A qualitative interview study how the normative gender images affects on women, their roles and positions in a drug abuse. The purpose of this study aims to shed a light at the consequences that the normative gender scenario inflicts on women with drug abuse and how these prejudices affects these women. Based on interviews with four different women who all lived with a drug abuse we have problematized how the gender system and the normative gender images affected them. We have used gender perspectives and social constructivism theories while analyzing the empirical basis. More specifically we use the theories of Butler about how gender constructs through performative actions and Hirdmans theories of the gender system.

In a time where information overload is a fact, well formulated messages is required and communication is a big contributing element for building strong brands. In the north of Sweden, Norrmejerier is one of the big actors with dominance on the dairy factor market. Through making milk products that lands in the consumers refridgerators, they are not only working for economical interest but also for improving the nature of the north of Sweden. Through visual communication, Norrmejerier shows the consumers a beneficial view of the north of Sweden which corresponds to the populations own impression of their part of the country. This contributes to a feeling of belonging that makes strong and loyal consuments. The feeling of belonging is also reflected in Norrmejeriers commercial movies, that uses the consumers conscience to make costumers. By two group interviews and a semiotic analysis of Norrmejeriers commercial movies, this study aims to examine how Norrmejerier uses qualities of the north of Sweden when building their brand.

SyfteVårt syfte är att få ökad förståelse för den problematik som kan finnas för ett globalt konsultföretag att nå fram med sin identitet till en lokal marknad. Våra frågeställningar är:1. Vilken identitet har Capgemini?2. Vilken image av Capgemini har potentiella kunder på en lokal marknad?3.

For a long time, economic activity has decreased and shows a downward trend in the food sector. To break this requires efforts to strengthen corporate position with the ability to meet market challenges. In the small producers is a great potential for them to be able to increase its profitability thanks to its ability to offer added value in the product. But to achieve this requires not only a willingness and creativity out of the ordinary but also factors that lead us into this report, current issues. The issues are related to marketing, brand building and the importance of developing a stable network. The study aims to investigate how small businesses operate in rural areas are experiencing the possibilities of support from various networks and organizations and that, from a business perspective, and also see which areas that they need more support in to achieve a growing business. The work has been followed by an inductive method, when we initially could not say anything about the empirical results.

Historical research about the so-called New Left was until the late 1990s an entirely newacademic field in Swedish academia. However, a large part of this research still deals withquestions concerning ?who did what? and perhaps more notably ?who was right?.This thesis is an attempt to move away from such inquiries and instead look towardshow one albeit small but very important part of this so-called New Left discussed andused the term America and things American. Formed largely around the Anti-WarMovement, the Marxist-Leninist ? or ?Maoist? ? Left naturally opposed US worldpolicies; but perhaps more interesting a significant part of the ideas about America andthe Vietnam War seemed to stem from USA itself ? such as naming your anti-war folkgroup ?Freedom Singers? after the US civil rights group ?The Freedom Singers?.Analyzing three Swedish Marxist-Leninist magazines the study thus complements theresearch on not only the Swedish New Left but also the study of anti-Americanisms;firstly, by examining what the Marxist-Leninist left considered particularly American;secondly, by studying in what context these particular Americanism was discussed; and,thirdly, by observing if these notions changed over time, and why.

Södertörn University was built in the suburb of Stockholm to bring hope for students that aren?t used to study. Ever since the university was built there has been a debate on internet message boards such as Flashback and a discourse has developed in the recent five years. The public discourse has had a negative influence on how the university is perceived by the public. The purpose of this study is to analyze how this discourse has developed the image of the university and how it has evolved.

Syfte: Syftet med denna uppsats är att analysera varumärkeshanteringen i olika ideella organisationer i Sverige. Metod: I denna uppsats har författarna använts sig av kvalitativa metoder samt utgått från en abduktiv ansats. De primära data är fem intervjuer med fem ideella organisationer i Sverige som arbetar för olika ändamål. Dessa intervjuer har valts utifrån ett bekvämlighetsurval. Resultat och slutsatser: Av resultatet framgår det att de ideella organisationerna arbetar med sitt varumärke beroende på vilka resurser de har, vilken storlek organisationen har och vilka ändamål de arbetar för. Författarna av studien anser att varumärkeshantering inte är ett högt prioriterat område för samtliga ideella organisationer eftersom de behöver lägga sina resurser på rätt företeelse, vilket är deras ändamål. Om organisationerna skulle lägga mycket tid på varumärkeshantering och marknadsföring skulle detta leda till att allmänheten blir skeptiska och börja undra om organisationerna använder pengarna på rätt sätt.

