Studies have found that the applicability of commercial marketing strategies within politics have increased in recent years as a result of a rising number of swing voters. The purpose of this paper was to investigate the effects of the commercial theory of incongruent information in political marketing in Sweden. Subsequently, an experiment with 742 participants was conducted, testing the effects of congruent and incongruent ad messages for two established Swedish parties. The effect of ad message choice on several well-established measures of ad effectiveness such as awareness, credibility, attitude, conviction and voting intentions was analyzed. The results showed that incongruent information effectively increases attitude, conviction and voting intention for voters who decide on the election day what party to vote for.

The elderly care is an area of great importance to women. Women are more often in need of elderly care; they work with the service and provide a majority of the informal service. Research shows that managers? work-related prerequisites are significantly different between the male dominated technical administration and the female dominated care and educational administration. Studies also show that what the highest managerial organisation gives priority to, often permeate the whole organisation.

This paper deals with rights of women and their social role during the Viking Age. The method is to compare things and written material.In the written material, three cases of rape have been identified. How each of these cases where looked upon differs; legally the punishment for rape was exile. Violence against wives implied their right to divorce, whereby they were entitled to take with them a great part of the family´s capital, namely their dowry and morning gift.A husband and wife did not inherit each other but a widow could inherit from her children if they died without offspring.Women buried in boat graves indicate that they had a function or were closely involved in the cult. From two graves, the Aska Grave and the Oseberg Grave, the findings can be interpreted as indicating a change in the social behaviour.

Each time you pass a stand full of magazines it?s hard not to absorb the many exhortations that are being thrown at you. The range of different lifestyle magazines have more or less exploded during the last years. All magazines, each one trying to outmatch the other, want to help you improve to be the best you can.People get affected by their surroundings including what they see and what they read. Therefore we chose to do this study, as an opportunity to get a closer look on what the Swedish lifestyle magazines Cosmopolitan and Café tell us about women and men.

The foundation for this thesis lies in whether or not, and how, the body representation in printed commercials, specific products directed to the body (shampoo, body lotion etc.), has changed during the last fifty years. Four years have been chosen because of the changes in society that we believe might have had an impact. The commercials that have been picked out are the ones that best represent the general view of the body. We have found that the changes when it comes to body presentation has followed the social development to a certain degree, but it is difficult to say how much the society has had an affect on the body ideal in advertising. Representations of the male body is something that has escalated since the early 70?s, fifteen years earlier few commercials was made with male models, and the few there were, never showed more than the face.

BackgroundPolitics in some ways has always been about communication and marketing. In Sweden some people believe that communication and meaningful relations with the voters are of no value, instead it is the political content that is of importance. Media evolution has changed the conditions of political marketing; this has meant that the choices of the right communication channels in political marketing have become more important today than ever. Political competition in Sweden has become more even in recent years, this has called for political communication and marketing to be more planed and well thought out. Political parties have therefore begun to spend millions on marketing themselves.

The purpose of this study was to examine if women's career was affected by becoming a mother after 35 years old. It was also our intention to discover if it was an intentional or an unintentional choice to postpone giving birth just for the sake of the career. We have read articles that are implying that women´s career possibilities, combined with children, is difficult and of current interest in today's society. Science has shown that it no longer appears to be women's main life objective to give birth but they now also wants a career. We wanted to shed some light on the subject from two different angles, so we looked both from the women's perspective and from the employer's perspective.

In today´s labour market, men and women are segregated, both vertically and horizontally. Exceptions to the rule of gender segregation are few. There is, however, one managerial group where women and men are equal in numbers: school principals. In a short period of time, the distribution in terms of sex among principals in Sweden has changed dramatically. How does gender equality in numbers affect gender equality in a qualitative sense? That is the focus of this thesis.

This study aims to analyze how the two Swedish political parties, The Social Democrats and The Moderates, justify their stance on the euro regarding two motivational factors, voter-based ones and parliamentary ones. Since the referendum in 2003 resulted in a clear no amongst the Swedish voters, the political debate surrounding the euro has in many regards disappeared from the broader Swedish political climate, yet the expectations that Sweden faces from the European Union to adopt the euro remains. The EU-membership entails legal obligation to comply with the larger economic integration within the EU where the collective currency of the euro is an important factor. The study is conducted using the qualitative method of motivational analysis to examine the extent of which voter-based motivations and parliamentary motivations are used by the two political parties to justify their continued inactivity on the euro question. The underlying sources of information were made up of sources such as parliamentary and governmental documents, interviews with central figures throughout the years 2003-2025, and other relevant material.

