The aim of this thesis is to study native advertising and the public perception of newspaper credibility, and if this form of advertising have any ethical implications for the newspapers. Recent studies show that native advertising is perceived, from the public’s perspective, as a deceptive form of advertisement. Therefore this thesis also seeks to understand how the public copes with this deceptive form of advertisement. This thesis employs a qualitative research approach through focus group studies that include three different age groups, reaching from students aged 20-30 up to retirees aged 65 and up. Findings suggest that native advertising has a negative effect on the readers; the respondents explained that they found this form of advertising deceptive and also ethically problematic for the papers. Results also showed that the readers preferred advertisement where they felt in control of the outcome of the persuasion attempt. The study concludes that the public’s credibility judgment towards the newspapers weaken by native advertising.

My essay has three foci. One is the presentation of a survey I gave to two groups of pupils, one grade 7 and the other grade 8 about their attitude to reading books in school, and their attitude to reading books in general. I was interested in how the result would correspond to what many investigations on this subject had concluded. One such result was that girls were usually not only more willing to read, but they were also better readers than boys. Therefore, the answerers must tell if they were boys or girls. The result of my investigation rather corroborated what many others had already said: Swedish young people are not enthusiastic book readers, but when reading, the girls are the ones that take the lead. Another focus is in a way historical. I used a novel by a Swedish author telling about poor people on the Swedish countryside in the nineteenth century dreaming of being able to emigrate from their home country and come to America. What interests me is the story telling of the attitude to reading, both in the characters and the authorities. There is much about reading incapacities, but also of lust for, and skill in reading. The attitudes from the authorities is dominated by churchly paternalism: reading skill in ordinary people has one primary function, to make them good Christians. This common value-system is fixed by the didactic curricula of the time. My third focus is the Swedish curricula especially in what they say about reading and literature. I thought I found that they have at least something in common with the curricula of mid-nineteenth century than might be expected. The older ones have what could be seen as an instrumental attitude to reading and such an attitude I thought could be perceived also in the modern ones: they seem to be eager to point out the usefulness of reading in general and even of reading literature. Another point would be the great importance attached to the strengthening of the common value-system, here, not Christian belief, but a democratic ground of values. In my study of what is said about reading in school by people discussing the subject, and when looking at the result of my own investigation by the questionnaire I very often find a similar instrumental attitude: all reading, be it fact or fiction, is expected to lead to something useful not just pleasure.

Background: The Swedish economy is dependent on exports as it represents 45% of the country's GDP. Simultaneously, Swedish exporting market shares are decreasing on a global scale. In the Swedish government's export strategy which is primarily aimed at Swedish SMEs, the goal is to benefit from future growth expected to originate from the Asian marketplace. The Asian region is expected to represent 44% of future economic growth until 2020, compared to 19% and 23% in Europe and North America respectively. More Swedish SMEs therefore need to enter the Asian market and in order to implement their strategies and operate efficiently, well-suited management control systems must be in place. Purpose: This study’s objective is to identify implemented features of management control systems in Swedish SMEs' located on the Asian marketplace, as to facilitate sustainable future market presence. Contribution: The study identifies several management control aspects which affect a successful establishment of Swedish SMEs on the Asian marketplace, through subsidiaries or strategic partnerships, namely control tightness, communication, budgeting, incentive systems, cultural controls, and end customer controls. The extent to how and when such mechanisms are efficient are dependent on several contingent factors relating to for example national culture, type of presence, and the industry in which the SMEs operate.

This study is based on a previous study made by Ivor Timmis (2002). It explores how important Swedish students find learning English to be and to what extent Swedish student want to conform to native speaker English now that it has become a global language with a multitude of common variants. (Sweden formerly allowed only British and/or American native speaker varieties in English education but have now allowed for other variants as well). The focus of this study was the attitudes and preferences of 69 university students from Västmanlands län and the data was collected using questionnaires. The results suggest that a clear majority of students prefer to learn native speaker English in areas of pronunciation, formal grammar and informal grammar.  Over half of the participants desire to master both formal and informal native speaker English grammar. The results also suggest that even though the students desire to learn informal native speaker English grammar, not all students understand what that means. Based on these results and Timmis’s, this study suggests that the majority of the Swedish university students that participated in the study would prefer to be taught native speaker English, but not all students. Some effort to teach more informal grammar might be wanted by the students since a great majority wish to learn it, but cannot identify it.

This paper analyses the use of modal auxiliaries in an investment fund prospectus and how they are translated into Swedish. The semantics of modal auxiliaries is a rather fuzzy area. One modal verb such as may or will can have several different meanings, depending on the textual and situational context. Correctly interpreting the modal verbs is an important prerequisite for an accurate translation. A theoretical background founded on linguistic studies and grammatical presentations by Palmer (2001), Huddleston and Pullum (2002), Coates (1983), Teleman et al. (1999) and Wärnsby (2006) and others, provides a framework for analysing the meanings of the modal verbs in the source text and determining the most equivalent expressions in the Swedish modal system. Different types of modality, such as epistemic, deontic and dynamic, are discussed, along with the different textual and situational factors associated with each type. The analysis includes the most frequent modal auxiliaries found in the source text, namely (in the order of frequency from high to low) may, will, should, can, shall and must. Each modal verb is analysed in terms of its meanings and possible Swedish translations are discussed. One interesting aspect highlighted in the study is the close relationship between modality and futurity, which is particularly true for will. Due to the nature of the source text as a legal contract between the investment fund and the investors, the use of modal verbs specific to legal register is also considered in the analysis. The analysis shows that an awareness of the various factors associated with different types of modality and the linguistic features typical for the particular text type can help the translator correctly interpret and translate the modal verbs as accurately and consistently as possible.

