The purpose of this study is to see how men, women and children are made ??in the Ikea 2014 catalog, this from a gender perspective. It will also examine if gender Stereotypes are seen and how equal the people in the images is produced.This essay is studied on the basis of gender theory and theories about Stereotypes and how men, women and children are prepared in advertising and commercials. The method that was used during the analysis process was a qualitative semiotic method. The analysis tool that was used from the semiotic method was denotation, connotation and metonymy.The result of the study shows that the major part of the pictures that was analyzed was gender stereotypical and that a few of the pictures showed some kind of equality between men and women, both between grow ups and children.

The aim of this thesis is to explore the job satisfaction of librarians and try to nuance Stereotypes, which the public has and which still exist in massmedia concerning librarians and their work. The study is qualitative and based mainly on semistructured interviews with ten libraries born between 1937s and 1973s of which eight are women and two men. Furthermore, I have divided them into two groups according to age in order to see if there are differencies between the older and the younger concerning job satisfaction. In addition, I have used participant observation to some extent. My assumption is that job satisfaction is effected both by individual factors and environmental factors at work.

The last ten years two major movies about journalists have been made in Sweden; Sprängaren and Män som hatar kvinnor. This study has looked closer at the heroine Annika Bengtsson and the hero Mikael Blomkvist from these two movies. Since movies do have great influence on how we see the world it is important to find out how these characters are being portrayed. Also, in a time when journalism is about to become a female dominant occupation it is relevant to see how the female journalist compares to the male. It is important to ensure that the films do not give a wrongful picture of male and female journalists.

I FORM is the biggest health magazine of Scandinavia. It is a magazine that treats subjects like health food, training, sports gear, sex and relationships. The magazine addresses women directly and only women appear in the magazine.This is a study on how I FORM portrays women in their segment called ?Addicted to? (Biten av). It is a study of what kind of Stereotypes that are used and also what kind of pictures that has been used to portrait the women.

Today there are several generations who have grown up watching Disney?s films. Disney has become a central storyteller in our society with children and their families as their main audience. Disney's storytelling is often with the children from an early age and they get to learn about right and wrong, good and evil through the films. A picture of how the world looks and how you should and should not behave is presented in Disney's films.

Discussions of structural racism has now moved to the forefront of the Swedish society, and many researchers have sought to understand what form it takes, how it is manifested, how it is exploited and challenged. At the core of this debate we find the media, and its logic embedded with mechanisms of simplification and polarization.Media is our key source of knowledge and information, why it also affects our norms, beliefs and preconceptions. Media thus has the power to mediate, amplify or challenge how we conceptualize the world, and subsequently our (unconscious) racist beliefs.To investigate how media content is influenced by underlying colonial or racist assumptions and Stereotypes thus becomes a way to investigate our understanding of reality.In accordance with postcolonial thought, structural and symbolic racism is embedded in language and hidden in images, and surface in the form of domination and feminization, and the portrayal of the subaltern ?Other? as passive and irrational.This paper thus departs from postcolonial theory and media logic to undercover hidden patterns of structural, symbolic and historically contingent racism in one of Sweden?s most prominent in-depth foreign TV-magazines, namely Korrespondenterna.Adopting Critical Discourse Analysis (CDA), this paper explores to what extent racist and colonial Stereotypes are reproduced and/or challenged in Korrespondenterna?s representation of Sub-Saharan Africa.In line with postcolonial theory it is found that historically contingent racialized Stereotypes are prevalent in Korrespondenterna, and that tendencies of portraying Africa and Africans as passive, feminine and irrational are prevailing.It is thus argued that media logic, imbedded with mechanisms of simplification, polarization and intensification, contributes to the use of colonial Stereotypes in media, and thus to the mediation of structural and symbolic racism..

The purpose of this work is to examine gender rols in lifestyle magazines. In order to do this, two magazines were used and analyzed using a qualitative content analysis. In addition the authors also analyze the advertisements for each gender. Interviews in King of Sweden and Elle are also analyzed. The thesis is examined on the basis of gender theory, and theories about Stereotypes and myths.

The aim of my thesis was to examine if educators need to be critical of what they read to the children from a gender perspective. I examined how picture books depict gender and if the books enhances or breaks perception of gender roles. I also examined educator?s perception of gender and if they think picture books can affect children?s perceptions of gender, but also what educators think about gender equality through picture books. The study is based on analysis of five picture books and interview with five educators.The results of analyzes showed that picture books are stereotyped and enhances perceptions of gender roles.

The aim of this Master?s thesis is to examine librarian images and Stereotypes in Swedish and American fiction, and to discover if there are any differences between these. The images and Stereotypes are also compared to those revealed in previous research. The study is based on ten novels. Five of these are written by Swedish authors and portrays Swedish librarians.

The aim of this Master?s thesis is to examine librarian images and Stereotypes in Swedish and American fiction, and to discover if there are any differences between these. The images and Stereotypes are also compared to those revealed in previous research. The study is based on ten novels. Five of these are written by Swedish authors and portrays Swedish librarians.

The aim of this Master?s thesis is to examine boys?/young men?s forming of masculinity and gender identity and how discussions around gender Stereotypes and conceptions represents themselves in contemporary youth novels. Gender theory based upon R.W. Connell?s theoretical framework which discusses masculinities in plural is used.

Research within gender and leadership has often focused on leaders in male dominated work areas, but quite recently interest has arise for examine leadership in female dominated work areas. This thesis analyzes possible differences connected to theories about gender Stereotypes that may exist among male and female leaders within a female dominated organization. Further, possible underlying reasons to why or why not differences between genders might be found are investigated. The research question is addressed through a single embedded case study design at the Swedish public organization Försäkringskassan. The primary focus is middle managers, and twenty qualitative interviews were conducted with leaders and co-workers at two local offices and at the organizations headquarter.

The purpose of this essay was to examine the packaging design´s communications related to the colloquially brand's symbolic capital and how they became meaningful through experience and perceptions that led to the identification processes in the consumer society. There were eight interviews of snuff users who became my main collections materials. My theoretical framework was discourse psychology´s emphasis on language and Bourdieu´s concept provided important tools in the analysis of the material.I could highlight that packaging design and the brand had influenced the informants and given them symbolic beliefs and what it meant to sniff a certain brand. Color, brand awareness and price were crucial in choosing where the informants attributed themselves the cans symbolic values to their identity. It could be inferred high and low status perceptions based on Stereotypes in the design itself..

AbstractBackground: Countries can be seen as brands (nation brands) with brand values that transmitto the country?s products. Country-of-origin (COO), the brands nationality, links the productto an associative network of cultural shared national Stereotypes. Through associating thebrand with a country or a region, the credibility of the brand can increase and strengthen thebrand. Therefore COO is used in marketing to position a brand.Purpose: The purpose of this study is to examine how luxury fashion brands communicatetheir national identity through analyzing their advertising.

The purpose of this study is to investigate ethnic discrimination in the recruitment process. National and international law protect individuals from ethnic discrimination by potential employers during the recruitment process.Despite the laws in place to protect human rights, minorities in society do not have the same opportunities in the labor market as the rest of the population. Minorities continue to have difficulties compared to Swedish nationals in the recruiting process. Highly educated immigrants seeking employment in Sweden continue to report being treated unfairly based on their ethnic background.Ethnic discrimination in the recruiting process is based on prejudice and Stereotypes that affect decisions whether it is visible or hidden, intentional or unintentional.Under the law, it is not legal to base a decision on prejudices or Stereotypes. Therefore, it is important for the employer to highlight the job requirements to ensure the recruitment process is ethical.