Thesis purpose: The purpose of this thesis is to make a contribution, by connecting the transfer of meaning within the context of TV series. The meaning is transferred from the brand to the character in a TV series and then further to the viewer. To look at different role functions that are used in dramaturgy and narrative techniques, we will be able to see how the brand will have a specific role and thereby make the transfer of meaning more successful and effective. This role will have an important impact on product placement according to the meaning that will be transferred from the brand to the viewer, through the character. Methodology: By looking at the transfer of meaning process that is created from the brand, an unstructured observation is applied where we observed the placement and usage of different within a specific TV series.

Although school librarians have an important role to play in high schools helping teachers and students during their education, Swedish school librarians are often considered to end up left out by teachers and head principals due to school librarians vague and unclear professional role in the school. The aim of this thesis is to attempt to study school librarians own apprehensions of their particular professional role in a high school context, and how their professional role is believed to be apprehended by teachers and head principals. The results are based on interviews made with eight school librarians working in different high school libraries in Gothenburg during April 2002. By using phenomenographic method various existing apprehensions of the specific phenomena that the professional role of the school librarian constitutes of are made clear. The aim of the method is not to study what the profession constitutes of, but rather how it is apprehended by the school librarians themselves.

This study used a qualitative interview design to explore the experiences of seven Swedish female elite athletes and their career retirement. The athletes were engaged in three different sports; track and field (athletics), handball and golf and five of them are former professional or semi-professional athletes. The process of their athletic role exit was based on the theoretical findings of Ebaugh (1988) and her four phases: First Doubts, Seeking Alternatives, The Turning Point and Creating the Ex-Role. The findings reveal that for these female former elite athletes Seeking Alternatives already starts before the First Doubts and that possibly the athletes at an early stage have insights of the discontinuity of their athletic career. The importance of transferring their role residual to future paths in life was stressed among the female athletes in order to be able to have a smooth transition process.

This paper examines the function of narrative discourse in television talk shows. Basing our analysis on five episodes of the Swedish talk show Skavlan, we illustrate how narratives are initiated and elaborated by the participants of the show. The analysis shows that the institutional roles are challanged and that the roles vary between the host ant the guests. The analysis also shows that when guests introduce and elaborate stories they use the same discursive actions and resources as the host. When participants enter an actvie role in their storytelling the hos takes a more restrained role in which he lets the the conversation evolve spontaneously.

The purpose of this essay is to describe how probation service officers regard their professional role and their liberty of action within the motivational treatment program, MIK, and the probation organization. To answer the purpose three questions were formulated: 1) Does the probation service organization affect the individual discretion for the probation service officers, and in that case how? 2) Does the motivational treatment program, MIK, influence the probation officers? professionalism and their professional role? 3) What advantages and disadvantages do the probation service officers consider MIK being related to? The method conducted in the study was interviews with five probation service officers in Stockholm. The interviews were combined with a theoretical framework based on themes as organization, professional role, professionalism and motivation. The result showed that probation officers consider themselves to have a relatively high discretion within their work.

The aim of this thesis is to analyse and problematize the concept of culture and its changes during the 1960s. By examining articles out of the periodical Ord&Bild 1962-1972, I show how an aesthetically marked concept, closely related to the concept of art, changes into an anthropological perspective where attention is drawn to the social, economical, political and ideological aspects. This change is viewed in relation to the works of three prominent cultural theorists from the 1960s: Raymond Williams, Marshall McLuhan and Herbert Marcuse.The change that the concept of culture undergoes can be illuminated in several ways. Epistemologically questions of art, its objectivity and relation to reality, are replaced by questions of the function of art and of its role as reproducing ideas and norms of a bourgeois society. Economical and social aspects are used as critical factors in discussing the role and conception of culture, a perspective that gives the discussion a political and ideological edge.

This study has the purpose of looking at the current and future position of recordlabels from a context involving the technological developments, while theopportunities for the artists are changing. As the actors inside them music industryfind themselves in an ever changing climate where traditional supply chains arethreatened by new technology, the record labels need to change the way they workin order to maintain their existence in the music industry. The study has beenconducted by interviewing a number of people involved in the music industry, byusing a qualitative method approach. The conclusion of the study shows that thetraditional way of doing business by treating music as a product that makes revenueis gone. Instead the labels have to take on new roles formerly run by third parties inorder to survive and be profitable, especially since artists can now in control ofactivities that used to be controlled by the record label..

The purpose of this study is to determine which approach preschool teachers from a Reggio Emilia inspired preschool and a traditional preschool have on children, knowledge, learning and their own role in children?s learning. The two pedagogical approaches have different basic visions; Reggio Emilia follows the thoughts of Lori Malaguzzi and the traditional preschool follows the Swedish curriculum Lpfö 98. The main research questions asked were:What view on children, learning and knowledge does the preschool teacher from a Reggio Emilia inspired preschool have in comparison with a traditional preschool?Which role does the teacher believe that they should take regarding children?s learning?What differences and similarities can be identified in the teachers' perceptions?To carry out this study, I used a qualitative research method.

