Målet med denna uppsats var att undersöka vilka kommunikativa strategier personer inom PR- och informationsbranschen arbetar efter för att bygga upp och stärka sina personliga varumärken i sociala medier. Studiens huvudfråga lyder ”Vilka kommunikativa strategier använder människor inom PR- och informationsbranschen för att stärka sitt personliga varumärkesbyggande i sociala medier?”. Syftet med studien var tudelat, dels ville vi bidra med djupare förståelse kring vad det finns för drivkrafter bakom personligt varumärkesbyggande i sociala medier och dels ville vi bidra med nya infallsvinklar och ett nytt empiriskt material till den samhällsvetenskapliga forskningsfronten.

Studiens teoretiska ramverk utgår från varumärkesteori, Erving Goffmans teori om självpresentation samt Pierre Bourdieus teori om kapital och social positionering. Studien är genomförd med kvalitativa metoder, för det första har vi tagit del av aktuell forskning på områdena sociala medier och personligt varumärkesbyggande, vi har även gjort en innehållslig kartläggning av tio digitala personliga varumärken samt genomfört intervjuer med personerna bakom varumärkena. När vi i uppsatsen använder begreppet sociala medier syftar vi enbart på bloggar och microbloggverktyget Twitter.

Resultatet för denna studie visar att respondenternas strategier för digitalt personligt varumärkesbyggande skiljer sig åt, strategierna skiljer sig även beroende på socialt medium. Somliga respondenter uppger att de genomgående arbetar strategiskt både på Twitter och med sin blogg medan andra menar att de inte har några strategier alls. Oavsett hur stort utrymme de strategiska baktankarna får går det att skönja likheter i samtliga respondenters varumärkesbyggande. Utifrån dessa likheter har vi identifierat fem idealnormer och strategier för personligt varumärkesbyggande för personer verksamma inom PR- och informations-branschen: att tydligt identifiera sin yrkesidentitet och sina personliga egenskaper, att utelämna privat och ofördelaktig information, att skriva om ett avgränsat ämnesområde, att visa på aktualitet och kunskap inom branschen samt att nätverka med personer inom branschen. Dessa har legat till grund när vi konstruerat följande tre idealtyper för respondenternas varumärkesbyggande: reporter, kommentator och kåseriskribent.

Sammanfattningsvis har vi kunnat konstatera att personligt varumärkesbyggande i sociala medier tillskrivs allt större värde inom PR- och informationsbranschen. Värdet ligger i möjligheten att stärka sin position i förhållande till andra inom branschen, för att lyckas med detta krävs en utmejslad strategi och kunskap om hur man på bästa sätt paketerar sig själv. 

This is a study about how realtors or estate agents market their services in social media. Social media is an upcoming channel in marketing and is becoming more important every day. The user generated content on internet is a new way of communication where companies don’t have to be considered as soulless, if companies use it correctly. This study investigates estate agents efforts to market their services in these channels and how they do it. The study has interviewed four different realtors, marketing executives and a communication office. The motivation for the study is that realtors tend to market their services like they always have but with a consistently changing market, so should their marketing do. The method has been interviews and interpretation of data with the knowledge of my university studies. The results of the study has shown that realtors today are aware of a new channels, such as facebook and twitter, but do not know how to use it and are learning by doing. A conclusion is that in a near future, customers will see a lot more marketing in these channels from these consignors.

The Swedish tradition ”Valborgsmässoafton” is a holiday on which many people choose to get drunk. The risk that teenagers run around town while being intoxicated is huge and Kalmar municipality have, three years ago, created an event that contributes to a sober alternative. This alternative is the one-day festival “Fullt Ös” which is striving to get as many drunken teenagers off the streets, during this holiday, as possible.

The event is successful among school students in the ages of 12 to 15 but has had less fortune in reaching the high school students in the ages of 15 to 18. Our thesis aims to help Kalmar municipality to adapt the festival, which occurs annually on the 30^th of April, to become more attractive for high school students. This by doing quantitative and qualitative studies among the public high schools in Kalmar and by extension to already established theories.

The results that we have gathered have all been compiled in this thesis and we have received the information that it takes big changes to attract the older target group that the municipality wants to reach. We have, therefore, compiled some advice to the municipality that will help them understand how they can improve a good initiative, by for example creating a festival that centers around live music, so that more high school students would gather to it. 

