ABSTRACT Our main objective with this essay is to provide a description of old people?s stories about aging. The essay is based on the empirical source of four qualitative interviews with older people over the age of eighty years young. The main goal is to inquire answers about; their time in the workforce; retirements; healthissues; media/advertisements; adolescence/youthfulness and attitudes. The following main questions have been dealt with: What do the elderly emphasize when they describe ageing? Are healthissues the prime subjects the elderly talk about? Do the elderly experience positive or negative attitudes towards ageing? What is their point of view of younger generations? In what way do they describe their years as workers? In what way do they describe aspects about their retirement? We reserved to consider the opinion of their own, to be the most valuable source in our study.

This thesis will explore how the medium of film is treated in the recently published Swedish textbooks and how these textbooks take into account the four different aspects of Cineliteracy.Cineliteracy is a theory which advocates the necessity of students' increased cinematic knowledge by presenting the four skill areas that should be included when it comes to teaching film in school. The theory implies students´ analytical skills, contextual knowledge and knowledge of the film canon as well as the development of students' skills to produce films. Cineliteracy theory finds support both within Swedish National Agency for Education and in recent Swedish research.This study includes investigation of eight new textbooks, adapted to the criteria for the new Swedish curriculum 2011. The analysis will be limited to textbooks for the course Swedish 1, since it is mandatory regardless of the orientation of the student?s education..

The aim of this Master?s thesis is to examine attitudes and standpoints amongst librarians at the Swedish public library towards literary awards and awarded literature. The questions posed in the study are: What attitudes are expressed amongst these librarians towards the Nobel Prize in literature, the August Prize and literary awards and awarded literature in general? What significance do the Nobel Prize in literature, the August Prize and other literary awards have concerning purchase and display at these public libraries? How is awarded literature perceived and how do they talk about it concerning quality and are questions of quality significant? Qualitative interviews with seven librarians at four different public libraries have been done. Theories regarding J?rgen Habermas the bourgeois public sphere and Pierre Bourdieu?s terms habitus, field and capital have been used as to explain the library as a public sphere.

Today there is a shortage of skilled IT-technicians in Sweden. It is approximated that Swedish companies can hire 31 000 IT-technicians in 2015 and the need seems to increase in the coming years. One proposed solution to this problem is to make programming more desirable to youths. In this study we attempt to investigate the effects of an introductory course in computer science on youths? (16-17 years old) in a classroom setting.

Companies in the apparel industry are becoming increasingly responsible with regards to the social and environmental issues related to textile production. Despite these tendencies, there are great insecurities surrounding the concept of CSR and the effects on consumers of CSR communication. There is currently no model for breaking the concept of CSR down into smaller elements, specific for the apparel industry. In the first part of this thesis, we create such a model, applicable in a consumer communication context. In the second part, we investigate the effects on consumer attitudes and intentions of communicating the different elements of CSR presented in the model.

Abstrakt: Sedan en tid tillbaka pågår en intensiv debatt i Sverige kring könsneutrala ordet Hen och om man överhuvudtaget ska använda sig av ett könsneutralt ord och undvika att benämna kön i en del sammanhang. Syftet med denna undersökning var att undersöka hur könsneutrala pronomen ? Hen påverkar människors attityder. Det är en kvantitativ studie i experimentell design, utförd genom enkätundersökningar där frågor om känslor, beteende och uppfattningar om ordet Hen efterfrågas. Antas det generellt att en text handlar om män även om det inte är definierat? Blir samhället mer förutsättningslöst med användning av könsneutrala ordet hen? Attityder är inte lätta att förutspå, människor vet vad som är rätt och fel men agerar inte alltid utifrån sin vetskap, samt med tillräckligt stor påverkan kan en person ändra sin attityd.

This thesis treats the topic of user-generated comments connected with news stories on news sites, meaning electronic word-of-mouth combined with PR. The writers have examined how different types of comments affect consumers' perception of the article and also what communication effects these comments generate in terms of attitudes, purchase intent and word-of-mouth intent. The results interesting to the news site owners, is that lots of comments and negative comments generate a negative effect by making the actual article less credible, attractive and worth reading (relative to the subsequent comments). On the positive side, serious comments imply that the news story is perceived as more interesting, than a news story followed by non-serious comments. From a brand equity perspective, the interesting results show that few comments compared to lots of comments, generate a better attitude to the brand, even though there is no difference in how positive or negative the comments are.

