The purpose of this study has been to examine how customers, by interacting with each other, can communicate and create the image of a brand. We find this topic to be relevant since there are no previous studies conducted concerning the customers influence on the brand image. Our ambition has been to describe in what ways and to what extent the customer can affect and influence the brand image by communicating with other customers. To fulfill our purposed we have targeted three important questions which are:? In which ways can the customer affect the communicated image of a brand?? To what extent can the customer influence the brand image and the perceived value?? Who has control over the brand, the customer or the company?For this study we have used a qualitative approach in which we have conducted eight personal interviews with brand consultants and the editor of the magazine Dagens Media which has given us the foundation for our analysis.

AbstractAim: The aim of this essay has been to study how the Swedish church has created the image of their religious activity through media. This has been by studying the three commercial campaigns launched by the Swedish church during the years 2000, 2001 and 2003. Questions asked are: How has the Swedish church chosen to profile it self? Which discourses can be recognized in the campaigns? Which messages has been communicated through the campaigns? How has these discourses created the image of the Swedish church?Method: The methodological framework is critical discourse analysis inspired by Norman Faircloughs? three-dimensional model. Thirteen images all part of the campaigns are analysed using a semiotic method.

The aim of this paper is to examine why Swedish teachers and multilingual secondary   school pupils think it is important to read fiction, how Swedish teachers work with fiction in the multicultural classroom and how they motivate their multilingual pupils to read more by adapting fiction to their capabilities and experiences. We have done interviews with four Swedish teachers and 12 multilingual pupils. The following questions are the starting point of this essay:Why do Swedish teachers and multilingual pupils think that it is important to read fiction?  ?How can the Swedish teachers in the multicultural classroom motivate their multilingual pupils to read more fiction?The result of this paper showed that both the Swedish teachers and the multilingual pupils thought it was important to read fiction because it partly gives themselves the opportunity to acquaint with other cultures and it helps them to improve their language. The teachers motivate their multilingual pupils by reading out loud, reading in groups and by minimizing language difficulties that may occur in the fiction.

The thesis examines the crisis that the Swedish-flagged merchant marine underwent in the 1990s, that resulted in a narrow market for the Swedish-flagged fleet. In order to save the industry, the TAP- agreement was created, consisting of three parties, government- market and interest organizations.  Purpose in this thesis, is to exam how the TAP-agreement was carried out in relation to the parties, and how it correlates in relation to how the global political economy affected the Swedish maritime politics. Two questions are presented. Is the TAP agreement an expression of Swedish corporatism?  Which aspect of Global Political Economy is characteristic for the TAP agreement? A case study is preformed in three steps. The different parties of the TAP-agreement have been interviewed.  A comparative study of two Swedish crises has been performed, in order to establish the correlation between them, in regards to corporatism.  A survey, with the aim to pinpoint which aspect of Global Political Economy is characteristic of the TAP agreement. Findings in this thesis are that the TAP-agreement was designed through corporatism, and that the most important aspect of all, the Swedish flag was worth saving, for all parties. .

The purpose of this master's thesis is to find out what support students of Swedish for Immigrants (sfi) think they get from the public library during their study of the Swedish language. One important aspect in this essay is to examine whether the library can meet the need of Swedish-speaking meeting places where the sfi-students can practise their new language. The method used in this study is qualitative interviews. Nine sfi-students, one sfiteacher and one librarian have been interviewed. A sociocultural perspective on learning has served as a theoretical starting point.

Background: Overweight is a health problem throughout the western world. Child health care (CHC) nurses and school nurses meet many children and their families and have the opportunity to work with prevention. The purpose of this study was to investigate the CHC - and school nurse´s experiences and reflections in the work on obesity in children. The aim was also to investigate the structural conditions CHC- and school nurse feel the need for this work. Method: The study had a qualitative approach with descriptive design.

This essay is a qualitative study about Swedish fire-fighters´ ideas of women and people from other ethnic backgrounds than Swedish. The problem in focus is why there are difficulties for those groups of people to be employed in the Swedish fire service. Can there be ideas of these groups which are not favourable for them? And if this is the case, can those ideas be explained by gender theory about construction of masculinity? The purpose is to investigate whether the absence of women and people from other ethnic backgrounds can be explained by the fire-fighters´ ideas of those groups. The study consisted of a one day observation and four one hour long interviews with fire-fighters from different positions within the Swedish fire service.

