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?.

Effects of Menstrual Cycle and Oral Contraceptives on Sport Performance During the menstrual cycle, there is a variation of the female steriod hormones estrogen and progestogen. These hormones has mainly reproduktive functions, but do also affect other physiological systems, which may have an influence on athletic performance. The use of oral contraceptives among Female athletes matches the use among the general population. There is a concern among Female athletes and there coaches weather oral contraceptives can affect the performance. The purpose of this litterature review is to determine the effect of the menstrual cycle and the use of oral contraceptives on athletic performance.

The purpose of this study was to examine how employees perceive female chief executiveofficers and if any significant differences between what leadership-skills female and maleco-employees choose to express about female leaders can be observed. The survey isperformed as a qualitative study where three companies within the retail marketparticipated. We collected our empirical data by interviews and observations and usedsocial constructivist theory to look at how individuals construct their subjective view ofreality. The result showed, among others, that female employees often use traditional maleskills to describe the strengths of their female chief, whereas male employees emphasizesmore female skills such as unpretentious and open-minded..

Bakgrund: The Female athlete Triad är ett syndrom som kan drabba idrottare med ett för lågt energiintag i relation till en hög energiförbrukning från fysisk aktivitet. Triaden består av tre komponenter, energitillgänglighet, menstruationsfunktion samt benhälsa. Idrottare som drabbas av syndromet hamnar i riskzonen för stressfrakturer och osteoporos.Syfte: Att undersöka om en grupp kvinnliga simmare intar en adekvat mängd energi för att möta sitt energibehov och säkerställa en adekvat energitillgänglighet. Studien syftar även till att undersöka simmarnas livsmedelsval och undersöka en eventuell förekomst av amenorré.Metod: Studien är en kvantitativ studie med tvärsnittsdesign. 16 deltagare rekryterades från två simsällskap genom ett bekvämlighetsurval, varav 12 deltagare fullföljde studien.

How do probation inspectors describe their female clients and female offenders? Are there any discrepancies in treatment between male and female clients? In what way is the social interaction between female clients and inspectors constructed and described?  These are the issues we have explored in this study. Qualitative semi-structured interviews with a total of nine probation inspectors; six women and three men, were used in order to examine the probation inspectors? constructions of clients and the construction of interaction between them. By applying Foucault?s theory of power relations, Hirdman?s gender theory and Olsson?s theory of preconceptions when analyzing the results five themes were identified; descriptions of the work of the female client, descriptions of the interaction with the female client, descriptions of the female offender, descriptions of backgrounds why women commit crimes and descriptions of society's view on the female offender.

 The purpose of this case study was to view if there were any differences and similarities between Swedish and American female leaders, with focus on the Swedish female leaders. We also wanted to find out if the American female leaders had problem whit the classcelling.Our case study is a quality method, because we wanted to reach the dep't that quality methods can reach. We interviewed four Swedish female leaders and tried to get in touch whit American female leaders but whit out any success. So instead we analyzed already existing research about the American female leadership. Our result showed that there were some differences between the two countries; in the same time we also found similarities. The classcelling tends to exist more in Sweden than in the US.   .

AbstractThere is a general perception that women are victims and men are the perpetrators of sexual offense. Female perpetrators of sexual crimes have been neglected in the research literature, because female sex offenders do not live up to preconceptions of female as motherly and caring. Females tend to be responsible for a very small portion of all crimes and are estimated to account for 1-2% of all sexual offenses. Theories use to discuss female sex offending include neutralization of behavior, mental health and feminist theory. The aim of the present study was to describe female sex offenders and examine the relationship between the perpetrator and the victim by analyzing court judgments.

Background and purpose: Volleyball requires a lot of the human body, andeffective core stability is necessary for the athlete. Our muscles cooperate as achain of motions and core stabilization is the base for the moving muscles.The most well-known stabilization muscle is m.transversus abdominis (TrA).The purpose of the present study was to evaluate the function of TrA inSwedish female elite volleyball players and to observe the influence of eightweeks of stabilization exercise on the TrA. Method: 10 female elitevolleyball players (mean age 24,7 years, range 18-31 years) participated inthe study. TrA was measured in supine position with a pressure biofeedbackunit. Subjects were instructed to draw in the abdominal wall without movingthe pelvis and hold for 10 seconds.

?Never!? That was the answer UFC President Dana White gave when asked when women would be seen in the UFC. Two years later the first fight between two women took place and now there?s more than 50 female competitors in the UFC - an organisation that earlier was reserved only for men.?Women will never fight in the UFC? ? A qualitative content analysis of the depiction of women?s MMA in media is a study which focuses on how women?s MMA and Ronda Rousey as an individual athlete are portrayed in american internet based MMA media, with a gender research perspective. This study also investigates how the introduction of the first women?s division in the UFC might have affected the depiction women?s MMA in media.The theoretical framework consists of gender theory concepts such as gender performativity, the man as norm, sports and masculinity.

As the title reveals this is a study of female college students alcohol habits in Kalmar,Sweden. During the spring of 2012 a total of 118 female students at Linnaeus universityanswered a survey about their alcohol habits. The survey reveled that as many as 67%percent of the answering female students (according to Audit) have risky drinking habits.The drinking habits are explained using Albert Banduras social learning theory in contextto the Scandinavian drinking pattern. The study concludes that female alcohol habits needeven further research. Furthermore the study shows that student initiation have an impacton the female drinking habits and that expectations of that students drink are to some extentimportant to the development of hazardous drinking habits..

The more leadership you get, the more power you will receive. Unfortunately, not everyone is given the same opportunities. This can be seen and proved on the basis of studies in media companies. Our purpose concerns attitudes towards female leadership in Moscow, Russia. This thesis was based on two study methods, qualitative interviews and observations.

Municipalities with a higher amount of female representatives has been shown to be more gender equal. Earlier reasearch has also shown that female politicians are more likely than male politicans to represent immigrants and refugees interests. However, the effect of female representation has not been tested on other subordinated groups than women. Swedish municipalities have full autonomy regarding refugee reception and local politicians are responsible for the decision on the amount of refugees that the municipality accept. The variations of female and male politicians in the local assemblies are expected to have different outcomes on the refugee reception, according to females social backgrounds and experiences.

The aim of this study was to see if there existed any differences between male and female superiors. The theoretical framework was based on transformational, transactional and laissez-faire leaderships styles. The sample was employees in three companys (n=24). Three hypothesis were formulated: (1) female superiors are more transformational than male, (2) male superiors are more transactional than female and (3) male superiors are more laissez-faire than felmale. The method of measurement was a modified version of the Multifactor Leadership Questionnaire.

This study is about female leadership. The purpose was to gain a better insight to qualities female managers in public sector assume they need to make an enjoyable leadership. We were also interested in finding out what they think is the joy and amusement in the leadership and how they consider responsibility and authority. We used a qualitative method interviewing female leaders at their work. In our analysis of the data we have looked for pattern and key words in a qualitative way.

The main purpose of this masters thesis is to investigate how male public librarians experience working in a female-dominated area by interviewing eight male public librarians. We want to find if our informants have experienced, or are experiencing, that the library users react differently to the male librarians, as opposed to the female librarians, with focus on possible prejudices. Besides this we want to investigate if the male librarians have had any reactions from their colleagues based on the fact that they are men working in a female profession. We are using three theories in this thesis. The first theory is based on an article by Christine L.