During the last three decades auditing has increasing been viewed as a commercial activities. The Big4 accounting firms are some of the largest consultant firms in the world, highly profitable and with increasing market shares. Tasks that earlier has been defined as professional services has increasingly became commoditized and marketed as other goods.

From the perspective of theory on profession the process of developing professional knowledge into marketable goods and it influence on the legitimacy of the profession is important issues.

This paper presents a study of how the professional association of Swedish auditors has presented this development and attempted to legitimacy it in the eyes of the profession and the general public in the association’s magazine between the years of 1989-2010. Building on Abbotts (1991) discussion on different forms of expertise knowledge and Suddaby and Greenwood (2001) discussion of commodification and commercialization of professional knowledge we discern four areas utilized by the Swedish audit profession for presenting and legitimizing commodification of the audit function: (1) attributes connected to the professional role of an auditors increasingly become depersonalized (2) the knowledge of the auditing processes become externalized and standardized in different audit standards (32) the development of so-called Multidisciplinary Practices implies an increasing product range in audit firms implying a less salient role for auditing within these firma (4) a transferring of this commodification from the large accounting firms to smaller audit firms through a translation of the professional association of “auditing” into a number different services (product differentiation). The contribution of the paper is to describe and theorize how a commodification of a profession is diffused and how commercial and professional forces co-operation in such transformation of the audit profession

Dragspelet var under 1900-talets mittersta tredjedel ett självklart inslag i svenskt folkligt musikliv; samtidigt befann sig dragspelsmusiken på nedersta plats i den genre- och instrumenthierarki som definierade såväl den seriösa musiken som det musikpedagogiska landskapet.

Under 1940-talet inträffade två händelser som till dels var betingade av denna situation, och som därutöver bidrog till att skärpa den till ett socialt och organisatoriskt konfliktområde. Den ena händelsen var tillkomsten av Hagström Musiks musikskolor. För ett produktionsföretag med tonvikt på dragspelsframställning framträdde det stora intresset för dragspel som en potentiell marknad, vilken begräsandes till sin fulla utsträckning genom frånvaron av utbildningsinstitutioner villiga att undervisa på dragspel. Hagströms Musikskola blev genom sin storskalighet och inriktning ett konkurrerande musikpedagogiskt alternativ, obundet av de genre- och instrumenthierarkier som dominerade övriga aktörer på det musikpedagogiska fältet.

Den andra händelsen var införandet av statsbidrag till studiecirklar. Detta följdes en stark expansion av antalet studiecirklar, parat med att en allt ökande andel av dessa cirklar inrättades som musik-, i synnerhet instrumentalcirklar. Bildningsförbundens musikverksamhet hade dittills varit präglade av en musiksyn som uteslöt schlager, dragspel och gitarr. Här betonades folkrörelsernas unisona sång, musikteori och klassisk musik. Men expansionen av antalet och andelen musikcirklar, i förening med intresset för dragspel och med förekomsten av ett musikpedagogiskt alternativ som inte skyggade för det instrumentet, bidrog s.a.s. med hotet om en perforering av bildningsrörelsens rågång mellan dansbana och konsertsal.

Detta papper vill bidra med en sociologisk analys av de spänningsfält som uppstod när frågan om god smak dels flyttade in på insidan av bildningsrörelsen, dels blev föremål för skarpa beslut om medelfördelning som berörde såväl staten som det enskilda bildningsförbundet och förhållandet mellan bildningsförbunden.

Importance as impetus or impediment? The case of 19th century chartered surveyors.

Definitions and theories professions and professionalization have long been tailored on a set of professions established in England during the 19^th century. Chartered surveyors belong in that group, but have not received the attention afforded to other members of the core set – notably medicine, law, theology, and engineering. This paper argues, however, that chartered surveyors present an interesting deviant case in the history of professionalization, on account of their peculiar links to state and market. The argument proceeds in two steps. In a first section, we show how chartered surveyors have entered the profession literature, and how their early emergence is explained in these accounts. Next we focus on a hitherto neglected aspect of that emergence: the peculiar importance of a subset of those tasks that were within chartered surveyors’ jurisdictional turf. We show that chartered surveyors were endowed with the task of determining house values, and how this linked the professional group to the state both (a) via taxation and the control of the local government tax-base and (b) via the electoral system in the period from 1867 to 1918.

