Each time you pass a stand full of magazines it?s hard not to absorb the many exhortations that are being thrown at you. The range of different lifestyle magazines have more or less exploded during the last years. All magazines, each one trying to outmatch the other, want to help you improve to be the best you can.People get affected by their surroundings including what they see and what they read. Therefore we chose to do this study, as an opportunity to get a closer look on what the Swedish lifestyle magazines Cosmopolitan and Café tell us about women and men.

Title: A new battle, the same bottle: A case study of the visual communication of Absolut Vodka and how it?s positioned towards different market segments.Author: Anna von Friedrichs Grängsjö & Niklas SvanlindhTutor: Jessica GustafssonPurpose: To overview the visual communication of Absolut Vodka and how it?s positioned towards different market segments. Absolut Vodka is a brand that reaches a vast range of consumers through a single consistent marketing strategy. The hypothesis was that one can reach many different market segments with the marketing of a product by constantly keeping some components of the communication the same while constantly changing others. Key questions to be answered are: How do Absolut Vodka address their target audiences in their visual communication? Which market segments does the visual communication of Absolut Vodka seem to address?Method/Material: The research was conducted through a qualitative research study in which four Youtube videos by Absolut Vodka were analyzed.

English title: "Motivated system technician wanted" A study of the relationship between two parts in job advertisements". The purpose of this study is to describe the linguistics of job advertisements. The focus is on discursive practice and how the relation between employer and the proposed employee is created through the process of communication in job advertisements. The method concists of two parts: A critical discourse analysis using the three dimensional model for critical discourse analysis by Fairclough and a text analysis inspired by Hellspong & Ledin. 40 job advertisements were examined and the analysis revealed that the majority belongs to the category traditional job advertisement and a minority uses more than one discourse.

The purpose of our essay is to examine if variation exists in the way that auditors try their independence, this so called analysis-model. We will suggest some factors that influence the way auditors practise the analysis-model. The institutional theory predicts no differencies since the normative pressure could be expected to be severe. But we found that among other things people?s qualifications, personalities and audit firm?s size and age influence the way auditors try their independence.

In this thesis I based on Fowler?s method of syntax analysis construct a flow scheme which I then use to make a syntax analysis of former State Secretary Lars Danielsson?s statements, in his autobiography, regarding his responsibility in the Swedish government?s management of the 2004 Indian Ocean tsunami disaster. The focus of the flow scheme is how grammatical constructions can be used in the interest of rhetoric?s to on the syntax (non-explicit) level of the text indicate and place responsibility with or outside of involved individuals. The main conclusion of the syntax analysis performed is that Danielsson in his autobiography in fact does not use very many of the constructions described in the flow scheme, whereby it can be concluded that the syntax analysis in this case wasn?t so ?revealing?.

This essay contains a comparative analysis of Erik Olin Wrights Marxist class analysis and Michael Hardt and Antonio Negris post-Marxist class analysis as presented in their books ?Empire? and ?Multitude: War and democracy in the age of Empire?. I discuss the shift in analytical focus from state level to global level that Hardt and Negri's analysis represent and the ensuing relevance of this for contemporary class analysis. The essay also address the challenge and implications posed to class analysis by the ever increasing economic globalization, from a material production to an ever growing immaterial service economy and the decrease in state power in controlling capital and labor movement. I propose that analytical understanding of class conflict help us to a better understanding of the mechanisms and dynamics that generate social and economical inequalities and that an updated Marxist class analysis still have much to contribute to our understanding to how these issues not only shape our society but also our capacity to counteract them..

The purpose of this study is to investigate and increase the understanding of how the two commercial companies IKEA and SAS and the two aid organizations/nonprofit organizations UNICEF and Save the Children use perceptions of Christmas to produce messages in their Christmas advertising/commercial film. The study also discusses if there may be communicative and pictorial similarities and differences in how these brands constructs messages in commercials, and why it may be that the brands choose to use these messages in commercials based on the recipient possible interpretations. The theories used in this study are promotional culture, framing theory, preferred meaning, semiotics (denotation and connotation), myth and rhetoric (ethos, pathos and logos). The method used to answer the purpose and issues are the qualitative method that uses the theories semiotic and rhetoric to analyze the material. The study's results derived from the qualitative content analyzes of the material (the brands IKEA, SAS, UNICEF and Save the Children Christmas advertising films) show that IKEA message might want to show that they want to help the customer and that they pay attention to the customer needs.

