The thesis provides with the broad overview about the consumer awareness of the gender dimension within brand personalities. The research contributes to branding theory and gender studies and demonstrates that consumer gender influences does not influence the perceived brand personality gender. However, it also shows that consumers prefer brands with a clear gender, but not necessarily the same gendered brands..

Sweden is a country based on democracy and equality. As a result, both men and women areencouraged to aspire equal career opportunities.The aim of this study is to explore how social and cultural contexts, as well as gender aspects,affect Swedish Upper Secondary Class pupils when they choose career. The study focuses onstudents who have chosen an ambitious school curriculum.As method, the study uses both qualitative interviews with students and a quantitative survey.The theoretical framework is based on gender theory and on the social and cultural contexttheory of Bourdieu.The result of the study shows that gender and social as well as cultural context affect students?ambitions and career choices..

Studien syftar till att studera jämställdhetsarbetet och synen på jämställdhet i en kommunal förvaltning. Ambitionen är att ur ett jämställdhetsperspektiv identifiera förbättringsområden och komma med förslag på strategiskt jämställdhetsarbete och hållbar jämställdhetsutveckling inom förvaltningens olika enheter. I vår studie har vi använt en kvalitativ ansats i syfte att nå en djupare förståelse för hur respondenterna upplever och ser på jämställdhet och jämställdhetsarbetet i förvaltningen. För att nå en sådan förståelse har vi sammanlagt gjort tio semistrukturerade intervjuer varav en dessa tio var en informantintervju. Vi använde oss av Kvales meningskoncentrering där de större meningarna som intervjupersonerna uttalade formulerades mer koncentrerat för att underlätta analysen av vår empiri.

Is Försäkringskassan, one of Sweden?s largest organizations, an equal place to work in? Dosex, ethnical background or age matter when being treated by colleagues and managers?In this thesis I try to, through interviews with both the Human Resources-departement andsome administrators at Försäkringskassan, find the answers to how the organization?s internalwork regarding equality functions. To help me with the analysis I use both discourse theoryand gender theory. I find a discrepancy between the Human Resources-department?s and theadministrators? view of how the internal equality work is run.

The purpose of this study is, by groupinterviewing students in upper secondary school, to investigate students comprehension of equality on a principle level and a concrete level. The questions at issue are as follows; how is the comprehension on respective levels described and is there any difference or similarities between the two levels? Further more, this study also aims to end with a discussion regarding the result from the mainpurpose in relation to the educational environment. In my conclusion there is to be find a certain difference between the comprehensions of equality on the two levels. The conception of equality is in the beginning principled and there is no exception from the worth of every individual but however, when the conception is brought out in reality it gets depended of its context and the comprehension for equality becomes more dynamic. The project will be completed with a discussion regarding the results in relation to the educational environment. .

AbstractThe aim of this study is to investigate the implementation process and the implementation steering of the social development aspects, gender equality and integration, in the program for regional development of the region Kronoberg in the period of 2004-2007.The study asks three questions: 1) How have the social development aspects, gender equality and integration, been implemented in the program for regional development of the region Kronoberg? 2) What has facilitated or hindered the implementation of the two social development aspects? 3) What possibilities to steer the implementation process of the two social development aspects exist at the governmental and at the regional level?In order to answer these questions a qualitative method has been used. To be able to analyse the empirical material, which consists of documents and interviews, the theoretical framework comprehends the policy process and implementation steering. The conclusion is that the incorporation of the social development aspects in the regional development program does not fully correspond with the central intentions, and that is due to circumstances at the regional level..

This thesis investigates if privatization of the Swedish healthcare system influences our view on the meaning of equality. This system is based on the principle that all people are equals and that healthcare should be provided on the basis of need. I apply critical ideology analysis to investigate how our view of equality might change because of the evolvement of society. A critical view may be explained as an interest in exploring things that seem obvious to many. Important questions to answer are why equality is regarded as such a natural concept in the society and how healthcare is actually provided.

The aim with this study was to examine how social service statement in 3 § social-judgements LVU (Swedish care of young persons act) produce ideas about gender. We have taken an interest in the production of both boys and girls and their mothers and fathers because there are clear differences in the description of these. From a historical perspective, the differences between gender in social assessments occurred despite the fact that discrimination is prohibited by law and despite the fact that social service shall work on the basis of an gender equality perspective. In the analysis and interpretation of the rulings we have been inspired by a critical discourse analysis. 30 social-judgements have been analyzed where of 15 concerns girls and 15 involve boys.

