The subject of my thesis is what I have chosen to call the ?action babe cinema? of the 21st century, essentially action-movies featuring a female heroine in the lead role. Inspired by the theories of Vladímir Propp, author of Morphology of the Folktale, I have tried to reveal the underlying structure of these films. I have chosen eleven films which form my material, and from these extracted a number of functions (which means the actions of a character), that reoccur frequently. The heroines? transformation can be seen as a central theme of the action babe cinema, and I have divided the films into two groups depending on the course of the transformation, either from soft to hard or the other way around.

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.

This study aims to examine attitudes and conceptions of staff who work with mentally disabled persons, concerning normalization and gender. Six qualitative interviews with such professionals were performed and subsequently analyzed. Since the method of this study is qualitative, no claim of generalizability is made. The interview material has been categorized into themes by means of coding. The result of the study is presented according to those themes.

This report studies how the divergence between men and women is manifested in the physical space and how the representation of room recreates this divergence. Spaces are coded and women have traditionally been associated with private space and men with public space, leading to that the home is encoded as female space and public squares as male space. Thereby women lack a natural place in public space. The National Board of Housing, Building and Planning (Boverket) wants to change this situation by enforcing safety-creating measures based on gender equality theories.I have studied what potential risks the project initiated by Boverket as well as discuss the potential problems with representation. Can representation be used without freezing the space? I also search for methods for working with a gender perspective without reproducing gender stereotypes and roles and avoiding encoding the private as female and public as male? Also I use a public seminar with urban planners, artists and architects to retrieve how we work with these issues today.I conclude that city planning needs to incorporate new strategies of thought that does not divide space, e.g.

This study aims to examine attitudes and conceptions of staff who work with mentally disabled persons, concerning normalization and gender. Six qualitative interviews with such professionals were performed and subsequently analyzed. Since the method of this study is qualitative, no claim of generalizability is made. The interview material has been categorized into themes by means of coding. The result of the study is presented according to those themes.

In  the  constantly  changing working  life  of  today, where  emphasis  on  human  capital  grows stronger,  the  importance  of  recruiting  and  retaining  good  staff  increases.  Successful recruitment  requires  a  first-rate  recruitment  process.  In  literature  on  recruitment recommendations for successful recruitment are presented.   The  aim  of  this  study  is  to  describe  similarities  and  differences  between  these recommendations and Svenska Spel?s recruitment practice on the basis of a description of the recruitment process at AB Svenska Spel, and also to identify possible reasons for differences between theory and practice.  To  meet  the  purpose  of  this  study  literature  and  scientific  reports  have  been  studied. Interviews  with  five  HR-specialists  and  four  managers  have  also  been  conducted.  The recruitment process is therefore described out of the employer?s point of view.

The purpose of this study is to examine discussions on the Swedish internet forum ?Flashback? regarding female body hair and the cultural norms that surround it. The discussion is centered around a broadcasted event in which a woman?s hairy armpit was incidentally shown, with a lot of viral hate as a result. Our purpose with this study is to get a deeper insight into viral hate towards women who challenge gender norms.

The aim with this masters thesis is to investigate how gender is presented in Swedish picture books, in order to give librarians and other actors in the field knowledge about what kind of books they supply impressionable children with. I investigate if and how the changes concerning gender-equality in the Swedish society during the last 25 years are reflected in childrens literature, and compare how men and women are portrayed in four books from the early 1980s with four books from the 2000s. My study is delimited to three aspects of character formation, introduced by Maria Nikolajeva: description of psychology, actions and relations to other characters. It is carried through by consultation of Yvonne Hirdmans theory of how men and women are held apart and that the man in this relation constitutes the norm as well as Nikolajevas list of typical male and female characteristics. By reading and interpreting the chosen books, I analyse both text and pictures.

