Consumers today are bombarded with innumerable advertising messages. The need for companies to create advertisements that consumers find relevant is thus increasing. In order to break through the ad clutter, companies have to give something extra to their customers and show that they care about them. How a company decides to communicate might then be more important than what the company actually communicates.The purpose of this paper is to investigate whether the use of creative media choices induces signaling effects and enhances advertising value as well as perceived corporate consideration. The two last mentioned variables are explored as potential driving forces behind the signaling effects.

In this paper the authors examine three questions: 1) Is stealth marketing messages posing as status updates on Facebook a more effective way of advertising than traditional web banners? 2) What impact has learning about stealth marketing practices in social media on consumer attitude and post purchase behaviour? And finally 3) Will different generations respond differently to these questions?Our findings show that stealth marketing in social media is not more effective than traditional web banners. Furthermore, the result indicates that when consumers find out about stealth marketing practices it will have a negative impact on future purchase intensions and brand image. Most consumers will also have strong feelings of being deceived, which could instigate harmful post purchase behaviour such as negative word-of-mouth and possibly, based on some earlier cases, boycotts.The result of our research shows that the brand perceptions and future purchase intentions of Generation Y, persons between 18 and 30 years of age, are affected in a less negative way than the brand perceptions and future purchase intentions of older generations when finding out about stealth marketing practices in social media. However Generation Y:s reaction is still negative and they do consider traditional web banners to be more credible than status updates on Facebook.

I media förekommer det idag ett stort utbud av olika hälsobudskap och många gånger kan detvara svårt att bedöma sanningshalten i budskapen. Hälsobudskapen kan även skapa förvirringoch stress hos människor och framförallt ungdomar anses vara en mer sårbar och utsatt grupp(Sandberg, 2005). Enligt kursplanen för hem- och konsumentkunskap ska budskap i mediavara en del av undervisningen. Bland annat ska undervisningen behandla budskapenspåverkan på människor och hur de kan bemötas på ett reflekterat sätt (Skolverket, 2011d). Idenna kvalitativa studie har vårt syfte därför varit att belysa hem- ochkonsumentkunskaplärares uppfattningar om hälsa och hälsobudskap i media och dess plats iundervisningen i hem- och konsumentkunskap i årskurs 7-9.

Hälsa och motion har alltmer blivit ett central begrepp i dagens samhälle. I mediala debatter matas människor ständigt om hur man ska träna rätt, och vad man ska äta för att förbättra sin hälsa. En avsevärd del av befolkningen i samhället försöker leva upp till medias representation av kroppen, vilket fortsättningsvis leder till en norm i samhället som alla ska leva efter. Forskning har visat att överviktiga individer upplever utanförskap i samhället på grund av att de inte uppfyller medias kriterier för kroppens utseende. Mot bakgrund av detta var syftet med föreliggande studie, att undersöka om, överviktiga väljer att gå ner i vikt på grund av media.Som metod valdes en kvalitativ design med semistrukturerade intervjuer.

The purpose of this study is to overlook Nordic medias news coverage and framing of Norwegian mass murderer Anders Behring Breivik. The study is based on printed editions of Norwegian newspaper Aftenposten, Swedish newspaper Dagens Nyheter and the Finnish newspaper Hufvudstadsbladet set on nine selected dates related to the issue between July 23th 2011 to August 25th 2012.   The study will display how Breivik was framed by each of the Nordic newspapers and even the total amount of news coverage the issue has been given. The media framing part of the study will mainly focus on the media framing of Breiviks personality and political ideology. The study will also investigate each newspapers handling of Breiviks manifesto, which he published only hours before killing 77 people on July 22th 2011. The study is a quantitative content analysis, containing a total number of 245 articles.

I media förekommer det idag ett stort utbud av olika hälsobudskap och många gånger kan detvara svårt att bedöma sanningshalten i budskapen. Hälsobudskapen kan även skapa förvirringoch stress hos människor och framförallt ungdomar anses vara en mer sårbar och utsatt grupp(Sandberg, 2005). Enligt kursplanen för hem- och konsumentkunskap ska budskap i mediavara en del av undervisningen. Bland annat ska undervisningen behandla budskapenspåverkan på människor och hur de kan bemötas på ett reflekterat sätt (Skolverket, 2011d). Idenna kvalitativa studie har vårt syfte därför varit att belysa hem- ochkonsumentkunskaplärares uppfattningar om hälsa och hälsobudskap i media och dess plats iundervisningen i hem- och konsumentkunskap i årskurs 7-9.

The purpose of this master's thesis is to investigate how the students at Chalmers University of Technology at Lindholmen in Gothenburg use libraries in their schoolwork. The empirical material consists of the answers of questionnaires that were handed out to two classes of students, on the second year of their education. To illustrate the topic there are a theoretical frame and examples of earlier studies. The theoretical frame is Limbergs texts that deal with for example information seeking and how important it is in all education. The earlier studies are about student's different ways of using libraries.