Definitions and theories professions and professionalization have long been tailored on a set of professions established in England during the 19^th century. Chartered surveyors belong in that group, but have not received the attention afforded to other members of the core set. This paper, conceived as a contribution to a theory of the relation between state, knowledge and profession, draws on the historical case of 19^th century British surveyors. It analyses the interface between state and profession, in an age when it became increasingly important to “reconcile the principle that the domain of the political must be restricted, with the recognition of the vital political implications of formally private activities.” Surveyors were claimants to a configuration of tasks – centred on the nexus of land, law and money – which made them an important auxiliary to the state apparatus and its technologies. This paper traces, through comparison of British surveyors over time and through juxtaposition with Swedish surveyors, how these tasks, and a corresponding knowledge-base, were shaped by the inclusion of new subspecialties and a complex legal environment.

If monopoly of recognized skill is anything to go by, then, prima facie,

musicians & music teachers are in a poor position to claim professional

status. But while laymen cannot be effectively excluded from music making

they can be barred from entering certain positions, occupations, &

organizations. Swedish music education is an example of a successful

monopolization, which later became precarious: the Swedish Royal Academy

of Music provided the only educational route to the title of director

musices, which in turn was a requisite for admission to a number of positions

and occupations. After WWII, a sharply increasing demand for music

education created a need for the mass production of music teachers, unsettling

the topology of tasks in the field. The aim of this paper is to examine

the historical case of Swedish music education, and to theoretically

explore the demands raised by a sudden rise in demand upon a precarious

monopoly of recognized skill.

The modern field of higher education, and within it the corps of university teachers, takes on a dual significance in the context of the broader professional landscape. On the one hand it constitutes a professional field in its own right. On the other hand, the university is the institution through which the other professions are reproduced. It is with this latter aspect in mind that Harold Perkin characterised the university teacher as a key profession (Perkin, 1969).

This paper sets out to map the relation between social function, institution, corps, and cognitive base in the Swedish system of higher education, from the beginnings in 1477 until the present day. We assume (a) that these aspects evolve in different tempi, and (b) that they coalesce into particular configurations. We argue that this framework allows us to address central issues regarding the historical trajectory of higher education inSweden. Through which mechanisms did a medieval institution, catering primarily to ecclesiastical needs, acquire a capacity to accommodate and become the custodian of scientific knowledge? How has the increasing differentiation of the cognitive base affected the composition of the corps? How have shifts in the composition of the corps affected the internal workings of the university? And what role does this play in the formation of university teaching as a key profession?

The purpose of this essay is to describe the organization of the Swedish Animal WelfareAgency during the time it was in operation. The Swedish Animal Welfare Agency was established in 2005 by the government who saw it as necessary in order to strengthen the protection of cruelty to animals in Sweden. However, the agency was shut down already in2007 and its responsibilities as an agency was moved back to the government and the department of agriculture. During its time in operation, the Swedish Animal Welfare Agency, received much criticism, among other things because of its interpretations of the law which were seen as too focused on details and thus “bureaucratic”. In order to describe the organization of the agency the theoretical approach of this study is based on three of Bo Rothstein’s ideal administration models; the legal bureaucratic, thepolitical oriented and the user oriented model. The purpose is to see which one of these ideal administrations the Swedish Animal Welfare Agency was most like, through an organizational perspective. There will also be a comparison over time, from the establishing to the shutting down of the agency in order to see if the organization of the agency had changed over time. The method used for this paper is a qualitative text-based analysis where the central arguments concerning the organization of the agency will be highlighted and interpreted from the different criteria of the administration models. The study showed that the organization of the Swedish Animal Welfare Agency can be described as a legal bureaucratic administration. The comparison over time showed that the organization of the agency did not change, it could be described as legal bureaucratic when it was established as well as when it was shut down. This shows that the criticism of the agency of being too “bureaucratic” might be justified but the legitimacy of the agency’s organization was based on bureaucratic principles.