Media has reported frequently about elder abuse in Sweden during the year of 2011. The authors have found an interest in elder abuse due to the attention about it and the law about the duty to report elder abuse, which is called lex Sarah. The aim was to investigate, due to quantitative method with surveys, the care givers tolerance to elder abuse, attitude and knowledge about lex Sarah. The result of the thesis was analyzed based on two theories, Lipsky?s street-level bureaucracy as well as Svensson?s, Johnsson?s and Laanemets? theory about knowledge.

In this thesis we will discuss the importance of human resource development in smaller companies and if it will change from when the Swedish economy was in an economic boom and later on came to be in a recession. We choose to use a more qualitative approach for this research in order to conduct a more in-depth study of five smaller sized companies located on Gotland, Sweden. In order to limit our research we had as an ambition to answer these following questions:? What obstacles are there when it comes to human resource development and knowledge transference within smaller sized companies?? What can simplify or enable human resource development and knowledge transference within smaller sized companies?? Does the teaching process change to a more tacit human resource development between co-workers when there is less room for conventional human resource development?The result of the research came to show that the biggest barrier, when it comes to competence development within smaller companies, is time. However, our research also showed that a majority of the companies has changed from a more external educational plan to a more internal educational plan which focuses on keeping the human resource development within the company.

Earth science is a dynamic system science that explores the structures and processes of the earth. Knowledge about the earth is important for citizens since the science is a vital part in the sustainable development of the society. Without good basic knowledge the citizens don?t have the possibility to anticipate in the questions and decision-making that concerns e.g. anthropogenic climate change. In the Swedish school system earth science is not an independent subject until academically studies at the University?s.

This thesis deals with questions about competences and qualities that librarians inpublic libraries find that they need to be qualified suppliers of literature (books andmagazines).Our aim is to problematize the competence of the profession in relation to promotingliterature, knowledge in literature and reading habits. We want to know what librariansthemselves think about their own competences when it comes to supplying andpromoting literature. Does it have to be a leisure interest or do they get the possibility toread during working hours?What do librarians think it means to be a qualified promotor of literature and how dothey acquire the right competence? Do they believe that their competence correspondswith the occupational requirements? How much of their knowledge about literature andpromoting literature comes from personal interest and commitment?We primarily used the theories about competence by Per-Erik Ellström. One of thetheories is the one of implicit and explicit knowledge.

In light of the coming workforce shortage in Sweden the competition for human capital will be intensified on the market where employers compete in order to attract skilled labor. The competition will be most noticeable in the knowledge-intense industries, where the employees are seen as the companies? most valuable asset. The purpose of this paper is to examine how small knowledge-intensive companies can improve their position in the labor market by using the HR-model People Capability Maturity Model in order to affect their companies' Employer Brand. We take the basis of the theoretical framework in which we examine and identify the key dimensions of the Employer Brand concept and present the People Capability Maturity Model more closely.

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.

Title ?Att attrahera nya målgrupper med planerad kommunikation?Author Magnus Ejerhed, Anna Johansson and Caroline JägersvärdCourse Bachelor thesis in Media and communication studiesSemester Spring semester 2008Tutor Britt BörjessonUniversity the University of GothenburgAim the aim of the study is to describe students attitudes to Volvo IT as an employer.How can Volvo IT improve their communication to students?Method A quantitative approachMaterial A questionnaire which has been given to 122 students in economics atHandelshögskolan in Gothenburg and Industrial economics at Chalmers Universityof technologyMain results The main results of the study are that most of the students in economics andindustrial economy are positive to work as management consults. They also havean optimistic attitude to work as intern management consults in a large company.The students don?t regard Volvo IT as a possible future employer; neither do theyhave a good knowledge of the organization.Conclusions It is very likely that the students don?t regard Volvo IT as a potential employerbecause they don?t think of Volvo IT as an organization in management consulting.Volvo IT has to make their management consulting, Fortos ManagementConsulting, more visible if they are going to make the students more interested ofthem as an organization in management consulting. They have to inform theirtarget group what new competences they are looking for.

Syftet med studien är att undersöka hur ett globalt management konsultföretag arbetar internt med kunskapsöverföring över landsgränser av den svåruttryckliga erfarenhetsbaserade kunskapen som en konsult innehar. Den kvalitativa data som används i empirin samlades in genom intervjuer med anställda på fallföretaget Accenture. Resultatet av undersökningen visade att praktisk kunskap överförs genom formella sammankomster samt en ?learning by doing? modell där konsulter av olika nationaliteter och grad av erfarenhet arbetar tillsammans på olika projekt. Erfarenheter från projekt samlas, lagras och överförs till databasen Knowledge Exchange, i en process där den praktiska kunskapen transformeras till teoretisk kunskap och görs tillgänglig för hela företaget.