The main purpose of this Master?s thesis is to investigate how the transfer from academic studies into professional life is experienced in retrospect by professional librarians. The aim is also to examine in which context the studies in library- and information science in Sweden has been formed. To attain the purpose of the thesis four main questions is being asked: In which context has LIS-studies from the period 1993-2007 been formed? Which competence does the professional librarian consider to be the most fundamental in professional life? Does the professional librarian experience that the knowledge attained from LIS-studies is sufficient for the actual tasks? Which are the differences between tasks at different types of libraries? The study is performed through a questionnaire survey in which 94 professional librarians express their experiences of their LIS-studies in retrospect.

The purpose of this study was to examine how Swedish newspapers framed the campaign Earth Hour. Did media encourage their audience to join in and how did they create a sense of togetherness regarding the campaign?The theories connected to the study are media logic, media events, identity and the media, collective togetherness, symbolic interactionism and discourse. The method used was a qualitative discourse analysis. We analysed three Swedish newspapers: Aftonbladet, Barometern and Svenska Dagbladet.

Idag finns som alltid behovet att distribuera media. Allt eftersom prestandan för överföring av information i dator-nätverk har ökat har detta blivit möjligt genom streaming, strömmande media. Detta innebär att klienten inte behöver ladda ner hela materialet för att kunna se eller lyssna på det. Allt eftersom kravet på kvalitén av materialet ökar blir kraven på nätverket högre. Precisallt Media AB är ett företagsom sysslar med digital skyltning.

AbstractTitle: ?Fashion be in fashion? ? a qualitative study of the phenomen fashion blogs (?Mode är på modet? ? en kvalitativ studie av fenomenet modebloggar)Number of Pages: 46 (54 including enclosures)Author: Maria RydströmTutor: Else NygrenCourse: Media and communication studies DPeriod: Spring semester 2007University: Division of Media and Communication, Department of Information Science,Uppsala universityAim: Contribute to the understanding of a yet unexplored domain, fashion blogs. And contribute to a discussion of the roll of fashion blogs in the swedish fashionindustry.Method: Qualitive textual analysis of three fashion blogs and interviews with the authors to the three fashion blogs. Completed with six interviews with experts from the fashionindustry and the blogworld.Main results: The authors behind the fashion blogs are young women living in big cities.They write about fashionnews, runway trends, fashion items and style outfits worn by them selves. Fashion blogs provide a new way to follow trends and spread them to the society.

The subject of this thesis is how a suspected criminal has been described in written swedish media. The topic of the articles is the investigation of a man suspected for murder and for dismembering the victim during the winter of 2011. The purpose of this thesis is to try to answer the question of what the newspapers actually write to describe a suspect before he or she has been trialed in court. For the analyse of the articles, published in four of Swedens largest newspapers, critical discourse analysis has been used. The results have been compared with other analyses made on other cases and have been discussed with Pierre Bourdieu?s theory of action.

Background: Sweden is a country where vitamin D deficiency seems to be common, partly because of its geographical position, which reduces the availability of UVB radiation, but also that people avoid sunlight due to increased skin cancer risk. Research shows that vitamin D plays an important role in the prevention of many diseases such as cancer as well as autoimmune and neuropsychiatric diseases.Vitamin D is a fat soluble pre-hormone and a collective name for closely related compounds which act as hormones after undergoing a transformation in the body.Humans can utilize vitamin D through diet and produce it in the body by exposing the skin to the sun. Previous observational studies and epidemiological studies have established a hypothesis that there seems to be an association between vitamin D supplementation and reduction of depressive symptoms.Objective: The aim of this study was to investigate if vitamin D supplements may decrease depressive symptoms.Methods: This work is organized as a literature review and article search is made in the database PubMed in January 2012. Keywords used were ?vitamin D and depression? and inclusion criteria were: randomized clinical trials, be conducted on humans, written in English.

This thesis analyzes the media debates generated by the election of Omar Mustafa to the board of the social democratic party, and the appointment of the conservative Minister of Labour, Elisabeth Svantesson. More specifically, the aim is to analyze newspaper material through a discourse analyze, to see if and how religious affiliation effects the possibilities to act as a political representative. Theories of othering and intersectionality serve as theoretical points of departure. Further, chains of equivalence from Laclau and Mouffe?s discourse theory are used to study how categories as ?us? and ?the other? are constructed in the material, and how these processes of categorization relate to the intersection of religion, gender and ethnicity.

Identification of fungi is based on macroscopic observations of morphology and microscopic characteristics. These conventional methods are time-consuming and requires expert knowledge. For the past years Matrix-assisted laser desorption ionization-time of flight mass spectrometry has been used for routine bacterial identification in clinical laboratories but not yet in the same extension for fungi. In this study three preanalytic preparation methods for fungi were evaluated in order to shorten the processing time in routine laboratory performance.Clinically relevant strains (n=18) of molds and dermatophytes were cultivated on agar plates and prepared according to the different preparation methods for protein extraction. Each strain was analyzed in quadruplicate by the MALDI Biotyper and the database Filamentous Fungi Library 1.0.The results showed that the genus and species identification rates of the least time-consuming direct extraction method were 33% and 11% respectively.