This Master's thesis aims to investigate the reference interview using the discourse analytical method discourse psychology. The reference interview has been studied thoroughly, and its importance has been proven repeatedly within the field of Library and Information Science (LIS). However, it has never been studied from a discourse analytical point of view before.The material for our study was gathered at Malmö public library, and consists of 10 tape-recorded and then transcribed reference interviews. Our study shows that there are several discourses within the reference situation. The dominating discourse, the reference interview discourse, is found within all the reference interviews.

Purpose/Aim: The purpose of this study was to investigate future marketing channels from the perspective of professional marketers.Material/Method: The study is based upon interviews with six professional marketers.Main results: Traditional marketing is not being put aside but needs to be combined with new methods. There are several new and exciting ways to gain attention from the audience, all depending on the purpose of the campaign. Mobile technology is considered upcoming and target group defining is a key issue..

This thesis aims at exploring a national collaborative gateway-service, PictureAustralia, hosted at the National Library of Australia. This will be done by means of investigating some underlying principles for descriptive standards and conventions as of the library discourse which is the objective of bibliographic control and access. The reason to do this is to bring some main features of these principles into the context of a cross-institutional cooperation between libraries, galleries/museums and archives in a picture database service. The attention will lay on the objectives of what functions the system is designed to perform to give access, as defined by Elaine Svenonius in the Intellectual Foundations of Information Organization 2000, and how these objectives will affect this particular database-service collocating performance, which is a system- and logical approach. Though, this study will be done in an explorative and qualitative way, by a case-study, which is to examine some sample metadata records emanated from different institutions in this project.

This thesis examines the extent to which segmentation and categorization in the context of direct marketing is an efficient way for a company to enhance its marketing effectiveness. The thesis is built on social identity and categorization theory, and tested by using statistical analysis. The conclusion is that segmentation and categorization is indeed an effective way of conducting marketing campaigns..

The purpose of this study was to analyze two local tourism related organizations in Umeå and how they used the marketing method Storytelling. The aim of this study was to examine what kind of stories the tourism related organizations were using, what these stories said in a direct, or in-direct way and how the reception was of the stories and the destinations. A qualitative study in the form of a discourse analysis based on Laclau and Mouffe's view on discourse analysis was conducted. The results of this study shows that storytelling is more effective when it is incorporated in the whole destination/organization when it comes to tourism related organizations and destinations. It also shows that storytelling in itself isn't only an innocent and positive tool and can cause negative feelings if used wrongly for an organization/destination.

This is a discourse analysis concerning the visions for Malmö's future. Three concepts are studied to see which meaning these are given in the Malmö context. The studied concepts are ? development (utveckling), industry (näringsliv) and citizen (befolkning).The meanings of these concepts are studied against a backdrop of theories of inclusion/exclusion in general and inclusion/exclusion in the city more specific. Michael Foucault´s notion of a discourse which stigmatizes those not following a behaviour which is defined as being right and normal is central to this.

The aim of this Masters thesis is to examine the view of funding and sponsorship of culture within Swedish governmental cultural policy. The main issue is to discover changes in attitude towards funding and sponsorship of culture by comparing the discourse of cultural policy in the 1970s with the discourse of cultural policy in the 1990s. The theoretical and methological starting point is Ernesto Laclaus and Chantal Mouffes discourse theory. Another theoretical starting point is Danish cultural policy reasearcher Dorte Skot-Hansens theories of the development of cultural policy in the Nordic countries, and Norman Faircloughs, of critical discourse analysis, theory of the marketization of discourse. Four governmental cultural policy documents, two from the 1970s and two from the 1990s, are analysed through a model loosely based on Laclaus and Mouffes idea of nodalpoints and elements constituting a discourse.

The purpose of this bachelor thesis is to examine the methods public libraries can use in order to market youth services. It is also a chance to evaluate an untested marketing model adapted to public libraries. Young people are one of the most difficult groups to attract to the library and thus librarians need adequate methods to deal with this problem. We have interviewed librarians, carried out observations and examined documents in accordance to the triangulation method. Before one can begin marketing the libraries one ought to know of how marketing is done and the principles behind it, therefore we have given a simple explanation of marketing and marketing theory.

