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  • 1.
    Abdallah, Dalia
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Engström, Madlén
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    So Far Away, Yet So Close: A Study on How Intimacy Is Attempted to Be Produced in Girlfriend Roleplay ASMR Videos on YouTube2020Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This study examines how ASMRtists, people that create ASMR videos, attempt to create intimacy in their videos on YouTube. ASMR stands for Audio Sensory Meridian Response and is a tingling sensation within the body that can be triggered by various stimuli, such as visuals and sounds. This study processes girlfriend roleplay ASMR, which is when female ASMRtists roleplay being the viewer's girlfriend. ASMR and girlfriend roleplay ASMR are relatively new phenomena which have emerged through digitalization and its reconstruction of the concept of intimacy. It has yet to be scientifically researched and this study contributes to the research gap. Through conducting semiotic video analyzes, this study explores how the ASMRtists attempt to produce intimacy in their girlfriend roleplay ASMR videos. The result landed in that the ASMRtists attempt to produce intimacy in various creative ways that override the screen. It is likely that the ASMRtists attempt to generate both an emotional and physical connection to the viewer through combining elements from real-life relationships and different ASMR triggers. Through making use of theories of dramaturgy, the male gaze and gender displays, the study has analyzed the material and uncovered norms and structures in society that the ASMRtists arguably rely on. The number of people that consumes these videos shows that there is a demand for new ways of creating intimacy. The development of digitalization will most likely continue to open up new forms of digital intimacy which makes it an exciting topic to conduct further research on.

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  • 2.
    Adamsson, Niklas
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Axner, Tom
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Getting the audience's attention by going viral: A case study on Sverige för UNHCR’s video messages on the refugee crisis2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Denna studie argumenterar för att dagens mediesamhälle fungerar som en hybrid, där sociala medier och traditionella medier lever och verkar i symbios. Det som får tillräckligt stor spridning på sociala medier kan påverka nyhetsdagordningen och därmed vad allmänheten anser vara viktigt för tillfället. Detta är betydelsefullt för biståndsorganisationer som, för att kunna nå ut till många och öka chanserna till att samla in pengar, är i behov av att deras sak får plats på dagordningen. Studien baseras på en kvantitativ innehållsanalys av samtliga publicerade videoklipp av Sverige för UNHCR på Facebook under 2015. Variablerna baserades på teorier om viralitet, som ursprungligen har utvecklats inom marknadsföring. Där ingick teori om social delning av känslor, social nätverksteori, self-determination theory samt marknadsföringsmodellen ”the Dragonfly effect”. Studien visade hur teorierna kunde utnyttjas även i detta sammanhang, om de anpassades utifrån kontexten. Resultatet visade att the Dragonfly effect tycks vara en lämplig modell i denna kontext. Videon ”Search for Syria” utmärkte sig i detta urval, genom att ha högst antal visningar kombinerat med en förhållandevis hög andel användarresponser, som bidrar till spridningen. Alla fyra steg inom Dragonfly-modellen kunde identifieras i denna video, vilket indikerar att detta är en lämplig modell för att öka chansen till spridning i denna kontext. Studien fann också att urvalet av videoklipp generellt inte var konstruerade på ett sätt som uppmuntrar till spridning. Vidare noterades att starka känslomässiga inslag, så som provokativa och obehagliga scener, förekommer mer i videor som fått flest visningar. Samtidigt tycks videoklipp med en större andel positiva och hoppfulla inslag få större användarrespons i form av ”gillningar”, kommentarer och delningar.

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    HT15 (C) Adamsson Axner, Getting the audience's attention by going viral
  • 3.
    Afzal, Samra
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Big data analysis of Customers’ information: A case study of Swedish Energy Company’s strategic communication2019Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Big data analysis and inbound marketing are interlinked and can play a significant role in the identification of target audience and in the production of communication content as per the needs of target audience for strategic communication campaigns. By introducing and bringing the marketing concepts of big data analysis and inbound marketing into the field of strategic communication this quantitative study attempts to fill the gap in the limited body of knowledge of strategic communication research and practice. This study has used marketing campaigns as case studies to introduce a new strategic communication model by introducing the big data analysis and inbound marketing strategy into the three staged model of strategic communication presented by Gulbrandsen, I. T., & Just, S. N. in 2016. Big data driven campaigns are used to explain the procedure of target audience selection, key concepts of big data analysis, future opportunities, practical applications of big data for strategic communication practitioners and researchers by identifying the need for more academic research and practical use of big data analysis and inbound marketing in the strategic communication area. The study shows that big data analysis has potential to contribute in the field of strategic and target oriented communication. Inbound marketing and big data analysis has been used and considered as marketing strategy but this study is an attempt to shift the attention towards its role in strategic communication so there is a need to study big data analysis and inbound marketing with an open mind without confining it with some particular fields.

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  • 4.
    Ageberg, Erik Gustaf
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Into tomorrow: Constructing scenarios for the record industry in the 21-century2009Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose/Aim: The aim of this paper is to, through scenario planning methodology, present recommendations in order for record companies to be competitive in the near future. In order to achieve this goal three question where asked. (1) What are the most central problems of the record industry? (2) How can these problems affect the future in the industry? (3) In what way can record companies’ work to avoid these problems? The paper focuses on the Swedish market partly because of the given timeframe but also because of Sweden’s position in that of file sharing as well as technological advances. It is also assumed in this paper that the future of music sales will be concentrated to the Internet. Material/Method: The chosen method for this paper was scenario planning. An extensive literature study was complemented with interviews of key players involved in content consumption over the Internet. Main results: A fundamental issue for the future of the music industry is that of legislation. The outcome of the record industry’s future is almost exclusively dependent on the way, which the legislation takes. A stricter legislation, which includes violations of citizens’ personal integrity, may backfire and result in political pirate parties’ becoming members of parliaments. This may in turn result in that the intellectual property laws of the nineteenth century are removed. Suing private persons and trackers can result in record companies alienating an entire generation of music consumers. Record companies attempts to retain music as a product may prove to be futile within time, but they can absolutely prolong the period in which it is a product. It is nevertheless, not entirely negative for music to become a service. By being a service music can more easily be attached to another service, like an Internet subscription, or an experience.

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    FULLTEXT01
  • 5.
    Akbaş, Ali İhsan
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Artificial Agendas: Polarization and Partisanship in the Turkish Mainstream Media through Fake News2019Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    This thesis revolves around the subject of fake news, a phenomenon that has been highly discussed with the advent of the internet-based media. It aims to shed light on the problem of fake news and its implications in the Turkish mainstream media by mainly departing from the discourse theory, as well as by using additional theoretical approaches over fake news and media in polarized settings. In that sense, five research questions were developed to understand how fake news items disseminate in the Turkish media ecosystem, and what this could mean for the Turkish mainstream media specifically from the contexts of political partisanship and polarization. In order to answer the research questions, a total number of 687 fake news items have been analyzed in three different data sets. After providing an overall picture of the problem of fake news in the Turkish media ecosystem, the thesis specifically focuses on fake news items that circulate within the Turkish mainstream media. Overall, 77 fake news items are further subjected to an analysis of discourse activity schema in order to find out the narratives that the fake news items are connected to the Turkish political and social context. The research shows that the use of fake news items in the Turkish mainstream media indicates divergent and conflicting epistemologies over certain social and political themes, which are government- opposition divide, secular religious divide, economy, and education. Moreover, the research also indicates that certain social and political themes are under the discursive hegemony of certain groups within the Turkish mainstream media organizations. These themes are found to be anti-immigration, anti-US, anti-Israel, and FETO. Eventually, two main points are discussed in relation to the given theoretical background. First, the problem of fake news in the Turkish mainstream media indicates a damaged understanding of journalism in the country, which requires a reorientation and reexamination. Second, media in polarized settings may increase partisan alignments and divergent epistemologies, which can lead to the use of fake news items in order to empower certain agendas.