This study examines how a couple of Swedish daily newspapers construct the hacker network Anonymous, with an aim to discuss its possible effects. The question was: In which ways is the network Anonymous constructed in a few Swedish newspapers?                      26 articles from four chosen newspaper were analysed, but because of many similarities in content, only 10 were chosen for deep analysis. With Fairclough's model of critical discourse analysis as chosen method, constructions varying from the images of heroes to villains were found as a result. The most common construction was that of Anonymous as a threat, which was most often exaggerated compared to what actions were actually described in the texts.

Background: Oil is the most dominating source of energy of today, it constitutes for more than 40 per cent of the worlds total energy consumption. This together with the fact that stock in oil companies has soared on the stock exchanges around the world makes oil a very interesting topic to write within. In order to gain knowledge in how to value oil companies, the authors will collect information from theory and through a questionnaire. By applying the information gathered to three companies listed on the Stockholm Stock Exchange the authors will reach an objective picture of valuation of oil companies.Purpose: To investigate how shares of stock are valuated in the oil exploring and producing industry, and what specific measures and metrics that are used in the valuation of stocks in Exploring and Producing (E&P) companies.Method: By using a qualitative approach for this thesis, the authors will investigate how the valuation of oil companies works and what measures that should be applied. The authors will use a part descriptive and part explorative study.

With the starting point in UN peacekeeping operations, this essay investigates the participation of the Swedish armed forces and how the Swedish soldiers perceive their role in those operations. The aim of the study was to explore different perceptions about the Swedish soldiers in international operations. Partly from the Swedish soldiers perspective and how they perceived their own role as soldiers. Partly from the perspective of civilians, like Swedish aid workers, and how they perceive the Swedish soldiers. The third perspective was from a person with mixed experiences from both the military and the civilian work.

[Abstract: This study examines the observed difference between Swedish and foreign owners when it comes to nominating committee participation. The background to the study is that foreign owners seem to participate in Swedish nominating committees to a lesser extent than their Swedish counterparts. The focus is on institutional owners and the companies studied are all listed companies who follow the Swedish code of corporate governance. Particular attention is paid to perceived differences in behavior that can be explained using the common corporate governance related theories of Exit, Voice and Loyalty as well as Agency Theory. These explanations are chiefly related to differences in attitudes regarding insider information, different knowledge levels regarding the purpose and workings of nominating committees of the Swedish kind as well as differences due to home market biases.].

Aim: The purpose of this paper is to see if there has been a change over time in the performance and in the spoken word of the Swedish cooking programs. By testing the theory of intimization on the cooking programs I get the opportunity to see if the border between the private and the public have become clearer or more difficult to notice, and if the new language, the informal language as intimization entails, has been used in Swedish cooking programs since the 70s until today, or if there´s ever been a formal language in Swedish programs? Method/Material: I'm using a rhetorical approach that includes a three-step analysis. Analysing the context, means to persuade and performance. The empirical material I intend to analyze is Swedish cooking programs from the 70s until today, 2010.

This paper examines women's positions in the music industry. By quantitativelyinvestigate ten major companies on the swedish music market, the authors have beenable to mapp positions that are dominated by women and as well as men. The essaydiscusses several theories of both gender in organizations and gender in society inorder to analyze the quantitative results.The aim of the paper is to highlight the current segregation of careers in the musicindustry as well as to lay a foundation for further research on why it is segregated.Clear graphs shows the gender distribution between women and men in business butalso the distribution of gender in occupations / positions in similar companies. In theanalysis the authors reflects on the results using relevant gender theories. In theconclusion, the authors explain the result generated by the analysis and illustrates theprevailing segregation that exists in the music industry.This paper has concluded that a seemingly even distribution between men andwomen in business organisations can sometimes be misleading.

The aim of this Master?s thesis is to investigate if the reading habits of teacher students are influenced by merit and descent. The empiric material consists of six questionnaires answered by students at the teacher training with Swedish at the upper secondary school as their first topic. The questionnaire comprised questions about reading habits in the childhood and today and information concerning merits and descent.Pierre Bourdieu?s sociological ideas about cultural capital transmitted from parent to child and the concept of habitus are used as a theoretical framework regarding descent.

The background to the work bases on the consumers view around Swedish and foreign meat products, and how the attitude around the meat products is pursued in the shops. The consumers request high meat quality and security . Many consumers value local produced and ecological meat products but the price is too high. We have done verbal interviews with consumers on three different shops, where we asked questions and had dialogues around Swedish meat products where the consumers have told us their arguments and opinions about Swedish and foreign meat. The result shows that the majority of consumers consider that it is important to know that meat is produce in Sweden.