Purpose: This study aims to investigate the conditions that prevail when companies put their marketing in social media with the purpose of creating a perception of the risks and opportunities it brings to businesses and ultimately how it may affect the corporate image and identity.Theories: The basis of the problem area are presented through a theoretical framework with the purpose of highlighting the notions of social media, communi- cation, marketing communication, groundswell, corporate identity and image.Methodology: To investigate the research questions this study adopted a qualitative approach in which the authors study the properties of a phenomenon in order to seek a deeper understanding of the problems we have presented. There is an exploratory approach to knowledge and the authors have chosen to conduct qualitative research interviews based upon three themes: driving forces, challenges and impacts.Conclusion: The study revealed that traditional models of communication are no longer applicable in social media. Companies are up for a challenge and must clarify their sole purpose when establishing communication in the social landscape. The general motivation for marketing in social media is making profit, however, building relationships is not a natural motive for most companies. The risks companies expe- rience is the exposure caused by social media and the study also reveals that this fear is firmly attached to their lack of knowledge of these new channels of communicat- ion and their primary areas of use which indicates that skilled employees plays a vi- tal role with their use of social media in their communication process.

The aim of this thesis is to examine how four decision makers at a University College and a library director at the same University College perceive the profile, image and identity of their library. This University College library is used as our main example. We have evaluated the main example in relation to two other University College libraries, in order to obtain a deeper understanding of how these library directors view their own libraries and to attain a more multi-dimensional view of the main example of our study. Our intention is to analyse the current situation, not the past nor the future. Qualitative semi-structured interviews with decision makers and library directors have been conducted.

Detta självständiga arbete i militärteknik behandlar två simuleringsprogram för radarvågutbredning i syfte att undersöka konsekvenserna av dess nyttjande för den taktiske chefen till sjöss. Simuleringsprogrammens användbarhet mäts kvalitativt genom att respektive simuleringsprograms egenskaper ställs mot den taktiske chefens krav. Simulerings-programmen beskrivs utifrån teoretiska egenskaper i respektive program och utvärderas genom simuleringar av en typradar i tre olika vädertypfall. Den taktiske chefens krav grundas på personliga erfarenheter som fartygschef på korvett. Resultatet presenteras i form av positiva och negativa konsekvenser för den taktiske chefen vid nyttjande av respektive program. .

The aim of this study was to examine young adult cannabis users? attitudes towards cannabis and their perception of the normalization of cannabis. The purpose was also to explore how their views of cannabis correspond with norms regarding cannabis. This study is based on interviews with five young adult cannabis users. The theoretical framework is based on Parker?s normalization thesis, Goffman?s notion of stigma, Becker?s definition of outsiders and the definition of social identity developed by Stone.

Nowadays, packaging design is seen as a competitive tool and its importance for corporations is becoming increasingly apparent. The rivalry within homogeneous markets puts high demands on differentiation and the ability to create something more than the product itself. With this fundamental question, the soft drink industry has been examined and a case study of the brand Coca-Cola has been performed. The aim is to investigate how packaging design is used as a tool for strengthening a brand and to explore which additional values this contributes. In addition, the study observes the most important factors in the development of packaging design.A theoretical work of reference, consisting primarily of theories related to branding, design development and visual identity, has been developed to support the study.

The aim of this study was to investigate in what way content marketing can be understood through podcasts as an alternative marketing tool. The material which the study was based on is Ölpodden, a podcast initiated by Carlsberg Sweden. The study intended to shed light on the interdiscursivity that emerges when brands are communicated through podcasts. Another aim was to understand how relationships and identities are constructed through the podcast by examining its intended audience. In order to achieve this a critical discourse analysis was used as both underlining theory and comprehensive method.

The question of the provision of electronic books in Swedish public libraries has lately evolved into a lively debate in Swedish media, where the public library?s identity and itsexpected role as a democratic institution is an underlying topic. The aim of this bachelorthesis is to examine the idea of the public library?s identity as expressed in newspaperand journal articles by writers connected to the library sector. The aim is achieved byexamining the language-use and identifying discourses in the debate.

This thesis examines the experience value of the wolf and wolf hunting presented in mediaduring December 17, 2009-Feruary 15, 2010. I analyze news articles, editorials and letters tothe editor in three newspapers. In order to investigate the experience value of the wolf and thewolf hunt, I have with inspiration from a model employed in the assessment of experiencevalue of tangible cultural heritage, developed a model which I use to analyze the mediamaterial according to the criteria of aesthetic value, identity value, value of tradition andsymbolic value. In order to analyze the results of the analyze, I employ experimental andsociocultural theory and method, which means that I assume the experiences of the wolf andthe wolf hunt as related to a social and cultural perspective that partly depends on how weidentify ourselves and what kind of experiences and understandings we have of the landscapeand large carnivores. Since media affects how we perceive our surroundings and the wolfhunting attracted much attention in media, I found it interesting to examine how the wolf andthe wolf hunt were displayed in news articles and letters to the editor.

