When working with market communications it is important that ones brand is noticed and remembered, for which the marketer has many tools at hand. This study compares the communicative effects of PR and paid advertisement on consumers, in response to the underlying purpose to provide a theoretical framework for better understanding the relative effects of the two tools. In the struggle for consumers? attention we find ads to be a tool to achieve wider brand knowledge, whilst PR is rewarded more extensive elaboration once noticed. The study also affirms the causal link between communication credibility, attitude toward the communication and brand attitude.

Background: Sweden is one of many countries which have a long history of immigration during the past decades. Each yearSweden receives numerous immigrants from different parts of the world, which has madeSweden to a multi-culture country.Aim: The aim was to describe nurses? experiences of encounters with patients from different cultures.Method: A literature-based study based on qualitative research, nine scientific articles were performed.Result: The analysis of the data resulted in four themes such as; insufficient communication, family members as a link to the patient, unfamiliar situation, and attentive to the patients? vulnerability with seven subthemes.Conclusion: For a well functioning encounter between nurse and patient from different cultures, a prerequisite is that the nurses establish a relationship based on good communication with the patient and relatives. This can prevent inequality, suffering based on lack of nursing, violation and misunderstandings..

The aim of this study is to contribute to a better understanding of the syllable as an alternative to the phoneme at the basic reading and writing. This report is based on a qualitative analysis of Håkanstorp school´s approach to the basic reading and writing in class. Their approach to reading and writing is controversial, as it is based on the syllable instead of the phoneme, as usual in the traditional reading and writing. The education result, I have found, is that the syllable leads to a very clear and structured working procedure, which ultimately leads to class teachers being able to work from a diagnostic approach. This structure, with many parts of the course helps educators to clearly follow what level students are at.

In this day of age there is no clear definition of what leadership is and exactly what it means. Though something that all existing definitions of leadership have in common is that, it is a process of influence where the leader exerts influence over their subordinates. The concept of leadership can at first glance be seen as a clear substance that is easy to understand. However, this is not the case when one delves into the subject and begins to realize that leadership is a complex concept which includes a variety of things. How to best exercise leadership is a divided perception that may be completely different, depending on whom you ask the leader or the follower.In this paper the aim is to explore the leadership within the company Lycamobile located in Sweden, with respect to management.

The purpose of this master thesis is to investigate the understanding of children's librari-ans regarding children's needs and preconditions in a library context and based on devel-opmental psychology and information seeking theories. The children's perspective is said to be the guiding star in the children's library and the thesis also aims to study the chil-dren's perspective as defined by children's librarians.The master thesis is a qualitative study based on interviews with children's librarians working at major public libraries. Observations of the children's libraries in the study have to some extent been performed.The study reveals that children's librarians are fairly knowledgeable about children but do not to a full extent use that knowledge into adapting the library to children and their needs. The children are not contributing to the adaptation of the library to any extent as there are few routines for that matter. In society in general children are on a regular basis represented by adults and their perspective on children and children's needs, which may differ from the perspective children have on their own lives, and the same is applicable for the children's library.

The purpose of this study was to investigate if preferences for high- and low context communication differed significantly between individuals from individualistic and collectivistic cultures, living in a multicultural environment. A quantitative survey was used as method and the survey was answered by 150 students at Jönköping University and Uppsala University. Two self-assessment scales, obtained from previous studies were used to measure the degree of the two cultural dimensions and communication styles. Two multiple regression analyzes were performed to investigate the connection between collectivist cultures preference for high context communication and individualistic cultures preference for low context communication, that has been found in previous studies. Two ANOVAs were also performed to investigate differences in communication style depending on sex and length of stay in Sweden.

The aim of this thesis is to form a theory of the green consumer power and to distinguish whether this phenomenon could indicate a movement toward the ecological citizenship. To do so, scientific theories regarding the responsibility of companies have been used, as well as the public choice theory, to link individuals as citizens to individuals as consumers. The motives of corporate environmental responsibility, along with consumers ability to bring pressure in different dimensions, are later drawn on as indicators applied to empirical information. The largest producer of ecological products in Sweden, Arla Foods, is employed as case study to explore if the green consumer power can and does exist. The ecological citizenship uses the ecological footprint, to define in what ways we can minimize our part of environmental degradation.The study seems to strengthen the theory, consumers do have a power to make companies go green and they tend to use it increasingly.