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  • 6.
    Alberius, Adam
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Lundin, Martin
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Coops hållbarhetsarbete: En fallstudie om hur ett ord kan påverka organisationskulturen2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    In the light of corporate scandals, pressure has increased on organizations to communicate

    information related to their corporate social responsibility (CSR). In order to keep up with the

    increased pressure on social commitment, organizations’ self-descriptions may be future-oriented

    rather than reflections of reality. The future-oriented communication may improve the

    organizational culture and thereby motivate staff to perform more efficiently. On the other hand,

    if the organization does not fulfill their CSR communication it could lead to internal skepticism.

    This thesis constitutes a case study of the organization Coop, comprising whether the

    relationship between its CSR communication and the internal perception of Coop’s CSR work

    in store has affected their organizational culture.

     

    In order to answer How does Coop communicate it sustainability work through its external

    communication? and How does the staff perceive Coop's sustainability work? a qualitative

    content analysis and interviews with Coop’s staff have been conducted. The theoretical

    framework consists of Nils Brunsson’s (2006) theory about Organized hypocrisy, and

    Christensen's (1997) Autocommunication.

     

    A conclusion that can be made from the results of this thesis, is that the image communicated

    from Coop (regarding their sustainability work) does not seem to be fully aligned with the

    staff’s perception of Coop’s sustainability work. Coop’s definition of their sustainability work

    had only been acknowledged by some, whereas half of the staff had individual interpretations

    of Coop’s sustainability work. The various definitions of sustainability among the staff led to

    various attitudes towards Coop’s sustainability work, which ultimately resulted in a fragmented

    organizational culture.

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  • 7.
    Algren, Ellen
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Cato, Lejla
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    "Alla killar är dumma i huvudet!": En kritisk diskursanalys av (re)produktionen av och motståndet mot genusnormer i sjunde säsongen av Gift vid första ögonkastet2021Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This study examines how hegemonic gender norms are reproduced and resisted in the seventh season of the Swedish reality show Gift vid första ögonkastet. Through the lens of Butler's theory of performativity, the study uses Fairclough’s critical discourse analysis to uncover the hidden ideologies in the language used in the show. 

    The show’s material consists of the contestants and their discussions, as well as a panel of experts who guide both the audience and the contestants in their relationship struggles. The language analyzed is that of both the contestants and the experts. With a selection of fourteen scenes, the study aims to analyze how the language used can establish and reproduce hegemonic gender norms as well as reject and resist said norms. 

    The results show that the reproduction of hegemonic gender norms is mainly achieved by differentially ascribing certain attributes to women and others to men. Resistance against hegemonic gender norms by contestants is almost exclusively enacted by the show’s women, mainly by pointing out to the men their use of heterosexist language and demanding them to participate in traditionally feminine behavior. This demand leads to a new masculine gender norm in the studied context, a norm which differs from the one the show’s men usually participate in. The results also show that the panel of experts have an amplifying function: As part of the production apparatus, they elevate certain subjects and disputes to create particular narratives.

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  • 8.
    Allard, Niklas
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Information Systems.
    Cagenius, Eric
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Virtual teams, the new norm?: A study on the effects of becoming a virtual team.2021Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    The COVID-19 pandemic has ensued a wave of work teams making the shift from the office to working entirely virtually. At the centre of this shift are the people. The people are at the heart of any team, and thus this thesis sets out to create a greater understanding of how the leaders and members of three project teams have fared with the shift from working collocated toovirtually. Three interviews consisting of one leader and two team members were conducted per team, totalling nine interviews. The empirical findings were analyzed through the lens of a theoretical framework with a focus on uncovering why, how, and what implications the effects of virtuality have on various team processes. The results show that most challenges pertain to the increased autonomy of team members created by using ICT, and that the role of leadership has been heavily affected with a clear preference for task-focused leadership with relationshipand trust-building not being deemed critical. Multiple team processes have all been affected to a greater or lesser extent, with team members finding themselves having to deal with new requirements being imposed on them as part of the shared leadership that is taking form.

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  • 9.
    Anders, Grönvall
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Liam, Karatas
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    DEN INRAMADE SANNINGEN: Om användningen av falsk balans i rapporteringen om klimatfrågan i svensk nyhetsmedia 1988 - 20022024Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This study critically examines the phenomenon of false balance in Swedish media coverage of climate change from 1988 to 2002. The research design replicates the methodological framework of Boykoff and Boykoff (2004), applying quantitative content analysis to a selection of Swedish newspapers and comparing with their findings on American newspapers.

    The false balance occurred when media reporting gave equal weight to scientifically supported and scientifically unsupported views on the causes of climate change. The findings reveal a stark contrast between Swedish and American media. While American newspapers frequently employed false balance, Swedish newspapers predominantly depicted it as a scientifically established fact. Only a small fraction of the Swedish articles presented a false balance.

    The study delves into the journalistic practices and societal contexts influencing these representations. It suggests that Swedish journalists were less exposed to advocacy frames promoting climate skepticism, prevalent in the U.S. Various journalistic models – from aligning with personal beliefs and interpretive journalism to neutral frame-sending – are explored to understand the media's portrayal of climate change.

    Additionally, previous research considers the impact of broader political and societal consensus in Sweden on climate science at the time, unlike the politicization that took place in the United States, which likely contributed to the identified difference between the USA and Sweden. 

    This thesis contributes to the understanding of the media's role in shaping public discourse on climate change and underscores the importance of professional journalistic practices in conveying scientific realities.

    Keywords: False Balance, Climate Change, Media Coverage, Swedish Newspapers

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  • 10.
    Andersson, Amanda
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Eriksson, Ida
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Den transparenta polismyndigheten: En fallstudie av ungdomspolisen på Ålands Facebookanvändande2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Social media creates new conditions around both individuals and organizations. This means that organizations need to adjust their communication efforts to reach their target group. Therefore, it is central to the authorities to start using social media to reach their target group when the usage of social media increases. The purpose of this study is to identify how a specified police group communicate through social media to their stakeholders. We have chosen to do a case study on a specific group of police – The Youth Police and study how they communicate through social media to their stakeholders. The study aims to answer the following questions: How does the police communicate on social media? How does the Youth Police communicate through their Facebook page? And for what purposes are the Youth Police using the Facebook page? To answer these questions, we have used two methods - observation and interviews. The collected material is then analysed in the light of the theoretical framework, where we describe public relations, Schneider's communication models and different strategies for authorities on social media. The overall results obtained by this study is that the Youth Police do not have a specific strategy for how they communicate, but the police have their own ways of writing and thus form an unspoken individual strategy. Their purpose with this Facebook page is to make the police more transparent, which they do through Facebook posts where they inform, show their work and have a dialogue with their target group. The Youth Police had initially adolescents as a target group, but along with the passage of time, their target group has changed into the parents of the adolescents and the public instead. The conclusion from the analysis is that the authorities, who use social media, have to choose the right platform to reach their target group.  Social media is also a great tool for maintaining relationships and creating an understanding of the police work, which in turn can lead to improved relations between the police and their target group.

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  • 11.
    Andersson, Hampus
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Facebök: En studie om förflyttning mellan nätverk2010Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Aim: The aim of this study is to understand why people have changed their preferred community over time. What are the main factors when changing to a new one?

