The beauty industry has experienced a turnover increase of 220 % the last 20 years (Jones, 2010). At the moment the market for men's skin care is seeing the fastest growth rate in the cosmetic industry and multinational companies such as Procter and Gamble and L'Oréal have identified a "multibillion-dollar potential" within the segment. BUT - fresh research from the category leading company L'Oréal, shows that only 48 % of the male consumers use a skin care product specially adapted for men. It further shows that as many as 28 % of these do not even know how that skin care product got into their bathroom cabinet. The purpose of this paper is to get a deeper insight into men's relationship with skin care products and grooming.

The purpose was to look into the pattern of consumption among middleage women. Our questions were how women experienced the need to consume, how they defined the expression of consumption and if there was a difference between "shopping" and "buying". The research has been done through eight qualitative interviews and searching in litterature, illuminating our questions.All women defined consumption as satisfying basic needs. According to them everything bought on a daily bases is consumption. More difficult to define was the experience of "need".

The purpose of this study is to examine what factors that motivate people to work in professions with an explicit and inherent risk of threats and violence. By using a qualitative study and conducting in-depth interviews with eight security guards and doormen with experience from working at restaurants and nightclubs, the study could conclude that the interviewed security guards and doormen were motivated mainly by economic incentives and the social interaction that the profession entails. Status and riskiness of the profession did also, to a certain extent, contribute to the motivation. The professions' lack of advancement opportunities were frequently mentioned as the main reason to why one chose to leave the position, or consider the time in the profession as limited..

This study has as its purpose to reveal whether female and male entrepreneurs are offered the same kind of conditions in their role of entrepreneurs in their respective media representation. This is studied by analyzing portrayals in the magazine Entreprenör (Br.E. ?Entrepreneur?). Methodologically the analysis will be making use of textual analysis, semiotics and discourse analysis in order to expose the underlying gender perspective(s) in Entreprenör.The entrepreneur portrayals? texts and visuals will be studied in the light of gender and entrepreneur theory, and more specifically on the basis of theories about representation, discourse and stereotypes.The main conclusion of the study is that female and male entrepreneurs are not offered the same conditions in their roles of entrepreneurs in a medium such as Entreprenör.

This article seeks to examine the effects alcohol abuse have on the growth of women and how, as adults, their lives are affected by this. It tries to encourage a better understanding and knowledge of these experiences and how instances of support and help have influenced the subject?s life, from childhood through to adulthood. Through 10 qualitative interviews of adult women, all affected by childhood alcohol abuse, the article tries to get a better understanding of how these women coped under these circumstances. The article attempts also to better understand how the women?s experiences of support during childhood have benefited them and how they feel as adults today..

How do men who define themselves as feminists create and maintain an identity as men? In this qualitative study four men involved in feminist organizations were interviewed about their views on women, men, sex and feminism. Theories of language, psychoanalysis and ethics were utilized to further our understanding of the material these men produce in their effort to define themselves. Our object of study is the text, which we believe holds the key to understanding how an individual shapes his world and himself. The result is our interpretation of the text and its underlying mechanics.

The construction of an identity among lesbian women during 1950-­?1965 is in focus in this master ?s thesis. My starting point is that identity, such as lesbian or any other identity, is formed in relation to other people and groups, as well as society. This thesis will also examine how lesbian women met and formed bonds with like-­minded, and whether these aspects changed, during the defined time period. The empirics is made up by letters written by women to Riksfo?rbundet fo?r sexuellt likabera?ttigande (a Swedish organisation for lesbian and gays) as well as an interview with two lesbian women who were born in 1938 and 1940.

Since Muhammad Yunus, founder of the microloansorganization Grameen Bank, was awardedthe Nobel Peace Prize in 2006, the microloansorganization has received much attention. Thewoman has come to play a central role in the microloansorganizations. Her access to capital isis considered to improve her socioeconomic status. The overall aim of the paper is to examinehow access to microcredit considered leading to empowerment of women. To get an idea ofwhat a microloansorganization is the Grameen Bank is used as an example.

The purpose of this study is to examine, from a gender perspective, Utbildningsradions TV-program Hej Litteraturen! in the light of feminist literature studies conducted during the last twenty years. I want to examine if the feminist literature studies have had any impact on contemporary teaching material regarding the question of how much space in time is given to men versus women and which female authors are included in the literary canon. Hej Litteraturen! is a TV program produced in 2010 intended for high school teaching of literature history.   By conducting a content analysis in which I divide the study in a quantitative and a qualitative component, I have investigated how much space and time is given to female writers and how they are presented. My analysis draws on use Yvonne Hirdman?s theory of the gender system.   The result shows that the female authors get 37 percent of the total reference space and 42 percent of the time-space. The program has sought to describe male and female authors equally and gives them weight and relevance to the sections in a similar manner.    In conclusion, Hej Litteraturen! is a tutorial which embraces parts of the criticisms that have existed in historical literature review papers in general and literary history textbooks in particular. Hej Litteraturen! has worked on gender aspects of the program and by picking up contemporary authors as reference points for literary history in the present, the program contributes not only not only in renewing the literary canon, but also in balancing out the dominance of male writers in the history of literature..

AbstractThe aim: The aim of the study was to describe what women are most satisfied with in maternity care and if women´s childbirth experiences can be described by means of the QPP-I, who contains 32 statements related to maternity care. Design: The study is part of a national cross-sectional study which lasted for two weeks in Sweden in 2007. This paper analyzes one of the two questions with open answers, which reads: "What was the best with maternity care??. Results: The results showed that out of a total of 735 responses 717 could be placed in the existing instrument QPP-I.

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 paper presents a study of the attitudes and values related to gender young people have. Five people, four women and one male, all about eighteen years old, were interviewed about their attitudes and values related to gender.Although the study is relatively small, the results are compatible with other published studies and indicate that young people, without consideration to their sex, has a very traditional view on gender. The study also indicates that the attitudes seem to be established very early in life. Probably the most important factor to determine the attitudes and values of the child is the parent's opinions. The result show that the interviewed persons did not think their attitudes and values towards gender where influenced by media, TV etc...

The purpose of this thesis is to understand the ways in which rumors affect the everyday lives of a few young women. The questions are: What kinds of rumors do the young women find are the most common? How do they respond to these rumors? Do the rumors affect their everyday lives and if so, how do they react to them? Do they resist them? Do they feel limited by them?The empirical data was collected through unstructured interviews (focus groups) with three groups. The groups discussed different themes without prompting questions by the interviewer and it was clear that rumors played an important role, in multiple ways, in the lives of the young women. The most common rumors were sexualized and were mostly concerned with the view that the young women should not engage in ?too many? heterosexual relations ? preferably none.

Sarah Kane?s first play Blasted (1995) has often been read in a normative and biographical way by critics, authors and previous researchers. This essay makes a supplementary close reading of Blasted from gender and genealogical perspectives and utilizes theoretical works by Judith Butler, Luce Irigaray and Michel Foucault. My study makes clear that the characters different positions in language and talk create and maintain a power imbalance between them. Efforts to change and develop one?s individual position in language and talk are being made throughout the play since it is the only way to bring about a change in the social power structure.

The purpose of this study is to investigate how the process and result of renovations in socioeconomic vulnerable areas affect the residents' right to housing; with a focus on women's experiences of their homes, their area, the housing company's apartment renovations. The study is conducted through two research questions: How do the women in L?vg?rdet experience their homes and the area? And how do the women in L?vg?rdet experience the process and the result of the renovations of the rental apartments? The methodology used is qualitative research interviews. The empirical material was gathered through qualitative interviews. Eight women living in L?vg?rdet have been interviewed.