The purpose of this study has been to examine a few Swedish advertisment producers opinions on the subject of viral advertising and especially the ethical aspects of hidden viral advertising. The specified purpose of this paper is to:To clarify the underlying reasons for the use of viral advertising.To clarify the advertising producers ethical views on hidden viral advertising.The essay is based on a qualitive research metod of an abductive nature where the empirical data is derived from interviews with three advertisment producers. Through a stratified selection method we contacted agencies that in one way or another uses digital solutions as an advertisment method. All interviews were conducted via the digital chat room Skype, one of the interviews were conducted with both picture and sound and the other two with audio-only.The following points are the essential conclusions of our study:Hidden viral advertising is seen as a rare promotional method in Sweden today, however, the viral-spread effect is more commonly used.The economic factors together with the spreading capacity of the viral advertising is contributing to one of the biggest reasons behind the use of viral advertising. In addition to these, viral advertising is seen as an effective way to stand out from traditional advertising.Viral advertising where the sender is hidden or unclear is always seen as unethical.

This Master thesis focuses on change conditions and change ambitions in Swedish public libraries. I have chosen to focus on three libraries that participated in a much-debated developmental project sponsored by the Swedish Arts Council almost twenty years ago. The aim of the project was to enhance service-quality, increase user-influence over media acquisition and library routines, and to redefine the concept of quality in the library context. I have made comparisons of the conditions and change ambitions between the project period 1991-1994 and present day 2009. To do this I have analyzed the evaluations of the above-mentioned project and the developmental plans that every municipality in Sweden is required to write according the library-law of 2004.

The aim of this essay is to find some of the main developing tendencies in the advertisement genre during the period of 1930-2000. The analysis is based on three examples of Gevalia cinema and TV-advertisement. Research findings are the result of using theories from different but relevant sciences, which are media, linguistics and rhetoric. Media studies help to explain the influence of the society and technology development on the advertising business. Linguistics and rhetoric give the main methods and terminology for the basic as well as comparing analyses of the three advertisements in question.

Sammanfattning saknas..

Denna undersökning syftar till att undersöka sanningshalten i medias artiklar om barns TV-tittande. För att göra det, jämfördes flera tidningsartiklar med vetenskapliga artiklar som handlar om barns tv-tittande. Endast de tidningsartiklar som hänvisar till vetenskapliga artiklar användes för denna undersökning. Resultaten visar att media ibland vinklar fakta, men överdriver riskerna med yngre barns tv-tittande i jämförelse med vad som skrivs i de vetenskapliga artiklarna. I flera fall har även de positiva effekterna tonats ned, såväl i tidningsartikeln som i den vetenskapliga artikeln.

The purpose of this essay is to study the two cases ?The hijacking of a bus in Årdal? & ?The double murder in Ljungsbro? from media ethics aspects.  The aim for this study is to clear up if the the Swedish newspapers have reported according to the mediaethic rules and to see if there is any differences between the newspapers reporting. The following theories has been used to reach the objective: the journalism task, news values, the liberty of press and speach, media ethical rules and discursive discrimination. The study has used a critical discourse method formed by Teun a. van Dijk to analyse the material, mainly through macro- and microstructures.

The purpose of this essay is to study the two cases ?The hijacking of a bus in Årdal? & ?The double murder in Ljungsbro? from media ethics aspects.  The aim for this study is to clear up if the the Swedish newspapers have reported according to the mediaethic rules and to see if there is any differences between the newspapers reporting. The following theories has been used to reach the objective: the journalism task, news values, the liberty of press and speach, media ethical rules and discursive discrimination. The study has used a critical discourse method formed by Teun a. van Dijk to analyse the material, mainly through macro- and microstructures.

This is a study about source criticism in Swedish health magazines in 2014 which is based on Torsten Thuréns positivist philosophy of science and formulations about source criticism. The thesis was based on the hypothesis that the Swedish health magazines are inadequate in their source-critical approach. To prove or disprove the hypothesis a quantitative content analysis of one hundred articles was made. The quantitative content analysis was based on twelve variables and the results showed that the hypothesis to some extent was true. The magazines reported their sources in most cases, but the majority of the sources consisted of various authorities such as doctors, psychologists, and personal trainers.

