Advertisement is something that surrounds us in our everyday life. The two terms marketing and advertising are closely linked together and often considered as the same thing, although they are not. To be able to analyse the term advertisement it is crucial to separate it from the term marketing and observe advertising as a part of the complete marketing. We have two main focuses with this qualitative research and the first one of these is to analyse the changes in advertising when considering style, message and characteristics. The advertiser has a wide range of tools that he or she can use to make commercials follow the trends and changes in society.

AbstractOne aim of this thesis, has been to explore how discursive frames are constructed, frames to relate to, compare with, and therefore be part in shaping political subjects. The other aim has been connected with a more empirical platform, where I wanted to discover how these frames are established and structured discursively within a political organization, among its members; in this case with a foucs on the Swedish social democracy and its former leader Olof Palme. The thesis starts with a theoretical presentation and discussion, where focus is on the concepts of ideology, discourse theory in the form of Laclau and Mouffe, and narrative theory. The concepts will be presented and discussed, and also related to the other concepts to see their theoretical potential, both ontologically and epistemologically. Finally the theoretical rudiment is linked and analyzed with the empirical material.

The purpose of this study was to gain an understanding of the structured and evidence-based assessment tool/method The Brief Child and Family Phone Interview (BCFPI) trough a social psychology perspective of conversation. The aim was especially to seek an understanding of the method considering aspects of children?s participation. The research question was: how do the method users apprehend the advantages and the limitations of the BCFPI method considering aspects of children?s participation.

 Abstract The purpose with this study is to study the individual setting of salary rates among branch heads. We have chosen to look deeper into which criteria that are the base for the branch heads? individual setting of wage rates within geriatric care and the care of disabled people. One other aspect we have looked into is how the setting of salary rates appears from a gender perspective. The empirical material in our thesis consists of both qualitative and quantitative methods in the shape of a questionnaire study and three open interviews.

Education systems face a number of challenges regarding social justice, diversity, difference, and inclusion and membership for all students in the groups that schools create. This invokes questions of how well these challenges are met in curricula and teaching materials. Through discourse analysis of eight Swedish geographical textbooks, this essay aims to seek out the perspectives surrounding difference within the subject of geography. It concludes that the idea of fixed homogenous cultures as meaningfull in differentiating among people dominates throughout the latter half of the 20th century and during the last decade. In addition, it concludes that the discourse surrounding diversity in Swedish geographical teaching materials mainly has a binary liberal view of plurality focused around tolerance.

Purpose: Examine if there is a connection between the athletic performance and the financial status in football clubs.Theoretical perspectives: This thesis is based on the theory that the modern football club is like every other company trying to maximize profit. The clubs should therefore use the same business strategies.Empirical foundation: The study is based on 25 observations over five years and five Allsvenska football clubs. The data is a compilation of the key ratios from the annual reports and the league table, years 2004 through 2008 in the clubs. Year 2009?s league table place is also included since tests have been done with one year?s displacement between the financial status and the league table.Conclusion:There is no correlation between solidity and the place in the league table in Allsvenska football clubs.There is no correlation between net profit and the place in the league table in Allsvenska football clubs.There is no correlation between equity and the place in the league table in Allsvenska football clubs..

The main focus of this study is to explore Swedish soldiers? experiences of the transition back to everyday life after international service missions. This includes the help and support that they have received and also what barriers to care they have experienced during the transition back to everyday life. The Theoretical perspectives of this study are social identity and stigma theory. This study was performed using a qualitative method and includes six individual interviews with active duty officers within the Swedish armed forces.

The aim of this study is to discuss the diagnosis ADHD as a meaning-making discourse that is something more than just a diagnosis with a set of symptoms. I aim to discuss that the diagnosis is productive and can be seen as a means to control and to comfort individuals. The research was based on a method consisting of an idea analysis and a discourse analysis. I am using both a discourse analysis and a critical ideology analysis as perspectives. These perspectives are also based on a general theory of late modernity.