The purpose of this study was to, using statistical analysis, investigate to what extent families of a different cultural background have participated in family therapy and other family treatment programs at Familjeenheten in Lund. With questions regarding the goals of treatment, and the importance of cultural competence in the treatment process we have let two unit managers comment on the statistics. The population of the study is too small to allow general conclusions to be drawn, however, we have been able to ascertain that families of a different background are over-represented relative to their percentage of Lund´s population. Familjeenheten has no statistical record of ethnicity and the interviewed persons express no certain importance in the families´ cultural origins. They express no need to develop special treatment methods that take the clients´ cultural background in regard as they feel that so many of family issues are universal.

The construction industry is always looking for ways to make the work more efficient aswell as minimize the waste of money in general. At the same time the industry is showing alow awareness of logistics which has to increase in order to improve the industry in thesekind of questions. Projects located in the inner city have high demands on the logistic andthe handling of material due to the so often limited space for storages of the material. Dueto this the purpose of this report is true a case, study and analyze what kind of factors thereis to take into consideration during the materials way from the supplier to the workstationin a project located in the inner city. The data for the report was collected with the help of acase study, and in three different ways.

For a company to survive it has to make a profit. To make a profit transactions are necessary and to achieve this a company can choose to focus on creating loyal customers. Loyal customers can contribute to secured revenues, increased market shares and reduced marketing costs. Research within customer loyalty has mainly focused on different types of loyalty and the impact it has on customers behavior. However, there is a lack of research concerning which factors that create loyal customers.

The construction industry is always looking for ways to make the work more efficient aswell as minimize the waste of money in general. At the same time the industry is showing alow awareness of logistics which has to increase in order to improve the industry in thesekind of questions. Projects located in the inner city have high demands on the logistic andthe handling of material due to the so often limited space for storages of the material. Dueto this the purpose of this report is true a case, study and analyze what kind of factors thereis to take into consideration during the materials way from the supplier to the workstationin a project located in the inner city. The data for the report was collected with the help of acase study, and in three different ways.

It is now increasingly common for organisations to work actively with HR issues. Furthermore, it is a constant top priority for organisations to remain profitable. The purpose of this study was to investigate whether so called soft HR values, as manager?s communication skills, has an actual impact on hard values in terms of costs for the organisation. Leadership is largely characterised by emotional communication, which together with personnel costs were the main focus of the research.

Under 1990-talet kom Kaplan och Norton fram med styrningsfilosofin balanserat styrkort som innebär att managers uppmanas att inte enbart ta hänsyn till finansiella mått utan bör använda sig av både finansiella och icke-finansiella mått för att kunna styra företag. Det här konceptet med balanserat styrkort har sedan det togs fram utvecklas och i början av 2000-talet finns den tredje versionen av balanserat styrkort som tillsammans med avancerad teknologi bildar konceptet business performance management. Det innebär att den information som ligger till grund för de rapporter som består av finansiella och icke-finansiella mått hämtas från en central databas i det verksamhetsöverskridande business performance management systemet. En anledning till det är att business performance management knyter samman balanserat styrkort med avancerad teknologi som möjliggör att managers därmed har möjlighet att få tillgång till en gemensam version av verkligheten, det vill säga en gemensam mental bild hur företaget presterar. Dessutom möjliggör den avancerade teknologin att managers oavsett om beslut tas som är strategiska, taktiska eller operativa att de har tillgång till den information som beslutsunderlagen baseras på i rätt tid.Den information som beslutsunderlagen baseras på måste bestå av en tillfredställande god kvalitet för att möjliggöra att managers tar korrekta och optimala beslut.

The first four AP-funds have a well-diversified Swedish portfolio, which is managed in similar way as the largest Swedish bank funds. Up until today, there has not been any comparable study that focuses specifically on this part of the AP-funds. Our aim is two-folded; First we will look at how well the AP-funds have managed their Swedish assets compared with Swedish funds of the four largest banks in Sweden during 2002-2006. This will be done by looking at some important key ratios and both absolute and active return. Secondly we will present a descriptive analysis of the management structure within the respective organisations, to be able to draw conclusions regarding the possible deviations in investment return.