As a great deal of people spend more time with their cell phones and computers than with magazines and TV, markets have begun to explore marketing possibilities in digital media. A common form of marketing in digital media is sponsorship of the cyber stars of the Internet - the bloggers. Sponsorship of bloggers has proven to be a highly efficient method for brands to gain attention and positive attitudes, as bloggers are regarded as fashion icons as well as reliable friends. Another up-to-date marketing strategy that has proved successful in gaining consumer attention is the use of incongruent elements in ads. Incongruence challenges consumer expectations and thereby demands attention.

The district nurses' duties with all organisational changes, above all during the last 20 years, have been changed. Economy and listing governs which visits that to be prioritized. The aim with this study was to examine what district nurses in the primary care in Uppsala län has for view about their occupational role. The method was qualitative and the selection comprized ten district nurses in Uppsala län that were interviewed individually on the basis of a semi structured interview guide that the authors the actual created. In the wide analysis of the results could a theme, As a rubber screw in a shrinking hole and three central categories be discerned, Occupational role, Diversity and Organisation.

Given the current geopolitical situation in Europe and the upcoming election for the European Parliament, it is important to further analyse individuals? attitudes towards European integration, specifically the Common Security and Defence Policy (CSDP). This analysis aims to gain a deeper understanding of individuals attitude towards CSDP. Therefore, the objective of this study is to analyse which factors that plays a leading role in influencing individuals? attitude towards CSDP.

Medvetenheten kring hållbarhet har ökat och blivit allt viktigare både för kunder men också för samhället i stort. Därför har också vikten för företag att kommunicera sitt hållbarhetsarbete ökat. För att möta kundernas behov bör man därför som företag veta vilka attityder till, och vilken typ av hållbarhetsarbete som kunderna vill ha och förväntar sig. Detta är inte minst viktigt för modeföretag då branschen kännetecknas av ökad konsumtion och snabbare trender men samtidigt står inför globala och miljömässiga utmaningar. Syftet med studien är att erhålla ökad kunskap om modekunders attityder till hållbarhet i textilbranschen generellt och kunder till företaget Monki specifikt, samt att undersöka hur dessa kunder vill ta till sig hållbarhetskommunikation.

Title: The nurse's dilemma in psychiatric inpatient care - a balancing act between good and evil Objective: To describe the nurse's experience of relieving patient suffering caused by coercive measures on a closed psychiatric ward . Frame of reference : The results are discussed in light of Eriksson´s theory of suffering and caring relationships Method: A qualitative analysis based on focus group discussions Results: The analysis resulted in six categories, to protect the patient , to involve the patient , not to lose control , to remain , to justify compulsion , and to be touched . The results showed that nurses had the experience of being able to relieve the suffering of patients caused by coercive measures. It was also found that the nurses had a tendency to justify coercive measures , the more experience they had of performing these . Conclusion: The results describe that nurses have the experience and knowledge of how to relieve patients' suffering caused by coercion but also their experiences of performing these .

The purpose of this Master's thesis is to make suggestions as to how librarians can promote young reluctant readers to help them find the joy of reading. We want to show how the comprehension of these children and adolescents can be translated into action in the librarians work with reading promotion.Our main questions are:? What attitudes do the librarians find that children and adolescents, ages 9-15 with reluctance to read, have towards reading?? What do public- and school librarians do to stimulate children and adolescents, ages 9-15 that are reluctant to read, to feel the joy of reading?? What role or which roles can the public- and school librarians have in the work of reading promotion, targeting children and adolescents with a reluctance to read?We have used Beers's theories about reluctant readers and reading promotion, Chambers's model and theory ?Reading Circle? and his theories about conditions that promote a ?good reading environment?. We have also used Smidt's theories about the librarian's different roles in the work of supplying literature.The method we have used is qualitative and based on literature and interviews with 7 children- and school librarians that all of whom work or have worked with reading promotion for children and adolescents in the ages between 9-15, that are reluctant to read.Our results show that in order to gain understanding about the attitudes towards, and relationship to reading, our targeted group have, the librarian has to be aware of the inner conditions that these children and adolescents have. These inner conditions are going to affect the work and the result of the reading promotion activity.

Bakgrund: Perifer venkateter (PVK) är en allmän och rutinmässig åtgärd inom hälso- och sjukvården för att kunna lindra, bota och behandla genom att tillföra infusioner, läkemedel eller för att hålla en fri venväg. PVK består av ett främmande material som i kontakt med blod kan leda till att komplikationer som tromboflebiter bildas. Vid minsta tecken på rodnad, ömhet, svullnad, tromboflebit eller extravasation ska PVK avlägsnas. Syfte: Studiens syfte var att beskriva de senaste forskningsrönen kring sjuksköterskans omvårdnadsåtgärder för att undvika PVK-relaterade komplikationer. Metod: Studien är en litteraturstudie där resultatet baserats på kvantitativa och kvalitativa artiklar.