During the last years social media have developed and become a place where all kind of people can meet and interact with each other without any kind of physical contact to one another. We belive that this development also has made it easier for political parties and organisations to spread their propaganda to the people that uses social media without them knew from whom the information is coming. With this in mind we decided to do a study about the social media Facebook and how the users of Facebook think they are being influenced by political propaganda from organisations and private persons.

In our study we decided that we wanted to know why our respondents are using Facebook, if they have payed attention to two political questions, one international question and one national question, that have been noticed recently and if they feel that they are being influenced of political propaganda when they are using Facebook.

We have concluded that our respondents, depending on how old they are, do feel that they are being influenced by political propaganda when they are using Facebook. We have also noticed that the younger part of our respondents feel that they are using Facebook because their friends do it and that they have noticed the international political question more than the national political question. In the older category of respondents the reason of why they are using Facebook was to maintain a conection with their friends and they had noticed the national political question more than the international political question. 

During the last years social media have developed and become a place where all kind of people can meet and interact with each other without any kind of physical contact to one another. We belive that this development also has made it easier for political parties and organisations to spread their propaganda to the people that uses social media without them knew from whom the information is coming. With this in mind we decided to do a study about the social media Facebook and how the users of Facebook think they are being influenced by political propaganda from organisations and private persons.

In our study we decided that we wanted to know why our respondents are using Facebook, if they have payed attention to two political questions, one international question and one national question, that have been noticed recently and if they feel that they are being influenced of political propaganda when they are using Facebook.

We have concluded that our respondents, depending on how old they are, do feel that they are being influenced by political propaganda when they are using Facebook. We have also noticed that the younger part of our respondents feel that they are using Facebook because their friends do it and that they have noticed the international political question more than the national political question. In the older category of respondents the reason of why they are using Facebook was to maintain a conection with their friends and they had noticed the national political question more than the international political question. 

Our study is focused on how the public sector can collaborate with the private sector on a certain issue. The public sector wanted to create a project to increase bicycling in the municipality of Kalmar. Our problem was to develop a sustainable way to collaborate between the two parties. We managed to present a suggestion on how the public sector with communication could improve their Public Relations with the private sector and therefore letting the parties benefit from their differences, thus making it possible to release synergy.Using semi-structured interviews and a workshop, we could clarify the values and attitudes of the parties to bring forth the core values to develop a shared vision. Where the identified differences were found, we used a dialog strategy based on intercultural conflict management as a communication tool. The result was exemplified with things that were expressed in the interviews, and we presented a framework on how to think when choosing the right type of collaboration model for the specified activity.

Today many separated children and youth up to 18 years - children in the sense of the UN Convention on the Rights of the Child - flee from war and armed conflicts around the world. Many of them come to Sweden for protection and to apply for asylum.

The aim of this study is to examine how the national Swedish news agency Tidningarnas Telegrambyrå - TT - constructs the image of separated children and youth. The main research questions have been: How does TT construct the image of the separated refugee children? The more detailed questions put to examine this main question have been: what are the issues being focused in the reporting and what discourses, voices and sources are let into the journalistic material?

The theoretical perspective should be considered as social constructionistic where the basic idea is that the image of the separated child also constructs the way society looks upon them, their rights and their needs, affecting how these children will be welcomed and treated when thay arrive in our society. The empirical study is a qualitative analysis of text, produced in the span 2007- April 20th 2010. In a first mapping, 35 news articles have been selected to be examined. The scientific method applied has mainly been Norman Faircloughs critical discourse analysis.

The study shows that the reporting of TT depicts the separated children as a problem. This problem consists of three themes: as at threat of Swedish economy, a threat to our national security and as a victim that has to be cared for. These threats are often described in a contextual way by choice of angle, linguistic performance and selection of sources. The study also sheds light on the fact, that there are four general discourses discussing the children as a problem: the administrative discourse, the police discourse, the politcal discourse and the humanitarian discourse. The separated children themselves never get an opportunity to describe their own situation. instad TT allows the Swedish Migration Board to picture them.

Some researchers claim that we are witnessing the advancement of becoming a network society, and in spite of the different problems associated with the network form of organization, many cities still choose to engage in different types of networks. On account of that the aim of the study is to examine which expectations Swedish member cities of the network Eurotowns might have, and if their actions in the initial period of engagement in Eurotowns mainly could be explained by “Logic of Consequentiality” or “Logic of Appropriateness”.

