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.

The aim of the study was to through a qualitative method with two focus groups investigate how young women percieve that their identity creation is influenced by them reading celebrities Blogs and in that case, whether this type of Internet activity affect their autobiographical memory, the foundation for personal identity. Since the main task of the autobiographical memory is to give the ego and its social mode a foundation by sharing memories with others, the Internet activity should be seen as an important factor for the identity formation of young people. Today, the young spend equally mauch time being connected to various media as they do socializing with family and friends. The results indicate that young women view the world and lifestyle that known Bloggers expose intheir Blogs as a kind of ideal. The young women got an aha reaction when they realized that what the Bloggers expose is not always equal to the real life..

The survey aims to investigate and analyze how the image of Sweden and "Swedish character? is produced in the correspondence between Swedish immigrants and family at home, compared to how the image of America and the U.S. is produced. The starting point is the concept of identity, which is shaped by the social group a person belongs, which can lead to stereotypes are formed. How does the Emigrant describe his new life in letters home to Sweden? What comparisons are made? What memories are passed from the time at home? How does the picture changes over time? How does the stereotypes change over time? The material used are remnants and secondary sources in the form of correspondence between emigrants and their relatives back home.

Purpose: Our purpose is to achieve a higher understanding of which factors University of Uppsala is using to attract and keep their existing workers.Theory: We have worked with Barrow & Mosley's the employer brand mix, this modelexplains 12 important factors that exists within the employer branding process. External reputation, internal communication, the board, values and corporate social responsibility, internalmeasuring systems, service support, work environment, rewards and acknowledgements, learningand development, performance estimation, team management and recruitment and introduction.Method: To achieve an understanding of our subject we have chosen to work with a qualitativemethod. This type of method is more considerate of the interviewed person?s way of seeingthings and also accounts for how the person answers. To answer our problem statement we haveconducted a case study on University of Uppsala where we used semi structured interviewsbecause we wanted to limit the risk of leading questions.Empirical findings: University of Uppsala were used as material for our empirical discussionContext: The main reasons that workers is attracted to and are staying at the university dependson the external status they achieve when working there, this combined with that the workers getsto be a part of the university's brand.

The purpose of this study was to examine how young people who have chosen not to drink alcohol experience themselves and their surroundings. The aim was to find out what role temperance plays in their perceived identity. I also wanted to find out how they experienced the views of them, temperance and the temperance movement in their surroundings. Finally, I was interested in the question about alcohol, witch significance they believed it had for them and their surroundings. As theoretical ground, I used Howars S.

The purpose of this paper is to study the processes of identity and feelings of connectedness among first and second generation of Kurds in the Swedish society.In previous research I assumed that this sense of belonging to a nation includes identity and language. As regards the theory part, I have chosen to use a number of studies to elucidate this issue. The theories used in the study focuses primarily on the understanding of identity. Identity in this context can include linguistic, religious, cultural acts, even nationality or that claiming membership to a particular group.I have implemented twenty-four depth interviews with first and second generation of Kurds in the ages 21?58.

Culture, orgin and identity are hot topics that are being discussed everywhere, for example in newspapers, lunchrooms and on Twitter. Politicians, media and ordinary people have displayed different antiracist acts, for example campaigns, marches and political actions.But you may wonder if it really is that effective, or if the antiracism reproduces racism with its language. The purpose of this study is to see if articles from the newspaper Aftonbladet's antiracist campaign ?We like different!? reproduces racism through its language.The method that is used is discourse analysis, more specific Chantal Laclau och Ernesto Mouffes discourse theory. The theories the study relies on are race, racism, framing, racism in news, binary oppositions, stereotypes, whiteness and orientalism.Two discourses were found in the material, ?We like different? and ?We like the same?.

Consumers are facing a wide selection of brands trying to get their attention. An increasing amount of corporations are incorporating non-traditional media in their marketing strategies as an attempt to build relationships with their customers. However, along with the new opportunities to enhance consumer emotions about the brand, social media has brought along new risks for corporations to face. This paper investigates the consequences of different ways of handling such electronic word-of-mouth (eWOM) crisis on Twitter. Furthermore, we investigate potential differences depending on the credibility of the source that sent the message.

The aim for this study was to examine betweenship as a phenomenon by focusing on identity. There is not very much research done on betweenship. I have used a qualitative phenomenological approach, based on four qualitative interviews. The four interviewees were all experiencing betweenship. To analyze their stories I used two theoretical frameworks; identity and affinity groups.

