.

The aim of this Masters thesis is to examine the view of funding and sponsorship of culture within Swedish governmental cultural policy. The main issue is to discover changes in attitude towards funding and sponsorship of culture by comparing the discourse of cultural policy in the 1970s with the discourse of cultural policy in the 1990s. The theoretical and methological starting point is Ernesto Laclaus and Chantal Mouffes discourse theory. Another theoretical starting point is Danish cultural policy reasearcher Dorte Skot-Hansens theories of the development of cultural policy in the Nordic countries, and Norman Faircloughs, of critical discourse analysis, theory of the marketization of discourse. Four governmental cultural policy documents, two from the 1970s and two from the 1990s, are analysed through a model loosely based on Laclaus and Mouffes idea of nodalpoints and elements constituting a discourse.

The market for eco-labelled products has developed rapidly from the early nineties in Sweden. There is a full variety of environmentally friendly products on the market today, and perhaps organic food is the most popular alternative. Eco-clothes have not reached the same amount of success as other eco-labelled products on the Swedish market. In this essay I will discuss and analyze which factors that have influenced green consumers attitude and behavior towards eco clothing. Four interviews with green consumers in Karlstad have been done in order to explore consumers attitude and behavior.

The increased media clutter requires of brand managers to be innovative and creative in their choices of marketing communications in order for brands to be salient in the minds of consumers. Recent studies emphasize incongruent marketing as a means of "standing out" from this competitive clutter and reaching existing and new potential customers. The aim of this thesis is to examine the effects of brand incongruent sponsorships (sponsorships which are incongruent with established brand associations) on consumer response to well-established brands from the perspective of high and low levels of loyalty. A quantitative survey was conducted and the results show that incongruent sponsorships improve brand attitude, brand interest and brand credibility, while not affecting ad attitude, purchase intention and word-of-mouth intention for customers of low loyalty. For highly loyal customers the findings were that brand attitude, brand interest, brand credibility, purchase intention and word-of-mouth intention remained unchanged while ad attitude decreased.

AimThe aim of this study was to try to understand youngsters and their attitude to alcohol in the countryside and in a large city. The questions at issue have been: How do youngsters from the countryside, who drink, and do not drink alcohol, view the school- family- and friendsituation? How do youngsters from a large city, who drink, and do not drink alcohol, view the school- family- and friendsituation? Can we understand youths? attitude to alcohol on basis of the factors: School, family and friends? Are there any differences and similarities?MethodInterviews have been implemented with four youngsters in a large city and in the countryside. To gain as much as possible from the interviews a questionnaire was distributed to two classes in year nine in the countryside, and one class in the large city. The interview material was analysed on the basis from earlier research and two theoretical models.ResultsAccording to the youngsters that drink, both in the countryside and the large city, the most common view in school was that high demands are put on the youngsters and that they should study more then they do.

This study explores how consumers' attitudes and intentions-to-buy towards an atypical product can be influenced by the presentation of the product and consumers shopping goals. Moreover, another product, which was shown together with the atypical piece, was analyzed in order to investigate context effects. The aim of the study is to provide insights into a rather unexplored subject and help retailers in presenting their assortment in a way which will create a better perception and intention-to-buy towards the assortment. The study was conducted with the help of two studies, the first one aimed to find an atypical item and to see how attitudes could be affected by differences in presentation by comparing it with a typical item within the same category. The second study used the identified atypical piece in order to see the how attitude and intention-to-buy could be altered by presentation and consumer shopping goals.

This essay is a comparison according to the ideological thoughts about womens position in the society of Mao Zedong och Josef Stalin. The material I have analysed is writings by Mao and Stalin, in a wide range from leaflets to orders to the armies of the states of China and the Soviet Union. The method I have used is an ideological analysis where the attitude towards women is the target for my survey. The attitude towards women generally was not unified in the world during the time for Mao and Stalin. In many countries the women was intended to take care of the children and the home, not be active in working and fighting.

The main aim of this study is to examine the political debate in Sweden around a potentionalcriminalization of buying sex abroad. A second additional aim is to analyze the debate from anintersectional feminist gender perspective, by bringing attention to ideas about gender, ethnicity andpower expressed in the empirical material.The questions at issue are:What are the arguments for and against the potentional criminalization of buying sex abroad andwhich central discursive battles can be discerned throughout the debate?What impact do ideas about gender and power have on the construction of a general advocatediscourse versus a general antagonist discourse?The methodological point of departure is Critical Discourse Analysis, drawing on the theories ofNorman Fairclough, Ernesto Laclau and Chantal Mouffe. The empirical material consists of 27articles and editorials publicized in Swedish newspapers between January 2011 and November2014.The result shows that the polemics manifested in the debate are based on different ideas aboutgender, ethnicity and power. A crucial discursive battle stands between human rights andinternational law as a superior principle.