This study views literary authors as brands and their books as products. The essay examines if different marketing activities will influence attitudes and intentions towards these brands, depending on how famous the author is and how much knowledge the consumer possess about the product category. The theory, which the hypotheses are based upon, mainly consists of research about culture, brands, attitudes and intentions. The study is quantitative and has an experimental design consisting of different written scenarios. These scenarios are based on background information about a fictive fiction author and type of marketing campaign.

The aim of this study was to examine the discourse of asylum seekers in Sweden from January 2009 to December 2013 in the newspapers Helsingborgs Dagblad and Dagens Nyheter. By using discourse analysis as a theory and method, combined with the theory of orientalism, I have analysed and compared news articles from these two newspapers. The findings of the study shows that asylum seekers are often portrayed as a group rather than individuals. Included in the group identity are several subgroups, for example asylum seekers are portrayed as victims, as a cost to society and as a highly suspect group that cannot be controlled. Furthermore, asylum seekers are depicted as ?the other? in contrast to the Swedish ?we?, where differences in culture and tradition are frequently mentioned.

The purpose of this study has been to find out how service companies work to increase the value of their trademark. A case study with personal interviews was chosen as data collection method and as case study object a service company was chosen. The result of the study shows that service companies strategically work with increasing the value of their trademark. To achieve this, agreement between the company product and the image of the trademark is required..

The aim of this master thesis is to investigate the design of the reference service and its development that Internet has caused in college/university libraries when it comes to the service provided to the user. I want to examine the quality of this development from the view of the librarians, and also investigate their attitude and how they deal with this development.The following questions were asked:? How has Internet changed the reference service at college/university libraries?? How do the librarians look upon the possible change of quality in the reference service when the Internet is involved?? What attitude do the librarians hold toward this development where Internet is used in the reference service and how do they deal with it?The method used was qualitative interviews. A total of six librarians from Blekinge tekniska högskola, Halmstad högskola, Lunds universitet and Växjö universitet have been interviewed.The theories and models used were ?media richness?, a quality framework including ?quality aspects of a service?, and social psychology and its ?reasons for a positive/negative attitude on an organisations change?.The result shows that Internet has brought more sources of information and additional ways to contact the library.

The purpose of this thesis is to illustrate how non-profit organizations map the market of potential donors and how they apply their knowledge about the motives of the potential donors. The case-study of Church of Sweden Aid shows how a Swedish non-profit organization applies this in the daily work. In its strategic marketing the organization actively use marketing surveys in different forms. By employing an analyst Church of Sweden Aid has a possibility to make another step forward in order to understand its donor market and to adjust its strategic marketing plan to it. Church of Sweden Aid says that they don?t work with the donor?s motives.

Den rådande trenden är att vi blir alltmer uppkopplade mot Internet och sociala medier. Vi kommunicerar med varandra snabbare och flitigare. Via sociala medier kan företag nå en allt större publik. Främjar sociala medier relationen mellan företag och kund eller gör de mer skada än nytta?.

During the last two decades, the elementary, - secondary-, and upper secondary schools of especially Europe and USA have gone through a change. From being formed in the post war time and, in Europe, very influenced by the ideas of social democracy, the school today has more and more come under the influences of neo liberalism, entrepreneurship and the political and economical situations during the late 1980´s.This undergraduate work brings up the changed discourses of education and knowledge in relation to the traditional free school system for adults in Sweden, the popular education, and especially in relation to folk high schools (folkhögskolor). By using, first and foremost, the idea of Norman Faircloughs critical discourse analysis (CDA) the rules and documents concerning the folk high schools are analyzed. The purpose of the paper is to identify and recognize the movement in the discourse to reach an understanding about the political situation for folk high schools in Sweden. In the end you can see that it is possible to define a similar development in discourse surrounding the popular education, as has been in the case with the elementary, - secondary-, and upper secondary schools..

Denna studie har undersökt den praktiska användbarheten av befintliga teoretiska ramverk inom service recovery-området som utgångspunkt för att utvärdera och utveckla recovery-arbetet i tjänsteföretag. En datainsamling på ett större svenskt tjänsteföretag har genomförts med ett fokus baserat på befintliga teorier om service recovery. Det insamlade materialet har sedan bearbetats av nyckelpersoner på företaget och funnits leda till en inte oansenlig mängd insikter och åtgärdsförslag relaterat till organisationens recovery-verksamhet. Detta leder till slutsatsen att de teoretiska ramverk som beskriver service recovery-processen framgångsrikt kan användas för att styra utvärdering och utveckling av en organisations recovery-verksamhet. Information som insamlats med befintliga teorier som lins har visats vara relevant för en organisations insikter om det egna recovery-arbetet samt bidragit till utveckling av recovery-verksamheten..