    Method/material: The method has consisted of personal interviews with six different people in the ages between 20-22 and of different gender. The main material that has been used in this essay is the theory of Uses and Gratifications as explained by Denis McQuail, the theory of Convergence culture by Henry Jenkins and the theory about Communites of Practice by Etienne Wenger.

    Main results: This study shows a heavy affection that the use of communities often centers round the people around the community, rather than the functions that the communities themselves provides. Having people that you know on the community you choose is a vital part for people or at least having the support of other people and changing to another community at the same time. Although, some of the respondents answered that they felt that some functions had been a thing they’ve thought of sometimes, and some chose communities in earlier days regarding the attitude of a specific community.

     

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    FULLTEXT01
  • 12.
    Andiloro, Andrea
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Propagaming: Uncovering Propaganda In War Videogames2017Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    This thesis deals with the issue of propaganda in contemporary war themed videogames. Considering the current geopolitical situation on one hand, and the pervasiveness and widespread use of the videogame medium in general, and war videogames in particular, together with the collaboration between the military and the videogame industry, part of the wider military-entertainment complex, on the other hand, it cannot be excluded that military propaganda might be present in such digital media.

    This study explores through which persuasive techniques is propaganda manifest in war-themed videogames. The answer is achieved using theories of rhetoric and persuasiveness in videogames and by conducting a textual game analysis of 10 different war-themed videogames.

    A great number of persuasive techniques at work were found within the videogames, each of them working based on certain principles identified by previous literature. Through a limited set of options, players are exposed to the normalization of morally questionable acts such as civilian shooting and torture of enemy prisoners. The war videogames in question are not neutral in their playworld, mechanics, and playformance, and heavy and widespread use of propaganda can be found within them.

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    Propagaming thesis
  • 13.
    Andrade Lima Nerell, Rosemary
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    “Excuse me, I am still here”: Designing for the Wellbeing of People With Dementia2023Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    A growing number of studies have been addressing the use of technology in dementia care. As traditional views of society focus mostly on the symptomatic aspects of dementia, the use of technology is limited to people’s impairments. However, critical dementia aligned with the third wave of Human-Computer Interaction (HCI) adopted a more holistic approach that goes beyond individual cognitive functions. In this paper, I will (1) present findings about the experience of practitioners and family members of people with dementia (PwD) in a long-term care residence in Rio de Janeiro, Brazil; (2) Present and discuss digital design solutions for the well-being of PwD in the field of art therapy, Internet of Things (IoT), augmented technology and multisensory environment, and (3) Propose interaction qualities to solidify the epistemological shifts of HCI in the context of dementia care. The overall aim of this paper is to understand the psychological and social needs of PwD in the context of a long-term care institution and suggest a design approach that leads to digital artifacts that enhance engagement and social connectedness for the wellbeing of PwD. 

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  • 14.
    Andrén, Kristina
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Raitio, Essi
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    När två blir en: Nyckelpersoners strategiska användning av diskurser i media i internationella omorganiseringar2011Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Aim: To identify the ways in which key actors, in corporate cross-border mergers, make use of strategic discourse in printed media texts. Moreover, we sought to link these discourses to specific themes and issues in order to determine possible patterns.

    Material and Method: We have made a quantitative (phase 1) and qualitative analysis (phases 2 & 3) of the media coverage of the merger between the companies Telia (Sweden) and Sonera (Finland) in 2002. The study was made through analyzing a number of articles in selected Swedish and Finnish printed media between January 2002 and December 2006. By studying certain themes and issues more closely the motive was to detect how key actors in the company use discursive strategizing methods to maneuver the presentation constructed in the media. The term discourse has in this study, essentially been defined as a framework in which key actors are able to draw on certain content specific perspectives and themes in order to deliver a certain point of view. Critical discourse analysis is therefore an important tool in order to identify the different messages within these discourses. In processing the results with critical discourse analysis, we have tried to explain how the key actors in the merger, have used these discourses to mobilize and highlight certain issues.

    Main Results: Based on the results of our research, the issues that were given the most attention in the media coverage were ownership, corporate governance in the merged company as well as shutdowns. Our main conclusion was that different actors used different discourse strategies to mobilize these three issues. Subsequently, the results show that rational discourses were most frequently used. Thus, actors with operational responsibilities, within the merged company, maintained a consistency in keeping to rational discourses. This was true regardless of background and theme. In contrast, national discourses were primarily maintained by union representatives and by former members of the board or other former leaders within the company. These national discourses could primarily be linked to discussions about corporate governance and shutdowns. Finally, this study proves that the key actors within the new merged company used rational discourses consistently. Our conclusion of this is that it is the result of successful strategizing on how these issues were mobilized within the company.

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  • 15.
    Anter, Miro
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Donald Trump på Twitter: en studie av konstruktionen av "vi" och "dom"2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This paper examines the content US President Donald Trump filled the terms "us" and "them" via his Twitter account during the last three weeks of the presidential election campaign in 2016. The analysis is motivated because it can give an indication of what kind of policy Trump will suggest as president.

    The research question for this study is: With what content does Donald Trump, through his Twitter account, fill the signifiers "us" and "them"?

    The essay is part of the research field of political communication and is based on a theoretical framework which places emphasis on the function language has as a tool for the construction of reality. Discourse analysis is used as method, which implicates that the meanings of "us" and "them" is interpreted on the basis of how the concepts are connected with other meaningful concepts and the context in which the tweets are produced.

    According to the analysis of this paper, Donald Trump constructs an opposition between "us" and "them" based on religious affiliation and origin, in which "them" – who are Muslim or immigrants from Latin America – are the problem. Based on this constructed conflict, the political demands to stop immigration from Muslim countries and deport millions of immigrants from Latin America, appears as logical solutions. Solutions that has also been presented by Donald Trump. This type of policy proposals could lead to a further strengthening of the social divisiveness and an increase of xenophobia in USA. 

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    Donald Trump på Twitter
  • 16.
    Anttila, Emma
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    News Framing and Gender: A Quantitative Content Analysis of Vilhelm Junnila and Riikka Purra’s Political Scandals2024Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    This study sought to understand the extent to which and how Swedish-speaking Finnish news media writes about political scandals furthermore how the gender of a politician might be a factor in shaping the news coverage. By using framing theory and role congruity theory as a theoretical approach, the study examined how the two most read news media in Swedish-speaking Finland (Hufvudstadsbladet and Svenska Yle Nyheter) covered the political scandals of two national politicians from the right-winged True Finns Party: Vilhelm Junnila and Riikka Purra. By having a deductive quantitative content analysis as a methodological approach, the study examined the frequency of coverage, the frequency of the attack and defense frame usage in the article titles provided by Maier et al. (2019), and the valence in the headlines. The results showed that Purra was covered as the main theme of an article to a greater extent compared to Junnila. It was further seen that the headlines enclosed high frequencies of the attack frame for both politicians. Additionally, the tonality was significantly more negatively valenced. However, contrary to the theoretical assumptions, no differences in the usage of framing or tonality could be seen between the coverage of the politicians. The overall study contributed to the broader understanding of gender differences in news coverage of political scandals, helping to close the research gap within the field.

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  • 17.
    Arnell, Annika
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Amanuel, Sofia
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Nyheter i förändning: En explorativ studie av nyhetsartikeln på nät och papper i svensk dagspress2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Title: The transformation of news - an exploratory study of digital and analog news in the Swedish daily press.

    Author: Annika Arnell and Sofia Amanuel

    Tutor: Lowe Hedman

    Purpose: This explorative thesis attempts to study if new ways of news production and distribution created by recent digitalization processes and technical development has different impacts and effects when the same news events is published in the same daily newspaper in a digital as compared to an analog platform.

