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..

I have done a comparative gender study of Library of Congress Classification from 1900 and 2001. I have also used a hermeneutic method and ideological critics to find out what picture of women the both systems shows. In my comparative study of the both systems I have found low update of classes which relates to women in the new classification system. Men seem to be a norm in the system, because men are not defined in classes related to both men and women. But many classes related to women are named Women as and Women in The study also shows that women are more related to subjects about family and marriage than men are.

The aim of this Master?s thesis is to examine how six fantasynovels reflects or breaks the heteronormativity in society bylooking at how gender roles and sexuality are described.The theoretical framework is based on Judith Butler's theoryabout the heterosexual matrix which requires two separategenders and a compulsory heterosexuality and YvonneHirdman's two principles about dichotomy and hierarchy.The method used was idea analysis where dimensions basedon the theoretical framework were constructed. Thesedimensions were: behaviour, tasks, relationships and roles.The result shows that all of the books both breaks andreflects the society's values on gender and sexuality. Thereare some stereotypes present, for example that intuition isassociated with femininity and physical strength withmasculinity. However, the books also offer characters ofboth sexes that break the gender stereotypes, such asstrong women and emotional men.

According to the Swedish Bankruptcy Act (SFS 1987:672) legal transactions can be reopened in cases of bankruptcy, if the transactions have been the cause of or were performed while the debtor was no longer solvent and thus harming the creditors. The legislations of the Bankruptcy Act chapter 4 §5 aim to protect creditors so that the debtor cannot withdraw their property in case of a forthcoming bankruptcy, as well as prevent creditors from taking measures against the debtor when the debtor is in financial difficulties. However, according to the Swedish jurisprudence there is a hierarchy as of according to which legal rules a legal transactions shall be enquired in case of bankruptcy. Firstly, a legal act must be valid, the transaction must thus be valid accordingly to either the law of contract, the law of property or according to the rules of corporate law. Each of these three legal areas have their own rules of annulment and any legal act has to be valid in accordance to any of the rules above before an action of reopening the transaction according to the Bankruptcy Act may be brought before a court.

This study revolves around calculating the extent of appearance of both anonymously and named men and women as well as determining whether or not Yvonne Hirdman?s gender theory is applicable on two versions of a Swedish educational history textbook called Epos: historia: för gymnasieskolans kurs A (2008) and Epos [historia] 1b (2012), published for two different curriculum. Our qualitative investigation of two parts of the book?s content proves that the two principles of gender system are present in both books, although to a lesser extent in the latter version. Calculating the material, results have shown that anonymous men and women are almost equally presented in Epos 2012, which is not the case in the 2008 version.

Warthogs live under natural conditions in matriarchal groups, bachelor groups and yearling groups. Just like all pig species do warthogs have a complex behaviour repertoire. The semi-wild warthog population at Kichwa Tembo Lodge, outside Masai Mara National Reserve, lives in a fenced area with access to food all over the year and is protected from predators. The aim of this study was to observe the male warthogs? mating behaviour and their hierarchy during the mating season.

The education curriculum states that one of the tasks for schools and preschools are to promote gender equality by discouraging traditional gender roles. Gender equality is therefore a part of the fundamental values of the education system. In order to be able to work with the issue of gender equality, the employees need help and further education. Therefore some schools and preeschools contact a teacher specialized in gender equality work.In this essay I have chosen to do a field study of such a teacher at work during different workshops with nurses and teachers. The aim is to examine how she discusses gender ideas and what discussions arises from the meetings with the attendents.

The aim with this thesis is to investigate teachers view on gender equality and what this may be due to. Teachers are supposed to follow the curriculum where it is written that gender equality should be encouraged. After interviewing teachers it has come to light that depending of the teacher?s personal interest and the school?s management of the question, there is a difference between how teachers are working with gender equality. That is why we want to know why gender equality should be encouraged and how teachers should reach the aim from the curriculum about gender equality.

Introduction: Suicide is a major public health problem both internationally and in Sweden. Itis known in research that sex and gender have a bearing on the incidence of suicide andattempted suicide. Gender Bias in medical research could lead to medical errors and to thatthe problem is made invisible. That is why it is important to identify and eliminate them. AimThe purpose of this paper was to examine whether there is gender bias in scientific articlesdealing with suicide prevention interventions and how this is expressed.

The purpose of this Masters thesis is to examine how young womens sexuality is described in Swedish youth novels. The analysis is based upon eight books of which four were published during the period from 1970 to 1975 and four books were published during 2000 to 2005. The theoretical framework is based on a gender theoretical perspective where Yvonne Hirdmans theories about a gender system and Ylva Elwin-Nowaks and Heléne Thomssons ideas about gender construction are crucial. Also Anthony Giddens theories about sexuality in the late modern society are used, where the plastic sexuality and the pure relationship are central ideas. The method is based upon textual analysis, and a model of analysis is constructed with its basis in the theoretical attempt.

The UN has a goal to gender-mainstream all politics, but its politics in climate change is not gender-sensitive. The Swedish government has the same goal concerning gender mainstreaming, but does the Swedish politics of climate change reach this goal? The aim of this paper is to examine the relations between the Swedish politics of gender and climate change. In addition, the aim is also to investigate how gender is constructed in the climate politics. To reach these aims, an institutional, policy and gender analysis is used.

New Age has often been described as a religion pertaining to women and studies has shown that women do indeed constitute the vast majority. A reversal of hierarchy between feminine and masculine attributes and values, common in a modern western society, has also been shown to occur.This study looks at how the feminine is visible in written text and pictures depicting people, more specifically in the periodical magazine Free that has a circulation of circa 25,000. The main bulk of the magazine is advertisements, and one reoccurring part is the article Frimodigt where several of the magazine?s advertisers take part in a short interview. Twelve of these interviews have been analyzed, along with depictions of 518 people from three issues.The theoretical framework that has been applied to the outcome of my analysis has been social constructivism, with particular emphasis on the paper Doing gender by the professors of sociology Candace West and Don Zimmerman.My findings indicate that the feminine, indeed, is thought of as very positive and sometimes contrasted with the masculine.

The aim of this thesis is to highlight how male and female characters are portrayed in children?s books, that have football as a theme, and are written for children between 9-12 years of age. I have chosen this subject so that I, as a pre-school teacher, can adhere to the curriculum?s aim of maintaining the school?s responsibility for counteracting traditional gender roles. I aim to study how gender is represented in literature for children.I shall apply Yvonne Hirdman?s theories on the gender system which is built on the principals whereby the sexes are separate entities and there is a structural hierarchy between them.

There is an awareness of the importance of gender equality in most western societies, both at the political level and in everyday life. In academia, for instance, gender is nowadays a scientific field which indicates that there is a lot of knowledge about the subject. What we do not have much knowledge about is whether gender knowledge leads to changes in gender relations in practice. The aim of this study is to explore how gender scholars relate to using ? practicing ? gender knowledge.

The aim of this research is to do a comparison between students? view of equality in secondary school and in gymnasium. The research begins with four focus groups, two on each grade to conduct material. The focus groups with girls and boys were separated from each other. With help from the researcher, acting as a moderator in the focus groups, the students have discussed advertisement and what message it convey.