In this paper the authors examine three questions: 1) Is stealth marketing messages posing as status updates on Facebook a more effective way of advertising than traditional web banners? 2) What impact has learning about stealth marketing practices in social media on consumer attitude and post purchase behaviour? And finally 3) Will different generations respond differently to these questions?Our findings show that stealth marketing in social media is not more effective than traditional web banners. Furthermore, the result indicates that when consumers find out about stealth marketing practices it will have a negative impact on future purchase intensions and brand image. Most consumers will also have strong feelings of being deceived, which could instigate harmful post purchase behaviour such as negative word-of-mouth and possibly, based on some earlier cases, boycotts.The result of our research shows that the brand perceptions and future purchase intentions of Generation Y, persons between 18 and 30 years of age, are affected in a less negative way than the brand perceptions and future purchase intentions of older generations when finding out about stealth marketing practices in social media. However Generation Y:s reaction is still negative and they do consider traditional web banners to be more credible than status updates on Facebook.

The purpose of this Masters thesis is to investigate if gender stereotypes are mediated to children between 0-3 years through books suitable for their age. This thesis concerns books that are available in public libraries. The content will be analysed by using a combination of methods, both content analysis of all the books in our study and a qualitative analysis of a smaller number of these books. With inspiration from both Robert Connell and Yvonne Hirdman and their theories of gender and gender stereotypes, this material was read and we wanted to examine if books for very young children might establish stereotypes. Our analysis showed that many known stereotypes are common in these books.

This investigation is a pilot survey whose main purpose is to investigate with work evaluation and attitude analysis whether the orthopedists and surgeons work can be equaled, why the wages differences exists between women and men, and also which preventive measures the organization can use to even out the wages differences between the genders. In relation with the investigation I have applied the reflexive way of thinking to establish which difficulties come up in the work of gender-equality.The result?s from work evaluation displays that the works are equivalent but the salaries are not, which can depend on value discrimination,gender discrimination and the organization theory.Wages differences between women and men depend on, according to the informers, partly by historical explanation and partly by the old directors who was allowed to retain regular salary when theypost transformed. The common point of view is that men have a larger work experience and therefore a higher salary.The managements attitude towards gender-equality issues is of absolute importance in order to achieve and bring a change within the organization.The measure positive special treatment is proposed to be used as an improving method to achieve (gender)equality between the posts and to even out the wages difference between the sexes.To establish whether or not gender discrimination exist in the investigated organization there needs to be done a whole lot supplementary studies like a complete wage (salary) mapping which includes all supplements and more interviews among the organizations all occupation groups..

Title: ?The director should be treated with silk gloves.? A discourse analysis of the film director as a leader and a case study of a short film Seminar date: 19 February 2008 Course: Master thesis in organizational studies, 20 Swedish credits Author: Johanna Ranes Advisor: Ph.D. Nanna Gillberg Key words: Film, the film director, discourse analysis, social constructionism, gender studies, creative leadership. Purpose: The purpose of this study is to illustrate and problemize the consequences of the traditional male domination in film creation for a female director by critically examining the construction of the film director. Methodology: The study is based on a qualitative case study which was conducted as a participant observation.

The gender theory of Judith Butler is based on both philosophical and psychoanalytic notions of the self. Although greatly inspired by both early and contemporary psychoanalytic thinking, Butler has also questioned some of its core notions such as the meaning of gender complementarity and conceptions of desire. In a dialogue in Studies in Gender and Sexuality she discusses these and other theoretical and ethical issues with the influential psychoanalyst and gender theorist Jessica Benjamin. The exchange is a unique example of an attempt at dialogue and theoretical reflection between a prominent contemporary gender theorist and psychoanalyst. It reveals disagreements and theoretical difficulties I will show to be directly attributable to radical differences between Butler's and Benjamin's conceptions of the self.