    Method/Material: The method used is an explorative qualitative content analysis. The articles are divided into three levels: main news, middle-sized news and notes. The material consists of 40 news articles from two Swedish daily newspapers, with a divide of 20 news articles per newspaper.

    Main results: This study demonstrates that there are differences in how a news article is formed in a digital as compared to an analog platform. The differences show that main news events are presented in the exact same way on both platforms. The smaller notes show vast differences in all categories and are often fuller on the digital platform, leaving information such as context and previous events out in the printed newspaper. The middle-sized news shows both similarities and differences. But the results are to varying to make any conclusive statement.

    Number of pages: 76

    Course: Media and Communication studies C

    University: Division of Media and Communication, Department of information science, Uppsala University

    Period: Fall 2013

    Keywords: digitalization, information technology, convergence, media logic, news schemata, news, daily newspaper, journalism, Dagens Nyheter, Svenska Dagbladet.

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  • 18.
    Arntsen, Hilde
    et al.
    University of Bergen.
    Ekström, Ylva
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Finding One’s Feet in Modernity: Young Women and the Global Media in Dar es Salaam and Harare2014In: Culture & The Contemporary African: A Festschrift for Mai Palmberg / [ed] Taiwo Oloruntoba-Oju; Kirsten Holst Petersen, Recito Publishing House in cooperation with Nordiska Afrikainstitutet , 2014Chapter in book (Other academic)
  • 19.
    Arora-Jonsson, Stefan
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
    Wedlin, LindaUppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.Pallas, JosefUppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies. Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.Blomgren, MariaUppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
    An ecology of ideas permeating science, higher education, and society: Essays for Kerstin Sahlin2024Collection (editor) (Other academic)
    Abstract [en]

    This book is a dedication to Kerstin Sahlin, delving into the world of ideas and tracing their journey through the realms of science, higher education, and society. With collective efforts of Kerstin’s colleagues and friends, the book explores the multifaceted aspects of dominant ideas in science and higher education, unraveling their global trends and pro-found influences on universities and beyond. Structured into four comprehensive themes – critical remarks on global trends shaping universities and academic institutions; exploration of intricate relationships between the sciences and society; collegiality and governance of academic institutions; and the impact of global ideas in the public sector – the volume echoes Kerstin’s pioneering research on the translation, editing, and dissemination of popular ideas and management concepts. It also showcases her recent work on the ecology of ideas in science and higher education. This book stands as a testament to Kerstin’s enduring legacy, acknowledging her profound influence on our understanding of contemporary developments in society as well as in academia.

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  • 20.
    Arrenius, Karolina
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Andersson, Hannah
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    En kvalitativ studie om Volvos och BMWs reklamfilmer mellan 1990 och 20192020Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this study was to examine if and how the content and design of car commercials has changed the past three decades (1990 - 2019) and to examine if the intensified climate debate and concern for the climate changes has influenced what is communicated in the commercials. As theoretical framework a neo institutional theory was used. Nine commercials from Volvo and six commercials from BMW was analysed with a semiotic and rhetorical analysis to answer the following questions.

    1) What characterizes Volvo’s and BMW’s commercials in the 1990s, the 2000s and 2010s?

    2) Have the commercials changed during the past three decades? If yes, in what way have they      changed?

    3) Do the commercials in some way reflect the intensified climate debate and concern for the          climate changes? If yes, in what way?

    The result indicates that Volvo's and BMW's commercials have changed from a focus on highlighting and conveying the car and its features, to a focus on arousing emotions of the consumer. No aspects of the intensified climate debate and concern for the climate changes was reflected.

    In a constantly changing society, which over the years has led to new conditions and challenges for car companies regarding advertising production, it is important that companies adapt the communication in their advertising to the requirements and expectations of the environment in order to be more easily accepted by different stakeholders. The result should be seen as an initial step in the research area. Knowledge about how advertisement tend to change is important for all companies in the society since advertisement increases the company’s visibility and sales.

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  • 21.
    Arsova, Pavlina
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Pandemic Populism: A Mixed Narrative Analysis of Fria Tider's Tweets during the Coronavirus (COVID-19) Infodemic2021Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    At the end of 2019, the World Health Organization (WHO) receives information about a severe pneumonia outbreak in Wuhan city, Hubei Province in China. This event is the start of the worst global public health crisis in modern time, commonly known as the Coronavirus Disease 2019 (COVID-19) pandemic. What is more, the situation turns into an infodemic as a massive wave of health-related information spreads worldwide, consisting of genuine facts mixed with conspiracy theories, dangerous hoaxes, and malign narratives, which risk not merely to endangering public health, but also to lower the trust in institutions, create polarization, and geopolitical instability.

    This thesis explores the COVID-19 infodemic through the lens of pandemic populism and storytelling, using Sweden as a case. The overarching aim is to investigate COVID-19 related narratives produced by the Swedish countermedia outlet Fria Tider on Twitter. The theoretical framework builds upon news theory, narrative theory, and populism theory. A mixed methodology is applied, combining qualitative and quantitative narrative analysis. The data consists of in total 2,367 tweets, of which 256 tweets is the final sample size (n=256). The tweets are harvested through Vicinitas (www.vicinitas.io) and cover 2020-04-01 to 2020-06-30.

    The findings show that Fria Tider tells an alarmistic story of a collapsing society, portraying Swedish institutions that handle the COVID-19 crisis as incompetent scapegoats while the crisis's noble heroes are SD and Russia along with journalists and nurses. When it comes to the Swedish people, most of the population are depicted either as internal enemies or helpless victims that are exposed to other persons` irresponsible behaviour, while only a few are enlightened. The conclusion is that Fria Tider conducts a smearing campaign that presumably aims to destabilize Sweden by undermining governmental trust and sow social tensions. 

  • 22.
    Avebäck, Erik
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Edström, Petter
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    I allmänhetens tjänst på Facebook: En undersökning av SVT:s strävan efter dialog2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This study intends to research SVT’s work with dialogical and symmetrical two-way communication with their audience on the social media site Facebook. Because of SVT’s position as the government’s public broadcasting service, they inheret a certain responsibility towards the population of Sweden. With this study we aim to observe and analyze SVT’s communication on Facebook based on theories, interviews and their own policy regarding communication online. To be able to reach our goals with this study we are going to analyze the policy document as well as articles regarding social media use from SVT, interview communicators at SVT and also perform an analysis on one of SVT’s Facebook pages based on online observations. When analysing the content of the Facebook page we are using a synthesized definition of the theoretical frameworks and models regarding dialogue, two-way communication and deliberative democracy. Our results show that SVT’s own definition of dialogue differs from an academic definition of the very specific and complicated concept of dialogue. In our research we notice that SVT aims to market themselves and perform dialogue simultaneously, which becomes problematic due to the strict academic definitions of the dialogue-notion. The interaction between SVT and their stakeholders on Facebook mostly contain simple questions regarding the organisation’s broadcasting and range which does not provide the right conditions for dialogue. 

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  • 23.
    Bai, Minghan
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Exploring the Dynamics of Rumors on Social Media in the Chinese Context2012Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Rumors always trigger public panic in China, while the advanced Internet technology has tremendously influenced the daily life of the Chinese. Thus, the dynamics of rumor spreading via the social media in China are worthwhile discussing. In order to fulfill the aim of this research, one of the prevalent Chinese social media sites, the Sina microblog, is introduced and analyzed within the context of the salt-buying frenzy incident that occurred in China in 2011. Various theoretical approaches, from the sociological and media studies perspectives, are introduced to form the framework for analysis. The relevant data and materials were collected via questionnaires with Chinese Internet users, while previous academic research and publications provide supportive materials. From the analysis of this social media site and contemporary Chinese circumstances, it was seen that the Guanxi network extended and enlarged the influence of online rumors to offline Chinese. In other words, the Guanxi network, expanded by social media, can be considered as the most important part of the dynamic process of rumor spreading in China. However, the openness and freedom of the Internet atmosphere were found to be the main factors in eliminating online rumors.