Bakgrund: Ledarskapet för omvårdnaden är ett av sjuksköterskans kompetensområden och därmed en del av det dagliga arbetet. Därför är ledarskapet en viktig del av den nyutexaminerade sjuksköterskans kompetens för att säkerställa bästa möjliga omvårdnad för patienten. Detta kan upplevas som kravfyllt men också spännande.Syfte: Syftet med följande studie är att beskriva hur nyutexaminerade sjuksköterskor ser på sin arbetsledarroll inom den psykiatriska omvårdnaden.Metod: Kvalitativ ansats. Fem stycken intervjuer genomfördes med sjuksköterskor från tre olika avdelningar inom en psykiatrisk klinik. Intervjuerna gjordes med stöd av en intervjuguide med öppna frågor.Resultat: I materialet framkom fyra teman.

Adjustment to acquired hearing loss can be understood as a process of learning and change where the point of departure is the subjective apppraisal of a person?s hearing loss in a social and cultural context. The aim of the study was to describe women?s thoughts, emotions and actions prior to audiological rehabilitation, since these are considered important for the ongoing process of adjustment and for the planning of rehabilitation. A phenomenographical approach was used in order to describe the variation in the women?s attitudes before attending rehabilitation.

January the 1:st 2010 Veterinary Nursing became a registred vocation in Sweden, this paper attempts to give some back-ground to this decision and tries to gauge the opinions of companies and organisations representing workers and employers in the animal health-care field on the possible effects of registration. Working Veterinary Nurses and Veterinarians have been surveyed to find out what they think the responsibilities and education of the Registred Veterinary Nurse should be..

SAMMANFATTNINGBakgrund:Närstående till patienter på intensivvårds avdelningar är ofta drabbade av kris och sorg. Patienten befinner sig i ett livshotande tillstånd och miljön är mycket främmande för de närstående. En väl fungerande kommunikation sjuksköterska och närstående emellan är viktig för att hjälpa de närstående bemästra den svåra situation de befinner sig i. Omvårdnadsforskning visar vikten av att de närstående finns nära patienten, men i en livshotande situation kan de närstående bli anmodade att lämna rummet.Metod:För att belysa närståendes och sjuksköterskors uppfattningar och erfarenheter gällande närståendes närvaro vid HLR på en intensivvårdsavdelning utfördes en forskningsöversikt. Sökning gjordes i databaserna Cinahl och Pubmed, med hjälp av sökorden cardiopulmonary resuscitation, resuscitation, witnessed resuscitation, nurse, nurse perspective, experience, attitude, perception, family, family presence, relative perception, och intensive care.

The perioperative nurse's primary responsibility is to care for the patient during the operation?s three phases; before, during and after. The communication between colleagues in the surgical department is increasing opportunities for safe care for the patient and a good dialogue with the patient can alleviate the concerns facing the unknown environment such as an operating theater. The pilot study was to investigate the surgical nurses' perceptions of conversations with the patient one year after graduation. To answer the pilot study's aim a qualitative interview study was chosen with a phenomenographic approach.

Previous research shows that small workplaces more often discriminate immigrants during the process of hiring new employees than larger workplaces, and usually explains this result by referring to structural factors. At the same time, previous research also shows that self-employees tend to have different personality traits than other people. Could it be the case that the higher discrimination among small workplaces can be explained at an individual level? I examined the hypothesis through OLS-regressions using a survey called Employment, Material Resources, and Political Preferences. The results showed that people working at small workplaces tend to have more negative attitudes towards immigrants than people working at larger workplaces.

ABSTRACTTitel: ?Some kids really love those commercials? -A study of how children experience and construe commercials. (Vissa barn älskar faktiskt sånna dära TV-reklamer? ? En övergripande studie om hur barn upplever och tolkar tv-reklam.)Number of pages: 40Author: Lotta NorbergTutor: Amelie HössjerCourse: Media and Communication Studies CPeriod: Autumn term 2007University: Division of Media and Communication, Department of Information Science, Uppsala UniversityPurpose/Aim: The aim of this essay is to make a study of how children experience and construe commercials. Key questions to be answered are; can children distinguish commercials from TV programmes? What do the children think of commercials? How do they watch commercials? What do they think about a ban against commercials directed to children? Do they understand the purpose of commercials? Do their buying habits change?Material/Method: A qualitative method with 18 interviews and 3 observations with 7, 9 and 11 year old children.Main results: The children in my study can distinguish commercials from TV programs.

AbstractAttitudes towards the reference situation and the meetings between library users and librarians have become the subject of much debate in the library setting today. The aim of this two years master´s thesis has been to examine six librarian?s attitudes and apprehensions concerning the interactions between the librarian and the users in the library setting. We were also interested in knowing how a library can work to become more service oriented and customer centred. We conducted six interviews with librarians located at three different libraries in Sweden.