This thesis acts as an initial attempt to investigate how the relationship between one’s generational belonging, educational level, gender and membership in a variety of organizations on the matter of vertical and horizontal trust vary with one’s primary country of origin. Building on data from Riks-SOM 2014, it is shown that one’s primary country of origin not seem to have a unique effect on several of our selected variables on trust. Despite some variation amongst the variables, the results provide a picture of what in previous literature has been described as prosperous traits for the accumulation of trust amongst individuals still are of relevance within in the contemporary Swedish society. The primary focus is thus to be found at a micro-level. Also, the results show that the effect of one’s primary country of origin on our predictor variables is weaker than initially expected, leading to the rejection of some of our hypotheses. This does not indicate the absence of a trust-gap amongst Swedish citizens, as some results provide strength to such claims. However, the central point this thesis wishes to bring forth concerns that contemporary policy-makers should put its focus on promoting the importance of education post-high school level, and membership in certain organizations if the aim is to increase and promote trust for all within our contemporary Swedish society, as the logistic regression analyses here presented tells us a story of that such traits are beneficial for the accumulation of trust.

The purpose of this study is to examine young people’s attitudes towards multiethnic youth language and standard Swedish. The aim is also to examine the situations in which code- switching between different language varieties appears. Semi-structured interviews were performed with eight students to gather empirical material for the study questions. The analysis of the interviews shows that the multiethnic youth language is an artistic and vibrant language that expresses young people's creativity and humor. The analysis also show that the multiethnic youth language is a culture, an own language, which shows where the youth of the suburbs belong.

The aim of this bachelor thesis was to examine how Saudi Arabia is portrayed in Swedish press. This includes the largest newspapers from the major cities of Sweden as well as the larger newspapers from the less populated areas. Since a significant amount of news in these newspapers, especially those from the less populated areas, are provided from news agencies these were included in the study as well.  The questions examined were: which portrayals of Saudi Arabia is used in the Swedish press and how frequently are they recurring? Does the historic relationship between Europe and Islam effect contemporary portrayals of Saudi Arabia in Swedish press and, in that case, how? Do differences in portrayals occur depending on the relationship between Sweden and Saudi Arabia in the news context? To approach this we conducted a quantitative framing analysis. Three frames were first identified in a qualitative study. How frequently these frames were used was then analyzed with a quantitative approach. The news articles examined were published during two news events. In 2012 information regarding the military cooperation between Sweden and Saudi Arabia surfaced causing criticism towards the Swedish regime. In 2015 the Swedish regime decided to cancel said military cooperation. The study showed that the historic relationship between Europe and Islam does indeed effect the portrayal of Saudi Arabia in Swedish press today. Attributes commonly associated with post colonialism and orientalism such as Muslims as barbaric and highly conservative was found. The study also found portrayals of Saudi Arabia as increasingly powerful and that this, due to the aforementioned attributes, was highly problematic. The “power frame”, as we chose to call it, was the most commonly used frame in both news events. The “barbaric frame” and the “conservative frame” was more commonly used in a news context were Sweden and Saudi Arabia stood in a diplomatic conflict.

The importance of a well-functioning housing market has been proposed for long within economics, economic geography and urban planning.  A high mobility on the housing market most likely positively affects the dynamics of the labor market, a dynamic important for economic growth. Mobility defined as the link between the worker and the workplace in terms of transportation and housing are most likely essential components of a dynamic and well-functioning labor market. The Oswald hypothesis states that positive relationship between homeownership and unemployment exists, the lower mobility in the homeownership housing stock compared to the rental housing stock affects labor market mobility in a negative way which can be noted if European countries are compared. My thesis explores this relationship in a Swedish context by mobilizing a quantitative approach with aggregate data on municipal level ranging from 1998 to 2013. The Swedish housing market is in a deregulation process since 1992, a conversion process from public rental housing to homeownership co-op apartments has taken place and public policies now favor homeownership over renting. Municipal data on unemployment, homeownership of apartment, rental tenant and control variables for economy and personal characteristics are applied in Pooled OLS, random effects and fixed effects regression models. The results from the Pooled OLS and the Random effects model confirms the positive relationship proposed by Oswald for homeownership of apartment but not for homeownership of detached housing. Also rental tenant show a positive relationship. The results from the fixed effect estimation rejects the hypothesis altogether and show a negative relationship.

This paper describes and analyses the development of Swedish exports to the Soviet Union during the perestroika period, both in general and with regard to the specific case of the coastal trade between these countries using the Uppsala model's concepts of learning, the liability of foreignness, and the liability of outsidership. During this period the Soviet foreign trade system went through a significant reorganisation, with foreign trade being decentralised and newactorsbeing established, although the source material indicates that this decentralisation was less disruptive to the coastal trade than in general. It concludes that the different outcomes seen in these cases could be attributed to the coastal trade being less affected by the liability of outsidership than the general case. With regard to learning, it concludes that experiential knowledge, both from personal experience and network sources, is necessary in order to evaluate objective knowledge, as this can also be seen in the source material.