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    Fall12_Two Year Master_Minghan Bai Exploring the Dynamics of Rumors on Social Media in the Chinese Context
  • 24.
    Baldonado, Chloe Marie Binas
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    The Singaporean Ministry of Education’s crisis communication: The 2021 River Valley High School crisis2024Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
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  • 25.
    Basta, Zofie
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    The Intersection of AI-Generated Content and Digital Capital: An Exploration of Factors Impacting AI-Detection and its Consequences2024Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Abstract:

    This thesis investigates the capacity of individuals to detect AI-generated text, and the indicators that enable them to do so. This inquiry is situated in the broader theoretical context of digital capital, the digitization of society, deep mediatization, and AI literacy. Using a quantitative correlation approach, the study tested participants’ accuracy in detecting AI content, and shared factors between participants with high scores on this task. Participants were assessed on a number of self-reported demographic, digital capital, and digital society-based benchmarks in conjunction with AI detection accuracy. The study employed a mix of statistical methods, including logistic regression and point-biserial correlation matrices. However, only a few specific questions within the digital capital and digital society framework had a statistically significant impact on a participant being in the high-accuracy group, and these correlations were weak. Furthermore, two aspects of digital capital actually had a negative effect on the odds of scoring high on the text detection task. 

    The findings reveal that there is room for more research into what indicators influence human AI detection capabilities, and whether these skills are learnable or inherent to certain individuals. Moreover, the research highlights the necessity of fostering AI literacy, particularly if these capabilities improve human AI detection. While AI systems can ‘catch’ AI-generated text, their efficacy is mixed, and producers of AI text and evaluators are constantly locked in a game of cat-and-mouse, using evolving AI to recognize evolving AI. Thus, human skills are pivotal, lest we become even more dependent on technology in our deeply mediatized society.

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  • 26.
    Behar, Virginie
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Healing the Depressed Self: A Study of Social Media Therapy2023Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Since 2019, therapy content from both mental health professionals and social media users has proliferated on both TikTok and Instagram, a phenomenon some have called Tiktok and Instagram therapy. This study explores two different facets of social media therapy. It explores how individuals with a history of depression engage with these accounts in order to cope with their condition. It also explores the content about depression this study's participants consume in the process, which knowledges about depression are privileged and which remain obscured.

    Based on qualitative content analyses of in-depth semi-structured interviews and collected social media posts from Instagram and Tiktok, this thesis adopts Foucault's theoretical approaches to Technologies of the Self and Power/Knowledge to reveal the complexities of social media therapy in the context of neoliberal mental healthcare and the dominance of psychiatric and psychological knowledge about depression. The findings show that social media therapy is a valuable tool for this study's participants through the careful curation of their social media therapy content and, thus, allowing them to gain better (self-)knowledge, tools for self-care and a sense of community to better cope with depression. However, participants' practices reveal a tension between the notions of agency and neoliberal imperatives of self-management operating simultaneously within the current mental healthcare context. The findings further show that social media therapy reinforces the stronghold of the medical and psychological sciences on conceptions of depression and reproduces neoliberal imperatives of self-responsibility and individualization, disregarding the social and structural determinants of depression.

    This study thus concludes that while social media therapy is a site of contradictions, its appeal and helpfulness in the current neoliberal mental healthcare context cannot be denied. Nevertheless, there is a need to bring more awareness to social and structural conditions leading to depression.

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  • 27.
    Below, Jelka Ninja
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Photojournalism in War and Armed Conflicts: Professional Photography and the Framing of Victimhood in World Press Photos of the Year2010Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    During the last decades, the presence of visual media has increased dramatically. However, very little empirical research has been carried out to determine the implication of the medium photograph as a visual information transmitter. The aim of this study was therefore to investigate the characteristics of professional press photos that relate to war and armed conflicts and to examine the framing of victimhood. A thorough literature review as well as an iconographic interpretation of World Press Photos serves to ascertain data in order to permit answering the research questions.

     

    The World Press Photo Foundation is the subject of research as it represents the most prestigious international competition for press photography at present and thus acts as an agenda-setter. That highlights the implication of its decisions about professional photographs since its coverage of certain issues biases the international media coverage of the same. It also affects the development of professional photojournalism. In this context the meaning of photographs in today’s visual media societies can be discussed.

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    Photojournalism in War and Armed Conflicts
  • 28.
    Bengtsson, Towe
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Källen, Matilda
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Från granskare till guide: om medborgarjournalistikens och deltagarkulturens påverkan på svenska journalisters professionella identitet2012Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Title: From inspectors to guides: how citizen journalism and participatory culture

    affect the professional identity of Swedish journalists (Swedish title: Från granskare

    till guide: om medborgarjournalistikens och deltagarkulturens påverkan på svenska

    journalisters professionella identitet).

    Number of pages: 44 (48 including enclosures).

    Authors: Towe Bengtsson and Matilda Källén.

    Tutor: Amelie Hössjer.

    Course: Media and Communication Studies C.

    Period: Fall 2011.

    University: Division of Media and Communication, Department of Informatics and

    Media, Uppsala University.

    Purpose/Aim: The goal of this paper was to answer how citizen journalism and

    participatory journalism as well as an increasing range of information today have

    affected the professional identity and professional lives of journalists. In addition to

    this, study how journalists today respond to these changes.

    Material/Method: The study is based on Deuze’s theories about journalistic ideals,

    Jenkins’ theories about convergence culture, and on theories about professionalization

    and de-professionalization based on Nygren, Wiik and Torstendahl’s theories. The

    study is based on eight interviews with professional journalists, four employed

    journalists and four freelance journalists. The results are analysed based on a broad

    theoretical framework.

    Main results: The results of this survey show that the role of the professional

    journalist is extremely complex, with a strong ideological basis that fundamentally

    influences the journalist's view of the profession and of him- or herself. The survey

    shows that the journalist role is changing and how important the identification as a

    journalist still is. Furthermore, the survey shows that the role is being redefined. The

    role consists of two levels, an ideological level and a more practical level. The survey

    shows how these two levels are in harmony, but also on a collision course, and how

    journalists seek to clarify their ideology to distinguish themselves from others, but

    also how they actually adapt the ideals on a more practical level.

    In summary, despite a de-professionalization of the profession, the journalists keep

    the journalistic ideals very high, although they constantly redefine their role, as well

    as the ideals. They see their role as an aid to guide the readers, rather than a traditional

    journalist, although they still cling to a traditional perception of the ideal journalist.

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  • 29.
    Berander, Moa
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Miller, Hugo
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    "Det är som att elda för kråkorna": En kvalitativ intervjustudie om sportjournalisters syn på en jämställd rapportering2021Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Sports journalism has always been a male territory, both in the editorial office and in the media reporting.  

    This thesis examines how four male, and four female sports journalists look upon sports coverage through a gender equality perspective. The research questions regarded current sport coverage, in a gender equality perspective; why the journalists believe it is that way, what they want to change and what differences could be found between male and female journalists. The study interviewed the journalists and used constant comparative methods to analyse the result through the theories of news valuation, media logic, hierarchy of influences and gender theory.