The purpose of this essay was to explore how the concept of gender identity is constructed, by doing a discourse analysis of texts from two different perspective discussing intersexuals, and to define the areas where the discourses doesn't agree. The two perspectives were; feminist- and medical perspective.How are sex/gender identity constructed in the chosen articles?What themes can be seen in the discourses?My method was discourse analysis. A discourse can be described as a way of talking about and understanding a part of the world. The analytics task is to define the discourses, which the world is constructed by.The areas of conflicts have been found.

The purpose of this Master Thesis is to investigate the quality of the library service at the City Library of Uddevalla. In particular this thesis will examine the quality of the library service to people who are disabled. This applies particularly to the service to people with reduced ability to move or to see, which also includes people with infirmities due to old age. We also have investigated how well the library itself is adapted to the disabled. In order to get more information about the library service to people who are disabled, we have studied literature on this subject and the Master Thesis contains a summary of those documents.

The object of this essay was to illustrate and analyse what determines that a contract treatment investigation for a drug addict is initiated and what factors influence the investigation itself, from the probation service officer's perspective.We selected the following two questions:- What does the probation service officer see as being the deciding factor for a contract treatment investigation to be initiated?- What questions appear in a contract treatment investigation and how do they influence the investigation, according to the probation service officer?To find answers to these questions we conducted interviews with 11 probation service officers, during November and December 2005, at three different locations across Skåne. We decided to use the qualitative method for collecting the data we needed.In our essay we came to the conclusion that the will and motivation of the client is a deciding factor whether or not a contract treatment investigation is to be initiated. An important collaborator in this process is the social services. According to the probation service officers, many of the problems that may appear in the co-operation are due to the tough economic constraints experienced by the social services.

Given the possibility that the world, as we know it, is a consequence of human interaction and verbal communication our understanding of the world can be seen as contingent rather than essentially given. Conceptions such as "entrepreneur", "woman" and "man" can then be understood as socially constructed subjects. Departing from poststructural and social constructionist perspectives I will examine medial representation of women and men as entrepreneurs. My main purpose is to examine how the entrepreneur is constructed as a discursive subject in the journal Eget Företag. Drawing upon Ernesto Laclau´s and Chantal Mouffe´s Discourse Theory and the poststructuralist feminist theoretical perspective of Judith Butler I will discuss both the construction of the entrepreneur as well as the more explicit question; is gender significant for the construction of the entrepreneur and entrepreneurship in Eget Företag? In this study I come to the conclusion that the discourse of entrepreneurship, as well as the journalistic discourse, draws upon discourses of femininity and masculinity but also upon discourses of ethnicity.

In this thesis, rare book collections in university libraries are studied. University libraries function primarily as service institutions for students and researchers. Rare book collections may to some extent be seen as a part of this service. Stockholm and Uppsala University Libraries are the focus in this thesis. They participate because of their difference regarding their rare book collections.

This thesis analyzes the media debates generated by the election of Omar Mustafa to the board of the social democratic party, and the appointment of the conservative Minister of Labour, Elisabeth Svantesson. More specifically, the aim is to analyze newspaper material through a discourse analyze, to see if and how religious affiliation effects the possibilities to act as a political representative. Theories of othering and intersectionality serve as theoretical points of departure. Further, chains of equivalence from Laclau and Mouffe?s discourse theory are used to study how categories as ?us? and ?the other? are constructed in the material, and how these processes of categorization relate to the intersection of religion, gender and ethnicity.

The subject of this bachelor thesis is the debate regarding privatization of public libraries. The purpose is to investigate howprivatization is portrayed in different articles and by different participants. The articles used are from two of Sweden?s largest national daily papers: Dagens Nyheter and Svenska Dagbladet and two of Sweden?s largest library magazines: Biblioteksbladet and Tidskriften BiS: Bibliotek i Samhälle. The questions asked are: how is privatization portrayed? Whatdiscourses can be traced in the texts? And: can one foresee a future aiming towards privatization? In order to answer these questions Norman Fairclough?s critical discourse analysis was used as atheoretical and methodological viewpoint.The discourses found were named: The value ground discourse, the market liberal discourse and the pragmatic discourse.