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.

Recent years have seen a dramatic increase in podcast listening in Sweden. As a result, podcasts has become attractive in marketing purposes among enterprises and organizations. It has also been revealed that the messages about products advertised in podcasts not only spread among the listeners, but also among their friends when publishing on social media. Research in this area has shown that messages spread on social media is a process which not only involve the transmitter and the receiver but also a third party, that is other individuals in the receivers network. This study reveals possible reasons to how and why listeners of the podcast spread commercial messages on social media.In order to identify general trends and to acquire an understanding of the phenomenon about podcasts a case study on Fredagspodden, produced by Hannah Widell and Amanda Schulman, was done.

This thesis is a case-study of an ongoing court case between the Swedish Competition Agency and Växjö Municipality about a set-up requirement to the long-distance heating system for newly built private houses on municipality owned land. This requirement was set up as part of the municipality?s long-term environmental goals; however the Competition Agency claims that the demand is damaging the free market in the municipality. The purpose of this thesis is to determine which normative assumptions the decision makers have based their actions and re-action on, and whether or not these assumptions are valid, thru theoretical ideal types. This is determined via method of textual analysis.

The wide spread of the Internet and new information technologies in recent years has come to effect how libraries manage and disseminate information. Search engines like Google are widely used by people who often find the information retrieval systems of libraries to be too complicated. In 2004 Google announced plans to digitise five major library collections. Organisations representing the publishing industry and authors have since then filed lawsuits against Google claiming that Googles scanning of library books infringe the rights holders copyright. Due to Googles potential impact on libraries this thesis aims to examine how Googles digitisation project, Google Book Search, has been received in the library community.

The purpose of this master?s thesis is to investigate how librarians approach to the multicultural collection development and which methods they use in providing library materials in minority languages. The questions to be answered are: which methods the libraries use when purchasing library materials in minority languages, how the respondents experience that the minority user groups needs are met in the library and how the multicultural competence of the staff is used in the libraries. For this purpose the qualitative interviews with 6 librarians in Gothenburg are conducted, mainly from the libraries in the immigrant-dense parts of the city, while the study being concentrated on 6 language groups of library users. The study?s theoretical framework is based on theories of multiculturalism, culture, identity and bilingualism.

Erosion in coastal areas is a common problem all around the world. The range of the problem depends on several factors, i.e. type of bed-rock and soil, wind and wave climate. Another factor is whether the area is of high interest, i.e. if the area is important for tourism and recreation, if there are houses and other buildings close to the shoreline or if it is a site of special scientific interest.

The aim of the report is to develop a new design proposal for an existingsenior high school building in Skärholmens Center, Stockholm. Theschoolhouse is a result of the extensive residential project during theperiod between the years 1965-75 in our large cities peripheral and holdsanonymousand "gray face" that has characterized many houses from thesame era. Over the years, the number of students steadily declined andthe reason lies partly in the school's physical environment which cancertainly be regarded as substandard. This despite the fact that it islocated right next to Sweden´s largest trading block. A thorough analysisof the school building and the ambient area has been made incombination with a continuous dialogue with students and staff at theschool.

This paper aims to describe and elaborate on a recent discursive change within the new-age movement. Since the seventies and the publishing of speculative popular science books like The Tao of Physics by Fritjof Capra and The self-aware Universe by Amit Goswami, the idea that quantum physics resonates with spirituality has become the topic of hundreds of books and movies.The quantum-spiritual discourse has three distinct ways to approach quantum physics in its discussion on spirituality: The parallelistic approach which emphasizes the similarities between eastern philosophies and modern physics, the monistic-idealistic approach which tells us that mind is the foundation of matter and the scientific spiritual approach which tries to explain spiritual claims scientifically. In the quantum-spiritual discourse, quantum physical phenomena (e.g. non-locality and entanglement) are being called upon to validate metaphysical statements. The primary assumption of the discourse is that the shift of paradigm due to the establishment of modern physics also is a shift of paradigm of spirituality.With the object to examine the common claims made in the discourse, cross-references between spiritual arguments and facts of quantum physics are being made.