    It was found that sports journalists consider current sports coverage unequal. The biggest cause is the interest from the readers, which is far larger for men’s sports. One of the most suggested ways to change the coverage is to try and report a bit more about women's sports than consumers request, to grow reader interest. Additionally, management must prioritize women’s sports higher, in order for the coverage to become more equal. One difference identified between the opinions from male and female sports journalists, is that female journalists emphasized the way sports journalists report about women, which the male journalists didn’t. Their biggest concern is instead how to report more about women’s sports and adhere to readers' interests.                                                                           

    This study offers an understanding of which parameters affect, and what can be done for a more gender equal sports coverage, through the perspective of active sports journalists. 

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  • 30.
    Berg, Kristofer
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Lovéus, Jonas
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Kickstarting a Kickstarter: Kommunikativa komponenter i lyckade & misslyckade crowdfundingkampanjer2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Crowdfunding is described as a facilitator for creative entrepreneurs in their gathering of funds for projects. This bachelor’s thesis  aims at finding differences in communication components found between successful and unsuccessful crowdfunding campaigns on one of the most popular platforms, Kickstarter. Through a quantitative content analysis and a rhetorical analysis of literary topoi this study suggests that there are apparent differences in usage of titles, text, visual expressions, rewards and in themes of preparation, humility as well as quality. The findings we present conclude that a campaign with a title consisting of eight words and one punctuation are more likely to succeed than other. Further it is shown that campaigns lacking in visual expressions are running a bigger risk of failure than campaigns using a video and some images. Also a correlation between the amount of rewards and the amount of backers are being shown. The study suggests that texts should include literary topoi deriving to “person”, “item” or “special themes”. A campaign that is moderate and shows signs of preparedness in “Risks & Challenges” are more likely to succeed. Apart from this, the study show a rise in the amount of already developed products being published on Kickstarter.  

    It should be noted that this study is not a checklist for creating a successful campaign on Kickstarter, it is an indication on what differs between a successful and an unsuccessful campaign.

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  • 31.
    Bergendal, Taghrid Sara
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    P.S. I love you...and other growth hacking strategies used by disruptive tech start-ups: A case study on the relevance and enactment of growth hacking by Sweden's tech start-ups2017Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Disruption innovation theory has been the zeitgeist for building globally disruptive tech companies since 1997. One decade later, disruptive tech start-ups are moving away from traditional marketing strategies in favour of growth hacking. There is a seemingly growing consensus by online tech experts, tech entrepreneurs, advisors and investors, that suggests that growth hacking is becoming increasingly important practice for disruption based tech start-ups. Furthermore, Sweden is becoming the Silicon Valley of the Nordics, producing more unicorns per capita than any other country in the world. This case study research is an investigation of the relevance and enactment of growth hacking by disruptive tech start-ups in Sweden. The main objective is to determine whether growth hacking is actually being used and how it is enacted by the start-ups. The goal is to explore how relevant this new term is, if it as popular as suggested in online literature and if so which growth hacks are being used. The study is conducted by carrying out a qualitative case study on five tech start-ups in Sweden: Fidesmo, a smart-chip payment system based on NFC technology that can be implanted into everyday objects such as watches, bracelets and cards, and that allows users to update and add new digital services as well as open doors or pay with a simple tap; TaskRunner, a geo-location based ‘help on demand’ platform that allows people to post ads for help with tasks while nearby task runners can bid to be hired to complete those tasks; Beleco, a unique marketplace for furniture rentals with a modern white-glove approach, that allows people to change or rent, rent-to-own or buy their furniture with the utmost ease; &frankly, a continuous tracking application software that helps create happier and productive workspaces by triggering and measuring engagement and surveys between employees and employers in a non-hierarchical manner; and Wunderino; a Malta-based online casino platform started by Swedish entrepreneurs with the goal of taking the traditional pressures associated with gambling away and replacing it with an element of fun and gaming. Empirical data collection consisted of the interviews and observational study of their innovation on their platform or website. The results were interpreted and contextualized within the disruption innovation theory framework. The results of the study reveal that growth hacking is relevant to disruptive tech start-ups, and is becoming increasingly important to them as their companies develop. Additionally the study reveals that growth hacking occurs organically within these start-up structures, already integrated into their marketing and strategy, without a separate or official definition of the practices. Additionally, growth hacking may have initially been seen as lower cost approach to marketing, however the research reveals that it is not lower cost if there isn’t someone who is highly technical on the founding team. Finally, the results reveal that growth hacking is not fully operationalized or defined as growth hacking to the extent of its popularity online and in popular texts, however it does lay on the horizon as a goal for tech start-ups. 

  • 32.
    Berggren, Daniel
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Vejbrink Kildal, Hedvig
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Vaccinmotstånd i online communities: En fallstudie om vaccinmotståndares kommunikation på Facebook2021Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    In 2019, the World Health Organization classified vaccine hesitancy as one of the ten biggest threats to global health. Since then, the anti-vaccination movement has expanded, at the same time as the Covid-19 virus has spread around the world. This thesis examines how opinion leaders in an anti-vaccination Facebook group design their communication in order to spread their alternative realities of Covid-19 vaccines. This case study focuses on what a specific anti-vaccination online community’s rhetorical situation looks like, and which rhetorical appeals are being used by the group’s opinion leaders. It has its theoretical starting point in a modified version of Lazarsfeld and Katz’s Two-step flow of communication that was put in relation to Bitzer’s and Aristotle's rhetoric theories. The result shows that the use of logos, ethos and pathos depends on the rhetorical situation. Pathos dominated the opinion leader's Facebook posts as their language was emotionally emphasized and appealed to individuals' feelings. Emotional arguments were seen as an effective approach to receive engagement from the recipients. Logos was the least used appeal and the opinion leaders' arguments rarely involved scientific proof or credible sources. This was considered to be due to the fact that the rhetorical audience consisted of like-minded people who already shared the views of the opinion leader. Therefore, they did not need to be convinced with fact-based arguments. This study was conducted through a netnographic approach and a rhetorical analysis with the aim of helping to fill a knowledge gap that can be helpful as support in preventative measures to reduce vaccine resistance through communication.

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  • 33.
    Berglund Eriksson, Klara
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Wallin, Emma
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Konstruerad legitimitet eller samhällsmedvetenhet?: En kvalitativ studie av charterbolaget TUIs CSR-kommunikation till svenska konsumenter.2020Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Title: Constructed legitimacy or social responsibility? A qualitative study of the tour operator TUI’s CSR-communication directed to Swedish consumers (Konstruerad legitimitet eller samhällsmedvetenhet? En kvalitativ studie av charterbolaget TUIs CSR-kommunikation till svenska konsumenter)

    Authors: Emma Wallin and Klara Berglund Eriksson

    Aim: The purpose of this study is to investigate how the tour operator concern TUI work to achieve legitimacy during a period of criticism towards the travel industry, by studying their CSR-communication. This is done by answering following questions:  

    1. Does TUI use CSR-communication as a way to achieve legitimacy?
    2. How does TUI communicate their CSR-commitment in their relationship with Swedish consumers?
    3. Which tendencies of Suchman’s legimicity types can be found in TUI’s CSR-communication?

    Method/Material: To answer the research questions we have analysed material from TUI’s sustainability report of 2018, their press releases from 2018-2019 and content from the page of sustainability at TUI Sweden’s website. The material was collected by document analysis and analysed through a qualitative content analysis. 

    Main Results: Our study indicates that TUI use CSR-communication to achieve legitimacy and maintains two of Suchman’s legimicity types: pragmatic and moral. TUI primarily use one-way communication and the study indicates that there is an economic interest behind their work with achieving legitimacy through their CSR-communication. 

