This paper sets out to investigate how companies can create advertisement that focus not only on selling but also on entertainment. The research is based on seven TV-commercials produced by the Swedish food chain ICA. The commercials were analyzed according to the methods of discourse analysis, semiotic analysis and rhetorical analysis. Furthermore, the research compares the analysis made with the thoughts and ideas of Tobias Karlsson, Head of marketing and communications development at ICA to find out how the comprehension of the commercials correlate with the original intentions made by the company.The study shows that ICA creates a commercial that contains the perfect mix of rhetorical approaches, communication strategies and entertainment mixed with gravity. The study also shows that ICA fails with its primary goal which is to sell selected products; however, by producing the entertaining commercials, they manage to strengthen their brand.

This study concerns how Muslims are portrayed in a choice of twelve news articles from Swedish dailies and tabloid newspapers on the aftermath of the film Innocence of Muslims published on YouTube. All articles are distributed in the newspapers Aftonbladet, Expressen, Dagens Nyheter and Svenska Dagbladet in the period of September 11th, 2012 until September 30th, 2012.For this study, a qualitative text analysis has been embraced and focus has been on van Dijk?s Critical discourse analysis to the texts, with additional features from semiotics applied on the images.The theories consist of Critical discourse analysis, hegemony, ideology and power, postcolonialism and stereotyping.In the qualitative content analysis, concrete examples from the articles are retrieved and commented. These have been divided into various themes, which are trends that the authors have been able to distinguish in the analysis.The result shows that Muslims in the analyzed newspapers are portrayed as the others, unimportant and extremely religious, in a negative manner rather than a positive. Moreover the press has tendencies to generalize Muslims as a group.

My essay explores the public view on smoking in Sweden over the last few decades. I've studied how changes in social structures through media, laws, studies and education has brought about a change in the opinions about smoking. I found that even though there have always been different opinions on smoking it seems to have become less accepted in the Swedish society, particularly in the past twenty years. I discuss the different reason as to why (and how) the view on smoking might have changed the last decades amongst the Swedish people. To be able to do this I have done interviews on which I have applied narrative analysis..

This thesis is concerned with how identity is connected to historical writings and what normsshapes the perspectives of history. The purpose of this study is to investigate the possibilitiesfor identification offered in history books used for history teaching. This study is concernedwith what role the nation plays and how it shapes the conception of history, with the hope ofcounteracting negative attitudes towards those not being identified as ?Swedish? in the historytelling.The study was conducted through discourse analysis. The material for this analysis consistedof three history books directed towards 4-6th graders.The study shows how identity is created through putting ?us? against ?them?.

The aim of this study is to examine how ADHD is discussed in the Swedish mass media. We have examined 21 articles from Aftonbladet, Expressen, Dagens Nyheter, Göteborgs-Posten and Svenska Dagbladet. All articles are reviewed from the newspapers online edition.Theories used are Erving Goffman?s theory of Stigma and Michael Foucault´s theory of categorization as well as Göran Palm's, Renée Skogersson's and Anders R. Olsson's theories about mass media.

The dialogical plait in individual vocal educationThesis in Music Education by Jannike Huss. Part of the work for the master´s degree. Studies from School of Music, Theatre, and Art, University of Örebro, 2010. Available from Örebro University, SE-701 82 Örebro, Sweden. Original in Swedish.This thesis treats the value of communication for individual vocal education on a higher level.

The purpose of this master's thesis is to examine how a Swedish public library's collection of books on African history looks like, who the writers are and how Africa and its history areportrayed. The focus of the analysis is on the front and back covers and in some cases on theinformation texts inside the books. The chosen library is the city library of Umeå. The 15books examined were found on the shelf classified as Kp ? the classification for African history according to the Swedish SAB-classification system.

Problem: Small companies dominate the skin care industry, and they also face moredifficulties, constraints and resistance in strategy implementation and sustainabilitywork than other operators. Still, the trend of sustainability strategies increasesignificantly precisely in this industry.Purpose: The purpose of the study is to contribute knowledge to the field ofsustainability strategies and motives for the implementation of them in smallercompanies who engage with skin care, in Sweden.Framing of a question: Why do some smaller Swedish companies in the skin careindustry choose to implement sustainability strategies in their business?Literature: The literature functions as a framework for the study and is considered toidentify the possible reasons why small companies choose to implement sustainabilitystrategies or not. The literature is collected before the empirical data.Method: This paper is constructed by a qualitative method approach. The empiricaldata were collected through interviews, by telephone, personal meetings and email,which were then transcribed and the interpreted by a model, which the authors havecreated.Conclusion: Smaller companies are often met by larger resistance and an until up tothe present slowly emerging industry with vague rules and controls as well as ancomparative knowledge of what is good and what is not.