Officially, the EU gender policy since 2000 has been guided by the strategy of Gender Mainstreaming. This strategy aims to promote gender equality and is informed by a feminist ontology which stipulates that women are structurally subordinated.In this essay, I examine whether the European Commission has adequately adhered to this gender policy in its free trade negotiations with the ACP (African, Caribbean, and Pacific) countries as part of the Cotonou Agreement. As a result of my text analysis of documents related to the negotiations, opinion pieces by interested actors and policy papers of the EU, I find that the Commission does not act in accordance to its stated gender policy.To explain this discrepancy between policy intent and actions, I employ postliberal feminist theory and Robert Putnam's Two-Level Game Theory Model. By analyzing statistics and published research, I explore how gender issues are being represented politically on a domestic and international level.My findings show that a key cause of this discrepancy lies in the low levels of female participation in the political institutions of the EU and ACP; a lack of participation that is especially pronounced in the area of international economics. In explaining the constraints on female participation and the prospects of full implementation of the EU's gender policy in the international political economy, I emphasize the role of culturally and historically gendered institutions..

The aim of this research is to evaluate whether the social environment of Swedish high school students affects their views on the multicultural society. The research material was collected through the use of two focus groups containing high school students from two different schools, one group is used to a multicultural social environment while the other group is used to a less multicultural social environment. With the researcher acting as a moderator in the focus groups, the students discussed different questions regarding multiculturalism, gender equality and religion. The theory that this research is based on suggests that the social environment and the social capital affects the students views on the multicultural society. The results of the research were evaluated and connected to the theory.

This paper attempts to display how five teachers of social studies use and relate to the policy documents and their instructions on gender. To penetrate the subject, five teachers were intreviewed. Each interview focused on how the curriculum attempts to guide teachers regarding gender, sex differences and equality of opportunity. The collected information was processed, analyzed and discussed using gender studies and discourse theory.The results show that the interpretation and usage of the curriculum is very subjective and varies greatly between all the interviewed teachers. Their personal interpretation proves to be crucial when it comes to making reality of the stated goals in the curriculum, concerning actively working towards equality of opportunity between sexes.

The specified purpose was, based on gender, age and type of employment, study the employees motivation to participate in health projects and their reason to maintain exercise habits after the termination of the health projects. Exercise frequency was studied in relation to the other background variables. A revised version of the questionnaire Motivation for Maintenance of Exercise Habits (Josefsson, 2005) was distributed at Albany International, Halmstad. The most frequent cause to exercise was ?enhance my condition?.

The aim of my study is to critically analyse the discourse behind two different integration projects in Sweden, by using post colonial theory. My hypothesis is that many projects intended for increased integration includes a view of immigrants as the ?Others? which can be seen in how one talks about integration and culture in the discourse behind integration projects.The first of these two projects aims at increased diversity in the cultural sphere, organized on at state level. The purpose of the second project is to increase the communication and results for schools in areas with a high rate of immigrants in Malmö. In my study I make a discourse analysis of the discourse behind these two projects and study how they are motivated and how one conceptualise culture and integration in these documents.

The main strategy of gender equality policies has since the 1990s been gender mainstreaming. Many government inquiries show how much the Swedish government, provincial governments and municipalities are working with gender mainstreaming. The purpose of this paper is to investigative how the municipalities within the county of Stockholm handle gender mainstreaming demands in relation to other demands that the municipalities face. This is in order to closer investigate the hidden factors that create barriers to gender mainstreaming efforts. Given the study's purpose and the formulation of research question, qualitative method is the most suitable method to fulfill the purpose.

This study has been made on behalf of the Swedish Transport Administration to study the work of the department National Projects. The Swedish construction industry has for many years been characterized by low productivity. By being the largest purchaser of contracts in the industry the Swedish Transport Administration has a unique opportunity to influence the productivity. In order to improve in productivity The Swedish Transport Administration is adopting a new role in which they will order more turnkey projects. In our study, we will focus on how one department within the Swedish Transport Administration, National Projects, can perform successful turnkey projects.To clarify how the department National Projects can perform successful projects, this study identifies critical factors for projects and their links to different phases of the project.