This paper presents a study of educational materials used in Swedish language education. The aim of the study is to understand in which way multimodal resources can be used in texts, to benefit in the process of meaning making among pupils in the nine-year compulsory school. The theoretical framework used as a basis for understanding and analysing these educational materials is the social semiotic multimodal perspective and the design theoretical multimodal perspective. The study is a multimodal text analysis but it also involves analyses of the syllabi connected to the subject of Swedish language education. The extended concept of text was introduced in the year of 2000 in the syllabus and today multimodal texts are supposed to be part of the Swedish language education.

Due to political decisions regarding the Swedish school, public and independent schools booth face the need topromote themselves in the quest for new pupils. This study aims to, from a communications perspective, examine how four selected upper secondary schools address their target audience; the pupils?to?be, on their homepages. Additionally, I intend to investigate whether, and if so, how, said addressing can be connected to the different target groups applying to the schools in question.The questions asked in this study regard the way in which the selected schools describe themselves on their homepage; how do they use the textual and visual content to address their audience, and can there be disagreement between the meaning of the text and that of the image? To answer these questions, I use a theoretical base made out of visual communication and semiotic as well as rhetorical analyses.The methodological procedure is a qualitative approach on the matter, allowing me to understand the ?what? of the content on the homepages, as well as the ?how? it?s being communicated.

The aim of this Master thesis was to examine news journalism covering expressions of mourning related to violent or unexpected deaths. What rituals for mourning are brought out in media and do media present guidance to how mourners should behave? The questions examined were: What characterised news events that leaded to texts on expressions of mourning? How was grief framed? Which narrative patterns were there in the texts? How was the deceased represented? How were the mourners represented? 165 texts, from Swedish daily newspapers, covering 93 different news events were analysed. The methods were mainly discourse analysis with focus on identities and relations, but also Semiotic analysis with focus on staging and symbols and narrative analysis with focus on patterns for storytelling. The result showed that a news story about ordinary people expressing their feelings of grief has elements of melodrama. The news story is based on the myth of the victim, and formed as a typical story where equilibrium is disturbed when the inconceivable happens and the mourners can by their actions restore equilibrium.

This essay discusses the import of cod (Gadus morhua) in Sweden during the Middle Ages through isotope analysis of cod vertebrae. The isotope analysis is used to trace the cods origin to either the Baltic Sea or the Atlantic Ocean. The bones were subjected to d13C, d15N and d34S analysis; 64 of  the analyzed bones met the quality criteria. The isotop data showed that import of Atlantic cod was significant in medeval Sweden. The analysis suggests that there is no specific time or event that the sites start to import cod but this varies from site to site. .

This study is made in order to see how music teachers pedagogic design their teaching from a semiotic design theoretical perspective. A survey was done in a study to see how the music college students experienced their music theory teaching. This was followed by an observation of two different music theory teachers teaching music theory and with subsequent interviews. One teacher taught music theory at a swedish non-compulsory School of Arts, Kulturskola, and the other music teacher taught at an independent adult education college. The study's questionnaire, observation and interview revealed patterns of teaching, probably largely due to the teaching tradition.

Almost every commercial in television nowadays aim to sell a product or service. This researchpresents two big actors in the grocery chain and their respective commercials. The two actors thatare presented in this research are Lidl and Coop. Both Lidl and Coop are among the largest grocerychains in Sweden. By examine two commercials from each company we aim to find how theircommercials are structured.

The purpose of this study is to investigate how homosexuality and homosexual adoptions are manifested in children's comic "Bamse" and study the result in the light of a brief background about the western society and gay history. The study has a historical gender perspective and focus homosexuality primarily in modern times. Drawing on critical theory and Semiotic analysis, the study shows how ideas and ideology surrounding same-sex relations and parenting are negotiated in the ?Bamse? comic. 2010 was the year when the Bamse cartoon took a step into the gender debate and introduced two gay rabbits who adopted an infant.The study shows that despite the obvious intent to anchor homosexuality as normal and integrated in the society there are hidden ideologies that reveals homosexuality as abnormal and excluded.

The aim of this thesis is to examine how personnel working with asylum cases at the Swedish Migration Board handle their role as administrators of asylum. For the study 7 asylum administrators were interviewed and the analysis was made with influence from the method critical discourse analysis. To understand the themes in the analysis I have used Michael Lipskys theory about street-level bureaucrats. Main results from the analysis of the interviews were that the street-level bureaucrats had certain strategies for managing the difficult aspects of the job. The interviews also showed that the participating informants had difficulties with different identity positions..