A qualitative research method was used and a major part of the empirical material consists of the information given by the interviewees.

Regarding the expectations Swedish member cities have on Eurotowns, the result showed that five main areas could be identified mutual resource exchange, activities, breadth, security and meeting place. The results also showed that the actions of Swedish member cities may vary between “Logic of Consequentiality”, “Logic of Appropriateness” or a combination of the both logics.

Furthermore the study also provides empirical evidence supporting the previously theoretical criticism expressed regarding the central assumption that the strategic actions of an actor can be regarded as a direct consequence of the mutual resource dependency.

Titel: Lantisen som blev partiledare och näringsminister – en analys av hur Maud Olofsson gestaltas i mediernaFörfattare: Anna AnderssonSyfte: Syftet med uppsatsen är att undersöka hur kvinnliga politiker gestaltas i medierna. Detta med Maud Olofsson som exempel.Metod: Hermeneutisk metod samt kritisk diskursanalys.Teori: Gestaltningsteori samt teori kring politisk kommunikation och genusteori.Material: 31 nyhetsartiklar i dagstidningar som ges ut i de tre storstäderna, Stockholm, Göteborg och Malmö från åren 2001, 2004-2006 samt 2009-2011.Huvudslutsatser: Mediernas gestaltning av Maud Olofsson utgår ifrån stereotypa bilder av hur hon som kvinna inom politiken förväntas vara. Maud Olofsson gestaltas i medierna utifrån tre olika stereotyper; bondmora, husmoder och järnlady. Då medierna är en viktig arena för politisk kommunikation är det av vikt att även titta på den politiska kommunikationens system utifrån ett genusperspektiv.Universitet: Medie- och kommunikationsvetenskap, LinnéuniversitetetNyckelord: Gestaltning, Politisk kommunikation, Medier, Genusperspektiv, Maud Olofsson

The last ten years two major movies about journalists have been made in Sweden; Sprängaren and Män som hatar kvinnor. This study has looked closer at the heroine Annika Bengtsson and the hero Mikael Blomkvist from these two movies. Since movies do have great influence on how we see the world it is important to find out how these characters are being portrayed. Also, in a time when journalism is about to become a female dominant occupation it is relevant to see how the female journalist compares to the male. It is important to ensure that the films do not give a wrongful picture of male and female journalists. Women should not only be an inferior object, and the man should not be a dominant and macho-man. In our study we found that these movies have come a long way from the stereotypes of men and women that the audience has become used to. The male hero has a soft side and needs help from a strong female character to manage while the female hero is a strong woman who can manage on her own. And it is their ability to step away from the stereotypes that in the end helps them get the scoop and defeat their antagonists.

The foundation of our study is five strategically selected printed advertisements which all contains signs that refer to digital medias. Through a quality content analysis, we are studying how advertisers may use a room with extended communication too enlarge the space given in a printed advertisement. The potential in these rooms are proposing a social connection and a flexible interaction by providing content that is not possible to create in a printed advertisement. The form of communication is changing and there is a two-way communication created in an obvious way. The different kinds of roles in the communication process are here partially integrated with each other. The receiver and sender are included in a cyclic model where the message transfers in different directions. This kind of free form of communication may result in an effective diffusion of a positive message. It may also cause the sender to loose control of the message, which may lead to the initial purpose being lost or changed. 

This report is an analysis from a gender perspective of more than three hundred minutes in sports broadcasting on SVT and TV4. The study explains how air time is divided between male and female athletes as well as which sports, male or female, get the most air time. The sports are also categorized according to attitudes about the sports being masculine, feminine or neutral. In this way the study also shows the categories of sports that are given the most airtime.

Our view before the study was that from a media perspective, the Swedish sports world was very male dominated. The results show that male athletes get more exposure than female athletes on both channels, this despite the fact that the membership of the Swedish sports clubs is fairly evenly divided between men and women.

Purpose: The study aim to investigate how semiotics and rhetoric’s in consumer goods packaging design can communicate a price, and how the communication varies through different price segments. 