    Number of pages: 50 pages

    Course: Media and Communication studies C

    Department: Department of Informatics and media

    University: Uppsala University

    Period: Spring 2020

    Tutor: Martin Landahl

    Keywords: Public Relations, Corporate Social Responsibility, CSR-communication, Legitimacy, Tourism. 

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  • 34.
    Berglund, Isabelle
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Nygren, Anna
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Vad sägs om vego?2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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  • 35.
    Bergman, Sandra
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
    Monstad, Therese
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    A case study of the communicative constitution of AI in an organization2024Conference paper (Refereed)
    Abstract [en]

    New technical capabilities such as machine learning and natural language processing improves AI and makes it more adaptive and easily learned (Coombs et al., 2020). This is driving a widespread implementation of AI in organizations. The flexibility combined with an increased availability makes it likely that all processes within organizations are open to automation (Chakraborti et al., 2020). However, current scientific focus regarding AI tends to focus more on what is technologically possible, rather than how it affects organizational practice (Meijer et al., 2021). In this ethnographic case study, through the lens of the communicative constitution of organization (CCO), we study an organization that has had an AI chatbot implemented for five years. The aim with this case study is to see how organizational members, i.e. AI trainers, interact with the AI chatbot to make it present (although not as a physical entity itself), train it, represent it and therewith uphold the organization’s trust in the AI chatbot. We find that AI trainers play an important role in representing the AI in the organization, but also in representing the citizens toward the organization and vice versa.

  • 36.
    Bertzell, Christoffer
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Major vs. Independent: en undersökning om hur skivbolagsrepresentationen ser ut i svensk dagspress2008Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Aim: The aim for this study of Swedish daily press is to see how the musical reporting is structured for the newspapers I have chosen to analyse. My main purpose is to investigate how the newspapers reporting are distributed between artists who belong to either a major record company or an independent record company. With this research I want to find out if there are any economic backgrounds to the content and if the reporting is equal to the market production.

    Method/Material: For this study I have studied, by quantitative research, every piece of musical reporting in seven daily newspapers for two weeks. Through thorough research I have determined the belonging of every article’s record company. I have compared the newspapers with each other to see how the reporting differs. I have also collected information concerning the economic aspects of the music business to investigate if the reporting is equal to the market production.

    Main results:

    - The representation of major and independent record companies in Swedish press is distributed as the following: 60 % Major and 40 % Independent.

    - The national press and regional press both show a distorted picture of the record company representation while the evening press and free press show a more truthful representation according to the market share holdings.

    - There are signs of a scope economic structure in Bonnier which cannot be fully verified.

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  • 37.
    Bi, Chun
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    The Cultural Characteristics in China's Official Online Tourism Advertisements2012Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Tourism advertising is an important approach in providing information about tourism destinations and in attracting potential customers, and in this process, particular cultural factors are usually conveyed. In this thesis, the main intention was to describe the cultural factors reflected in advertising and discover the role that Chinese cultural identity plays in China’s official Internet tourism advertisements to overseas markets using a theoretical framework of diverse cultural issues. The objects of this study are the official tourism advertisements from China National Tourist Office’s (CNTO) websites.

    The author researched Chinese cultural characteristics and tried to connect them with the expressional tendencies in tourism advertisements. Using a quantitative content analysis method, the most frequent cultural symbol in advertising was discovered as the basis and general image of the online tourism advertisements. Then the author discussed the external manifestations of cultural factors in tourism advertising in detail and analysed the internal cultural values behind them using the qualitative discourse analysis method. The main conclusions of this study indicated that the most representative cultural characteristic of Chinese culture in tourism advertising is a high-context cultural feature; in addition, at present traditional ideology in Chinese society, such as Confucianism and Taoism, was still being conveyed in tourism advertising. In general, Chinese cultural traditions influenced tourism advertising expressions, both in external manifestations and internal connotations.

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  • 38.
    Bill, Hannah
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Olofsson, Maja
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Grävhörnor, Vita Fläckar och Tomma Sidor: En kvalitativ studie över journalistiska roller i Uppsala2022Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This thesis examines how local journalists in Uppsala would like to work with news reporting, based on their journalistic roles. To answer this main research question, the paper follows three more particular sub-questions: How do local journalists in Uppsala view their current journalistic role? What journalistic role would the journalists like to fulfill?  What do the journalists think about the future of local journalism? The chosen method of this exploration is qualitative interviews, with six journalists working at two different editorial offices in Uppsala. By drawing from the theoretic framework by Thomas Hanitzsch and his suggestions on journalistic roles, the paper found that the populist disseminator role is the most apparent among Uppsala’s journalists, in terms of the normative dimension. However, for practical reasons they often have to prioritize the entertainment factor, which is more in line with the accommodative role. In terms of their own preferences, most of the journalists express a deep wish for more investigative journalism in their work. In other words, their cognitive role is more in line with the detached watchdog. Despite current problems, all interviewed journalists are hopeful about the future of local journalism, believing people today need it more than ever before. They also suggest that the Covid-19 pandemic strengthened local journalism, reminding people of its necessity. Overall, this thesis gives an insight into the current situation for local journalists and provides both solutions to the challenges as well as reasons for its highly important place in society.             

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  • 39.
    Blanc, Matilda
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Carlsson, Amina
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    It’s not easy being green: En kvalitativ studie om Na-Kd Circles CSR-Kommunikation2022Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Corporate Social Responsibility or CSR has, in step with societal development and awareness, driven companies to take several aspects into account. Issues relating to climate, sustainability, social and financial issues are some of the meanings of social responsibility and to which companies are taking into account. The knowledge about the textile industry has broadened throughout society which has led to a certain awareness about what we buy. This makes CSR communication important. Recently, several companies in the fashion industry have chosen to introduce various recycling programs of clothing in an attempt to reduce its climate footprint and position themselves as more sustainable in the market. One example is the fast-fashion company NA-KD and their sustainable initiative NA-KD Circle. Previous research has demonstrated how the inclusion of CSR can be important for the brand's credibility and loyalty. Based on methods that have been linked to the theoretical framework studied, the study has applied rhetorical and semiotic analysis as well as Kim and Ferguson’s six dimensions of effective CSR. In addition to these, Stuart Hall's model of encoding and decoding has also been used to illuminate the reception of the respondents. With the help of semi-structured interviews, the study's second and third questions have been attempted to be answered. These have touched on the topics of whether NA-KD Circle can be perceived as effective CSR and how this affects young women's attitude towards NA-KD as a brand. The interviews were further analyzed with qualitative content analysis where two themes were identified. The women's attitude and influence towards NA-KD as a brand resulted in its image being more skeptical than unchanged. It can also be read that the recipients did not decode the material of NA-KD Circle in the way that the sender was striving for. The recipients partly received the message but applied their personal perspectives and interpretations to the material.

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  • 40.
    Bogren Ericsson, Linda
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Eklöf, Sara
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Social commerce: En studie om hur vårt nya sätt att kommunicera förändrar vårt sätt att konsumera2012Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Title: Social commerce - A study of how our changing way of communicating affects the way we consume

    Number of pages: 39 (43 including enclosures)

    Author: Linda Bogren Ericsson, Sara Eklöf

    Tutor: Ann-Marie Morhed

    Course: Media and Communication Studies C

    Period: HT 2011

    University: Division of Media and Communication, Department of Information Science, Uppsala University.

    Purpose/Aim: The purpose with this thesis is to study the phenomenon social commerce in Sweden and investigate the reasons why Comviq, Pocket Shop and Lagerhaus have chosen to use social media as a platform for their e-commerce. Furthermore, we want to clarify what it is that makes social media a suitable platform for e-commerce and how e-commerce can take advantage of the unique features that social media possesses.