On the 17th of January 2002 the Swedish government presented a bill to theSwedish parliament, proposing ways of strengthening the Swedish democracythrough reforms for increased elements of participatory democracy. A publicreport on the state of the Swedish democracy had been released two years earlierwith similar enthusiasm for participatory democracy. However, the participatoryideals of these two documents were strongly criticised by a group of scholars.The aim of this thesis is to analyze and compare the arguments articulatedbetween the years 2000 and 2002 by the actors mentioned above, and to examinetheir relation to arguments concerning political participation, articulated bythinkers from previous times. By classifying the arguments into different groupsdepending on their content I find that both parties in the Swedish argumentationfocus on the effects of participatory democracy on political equality, on theefficiency of the political decision-making and the quality of the decisions beingmade, and finally on the personal character of the citizens. Among the argumentsarticulated by thinkers from previous times, similarities with the Swedishargumentation can be seen as well as important differences.

The aim of this study was to investigate the individual meaning of experiences of migration and day-to day life experiences before and after migration, of women that had migrated from the Middle-east area to Sweden. This was to be done with a psychological health perspective looking for stressors and salutogenic factors. A phenomenological approach was used. Eleven women where interviewed with three open questions on a trajectory theme. The analysis was supported by software Sphinx Lexica and software MCA-Minerva.

Laura Mulvey was the first to suggest that women and men have different positions on the screen; men drives the plot forward, and the women are objects of masculine desire and lust.The purpose of this report was to look at and compare the two characters from the 70?s - and 80's with two characters from the 00?s - and 2010?s to gain a deeper understanding and insight into how female action heroes are presented. This will be done with the help of the questions; How is the female action heroes that are analyzed in the paper?What are the differences and similarities between the past and the present-day action heroes? Just how stereotypical are the women in their genre? The four female action heroes that were analyzed were; Princess Leia Star Wars, Sarah Connor Terminator and Lisbeth Salander Men Who Hates Women and Katniss Everdeen The Hunger Games.The four female action heroes were analyzed based on Rikke Schubarts categories (Moderarketypen, Amazon, Dotterarketypen, Ha?mnerskan and Dominatrix), the character's personal development, the character's violence and the reason for the character's.Characters from the past were more often presented as more uncertain and fragile than the modern confident characters. The female action heroes of modern times was more independent, strong, and in no need of a man in comparison with contemporary female action heroes.

In this thesis I am going to study how women experience working in a male-dominated occupation and how men experience working in a female-dominated occupation. I have chosen a qualitative method, interviewing four women and four men. By using this method I have gained a deeper understanding of what it is like having a non-traditional occupation. In the background I have looked into the unequal distribution of power between the sexes as well as the entrance of women on the labour-market, where the law of equality has had a major impact on the strive towards a more equal distribution according to sex. The theoretical part includes different theories where gender is focused, both when it comes to the biological differences as well as the segregation of sexes that prevails in society and here socialization heavily influences the choice of a vocation.

The following is an examination of work and gender and how they interlocked in a Swedishbrewery between 1923 and 1939. Leaning on labor process theory and Marxist feminist theory,this paper examines what constituted women?s work in the brewery industry in this era, how women?s work changed with rationalization and economic recess, and how the all-femaleunion locale reacted to these changes. The events portrayed are related to earlier research ongender on the labor process, to the history of the Swedish labor movement in large, and to theevolution of the so-called ?Swedish model? with its relatively low level of conflicts on thelabor market.

This is a study about the relation between the Swedish school and the political system of Sweden. I wanted to see if the relation had changed since the election of 2010 as it was in that election the Sweden Democrats got over five percent of the votes and took seat in the Swedish parliament. The thing that is unique about this election is that it was really the first time a right-wing party had been elected into the Swedish parliament. Many experts argue that this is the first xenophobic party that has been elected into the Swedish parliament. This led to a problem for schools and their principals and a difficult question to answer because xenophobia is contrary to the school?s core values and the school?s democratic mission.Should the school still be open for political parties? How do schools manage to distinguish between political information and political propaganda? If parties still are welcome into the schools, which parties should be allowed? The equality ombudsman has said in a report that the schools have to comply with the principle of objectivity, which stipulates that the public sector has to be unbiased.I have chosen to make use of a qualitative method because I think the study then gets a deeper understanding of the topic.