Feministiskt initiativ är ett nytt parti som liksom mycket annat har skildrats av media. Syftet med den här kvalitativa studien är att studera vad media har berättat om Fi, utifrån en kritisk diskursanalys och socialkonstruktionistisk grund vill vi studera vilka diskurser som media, i vårt fall tidningsartiklar från de stora rikstidningarna, förmedlar om partiet Feministiskt initiativ. De tidningar som vi hämtat artiklar ifrån har varit Aftonbladet, Svenska Dagbladet, Dagens Nyheter, Metro och Expressen och utgjort grund för empirin. Igenom vår analys hittar vi olika mönster och teman, däribland tre framstående diskurser: kampdiskursen, ledardiskursen samt jämställdhetsdiskursen. Dessa går in och fogas på olika sätt för Fis framträdande i medias texter.

Social media on the internet allows both public and private actors to communicate with each other. The aim of this qualitative study is to explore the relationship between the public and the private in social media on the internet, specifically with emphasis on the identities which are shaped in this relationship. The social media explored in this study is the micro blog Twitter. Data was collected from the pages of three public and private actors on Twitter, specifically with concern to their interaction with public and/or private actors. The data was analysed with support in sociological theories on modernity, identity, self-identity, socialisation and Erving Goffman's theories on everyday expression.

The aim of this Masters thesis is to examine librarians attitudes and values when it comes to the question if a new media, video games, should be introduced at the library or not. Video games are here seen as media primarily for youths. In our study we also wanted to study the discussions of quality and purchase, when computer games were introduced at the library. In order to answer our questions we conducted nine interviews with librarians working with children and youths, in eight libraries. By analysing their statements, using Maj Klassons theory where she defines the librarians role in three different strategies, we could demonstrate how the librarians reason when it comes to video and computer games, youths, quality and purchase.

Studiens syfte är dels att undersöka vilken förståelse för matematik ur ett samhällsperspektiv som elever på en mellansvensk kommunal gymnasieskola har, utifrån den beskrivning av ämnet som finns i de svenska styrdokumenten. Syftet är också att undersöka vilken inställning till ämnet eleverna har, hur attityden påverkas av vänner och familj, samt vilken betydelse media har i synen på matematik.Studien bygger på en enkätundersökning där 130 respondenters svar har behandlats. Genomgående i analysen har gruppen med elever som läser ett yrkesinriktat program jämförts med de elever som studerar på ett mer teoretiskt inriktat program.Resulatet visar att elevernas förståelse för matematikens roll i samhället är fullt acceptabel, men att det är få som nått ett fördjuad insikt. En klar majoritet anser att de förstår syftet med matematikundervisningen.Trots att en dryg trejedel tycker att matematik är det viktigaste ämnet så finner cirka hälften inget intresse för ämnet. En sjundedel säger sig t.o.m.

The purpose of this report is to explore how modern technology can work againstolder craft techniques. The focus of the research will depend on what conditions areoptimal for cutting marquetry with laser technology. In my work I account for thehistorical background of the various techniques and then through own practical testsexamine whether the laser technology can complement the traditional techniques..

This thesis is about new technology in academic libraries in the form of Patron Driven Acquisition. As libraries take part in the digital era, a new model of patron driven acquisition has emerged. This model gives users more influence over the libraries electronic book collection. The collection development model changes libraries traditional role in the collection development process, from collecting for the future to the present.The purpose of this thesis is to gain knowledge of what acquisition librarians think about the effects of PDA on the collection, the acquisitions role and the cost structure. The theoretical framework relies on Christensen?s theory about disruptive technology and was used to interpret outcomes of new technology in libraries and its staff.Five librarians from four different Swedish university libraries were interviewed using a qualitative semi-structured method to carry out the investigative part of this thesis.

Kamratposten is a swedish magazine aimed at youth aged 8-14. They write about almost everything that concerns youth, all the way from dealing with loneliness to animals and celebrities. This study concentrates at how they write about love. With a qualitiative narrative analysis of the 12 articles that concerns love from the 2013 issues of Kamratposten, I have tried to answer the questions: - What narratives about love are being constructed in Kamratposten 2013?- How do they construct males, females and gender in their articles about love?What I found was that the hetero normativity, or the heterosexual matrix as Judith Butler calls it, was very strong in the articles.