AbstractWe decided to explore former school pupils? experiences of not conforming to the norm. Earlier studies have focused on the children as ?the problem?.  We see this as worrying, especially since there is very little research focusing on the pupils? own experiences. The children?s own perspective needs to be brought to the fore.

The Swedish concept of bildning, related to the German Bildung, finding its correspondence in English in refinement, formation and culture, is an important, though traditional rather than modern concept in cultural policy and sphere. The concept connected to the activity of the public library is relevant, as the library uses the word as a description of parts of its work. The meaning of the concept can easily be seen to be complex as well as disputed, borders on and is related to other concepts. The paper discusses different meanings to the concept according to different Swedish authors, as well as the connection of the concept to related ones. The varieties and differences are expressed as differences in discourse.

Semantic feature analysis (SFA) is a treatment technique used foraphasic word finding difficulties after stroke. The method has earlier beenevaluated with positive outcome regarding words that have been trainedduring intervention while more varied results have been presented regardinguntrained words. The aim of this study was therefore to evaluate the effectsof the method on naming in untrained nouns and verbs, in both confrontationnaming and in discourse. The present study is the first to evaluate SFA withSwedish-speaking persons. A single-subject design was used.

Karin Boyes Crisis (Kris) was published in 1934 as a contribution to the contemporary ideas of moral issues, challenging the dominating traditionalism within the literature critisism.With different kinds of stylistic procedures is Crises expressing a self which seeks to relieve itself from the repressing experience of Language. The text shows an attempt to create meaning beyond the conventional system of linguistic signs, beyond the tradition of literature.The focus in the essay is the self; the self is the basic structure and the theme of the text. Crisis shows it?s self-assuredness and points out a dialogue with the nietzschean philosophy. Nietzsche claims that the truth is a rhetorical creation, something which the language produces in the will of power.

Horses are herbivores that spend almost all day grazing. While grazing they are infected by different endoparasites through ingestion of infective eggs or larvae on pasture. The most significant equine endoparasites in Sweden are the equine roundworm Parascaris equorum, small (Cyathostominae) and large strongyles (Strongylus spp), the tapeworm Anoplocephala perfoliata and the pinworm Oxyuris equi. For many years have horses been dewormed on regularly basis, which has resulted in the development of resistance to many anthelmintic classes. Because of the problems with resistance it is since 2007 necessary to have a prescription on anthelmintics and faecal sampling is also recommended.

This paper takes it points of departure in a gender equality perspective and the perceived paradox between the governmental labour market policy and family policy. The first policy area has the aim to put people to work, whereas the other introduces a reform, vårdnadsbidraget, that point in the opposite direction. Which are the problem representations within the two policy areas and are the problem representations concordant or contradictive? From a constructivist perspective, langue is closely related to power through defining and ascribing meaning to reality. Drawing on political documents, speeches and articles formulated within the government, this paper analyzes problem representations through the use of discourse analysis and feminist political theory.

A field experiment was carried out in 2006 to investigate the effects of deep rotary cultivation on sugarbeet growth. The background to the experiment was a 2005 study showing potentially higher yield, higher cleanness and higher sugar content when primary tillage was carried out to 35 cm depth with a rotary cultivator. On four field sites in Skåne (L:a Isie, Ädelholm, Stävie and Vragerup), five different treatments were compared: mouldboard ploughing in the autumn to 20 cm; mouldboard ploughing in the autumn to 20 cm + rotary cultivation in the spring to 35 cm; rotary cultivation in the autumn to 35 cm; rotary cultivation in the spring to 35 cm; and mouldboard ploughing in the spring to 20 cm. The rotary cultivator used in the treatments is manufactured by a Dutch company, Imants. The implement cultivates the soil with spade tines fitted on arms that are mounted on a horizontal rotating PTO-driven axle. Beet plants were inspected and yield determined in the experiment, and three soil parameters were examined: penetration resistance, water infiltration and infiltration of blue dye. Root shape was also examined. The site at Stävie was not harvested due to poor beet establishment. At the other sites, the highest yield was found when the soil was rotary-cultivated in the autumn.