<p>Syftet med studien är att reda ut vilken roll strategierna Buzz och Event marketing har i PR-branschen idag samt hur de strategiska kommunikatörerna och målgruppen förhåller sig till dem. Studien undersöker också de behov och möjligheter strategierna i kombination har och ska på så sätt generera ny kunskap till grund för strategiernas fortsatta utveckling.</p>

In the year of 2012, a police project called “REVA” was established in Sweden. The goal was to increase efficiency in deporting undocumented migrants from Sweden. Two articles relating to the project were published in Swedish newspaper Dagens Nyheter. One was an open letter to Attorney General Beatrice Ask, written by the famous author Jonas Hassen Khemiri. The other one was a response to Khemiri’s letter, written by Secretary of state and drama director Jasenko Selimovic. The objective of this essay is to perform a rhetorical analysis of these two articles in order to examine how they are constructed to achieve their persuasive goals. Mainly, I am interested in exploring if Selimovic’s persuasive strategies can be regarded as direct counter-strategies to those of Khemiri. I am also interested in exploring to what extent Selimovic’s strategies deal with the specific problems he faces: countering an effective text with a demonstrable rhetorical power, authored by a writer with a contextually strong ethos - and doing so without harming his own ethos. Through using a theory of argumentation as well as a specially designed theoretical model for persuasive strategies “in both directions”, the analysis shows that Selimovic’s main approach was to directly confront the persuasive strategies used by Khemiri in order to make the latter appear too closely focused on subjective emotional experiences and blind to a wider perspective. Theoretically, this approach could be expected to work well in deconstructing an uneven ethos position, but due to Selimovic’s overly confrontational argumentation style, it rather had the opposite effect, making Selimovic appear too skeptical, critical and unwilling to stay on topic.

Syftet med studien är att reda ut vilken roll strategierna Buzz och Event marketing har i PR-branschen idag samt hur de strategiska kommunikatörerna och målgruppen förhåller sig till dem. Studien undersöker också de behov och möjligheter strategierna i kombination har och ska på så sätt generera ny kunskap till grund för strategiernas fortsatta utveckling.

Dark patterns are ubiquitous in user interfaces of today. They are often created by designers to manipulate users to make decisions they didn’t intend, or perhaps even wanted, in an interface that first and foremost benefits the stakeholders – at the expense of the users. Studies have shown that the designers themselves are aware of the concept of dark patterns, but are the users aware of them? This study aims to map website users’ knowledge about Harry Brignulls definition of the concept of dark patterns, the different types of dark patterns that the concept contains, and where users encounter these dark patterns. The data was collected through an online Sunet – Survey &amp; Report-questionnaire and analyzed through an analyzing system called IBM SPSS and Sunets-questionnaire own analyzing tools. The result showed that very few of the respondents knew what the concept of dark patterns was, but many of them recognized that they had encountered the phenomena, after it was explained to them. The result also showed that there was no connection found between knowledge about dark patterns and the different factors of age, gender, occupation, or websites visited per day. The mapping of users’ knowledge about dark patterns opened for further future research.

This essay examines the persuasive side of language in a speech given by Senator Barack Obama on Super Tuesday in February 2008. It studies how Senator Obama utilizes language to convince and persuade his audience. This is done from an Aristotelian point of view, meaning that the study focuses foremost on how the senator’s word choices relate to Aristotle’s three means of persuasion, ethos, pathos and logos. Those basic guiding principles are relevant to use since Aristotle’s work on the subject of rhetoric is still today one of the most relevant works in that field. The analysis is basically performed through personal observations guided by previous studies, within the frame of Aristotelian rhetoric. The results show how Senator Obama enforces the three means of persuasion through language and how it can be considered persuasive. The study might add to rhetoric studies from a linguistic perspective since it reaches a better understanding of language used in the field of politics, where rhetoric is a prominent component.

This essay is about power in the classroom. It is about the power dimension of the student-teacher relationships that arise in that space. The overall aim has been to investigate which categories are fruitful in a power analysis of these relationships. My aim has therefore been to develop power categories and to use them to identify and to categorise cases of power interaction that take place between those particular actors in that particular setting. In order to gather material for my study I have both read literature that approaches the study of the student-teacher relationships from a power perspective and done a series of observations in a high school. My theoretical frame comprises a concept of power and a series of power categories. These categories include strength, authority, inducement, coercion, violence, resistance as well as to possess power, to have power, to exert power, the scope of power and the base of power. My theoretical definition of power is that power is the capacity to accomplish things. My operational definition is that power is the capacity of either teachers or students to accomplish change in he life of other individuals. My investigation shows that these categories are useful to deal with, classify and analyse a great number of student-teacher interactions. Other conclusions that I draw in this study are for example that power displays great variation in kind and in the situations where it occurs, that some sorts of power are more common than others, and that students’ power is more fragile than teachers’.

The brands' commitment to sustainability is being developed into an established market strategy, which means that the concept of brand activism is becoming increasingly common. Due to this development, the external communication that these brands drive also tends to adopt a more convincing and coercive approach in order to influence the consumers. This study aims to concretize how consumers are exposed to propagandistic methods in the strategic communication that value-driven brands conduct. In this case study, the Swedish, activist, food company Oatly is the subject of analysis. The study is based on the well-established theories of propaganda, persuasion, rhetoric, and strategic communication. In addition to these theories, the study also relates to the rules for advertising and marketing communication established by the International Chamber of Commerce. In order to be able to illustrate which propagandistic methods are used, a qualitative content analysis is used where the communication is deconstructed and analyzed in two steps. First, the communication is analyzed through the rhetorical perspective as an analysis tool, then it undergoes a uniquely designed propaganda analysis based on IPA's seven devices. The results of the study clarify that there is an unethical approach in the communication that Oatly conducts, and it illustrates in an uncomplicated way how Oatly's communication uses a large proportion of propagandistic tactics. Although Oatly claims to be a value-driven company, the results of the study show that the commercial aspects tend to be implicit even in the brand's political context - which tends to be a propagandistic procedure in itself. The results of the study thus indicate a significant relevance to shed light on, and simplify, the public's understanding of how they are being exposed for propaganda in their everyday lives, but also to avoid stricter restrictions and legal regulations regarding advertising and communication.