When building a house or similar the stress on the ground increases and deformations can arise. The deformations create a foundation that the building is not constructed for and damages on the building arise. The increased stress on the ground can be derived back to the building, but it is possible that the increased stress may well derive from different sources such as other buildings or trees.       The building is an older property, built in the late 19th century alternatively early 20th century, and is today used for rental housing and has suffered severe damages due to subsidence. The goal of the thesis is to find possible causes for these subsidences. The thesis was executed as a combination between literature- and casestudie. After careful studies it has been found that a probable cause for these subsidences is trees. Through field- and lab studies it has been found that the trees has effected the ground through there accumulation of water.

In a web environment the library and the librarian continue to function in their role as information provider even when the physical library is closed. Research question is to describe how and in what extent the public libraries websites are integrated in their daily activity and what the causes are for that. The empirical material consists of a survey of number of public libraries websites and qualitative interviews with responsible librarians. I have delimited the study by only investigating the websites of Gothenburg public libraries. In my survey of the websites I have studied four spheres; Services, Contact, Structure and General viewpoints.

The aim of this thesis is to examine Sven Almqvist?s research on the 17th century book printer Johann Kankel who was employed by count Per Brahe the younger on the island of Visingsö. A model to describe the communications circuit, constructed by book historians Thomas R. Adams and Nicolas Barker are used as well as the historical source criticism method. This model consists of the five phases: publication, manufacture, distribution, reception and survival.

The purpose of this study is to examine the retrieval performance of three search engines, specialized in retrieving news articles: News Index, Excite News Search and Ananova. Thirty questions, grouped into three categories – politics, economy and sports, were used and the first twenty documents for each question were examined. The questions used were designed to be as current as possible and efforts were made to perform the searches with as little time span as possible between each search engine. The precision of the search engines was determined for each of the questions as well as for each category and for the combined categories. In measuring precision an average was calculated, intended to favour search engines that place its relevant documents early in the ranked list.

The aim of this thesis is to study the market for fantastic fiction in Sweden, focusing on the minor publishers and their relationship with the three major publishing groups. The fantastic fiction in Swedish today are generally dominated by bestselling anglo-american authors, especially at the major publishers. The selection of fantastic fiction that is not originally in English and that diverges from the classic, epic high fantasy is often provided by minor publishers. By researching the range of fantastic fiction in Sweden today, and combining that research with qualitative interviews with informants from five minor publishers and Sweden's largest book shop for fantastic fiction, I wish to examine if the minor publishers provide an important alternative for Swedish readers of fantastic fiction. I also intend to investigate whether those publishers actively try to broaden the Swedish market and if they see themselves as a complement and an alternative rather than competing with the major publishers.This is a study in sociology of literature, focusing on a literary genre that is generally regarded as popular or trivial literature.

Today the talk about global warming and climate change are on top of the public agenda. There for schools and schoolbooks also debate the issue of global warming. A newcomer on the school stage is the sponsored school materials that studies show to be a growing phenomenon. In a debate like that of global warming which is filled with uncertainties and so much political and economic interest, I find it interesting to study how these schoolbooks talk about the issue.In my study I have tried to analyze and compare how school materials for primary school discuss the phenomenon of global warming. I have compared two different types of schoolbooks.

In this thesis I examine the events that followed the death of August Strindberg and resulted in his private belongings becoming an important part of Swedens cultural heritage. My purpose has been twofold: firstly, to identify which aims were sought to be achieved when dealing with Strindberg's archives and his home and to relate these to a nationalistic interpretation of history, secondly, to relate this work to the then newly introduced archival principle, the Principle of provenance. I identified three different aims: firstly the economic aim must be seen in the light of an increasingly expanding publishing market. I argue that the author gained a new and important role in the general social debate a nationalistic one, an important point with regard to my following conclusions. Secondly, the aim to store and display the material in a museum is discussed in relation to different views of cultural history and the interpretation of history.