The aim of this two years master's thesis is to examine public librarians? views of their pedagogical role towards school children, and to illustrate the relationship between public libraries and schools as a background for the role of the public librarians. The theoretical framework is Carol Cullier Kuhlthau?s theory of the roles of librarians as mediators in reference work (Levels of Mediation) and in education (Levels of Education). The main question of the study is: How do public librarians view their pedagogical role towards elementary school pupils and high school students? Related questions regarding the use of the public library for school purposes, the communication and cooperation between the public library and the schools, the difference between public libraries and school libraries and the librarians? view of pedagogical work are also made.The method used is qualitative interviews.

This master thesis deals with the problem of integrated libraries. The number of integrated public and school libraries has significantly increased over time. These libraries are integrated for different reasons, most often because of economic considerations. The goal of the thesis is to investigate librarians´ understanding and perceptions of the professional role in this type of integrated libraries. I have investigated how librarians see and interpret their own professional role, and what factors influence their perceptions in an integrated library.The three main questions are: How do the librarians explain their professional role in an integrated library? How does their professional role change because of the fact that they work in an integrated environment? What factors, according to the librarians, influence and/or change the professional role mostly? The data has been collected through interviews with eight librarians at integrated libraries.

Authors: Phia Bergdahl & Karin TydénTitle: This is the era of the personal brand ? a study about the role of a personal brand in a professional context in modern societyLevel: BA Thesis in Media and Communication StudiesLocation: Linnaeus UniversityLanguage: SwedishNumber of pages: 54Background In pursuit of being unique and stand out, it has become fashionable to market yourself as a personal brand. According to some experts on the subject, this has become a necessity for survival in the tough competition about the jobs and the customers. With Internet and social media as a natural element in our society, we also have to relate to these channels when it comes to communicating ourselves.Purpose The purpose of this study is to examine the role of the personal brand in a professional context in modern society and to explore Internet involvement in communicating the brand.TheoriesWe have used Bauman?s theory of ?consumer society?, how we live in a society where we are both the consumers and the goods consumed. We have also used Castells?s theory of "network society" and how its growth is changing our culture.

Structural changes on the grocery market usually take place when the consumer is persuaded to take on the more labourintense parts of the distributionprocess. Internettrade changes this by causing competition between the unpaid work done by consumers and the labor performed by employees. In this master thesis grocery shopping on the internet is analyzed in a economic perspective with focus on distribution, changing marketstructures, driving forces and the future potential of internet as a saleschannel. The main conclusions are that consumerdemand and the belief in electronic commerceas a costreducing mechanism as well as a powerful new marketing tool were the driving forces behind the fast growth of grocery shopping on the internet. Electronic commerce introduces a new model of distribution with changing roles for consumers and grocerychains.

There are reasons to believe that recent changes in the Swedish academic library environment create new images of identity. New information technology, changed educational methods and increasing numbers of students in higher education heavily influence the professional basis for librarians. The purpose of this essay is to examine and describe how the images of identity are conceived and expressed by staff in two university colleges in Sweden, Malmö University and Södertörn University. We define identity as the images of what the library is, what it is aiming to be in the future, what it should do and how. In a qualitative study attitudes towards and opinions of the role of the library in the university environment are investigated.

Purpose: The primary aim of the study was to analyse and discuss how employees with a secondary nursing education describe their occupational character whilst working as well as the conditions for caring acts in a changing progress towards professionalism.Questions: What are the conditions to provide a high standard of care in this changing progress? What influence does it have on the occupational character ?Method: Critical case study and focus groupsConclusion: One of the central findings of the field study was the identification of two occupational identities; traditional and pedagogical orientated. These two occupational character traits are connected with different types of occupational competence and demands different theoretical knowledge. They also have different regards concerning the new title; social omsorgsassistent. A conclusion of the study is that a professional project of a non-specific nature is unable to stress the different levels of knowledge and competence that occupational identities have when one seeking professionalism..

The aim of this thesis was to examine how role players experiences libraries and if the libraries are or can be an arena for activities that involves role play. A public library exists for everyone, but could nevertheless be viewed as a female sphere where women both borrow more books and visit the libraries program activities to a larger extent, compared to men. I asked the question whether men?s reason for choosing a different venue for information and culture was related to the libraries not being able to satisfy their needs. The theory of the thesis was Dorte Skot-Hansen, Casper Rasmussen Hvenegaard and Henrik Jochumsens model that states that the libraries can have four different functions and act as a venue for meetings, knowledge, inspiration and experiences.