The behaviour of taking out unsecured loans to purchase goods or services is in danger of causing over-indebtedness, especially among young adults. The lending of consumer credits is closely associated with inadequate creditworthiness assessments as well as high interest rates, which implicates that borrowers with narrow margins are granted loans that they are later unable to repay. Consumer information in the form of loan terms and pre-purchase information is not sufficient to give the consumer an understanding of the long-term effects that a consumer credit may have on the personal finance. The aim of this study is to explore how the Swedish Consumer Agency can use cautionary tales to influence young adults’ (18–29 years) attitudes towards consumer credits. The research objective is to present a design proposal for a narrative, as part of a public communication campaign with the Swedish Consumer Agency as messenger. To develop an understanding of possible reasons why young adults take out consumer credits, as well as the consequences for those who cannot repay their loans, quantitative as well as qualitative data was collected from government publications and official statistics. Based on the findings from the data collection, a narrative for a campaign video was created in the format of a screenplay. The narrative's potential impact was then evaluated with the help of prospective users of the campaign video. The results from the user testing show that the narrative activated psychological processes in the participants which are associated with attitudinal impact. Thus, the results suggest that a cautionary tale, which explains potential causes and effects of over-indebtedness that is relatable to young adults, can influence young adults' attitudes towards consumer credits. / Att ta lån utan säkerhet för att köpa varor eller tjänster är ett beteende som särskilt bland unga vuxna riskerar att leda till överskuldsättning. Utlåning av konsumtionskrediter är nära förknippad med bristande kreditprövning så väl som höga räntekostnader, vilket medför att låntagare med små marginaler beviljas lån som de senare inte förmår att betala tillbaka. Konsumentinformation i form av lånevillkor och förköpsinformation är inte tillräckliga för att ge konsumenten en förståelse för vilka effekter konsumtionskrediter kan ha på privatekonomin långsiktigt. Syftet med denna studie är att utforska hur Konsumentverket kan använda varnande berättelser för att påverka unga vuxnas (18–29 år) attityder till konsumtionskrediter. Målet med studien är att utforma ett gestaltningsförslag till ett narrativ, som en del i en offentlig kommunikationskampanj med Konsumentverket som avsändare. För att utveckla en förståelse för varför unga vuxna tar konsumtionskrediter, liksom vilka konsekvenserna blir för dem som inte kan betala sina skulder, samlades kvantitativa så väl som kvalitativa data från statspublikationer och officiell statistik. Med utgångspunkt i fynden från datainsamlingen utformades ett narrativ till en kampanjfilm, gestaltat som ett filmmanus. Narrativets potential till attitydpåverkan utvärderades därefter med hjälp av presumtiva användare av kampanjfilmen. Resultaten från användartesterna visar att narrativet aktiverade psykologiska processer hos testdeltagarna som är associerade med attitydpåverkan. Resultaten föreslår således att en varnande berättelse som redogör för möjliga orsaker till och konsekvenser av överskuldsättning som unga vuxna kan relatera till, kan påverka unga vuxnas attityder till konsumtionskrediter.

Klimatförändring är något som sker naturligt på vår planet. Vad man dock har upptäckt under de senaste 100 åren, är att vi människor har påskyndat denna process och därmed satt planetens naturliga cykel ur balans. Forskare förutspår drastiska förändringar i framtiden. Torka och begränsad åtkomst till dricksvatten. Höjning av havsnivån. Extremaväder. M.m. Ändå händer det inte så mycket som man tycker att det borde göra. En förändring måste ske. Så vad kan jag, som grafisk designer, göra för världen? Ett av de stora problemen inom detta ämne är attdetta är något man inte vill tala om i samhället. Det är ett tungt ämne och det är förståeligt att mangärna vänder ryggen till. Därför har jag anpassatmitt projekt till att tackla detta dilemma genom attutnyttja ett medium som har möjlighet att fångauppnärksamhet på ett öppensinnat sätt. Genom rolig aktivitet och lättsam stämning hoppas jag att fler ska vara öppna till förändring. För att uppnå detta har grafisk formgivning använts för att gestala projektets identitet med stöd från färgteori och beteendevetenskap. Även teorierna om nudging och learning by doing har spelat en rolli arbetet som mynnat ut i ett  brädspel med fokus på användarupplevelsen. / Climate change is something that happens naturally on our planet. What has been discovered over the last 100 years, however, is that us humans have accelerated this process and put the planet’s natural cycle out of balance. Researchers predict drastic changes in the future. Drought and limited access to drinking water. Increasing sea level. Extreme weather. Etc. Despite this not as much happens as you think it should. A change must happen. So what can I, as a graphic designer, do for the world? One of the big problems about this topic, is that this is something people avoid talking about in society. It’s a heavy subject and it’s understandable that people would rather turn their back on it. Therefore, I have adapted my project to tackle this dilemma by using a medium that has the opportunity to capture attention in an open minded way. Through fun activity and light-hearted atmosphere, I hope that more people will be open to change. To achieve this, graphic design has been used to shape the project’s identity with the support of color theory and behavioral science. The theories of nudging and learning by doing have also played a role in the work, which resulted in a board game with a focus on user experience.