The object of this study is the female user of amphetamines and the characteristica which she is often described by. Many of these descriptions regard the female amphetamine user's sexuality which also have come to form the assumption that these women make a living from having sexual relations with men in exchange of drugs.In order to be able to draw any kind of conclusions regarding this, we found it necessary to investigate how the stereotypical female user of amphetamines makes a living and also whether it is possible for a female drug user to decide for her self how to support her habit.The disposition is a qualitative study of literature and the perspectives that we focused on in this study are gender roles, relationships and sexuality, criminality and finally the drug using woman as a victim. The theories used deal with social constructivism, respectability and shame.The main discussion of our study has been how women amphetamine users are moulded to become victims through interaction with other people but also with the society as a whole..

The purpose of this degree project is to study a work evaluation project in a municipality, on the basis of key participants. The municipality is the employer, per-forming the workplace project and the chief objective is to reach gender equality between the employees. Equal pay for equal work. Through work evaluation is it pos-sible to find out which of a lot of different jobs, which have equal requirements. The jobs, which have equal requirements, should have equal pay.

The aim of the study was to understand professionals? perceptions and experiences of adolescent stress. In the study I interested myself further if you can identify gender-specific patterns in the professional stories about young people's stress and stress related illness. Five interviews were conducted with professionals in psychiatry and social work. The thesis took its incipience in social constructionism.

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 purpose of this study was to investigate the relationship between mental illness and socioeconomic factors such as education, age and gender among drug users. Descriptive and ANOVA analysis were performed to 68 structured interviews (Addiction Severity Index basic). Analysis addressed associations between drug usage and level of education, age and gender. Results showed gender differences in self-rated mental health with women drug users rating their mental health lower than men. In addition, there was no association between age, educational level and self-rated mental health.

For today's young adults, the experience of being in the age period 18-30 years is, compared with previous generations, quite different. There is more room for exploring and experimenting when lifestyles and life-choices are no longer predetermined, and most things are possible for today's young people. The object of this thesis is to examine young people2019s experiences in the transition from youth to adulthood and to illuminate those experiences and difficulties that take place during this period. In the study, qualitative interviews were used in four focus groups, divided up in two age categories. The results reveal that the feeling of being an adult arises in the latter part of the period, and that variations between individuals are readily apparent.

The aim of this study is to examine the media coverage of gender-neutral marriage from an intersectional perspective ? with particular regard to gender, sexual orientation and religion. By focusing on the spokespeople who appears in the articles we have made an attempt to answer questions regarding who was heard in the debate on gender-neutral marriage and how the homosexual couples are portrayed in relation to the above criteria.The collected material consists of 89 articles, published in 2009, in Swedish newspapers which have been analysed by using quantitative content analysis. Ten articles have also been selected for a critical discourse analysis based on Norman Fairclough?s approach.

The focus of this study has been to plumb social workers experiences regarding their work methods in two institutions regarding unaccompanied children through a perspective of gender. In this study, four semi-structured qualitative interviews has been contrived in purpose to gather in material which has been presented in five themes to ease an analyse focusing of gender. In all the interviews both authors participated with one in charge and one taking notes. One of the main focuses has been the relations between both social workers and their clients and between colleges in the institutions. The other main focus has been the activities, both planed and spontaneous, which the clients been offered, for example football, bowling and boxing.

I have examined the conditions for participation in an opera masquerade. Theoretical support has been found in Michail Bachtin, Richard Schechner and Judith Butler. The main study object has been a masquerade organised by the workers of The Royal Opera of Stockholm in 1925. The masquerade is examined as a social practise with distinct aesthetic framing. The analysis shows that the opera masquerade share some characteristics with the medieval carnival culture as described by Bachtin, but differ in many ways as well.

In the following essay I have read the drama Natten är dagens mor (The Night is the Day's Mother) by Lars Norén. My main focus has been on the older brother Georg. By using post structuralist gender theories I have sought answers to the following two questions: How is Georg's masculinity constructed and maintained, when seen from a gender perspective? What power structures arise between Georg's and the other men's masculinities? In my analysis I have approached Georg via three perspectives. First, I have by the help of Judith Butler's theory concerning gender performative actions tried to define the men's gender codes.