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Showing 41 to 50 of 52 (0.026 seconds)Spelling suggestions: "subject:"‘swedish’""
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The Swedish Country of Origin Effect : The influence of the Swedish country image on brands promotion strategySvensson, Elin, Karlsson, Amanda January 2021 (has links)
The purpose of this thesis is to explore how the country image influences Swedish brands in their promotion strategy. The thesis will explore what underlying factors come to influence the country of origin effect in the brands promotion and which cues are used when communicating their origin with consumers. To address the purpose of the thesis, the following question will be answered: How does the country of origin influence Swedish brands in their promotion strategy?In regard to the research question and purpose, the theoretical framework includes previous studies related to different dimensions of country of origin and the effect it has on consumer affinity, different stereotypes regarding country image as well as different COO-strategies. To answer the research question, this thesis contains a qualitative research approach, with an inductive method and a multiple case study design. We interviewed 3 companies, within 3 different product categories which gave us valuable insights regarding how the Swedishness is communicated to consumers and how the Swedish country image is perceived internationally on different product categories. An analysis was made with the empirical findings together with the theoretical framework, with comparisons between the companies as well as pointing out differences and similarities between the case companies. The overall findings from this thesis is that Sweden holds a positive image internationally and that it is beneficial for companies to promote their Swedishness. The different companies also emphasize different cues in their promotion, to get a match between product category and country image, hence use the Swedishness in different ways.
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Folkhemsnostalgi och gängvåldsdystopi : Ett genus- och kritiskt vithetsperspektiv på SVT:s framställning av gängvåldet som en nationell krisWall Scherer, Josefine January 2022 (has links)
In 2021, Sweden was ranked as the European country with the highest number of fatal shootings per million inhabitants. As a result, gang violence is described as a national crisis and has turned in to one of the main debate themes among political parties ahead of the parliamentary election in 2022. In the debates on gang violence, it is often linked to migration politics. Swedish Television (SVT) has broadcasted numerous programs on gang violence, and these programs are the main material used in this study. Drawing on feminist- and critical whiteness theory I examine how ideas of gender, whiteness and Swedishness interplay in the construction of gang violence as a national crisis. By using a retrotopic, a security politic and an affective theoretical perspective it is possible to analyze who is portrayed as vulnerable or problematic in relation to the gang violence. A further ambition of this study is to investigate the connection between folkhem nostalgia and the construction of gang violence as a national crisis. I argue that the Swedish exceptionalism is being used to establish collective feelings of folkhem nostalgia, which contributes to the understanding of gang violence as a national crisis. Based on a thematic analysis (Braun & Clark 2006) I show how feelings of folkhem nostalgia are used to establish narratives of a threatening and problematic Other; a male non-white threat within the nation. Further, the debates and documentaries broadcasted on SVT can be seen as part of political and national interests, where a (hi)story of folkhemmetas a part of the Swedish exceptionalism is being used to establish certain feelings and perceptions related to gender and race. This enables a placement of gang violence in another place, in another culture and in another body.
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Foraging In Times of Crises : A Feminist Exploration of Narratives of Nature, Identity, and Environmental Engagement in the Practice of Foraging in the Swedish ContextIsabella, Guabello January 2024 (has links)
Using a mixed methods approach informed by feminist and gender studies methodologies, this thesis explores foraging in Sweden as a socio-cultural practice, examining its relevance in narratives of identity, belonging, space, and environmental engagement amid contemporary ecocrises. The material used is nearly two hundred responses from a questionnaire, distributed to members of Swedish Facebook foraging groups, and five qualitative semi-structured interviews. The analysis shows that foraging appears to be part of national representations of nature, connecting to discourses of Swedish/Nordic exceptionalism. Foraging narratives shape understandings of nature, particularly in relation to Swedish landscapes, and inform current conflicts in the forests. Clear-cut forestry practices erase cherished foraging spots, lead wider reflections on capitalist-driven ecological crises and trigger feeling of loss and grief in foragers. These experiences foster a deeper awareness of environmental challenges and lead to subtle, routine practices of ‘soft activism’ as a form of gentle response. Analysing foraging from a feminist environmental perspective opens up opportunities to look at how discourses on nature influence identity formation, but also create cracks in dominant narratives. Although foraging has been coopted in processes of national identity reproduction, it also functions as a catalyst to trigger ecological awareness and sustains individual practices, framed as soft resistance to neoliberal forces, nurturing forms of hope in the face of current multiple environmental crises.