Internets framkomst medför nya utmaningar för företags kommunikation ochvarumärkesbyggande på grund av den höga informationstillgängligheten. Transparensen påinternet innebär att företag inte har i samma kontroll av sin kommunikation, utankonsumenterna har större makt och således påverkar hur ett företags varumärke uppfattas avkonsumenter. Digitaliseringen medför dock även möjligheter för små modevarumärken medbegränsade resurser att aktivt arbeta med sin marknadskommunikation och att bygga sinavarumärken genom sina hemsidor och facebook. Studien syftar till att ge förståelse för hurunga och små modevarumärken använder sig av internet för att bygga upp sitt varumärke ochvilka möjligheter internet förser för företagen i sitt varumärkesbyggande. Studien har enkvalitativ approach där en semistrukturerad observationsstudie genomförts på tremodeföretag, därtill har två semistrukturerade intervjuer gjorts med 2 av företagen.

The aim of this Masters thesis is to examine how the images of librarians are conceived and held by the public. It has often been claimed that librarians are subject to widely spread negative stereotyping. My purpose is to study the nature and origin of these stereotypes. Since popular media is one source of these stereotypes and images I have chosen to look into how librarians are characterized in 20 Swedish novels written between 1982-2002. The questions this thesis aims to answer are: What images of librarians occur in the novels? How are the tasks of the librarians respectively described in the novels? How are female and male librarians respectively described? The analysis of the novels is then compared with interviews with three professional librarians about their view of their professional role and their perceptions of its status and image.

Corporate Social Responsibility, eller CSR har blivit något av en självklarhet hos företagenidag. Konsumenter accepterar inte barnarbete och de är miljömedvetna. Att ett företag haretiska och moraliska värderingar är inte bara viktigt ur just etiska och moraliska perspektivutan även för att kunna bygga och bevara ett starkt varumärke. Vi tycker att handeln med pälsär ett stort problem. Det finns allvarliga brister i den här branschen.

The aim of this study is to examine the image of Judas Iscariot in popular culture with the help of two movies, The Last Temptation of Christ and Son of God. This study is based on a film analysis where a characterization is in focus. The method has also chosen to include intertextuality. This is because it is relevant to show how writers and filmmakers used the previous materials to create their own versions. Survey theory was based on a mediatisation-theory.

The world has become a globalized place in constant development and much of which is now taken for granted did not even exist 30-40 years ago, such as smartphones or Internet in common households. As new tourist destinations is continuously being created, it becomes increasingly important with effective place marketing to compete in the global market. Developing a good and interesting profile is thus a way for places to become more attractive for tourists. The main theory in the paper is "post-industrialization and the entrepreneurial city" which describes how cities in the global north have moved away from industry towards becoming post-industrial cities ? very often with a strong focus on tourism.

The purpose of this thesis is to study the attitude towardscomics among librarians as well as their personal image ofthe overall attitude towards comics among librarians and themanner in which the attitude of the librarians affects how thecomics are treated in the library.I have performed this study with a qualitative approach andhave interviewed a total of five librarians working in twodifferent libraries.I have founded the theoretical base for my research in anumber of historical attitudes towards comics and thencompared these attitudes towards the answers given in theinterviews as well as prior research found in three theseswritten by Magnus Johansson, Sarah Johansson and KarinEsaiasson.The results of the study is that traces of most of thehistorical attitudes can be found among all of the interviewedlibrarians but that none of them are harboring any negativeattitudes towards comics themselves. On the other hand thestudy does imply that the image of the librarian who onlythinks that comics are meant for children is still very muchalive in the collective subconscious of the librarians.The study also shows that while librarians of today tend tohave a neutral outlook in comics the historically subpartreatment of comic in the libraries and the subsequent lack ofacademic support on the subject have made it necessary forthe librarian in charge of the comic-section to have apersonal interest/liking for comics to be able to do a goodjob..

In a suburb of Stockholm, local polititians descide to close down an elemantary school. Because of its shortage of pupils, the polititians claim they can not guarantee the quality of the school and the public requreiments of equal education. The school-employed teachers and parents of the pupils are all unhapy with the descision, but first and foremost dissatisfaied with how the descision was communicated.Using qualitative methods; interviews and content analisys, this thesis aimes to determine how the involved parties, in regards to the termination of the school, view the concepts of freedom of choice, equal education and quality. Interviews have been made with decision-makers, employees of the school, the school leader, one civil servant and parents; all with the goal of understanding how the involved parties view the events leading to the termination of the school and what causes they see. Furthermore, the thesis analyses if and why the involved parties experience the decision as legitimate..

Avgörande för ett företags framgång är att genom varumärken differentiera sig från konkurrenters alternativ på marknaden. I samband med ett varumärke är positionering i konsumenters medvetande en viktig aspekt då varumärkets position avspeglar konsumenters uppfattningar. Med uppsatsen avser vi undersöka hur en ompositionering av ett varumärke kan påverka konsumenters uppfattningar. Vi analyserar ompositioneringens påverkan med hjälp av att utveckla immateriella dimensioner av brand equity som varumärkesmedvetenhet, upplevd kvalitet och märkesassociationer. Vi har valt att uppfylla syftet genom att använda oss av ett fallföretag.