    Material/Method: The study was conducted through qualitative interviews with companies who are in contact with social commerce in different ways. The study was based on interviews with respondents from five Swedish companies. Three of these companies, Comviq, Pocket Shop and Lagerhaus are all engaged in social commerce, and the other two, Askås and Cloud Nine are developers of e- commerce services for the social media platform.

    Main Results: The result of our study showed that Comviq, Pocket Shop and Lagerhaus chose to use social media as a platform for e-commerce in order to increase their sales. Furthermore, social media holds important communicative features that facilitate the dissemination of information. The viral spread of online word-of-mouth can quickly and effectively reach many people through the connected network within social media. This ability is an important reason for why the three companies use social media as a platform for e-commerce. It also emphasizes how e-commerce can benefit from a presence on social media. In our conclusion, we note that the convergence of e-commerce and social media, and the consumer’s need for participation are signs of how our changing way of communicating affects the way we consume.

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    Social commerce - En studie om hur vårt nya sätt att kommunicera förändrar vårt sätt att konsumera
  • 41.
    Bohman, Andreas
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Ismahil, Dlovan
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Information Systems.
    Hur ska vi säkerställa arbetsmiljön vid distansarbete?: En studie om hur ledare använder digitala kommunikationsverktyg för att säkerställa arbetsmiljön2023Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Problematization: Remote work is estimated to become an increasingly common solution for organizations in the future. However, when employees work from home it becomes more difficult to discover any shortcomings in the work environment. Previous research has not focused on how digital communication tools can be used to detect flaws in the work environment when working remotely, which means that there is a knowledge gap that this study intends to contribute to.

    Aim: The purpose of the study is to develop knowledge about what opportunities and limitations leaders experience with digital communication tools and how they use the tools to ensure the employees' work environment when working remotely.

    Method and materials: A qualitative deductive approach was used to answer the study’s two research questions. The primary data was conducted through ten semi-structured interviews with different leadership roles from various industries.

    Conclusions: The result showed that the leaders could ensure the employees psychosocial work environment by using different channels that digital communication tools offered. Those channels were mainly chat and video meetings. Chat made it possible for the leaders to quickly and easily communicate with their employees and ask about their health. Video meetings were the channel that gave the leaders the opportunity to see the employees, which made it easier to get a picture of their well-being. Furthermore, it also emerged that digital communication tools were not enough to ensure the employees' physical work environment. The leaders could only pay attention to small details, which was not enough to assess whether the employees had a suitable working environment at home from a physical perspective. In order to ensure the physical working environment, it would have been necessary for the employees to walk around and show their workplace at home with the help of the camera. However, this was not something that the leaders in this study advocated due to the employee’s personal sphere.

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  • 42.
    Borgström, Sara
    et al.
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Appel, Hugo
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Krishantering av personliga varumärken2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This thesis attempts to sketch what happens in the intersection between crisismanagement, personal brands and self-presentation. Self-branding and the marketisation ofthe individual, is an increasingly common phenomena and the purpose of this thesis is to casta light on the complexity that arises when a personal brand is subjected to a reputationalcrisis.

    The questions asked by this study has been: What communicative strategies are beingused to control the self-presentation through crisis management of personal brands onYouTube? Are these strategies comparable to established theories of crisis managementwithin companies and organisations? 

    The thesis uses van Dijk and Goffman to create a table for analysis of both linguisticand extralinguistic features of the crisis communication of two personal brands on YouTube. The material that is analysed consists of six videos, three from each personal brand, and twoblog posts from one of the personal brands. These are all the instances where the twopersonal brands are addressing the crisis. The linguistic and extralinguistic communicativefeatures are identified and analysed using semiotic analysis. The results are then summarisedand compared with Coombs theory of crisis management postures.

    In conclusion, our result is a list of 14 communicative strategies being used to controlthe self-presentation of the personal brand. Furthermore, our conclusion is that four of themare comparable to Coombs strategies, five are somewhat comparable and five deviate fromCoombs strategies. This lead us to conclude that the crisis management of personal brands issomewhat comparable to established theories of crisis management within companies andorganisations.

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    Krishantering av personliga varumärken
  • 43.
    Boson, Johanna
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Jakten på talang: En studie i hur employer branding kommuniceras effektivt till studenter2010Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose/Aim: To identify which channels of communication are most effective in conveying consumer brands to students. The main areas of research are social media, brochures , employees, and face-to-face interaction as with job fairs, study visits and lectures.

    Material/Method: Group interviews, literature, electronic sources, Internet sources.

    Main results: The results of the study show that employees are seen as the most trustworthy source since they are thought of as the most honest. Social media are seen as the communication channel with the broadest range of information but with the possibility of appearing unproffesional. Brochures were considered to be the least effective communication channel as these are rarely read and when they are, often seem contrived and give an overly rigid impression of the company. Face-to-face communication was considered to be the most effective way to gain a professional connection but was as viewed upon with certain skepsis due to the companies tendencies to at times present a false projection of themselves at events such as job fairs. The desire to aquire trustworthy and authentic information was constant throughout the results, something which the different channels of communication could offer to varying extents

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  • 44.
    Botini, Evgenia Maria
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Navigating the Evolving World of Fashion In-Game Advertising2023Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Abstract

    This study addresses gaming as an interactive digital advertising tool, aiming to explore its effectiveness in digital marketing overall and to examine its impact on digital marketing for the fashion industry in particular.

    Purpose

    The purpose of this paper is to present an analytical framework for explaining the appeal of games for fashion brand advertising. More precisely, this paper aims on investigating in detail how, if and what factors make games an appealing medium for fashion brand advertising, through a uses and gratifications perspective.

    Design/methodology/approach

    In the zeitgeist of infoxication and information anxiety, in which modern consumers must form their consumption identity habits, advertisement experts and academics are called to revise traditional advertising channels, exposed to the urgent need of finding new mass-mediated mediums to successfully reach their goal-market. While the advertising industry is striving to “consume” every freshly designed communicational platform and utilize it for marketing purposes, the uses and gratifications theory (UGT), will guide the researcher to uncover why and if audiences are choosing to perceive games as an advertising channel.

    Originality/value

    The present study contributes to the existing literature by investigating the uses and gratifications (U&Gs) that motivate gamers to adopt a positive attitude towards fashion ingame advertising (IGA) and brand recognition, and therefore influence their purchase intentions. Additionally, the study will contribute to confining the research gap between what fashion brands think they will achieve with IGA and what they are actually achieving. The study hopes to pose significant theoretical and practical implications for both researchers and practitioners who are eager in the metaverse economy, IGA advertisement and virtual world marketing communication.

    Findings

    Whilst fashion advertising in games poses a new challenge for both advertisement and mass communication practitioners, the present study concluded that games – as a mass-mediated environment – equip advertisement with the benefit of engaging audiences in interactive and immersive experiences. This unique IGA advantage allows for the creation of more personalized and targeted marketing campaigns, tapping into the specific gratifications sought by players, such as social interaction, self-expression, and achievement. By leveraging these insights, fashion brands can effectively connect with their target audience, and cultivate brand loyalty, brand recognition and brand engagement. 

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  • 45.
    Brandel, Daniela
    Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
    Share anything Swedish: -En studie av CommunityOfSweden.com2009Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Title: Share anything Swedish – a study of CommunityOfSweden.com (Share anything Swedish – en studie av CommunityOfSweden.com).

    Number of pages: 57 (64 including attachments).

    Author: Daniela Brandel.

    Tutor: Else Nygren.Course: Media and Communication Studies C.

    Period: Fall 2008.