The aim of this Masters thesis is to examine how disabled people who receive the shut-in-service in one community define service quality. The purpose is also to examine the shut-in-service and to look at the users' context. Answers are sought to the following questions: - How do users experience the service quality of the shut-in-service? - What kind of service does the shut-in-service offer to the user? - How can the user be described and which are his/her requests? The analysis is based on theory about service quality by Christian Grönroos. The theory makes a distinction between two kinds of service quality, technical vs functional quality, as experienced by the user through the profile of the organization.

I dagens samhälle syns reklambudskap överallt men allt färre tar emot dessa budskap. För att försöka komma under den så kallade reklamgarden har fokus inom marknadsföring på senare tid skiftats mot innehållet i budskapen. Denna typ av marknadsföring kallas content marketing och det finns idag begränsad forskning inom området. Syftet med studien är att undersöka hur och varför reklambranschen påverkas och eventuellt förändras i och med content marketing som marknadsföringsmetod. Detta undersöks genom intervjuer med fyra personer som jobbar på contentbyråer.

This bachelor thesis is a study and an evaluation of the planning and implementation of the targeted marketing campaign "Småbarnsföräldern" at a public library. The analysis is based on the following questions:? What goals does the library have with the marketing campaign "Småbarnsföräldern"?? How has the library chosen to plan and implement the marketing campaign "Småbarnsföräldern" and what role have the users had in this process?? What is the internal result of the library?s marketing campaign ? how did the staff experience the marketing campaign "Småbarnsföräldern"?? What is the external result ? how did the target group, the parents of young children, experience the marketing campaign "Småbarnsföräldern"?The method is based on a case study of a single library with a series of interviews and document analysis. The study reveals that it´s difficult to plan a marketing campaign against a target group. The target group, the parents of young children, didn?t observe the marketing campaign, two informants had noticed the poster but didn?t pay much attention to it.

This essay is a case study carried out at Flow Systems Ltd that foremost aims to treat the internal marketing at the company. The aim with the essay is to analyze and evaluate Flows internal marketing in connection with a process of change and how this reflects the external marketing in relation to customers.The method that has been used is qualitative in the form of depth interviews carried out with management, employees and customers. This type of data was chosen since it is a good way of gathering more specific information regarding the informants preferences about the company. Among other things the results of the interviews showed internal marketing deficiencies, but that has not influenced the customers in a negative way. The conclusion was that the inferior internal marketing does not affect the cooperation and the communication between the company and its customers, however it has a big effect on the employees..

The aim of this paper is to make an investigation of how authoritative conceptual framework about immigrants as a group is being constituted in the discourse regarding Swedish language for immigrants. I will also examine what connections there are to the overarching integration discourse. While doing this I try to establish the contrasting relationship between the ?Swedishness? and ?the Other?. My theoretical framework consists of discussions regarding groups and the relation to homogeneity or heterogeneity in various ways and how We tend to construct the discourse in relation to the Other.

The aim of this essay is to examine how the Internet functions as a communication channel to Event Marketing. We have investigated what makes the Internet unique as a communication channel for events and how Internet has been used for event marketing. We have mapped fundamental theories within marketing, media, communications and human-computer interaction, which together describe event marketing. We have carried out case studies on two event-marketing projects where the Internet has played a major role. The first project was XCT which is a project developed by the company Eventum AB.

The marketing campaign ?Låna dig rik? [Get rich by lending] involved 25 public libraries in three regions; Kronoberg, Kalmar and Blekinge. This paper examines 28 news-articles concerning this campaign, found in eight publications in the responding regions. The purpose of this is to determine to what extent the description of the campaign found therein responded to the intents of its founders and to what extent the public had a say in these articles. The result found indicates that the overall image of the campaign presented in the news-articles was well in correspondence with the intents of the campaign itself but that the public views where arguably absent..