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“Die dummen Schweden” – svensk självbild på tyska : En begreppshistorisk undersökning av uttrycket “die dummen Schweden” i svensk press 1855-1950 / “Die dummen Schweden” – a Swedish Self-image in German Words : A conceptual history of “die dummen Schweden” in Swedish press 1855-1950.Jönsson Leijon, Ale January 2024 (has links)
This Master thesis investigates the concept of “die dummen Schweden”, and how it is used in the Swedish press during the period 1855–1950. This is done with the aim to, through analysis of the concept, shed light on the rhetorical and contextual use of the phrase “die dummen Schweden”. There is also an aim to explore what the use of the concept reflects in terms of national identity and national self-image, and what that in turn indicates about images of the 'other'. This is done by a combined theoretical framework, containing three parts: Ernesto Laclau and Chantal Mouffe's discourse theory, dialogical concepts from Mikhail Bakhtin and an imagological part. The theoretical framework is applied through a textual analysis, where the emphasis lies on viewing the articles as dialogical in the Bakhtinian sense, and the conceptual use as part of an articulatory practice. The analysis of the conceptual use of the phrase ”die dummen Schweden” during the period highlights two overarching themes. From 1855 and onwards, the dominating view of “die dummen Schweden” is that of the expression as signifying a real and existing belief abroad, that the foreigner says and thinks about the Swedes. Primarily it is a belief projected onto Germans, but the conceptual use showcases a modularity regarding who the concept “die dummen Schweden” is ascribed to. In the early 20th-century a different discursive articulation enters the press. This consists of deconstructing the former belief, and questioning its facticity as an expression being used abroad. Rather, “die dummen Schweden” is here explained as a self-image, something constructed by Swedes for Swedes. Although the notion of ”die dummen Schweden” as something constructed and as a self-image indicates a shift in the discursive economy surrounding the concept, both ontological views co-exist throughout the time period. Through the analysis of the concept, images of Swedishness emerge, such as the notion of the Swede as naive and easily duped when in contact with foreigners. These are images that are articulated in relation to images of the 'other'. This study therefore, through the lens of the concept of “die dummen Schweden”, provides insight to how national identity during the period was being formulated in relation to images of the national self, images of others and the space in between, the projected images of what they think of us.
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Religionsdiskursernas spridning : En studie om hur tidskriften Religion & Livsfrågor bidrar till att bekräfta och problematisera diskurser i religionskunskapsundervisningen / The religious discourse's dispersion : A study on how the journal Religion & Livsfrågor contributes to confirming and problematizing discourses in religious educationVackmyr, Jesper January 2018 (has links)
The purpose of this study is to determine to which extent discourses identified within Swedish religious education also exists within the journal Religion & Livsfrågor [eng: Religion & Life Questions]. To what extent does the journal confirm their existence, are they problematized, and is there any way to avoid them? Previous research include mainly doctoral theses about discourses within the religious education in Sweden, as well as some research regarding the formation of the academic discipline didactics of religion. This study also relies on one particular study in didactics when choosing the material. The theoretical approach is based on previous research by Karin Kittelmann Flensner. She finds that there exist three discourses within religious education in contemporary Sweden: one secularist discourse, one spiritual discourse and one Swedishness discourse. A total of 28 numbers of Religion & Livsfrågor has been analyzed by applying the previously mentioned discourses onto the material. Findings indicate that these discourses also exist within the journal. Sometimes the discourses are problematized, but there are seldom any advices on how to avoid them. It also seems that these discourses existed both before and after Kittelmann Flensner’s study, which seem to indicate that the progress made in academic research aren’t always applied in schools. One way to give the teachers the opportunity to avoid these discourses would be to raise awareness regarding them.
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Rasismen bakom visitationszoner i utsatta områden : En kritisk diskursanalys av Sverigedemokraternas, Kristdemokraternas och Moderaternas förslag om visitationszonerEngström Nanni, Martin January 2022 (has links)
’Inspection-zones’ are political proposals that the Sweden democrats, Christian democrats and the Moderate parties have put on their agendas for the purpose of combating the gang-related crime in Sweden’s so called ‘vulnerable areas’ since 2017. The proposals entail that the police receive extended powers to, within a geographically defined area, stop and frisk people without being required to provide a reasonable suspicion of individuals committing any crimes, which is something that today works as a protection-mechanism against arbitrary interventions. The purpose of this essay is to analyze, using a critical discourse analysis as a method, how the discourse of ‘inspection-zones’ is constructed by the political parties behind the proposals and which discourses are applied to legitimize the proposals. Furthermore, the purpose is to analyze how racist power-relations are implied within the proposals. The essay is delimited to the aforementioned parties’ latest motions in the Swedish parliament and a party leader debate where the proposals were discussed. The theoretical framework consists of a perspective on how racist discourses can change and still be considered a uniform discourse, and a perspective on how white racism can be reproduced through new discursive means. Conclusions observe that the construction of ‘inspection-zones’ as a discourse is primarily articulated by the parties around gang-related crime. The discourse around gang-related crime is articulated through shootings and organized crime, which legitimizes the proposals, since these are problems that reasonable people would like to prevent. However, the conclusions also shows that a racist ‘Swedishness’-discourse by the parties is implied within the discourse of gang-related crime, making the collective basic characteristics for ‘Swedishness’ an assessment-basis by which gang-related criminality can be expected from people. To direct the focus of ‘inspection-zones’ towards ‘vulnerable areas’ that are already rich in immigrant density, combined with the construction of this racist discourse, also seems to raise the risks of racial profiling and discriminatory practices against non-white ethnic minorities – a result that the Danish people have experienced after a similar legislation was introduced in Denmark.