Background: To guide and explain in which way the various visual and tactile elements communicate we conclude the different components of a package and describe the historical symbolism of color, typography and visual communication. 

Theories: The theoretical framework focus on visual communication including redundancy and entropy. The subject is broadened with theories including semiotic signs and rhetorical persuasion means which aim to view the cultural aspects of the visual communication. 

Methodology: This study has a qualitative approach to study the price-communication relations. The authors focuses on the message of the visual communication which gives the authors a chance to analyze the meaning of rhetorical and semiotic signs close up through a hermeneutic approach. 

Conclusions: Consumer goods packaging communication can through semiotics and rhetoric’s indeed communicate a price within a culture. Our study mainly shows differences between the higher and lower price segments using semiotic and rhetoric analysis while the middle price segment is fluid in its positioning between the other price segments. The study also concludes that semiotic and rhetoric signs may change with time. 

Purpose: The essay was designed to examine what impact an increased media concentration in the provincial press may have on the society in the future. I also had the intention to create a greater understanding of the concept of media concentration and how the media groups relate to the public interest.

Method: The work with this study was conducted by using methods from the qualitative methodological arsenal through interviews with, for the study, relevant informants, but also through a case report on the Stampen Group. The selection of informants had a background and a breadth which secured the credibility in this survey. The starting point was taken in previous research via a deductive approach where I tested how existing theories match reality.

Conclusion: After completing this study should be noted that all respondents believe we will see a greater concentration of ownership in the Swedish media market in the future, and that it will reduce diversity. However, there are steps to take which I believe can work well in theory but perhaps not always in practice. Despite some of these measures, the owners in recent years has been fewer and fewer and controlled more and more segments of the media market. In the future, new and harder methods must be used and perhaps tougher legislation, that puts an end to this, is an option. Isn't it strange and very ironic that we, today, have hundreds of cable television channels, and new media technology that the access to control the information is more centralized than ever before?

 The purpose of this thesis was to explore how the ideological self-image of the biggest Swedish governmental party, Moderaterna, has developed between 1993 and 2011. The second purpose was to compare this development on a fundamental ideological level, with development on the operative ideological level. This was to be made by qualitative analysis of the party’s ideological programs and election manifestos. Hopefully this would expose a pattern of the party’s ideological development.

 The findings of this thesis however, suggested that while the ideology on the fundamental level had radically changed, the ideology on the operative level has been characterized by continuity. The self-image changed from being purely oppositional to ‘state-bearing’, while the ideological positioning as a right-wing modernistic party remained pretty much the same.

This is a comparative case study on why nations cooperate based on twodifferent cooperation, between Sweden and Estonia and Sweden andLithuania. Based on the theory on why nations cooperate by Arthur Steinconsidering national level of analysis and individual level of explanation anda theory on norm-regarding and self-regarding actors by Fehr and Gintis Ihave been trying to see tendencies and factors socially, politically andeconomically in the two different cooperation and answer the differencesbetween them. The empirical material used for this study comes fromprevious scientific works and official documents from Estonian, Lithuanianand Swedish departments and governments. Cooperation among nations seemto depend on different circumstances based on norms, history, religion,culture and politics. In the countries studied we can see big differences, butalso great similarities which seem to have affected the cooperation betweenthe chosen nations.

Title: WikiLeaks och USA – En studie i WikiLeaks påverkan på USA:s rätts- och maktstat

Authors: Robin Andersson, Edmond Sula

Department of Social Science - Linneaues University, Kalmar

Autumn 2011

This is a case about WikiLeaks impact on USA as a constitutional state and a state of power. WikiLeaks is an organization that leaks original source documents from authorities and civilians. Documents that have an impact on diplomatic relationships and the organization were early condemned by the USA. WikiLeaks has been questioned, but so has the USA for condemnation of WikiLeaks, because of possible violation of vital rights. The empirical material comes from previous research, WikiLeaks documents, official statements, official documents from the USA, and media. We have used Öyvind Österud theory about the state, theories about “Americanism” and André Jansson’s theory about media’s effect on the nation.  The result of the questions formulations presents the official US view on WikiLeaks and how they justify their condemnation, and how WikiLeaks justify their work.

Key Words: WikiLeaks, USA, Constitutional state, Power state