In 1513 the Florentine humanists Niccolò Machiavelli composed one of the most famous, but also ambiguously interpret, work in the history of politics, Il Principe. Machiavelli´s book The Prince revealed the true nature of politics in Italy in the beginning of the sixteenth century and gives very straightforward advice on how to act to become a successful and powerful political being. Machiavelli´s creation and insights in the reality of politics have be much discredited and condemned in its lack of moral consideration and violent nature. Still it has been read under the centuries with a fascination and eager to understand the structure of power and how to master it. My purpose with this study is to apply this Machiavellian idea of the capable prince on to the earlier research of the Swedish duke Karl, later on King Karl IX.

The purpose of this thesis was to investigate how people from Iran experience reading in their mother tongue, Persian, compared to how they experience reading in Swedish and if there was a difference. The questions to be answered in the thesis were: What is the dominant purpose when people read their mother tongue and when they read in Swedish. Do they read because they need information, because they want to relax or do they, when they read, reflect on their own lives? The method was qualitative, interviews were conducted with 8 Iranians living in Sweden. The theoretical background consists of a description of theories on reading and theories on language and identity.

Detta arbete kretsar kring obemannade luftfartyg, UAV, avsedda att baseras ombord påörlogsfartyg. Regelverk och standarder tillsammans med befintliga fartygs-, helikopter- ochUAV-system utgör ett ramverk inom vilket ett scenario leder fram till grundläggande tekniskakrav för de delsystem som ingår i ett fartygsbaserat UAV-system. Kraven, som är framtagnamed spårbarhet i sjöoperativa förmågor, erfarenheter från den miljö ett luftburet system skaverka i ombord och systemexempel som visar vad som är möjligt att uppnå med dagenstekniknivå, presenteras som ett förslag till värderingskriterier och effektmått med tyngdpunktpå de krav som ställs på luftfartyget (UAV) i sig..

The purpose of the essay is to examine the views on sexuality that guide the Swedish Migration board and court?s judgments and decisions in asylum cases. The essay investigates seven cases from the Swedish Migration court regarding asylum seekers from seven different countries seeking protection in Sweden due to their sexuality and/or gender identity. By applying discourse analysis, along with the theoretical perspectives of Judith Butler and the postcolonial critique of Chandra Talpade Mohanty, the essay discuss what kind of criteria and/or practice is demanded of the asylum seekers to be rendered as trustworthy. The essay concludes that the asylum seekers are considered untrustworthy by the migration authorities when not acting according to a (hetero)normative sexuality.

The strategy when you change the visual part of the brand identity is often referred to as Corporate rebranding and is seen as a good way to show that a company has undergone a change. Despite high risks and high costs, this strategy has become more common and there are companies today who make the choice to change an already well-known graphic profile. This phenomenon is what underlies this essay?s problem statement: Why does a company with an already well-known graphic profile choose to change it and how does the process behind the change occur? In what way have the company?s customers recognized the change and how has the company?s image changed in this context? The purpose of this essay is therefore to explore the process that occurs when a company in the sport and fashion industry changes its visual identity and to explore how the company?s customers have perceived the change.To fulfil the purpose of the essay a case study was carried out on a company?s Corporate rebranding process. The company that was chosen was the Swedish sports retail chain Stadium Sweden AB who decided to change its graphic profile even though their logo was one of the two most recognized in their field.

A new generation has entered the labour market. The group is presented as Generation Y andis described as egocentric, spoiled, unloyal and money oriented. Lecturer advice companieson how to understand and lead this new generation. The advisement creates stereotypicalcharacteristics of the group, which then reflects on the generations own identity development.But aside the stereotypes that are created on the labour market, the generation puts a lot oftheir spare time into volunteer work, which is seen as altruistic. This gives us a contradictoryportrayal of the new generation.The purpose of this paper is to understand the factors that contribute to the voluntary work ofGeneration Y and how the group experiences their own commitment.

The present work has been implemented as a literature study aimed to investigate the prevalence, possibly causes and consequences of an eating disorder. In today's modern society individuals are living with a constant reminder from the media about how a person should look and act to blend into the social norms and expectations of the modern society. This literature review has been analysed on the basis of concepts such as identity, gender identity and gender. In addition previous research has been analysed in terms of themes, history, possible causes/risk factors, media, body image and control, depression, shame and guilt as well as culture. The above themes were analysed on the basis of behaviouristic theory and role theory.