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Att gestalta etnicitet : En semiotisk analys av miljöerna och karaktärerna i serien Tunna blå linjenElie, Nakhoul January 2021 (has links)
This essay aims to create a deeper understanding of how the meaning-making of the series Thin Blue Line contributes to the debate of culture, cultural representation and exclusion in contemporary Sweden. Through a popular cultural perspective based on the theory of representation and a survey through the method semiotic analysis answer the following two questions: How is Swedishness represented in the TV series? How does racialized swedes appear in the TV series? The material analyzed is limited to four environments, from four scenes from the series. The analysis of semiotic resources such as the environment and characters show a representation of Swedishness and racialized swedes, confirming Stuart Hall's (1997) theory that racialized swedes are often represented in contexts linked to crime and bad behavior. This is found above all in denotation and connotation which depicts racialized swedes as "the others" in relation to the concept of "Swedishness". In conclusion, I believe that the outcome is due to the creators attempts to present the reality of the population in the city, followed by the lack of swedish research that sheds light on the opposite representation of racialized swedes.
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Theorizing & (re)discovering the Self : An autoethnographic & affect-theoretical approach to swedishness & colombiannessRodriguez Alvarez, Daniela January 2022 (has links)
This thesis is structured as a feminist creative endeavour, a practice of self-love that aims at exploring (my) depression as a cultural and social phenomenon caused mainly by an inability to correctly embody swedishness, a constant haunting of a colonial and Colombian past, and the affective dimensions of language. This text is based on autoethnographic material about the experiences of being a Colombian-born migrant in Sweden and uses mainly affect theory and decolonial theory to make sense of these experiences. The thesis showcases my temporal relation to both swedishness and colombianness and how that dimension influences the (re)production of my self, and the consequent “negative feelings” linked to depression I experience. Furthermore, as a creative endeavour following the tradition of WOC feminist writers, this thesis highlights how writing and theorizing can lead to healing.
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Mellan akademi och kulturpolitik : Lektorat i svenska språket vid tyska universitet 1906–1945 / Zwischen Akademie und Kulturpolitik : Lektorate der schwedischen Sprache an deutschen Universitäten 1906-1945Åkerlund, Andreas January 2010 (has links)
The aim of this thesis is to analyze the establishment and development of lectureships in the Swedish language in German universities during the first half of the 20th century. Building on earlier research about the role of language teaching abroad for public diplomacy, the study sees the lecturer as a part of both the the academic and political fields in Germany and Sweden. The establishment of and changes in the system of lectureships in Swedish 1906–1945 are explained through an analysis of the actors involved and of the assets allowing the actors to control both the establishment of lectureships and the appointment of lecturers in Germany. During the Weimar Republic a number of actors were involved in the establishment of the lectureships. They included academics with a scholarly interest in Scandinavian languages and old Norse,, the German state, which worked to promote the study of foreign countries and international academic mobility as a way of breaking German isolation after World War I, and the Swedish organization for the preservation of Swedishness abroad for which the teaching of Swedish abroad was a way of increasing the academic status of the language. After the National Socialist takeover in 1933 the NSDAP and the Swedish foreign ministry also took an interest in the Swedish lectureships in Germany for propaganda purposes. The dissertation shows how a system for the appointment of Swedish lecturers to Germany was established through interaction between the actors. Central in this process were the control over economic assets, a social network which made recommendations of lecturers possible, and the control over communication between both the lecturers and universites and between the German and Swedish states. The study also shows that the uneven distribution of assets between German and Swedish actors resulted in an inferior position for the German state and organizations in relationship to their Swedish counterparts.
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Barn till beskådan : Familj, välfärdsstat och nation i fototävlingar och fotoböcker 1930-1944Hallberg, Mathilda January 2017 (has links)
I fokus för den här avhandlingen står åskådningskulturen under 1930- och 40-talen, närmare bestämt fototävlingar och fotoböcker med bilder på barn som bärande element. Den här studien granskar hur fototävlingar och fotoböcker var en del i förhandlingen om välfärdens organisering rörande barn och familj. I studien undersöks hur familj, välfärdsstat och nation konstruerades genom representationer av barn, vilka budskap som därigenom etablerades och vilka politiska visioner som kommunicerades. Analyser av bilder och texter visar att fototävlingar och fotoböcker presenterade ett enhetligt budskap om att det behövdes fler och bättre barn, men också hur fototävlingar och fotoböcker förmedlade skilda visioner om hur detta skulle uppnås. Studien bidrar till att synliggöra hur användbara representationer av barn var i bygget av välfärden. De hade potential att förmedla både skilda och gemensamma visioner om välfärdssamhället. / This dissertation focusses on the culture of visual display during the 1930s and 1940s, more specifically photo contests and photo books based on photographs of children. The overall purpose of this investigation has been to study how photo contests and photo books have been a part of the negotiation of the organization of welfare for children and the family. It examines how the family, the welfare state and the nation were constructed by means of representations of children, the messages that were thus established, and the political visions that were communicated. Analyses of images and texts show that photo contests and photo books presented a unified message which said that more and better children were needed, but also how photo contests and photo books communicated disparate visions of how this goal should be reached. The study highlights how useful representations of children were in the construction of welfare. They had the potential to communicate both different visions and a shared vision of the welfare society.
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