In theory, the logic behind partnerships is simple: All organisations have strengths, but no organisation has all the strength required to do everything. Triggered by global perspectives and challenged by sustainability objectives, the United Nations Conference on Environment and Development (UNCED) in Rio de Janeiro in 1992 pointed out needs for corporate responsibility. In this conference, Private-public partnership, PPP, was identified as a potential way to work towards sustainability, especially as a way to emphasize a corporate responsibility commitment. Nowadays, organizations exist to satisfy the needs and interests of all their stakeholders, such as customers, markets, shareholders, as well as secondary stakeholders such as media, NGOs, and society at large. Addressing all stakeholders and working towards a sustainable business development makes PPP a potential solution, but also a source of challenges.

The purpose with this thesis was to study the special pedagogical perspectives that stood out in documents written by the special teachers in preschool. In order to maintain the thesis research questions a text analysis was carried out on the document ?Handledningssamtal? that was used by the special teachers in their contact with the teachers in preschool. The documents were analyzed based in the special educational perspectives and the results and measures from the analysis were divided into three levels; individual, group and organizational level. Finally a study of the connection between the analysis and the measures was carried out and the result was reported in a typology schedule inspired by earlier research.

The aim of this paper is to clarify the up till now somewhat shady definition of legitimacy, and to investigate what happens to this concept when it is transferred from the boundaries of the nation state to the realms of the international arena. By creating a model of legitimacy from which an institution can be evaluated, the purpose of this paper is to investigate what legitimacy is and how important it is for the actors within the international society. The next step involves evaluating what makes the UN a legitimate institution and how its foundation is affected by the blatant disregard of its authority by one of its? most influential members.The theoretical framework consists of a summary of what contemporary analysts? views of legitimacy are, which I have incorporated into my own institutional model of legitimacy. The role of institutions is central to all aspects of this study.

Altmetrics, a subfield of informetrics, is still in development. The aim of this thesis is to explore; the significance altmetrics may have in the LIS field, and to define the new perspectives altmetrics offer in comparison to traditional metrics. The research questions are:- How can altmetrics affect research assessment?- How does altmetrics position itself towards traditional metrics?- How could altmetrics influence the LIS field?A qualitative content analysis was used as a method. The analysis of a sample of ten peer reviewed articles was based on a coding scheme with eleven codes.

Purpose: The main purpose of this study is to study the 45 funds, divided into three differentdivisions, then the result will provide a greater understanding of how returns change with ahigher risk.Methodology: The study is based on a quantitative approach. The survey was conducted bygathering raw data from databases and secondary data from literature, printed and electronicsources.Theoretical perspectives: The study is based on the theory: the efficient markethypothesis, which argues that future returns can not be calculated as the market is fullyinformed. The study is therefore studying historical yields.Empirical foundation: Empirical data are acquired from www.morningstar.se, andtherefore also treated on this page. The material is then divided into documents and time axes.Conclusions: The study has shown that high-risk funds give a higher percentage returns thanmedium-and low-risk funds. However, does not imply a higher risk automatically earn ahigher return when the low-risk funds have shown a higher yield than medium-risk funds.

This thesis aims to examine the possibility of understanding social change by using new institutionalism approaches on a specific case, The case, which describes the implementation of new public management reform in the Swedish health care system, is analysed from two separate new institutionalismperspectives; the tool perspective and the symbol perspective. These approaches differ from one another in the sense that the first relies on a rational choice ontology, while the latter rather refers to a sociological tradition. In the analysis, causal explanations as well as aim related explanations are presented. Formative moments such as economic stagnation, non-socialist governments and ideological isomorfism are presented as important factors behind the reformation. By using the tool perspective, the motives of the idea spreading and reformation of the Swedish health care system, are connected to a strictly rationalbasis such as cost efficiency and quality improvements.

The purpose of this thesis is to achieve a greater understanding of how the social workers at the family unit in one of Stockholm municipalities comprehend the work environment at the workplace. Our aim is also to find out how the work environment can affect the health of the social workers in the form of their wellbeing and comfort at the workplace. In order to answer our purpose we conducted interviews of all social workers at the family unit in one of Stockholm municipalities that describe how they experience the work-environment in the workplace and how it influences their health.  We have analyzed the interview material in a thematic analysis based on three Theoretical perspectives; SOC, claim ? control - support and Human relations. We have also coupled the interview material to the background chapter in this thesis that describes how a good working environment should be structured.  The chosen method characterizes an abductive process.