In our paper we chose to study care management in the old age care. According to the law for the social services the needs of elderly should govern the assistance they are granted. But research has shown that municipal guidelines govern the assistance and that the elderly have to adjust their needs to them. Thus there is a discrepancy between law and practice. The aim of this study was to understand how care managers relate to municipal guidelines, laws and the requests of elderly when the application for assistance is established.

Processing information in complex everyday life recruites different abilities than limited storage capacity. Working memory, the central executive and inhibition are constructs that have been used to describe this ability of adaptation. This paper investigates the connection between working memory capacity and performances in tasks closely associated to real life situations, i. e. verbal fluency tasks.

The aim of this Master?s thesis is to examine in what way the introducing of library plans in three municipalities have affected the work in library organizations. We base our study on a new institutionalist perspective, which focuses on changes in organizations from a social and interpretative perspective. By using this theoretical framework, it is possible to study how interpersonal relations affect the development in library organizations. Through qualitative interviews with ten librarians, we investigate how the establishing of library plans has influenced, and been influenced by, the library field and by the environment, i.e.

The aim of this study is to find out if there is any difference between how a state-owned company and a publicly listed private company communicate its sustainability performance in its sustainability report. It also aims to find out if the communication regarding sustainability has changed over time. The poll was conducted in two Swedish companies, Sveaskog AB and AB SCA, operating in the forestry industry and through a quantitative content analysis, the companies' sustainability reports from 2005 and 2010 were examined. To get a result, the reports has been examined by the GRI framework (Global Reporting Initiative) and an assessment of the communication was made based on a scale of 0-3. The results has been evaluated based on stakeholder theory, legitimacy theory and the growing interest in CSR. The analyses found evidence that there is a link between the form of ownership of the company and how it communicates regarding sustainability.

 The intention of this paper is to explore the contacts between the Swedish province of Scania and Southeastern Europe in the Migration Period. This has been done through comparative studies of four object categories. Parallels to glass, horse trappings, jewellery with inlays and sword decorations found in Scania have been studied in southeastern and centralEurope, as well as the cultures of peoples involved in the Migration processes. The conclusion is that contacts were upheld in several ways: through trade, exchange, alliances and gifts. Old trade routes along the Vistula were used in the south-easterly direction to the Pontic area but were changed to the Moravian Gatein the latter half of the period, while westerly routes probably worked most of the time.

During our formative years, technology has always had a natural part of everyday life, and for us technology has never been particularly gendered. If this depends on the climate and the attitude of our homes, ourselves, the combination of both or something completely different is a question we have asked ourselves at times. But our approach to technology does not seem as obvious to all women, and today the IT industry is heavily dominated by men. This has meant that we have asked the question whether there is any underlying reason why so few women opt for IT courses? Is there a link between how different IT organizations profiles and the prevailing gender ratio? The purpose of this study is to investigate whether there is any connections between how IT organizations are related to gender issues and how the structures, attitudes and gender actually looks like in the IT industry today, and how this can be seen in their branding efforts.

Man's life has changed in many ways since technology made it?s entry for public at large. In response to this change the science of human-machine interaction was invented. It has in turn evolved into human-computer interaction. With this science the focus is on the customization of the system for the actual person who will use it.The thesis has been implemented in a telecom company's development department.

The purpose of this essay was to reflect on previous made research, on examining how youth?s identity is formed by living in an area that society looks at negatively. The theoretical benchmarks that have been used in order to provide a better understanding are: identity, exclusion, ethnicity and adaption. The study is a qualitative study, since there is an aspiration in increasing the knowledge and understanding, of the conception that these individuals experience, as deviants in the society. This is a literature-based study, focusing mainly on written analysis, which consists of reports, theses and case studies.