This thesis examines the extent to which segmentation and categorization in the context of direct marketing is an efficient way for a company to enhance its marketing effectiveness. The thesis is built on social identity and categorization theory, and tested by using statistical analysis. The conclusion is that segmentation and categorization is indeed an effective way of conducting marketing campaigns..

The way society categorize different people into groups is problematic in the sense that the categorization can seem stigmatizing and have social consequences for those being categorized. Immigrants are one of those problematic categories.The following essay studies this categorization of ?immigrants? based on a governmental investigation of structural discrimination that took place in 2002-2008. The aim is to study the use of the category ?immigrant? and the consequences that follows such a categorization.

This Swedish essay deals with a study of two tourist brochures of Värmland from two different years, 2005 and 2007. The purpose is to examine what their differences and similarities are through a comparison. My focus is put on what tourist categories the brochures mainly turn to. I want to se if they turn to all tourists or if they lean towards a special group of people.To guide me I have used both textual and picture interpretation.I have created my own tourist categorization as a tool for my study, named The matter tourist-related categorization. It contains six categories which all have some common denominator where tourists will fit in.The result shows that all tourist categories are mentioned even if some are more frequently mentioned than others.Key words: Tourism, brochures, categorization, interpretation, nature and culture..

The ambition of this paper is to study the construction of the categorization between ?us? and ?them? in a religious minority, represented by Jehovah?s Witnesses and a nationalist political party, represented by the Swedish Democrats. This will be done by a discursive psychology analysis of their official publications on each group?s website. By a deductive study using Henri Tajfel?s Social Identity Theory trying to disclose the psychological processes; Social categorization, social identity, social comparison and psychological distinctiveness.

The ambition of this paper is to study the construction of the categorization between ?us? and ?them? in a religious minority, represented by Jehovah?s Witnesses and a nationalist political party, represented by the Swedish Democrats. This will be done by a discursive psychology analysis of their official publications on each group?s website. By a deductive study using Henri Tajfel?s Social Identity Theory trying to disclose the psychological processes; Social categorization, social identity, social comparison and psychological distinctiveness.

This thesis analyzes the media debates generated by the election of Omar Mustafa to the board of the social democratic party, and the appointment of the conservative Minister of Labour, Elisabeth Svantesson. More specifically, the aim is to analyze newspaper material through a discourse analyze, to see if and how religious affiliation effects the possibilities to act as a political representative. Theories of othering and intersectionality serve as theoretical points of departure. Further, chains of equivalence from Laclau and Mouffe?s discourse theory are used to study how categories as ?us? and ?the other? are constructed in the material, and how these processes of categorization relate to the intersection of religion, gender and ethnicity.

This thesis analyzes the media debates generated by the election of Omar Mustafa to the board of the social democratic party, and the appointment of the conservative Minister of Labour, Elisabeth Svantesson. More specifically, the aim is to analyze newspaper material through a discourse analyze, to see if and how religious affiliation effects the possibilities to act as a political representative. Theories of othering and intersectionality serve as theoretical points of departure. Further, chains of equivalence from Laclau and Mouffe?s discourse theory are used to study how categories as ?us? and ?the other? are constructed in the material, and how these processes of categorization relate to the intersection of religion, gender and ethnicity.

The aim of this study is to examine if and how the diagnosis of ADHD is important for the social practice delimitation to obtain an understanding of how the sorting and categorization of clients affects the distribution of resources. In a qualitative approach, the study is based on eight semi-structured interviews in five different social practices. Young adults diagnosed with ADHD who need society's help and support, constituted our focus in the study. The selection is based on gaining an understanding of how the client process proceeds. The interviews were supplemented with documents, such as legal and internal methodological support.

This thesis analyzes the media debates generated by the election of Omar Mustafa to the board of the social democratic party, and the appointment of the conservative Minister of Labour, Elisabeth Svantesson. More specifically, the aim is to analyze newspaper material through a discourse analyze, to see if and how religious affiliation effects the possibilities to act as a political representative. Theories of othering and intersectionality serve as theoretical points of departure. Further, chains of equivalence from Laclau and Mouffe?s discourse theory are used to study how categories as ?us? and ?the other? are constructed in the material, and how these processes of categorization relate to the intersection of religion, gender and ethnicity.

Syftet med denna undersökning är att utifrån ett språkperspektiv undersöka hur bronies identitet konstrueras i relation till andra grupper i några artiklar om dem. Teoretiska perspektiv som underbygger studien är att normbrytare synliggör normer och att maskulinitetsnormer kan kopplas till de hegemoniska maskulina ideal som män positioneras kring. För att uppnå syftet studeras åtta tidningsartiklar med analysmetoden membership categorization analysis (MCA). Resultatet blev att bronies identitet konstruerades i relation till grupperna vuxna och unga män, nördar, föräldrar, näthatare, bögar och tjejer. Bronies relateras till dessa kategorier med att ibland tillhöra dem, men ibland med att inte tillhöra dem.

Citizens? interaction with governments is an area with unique implications for channel management. Governments need to take the citizens perspective into further consideration in order to be successful in delivering high-quality e-services. This paper aims to determine if a categorization of citizen-initiated contacts from a citizen-centric perspective can be a valuable basis for decisions regarding e-service development. The study consisted of three steps.

This thesis examines effects that occur when consumers are placed in a negative category by the sender in an internet marketing context. The effects studied are attitude towards the ad, attitude towards the media, sense of being monitored and sense of being categorized. The authors argue that consumers will become increasingly aware of the fundamentals of internet marketing and how advertisements online are being directed towards them. Consumers will thus, to a larger extent than today, analyze advertisements and how they have been individually categorized by the sender. This will affect the way advertisements are perceived.

This master?s thesis looks at discourses that use the pronoun ?hen?. The media debate in Sweden over this pronoun in 2012 started in connection with the publishing of a children?s picture book: Kivi och monsterhund, by Jesper Lundqvist and Bettina Jansson. The essay investigates how eight librarians, who take an interest in and work with gender issues, talk about the pronoun hen and about this picture book and other books that have characters which are not named as a sex/gender.The essay takes a discursive perspective on reality and on the construction of knowledge and carries out a discourse analysis of the librarians? talk in the qualitative interviews that were made for this study.

The purpose of this paper is to analyze the ongoing changes in German family policy. It explores the issue of whether the German welfare state, in this policy field, can still be regarded as a conservative welfare model or rather approaches a more liberal or social democratic model. A qualitative method is used to analyze the material, especially from the German government, including press releases, other public documents and also articles from the political weekly magazines Der Spiegel and Die Zeit. The changes analyzed are the new parental benefit, the expansion of child care, the concept of whole-day schools and the system of joint taxation. The point of departure is Gösta Esping-Andersen?s categorization of three types of welfare states: the social democratic, the conservative and the liberal.

This thesis aims to explore how medical social workers/counselors perform their workwith people during crisis and how they accumulate and practice scientific crisisknowledge. This study is an empirical research paper based on qualitative interviewsconducted with eight medical social workers. The data was analysed with Kvalesmodel for categorization, which constitutes the basis of the research. The results ofthe research was then analysed with the use of Cullbergs crisis theory and a model ofevidence based practice which is described by Topor and Denhov. The results showthat the medical social workers practice the evidence based practice model, describedby Topor and Denhov, in combination with Cullbergs crisis theory.