Teknikutvecklingen har möjliggjort stor spridning av budskap och med kommunikation över Internet skapas nya möjligheter för interaktion mellan företag och konsumenter. Framväxten av smartphones har också gjort att många idag alltid har tillgång till både kamera,internetuppkoppling och bildskärm. Detta är också de förutsättningar som gjort Instagram till ett av de största och snabbast växande sociala medierna. På Instagram kan företag dela bilder med innehåll som de vill förknippas med och dra nytta av den virala spridning som kan uppstå.Möjligheten till spridning kan även utgöra en risk då företagen är rädda för negativ publicitet.Denna uppsats har därför som huvudsyfte att undersöka vad företag har att tillföra i värde respektive riskerar i sitt varumärkesbyggande genom att vara aktiva på Instagram.Teoribildningen som används för att analysera och utvärdera varumärkens närvaro på Instagram är kopplade till Brand Equity, Word-of-mouth, Integrerad och Viral marknadsföring. Metoden som använts i studien är en innehållsanalys av det material som publiceras på Instagram av både företag och privata användare.

TitleSystems, Stability and Power. The Discourse of Information in Organizing Knowledge.AbstractThe aim of this Master's thesis is to inquire into the consequences of an unequal distribution of power between information discourses in the field of knowledge organisation. A deconstruction of Jennifer Rowley's and John Farrows introductory textbook Organizing Knowledge from 2000 is related to the major discourses of information in LIS. Questions posed in this study are: What meaning is ascribed to information in the material studied? Which information discourses are given a dominant position? Which are excluded? and: How does this affect the construction of the library and information science student's identity, in relation to practices of knowledge organisation? The theoretical framework is provided by Ernesto Laclau's and Chantal Mouffe's theory of discourse and combined with techniques for text analysis originating from the work of Norman Fairclough.The analysis reveals a strong domination of a cognitive discourse of information that underlines the importance of information systems for the organisation of knowledge.

In this thesis I focus on the artistry and essential work, behind the scenes that storyboard artists have contributed to, since the early days of film history. The works I will focus on are the important phases of pre-planning of feature films and animated films. I theorize on the aspect of what makes a good story and how it is brought to life on the screen, as well as how the story is actually conveyed with this drawings. The hypothesis maintains the importance of storyboards, as well as defining their main purpose. Using a formalistic point of view and historical argumentation, I examine and compare five different directors´ use of storyboards and how their respective collaborative teams (i.e director of photography, production designer and story artists, editors etc) create each film´s particular nuances and cinematic expressions.

The municipality of Kalmar have a problem, how to reach and communicate with young people in Kalmar. In today?s changing media environment it gets more difficult to stand out and reach audience with messages and especially with the new forms of media that has revealed. Therefore, we have been commissioned to develop recommendations on how the municipality of Kalmar can communicate with young people in Kalmar.  The purpose with this study is to investigate which media channels young people in Kalmar use and their attitudes towards social media in particular. We wanted to find out how the municipality should communicate to reach them and what attitude youths have against the municipality in general.

One of the main goals in this study is to investigate how young children's identity formation and social relationships are depicted by today's consumer society.  In order to reach the goals of the study I also concentrated myself on questions regarding the reflection of symbolic aspects consumption in younger children's interaction and preschool-teachers' ideas about how and in what ways children's consumption patterns are created and developed nowadays. In order to answer the presented research questions I used the theoretical arguments of researchers in the field of pedagogy Gert Biesta in connection with the ideas and concepts of the consumer society characteristics developed by the sociologist Zygmunt Bauman.The thesis' methodological approach consists of a combination of semi-structured interviews with teachers and observations of children's interaction, which contributed to a systematic investigation of the thesis' problem area and served as a tool for obtaining answers to the research questions.The results demonstrate that consumption occupies a lot of space in young children's lives, which means that it greatly affects their social relationships today. Both consumption and knowledge of the known brands prove to be the child's path to the desired community on the one hand, and the children's way to the consumer world on the other (hand), which in turn points to an obvious dependence between children's consumption and their social relationships.The results also show that there is a tension between the perception of identity formation as preschool-policy-document on the one hand and the attitude of the identity prescribed by consumer society norms and regulations on the other..

The aim of this Master?s thesis is to examine how representations of identity construction are performed through the characters in the novel Snabba Cash by author Jens Lapidus. I examine what means the characters are using, and how the identity construction processes are related to the idea of modern society. For a theoretical background I use sociologist Anthony Giddens? theories regarding modernity and self-identity, to study general identity construction.