This bachelor’s thesis is an ethnological study with focus on examining conditions for and navigation between different subject positions in Swedish everyday life. The study problematizes the nature of Swedishness and examines the relationship between Swedishness, whiteness, and Jewishness. Who is Swedish and when is examined, and in which situations Jewishness is brought to light and made note of. The essay discusses the boundaries of the act of passing and what strategies Jews in Sweden use to navigate between Swedishness and Jewishness and adaptations to live as smooth a daily life as possible. Based on the theory derived from phenomenology and post-structuralism as well as interviews with six Jews resident in Sweden, the paper highlights the complicated ways in which norms interact and how identifications arise through deviation. Whiteness is examined in relation to Jewishness and Swedishness and appears, similarly to other social positions, depending on context, time and place. The empirical evidence shows how Jews in Sweden try to pass as (white) Swedes while at the same time trying to keep their Jewish identity. That Jewish bodies act differently and feel at home dependent on place is made clear by an account of the importance of the diasporic experience for Jewish life in Sweden.

<p>The purpose of the essay is to examine how issues concerning gender equality are perceived and to show what areas are defined as problematic in different discourses. It also raises the question of who is defined as responsible for dealing with issues concerning gender equality in these different contexts. Theories used are the gender system and intersectionality. The study builds on a mapping of a company that is active nationally and internationally, with emphasis on the problems that can arise when these two social contexts meet, with a special focus on cathegories such as gender and “Swedishness”. The material was first gathered through the use of questionnaires and interviews, then analysed through discourse analysis. The analysis shows that discourses of gender equality can be seen as constructed and dependent on the context, problems concerning equality are defined in one way nationally and in another way internationally. In cases of sexual harassment internationally the informants often choose to look the other way and feel like it is difficult to bring the “Swedish” values concerning equality abroad. It is more common to adapt to the ways of international colleagues but the informants also find it important to point out that they don’t necessarily agree with these.</p> / <p>Syftet med uppsatsen är att ur ett genusperspektiv undersöka hur frågor om jämställdhet uppfattas och visa vilka områden man väljer att peka ut som problemområden i olika diskurser. Uppsatsen utreder även vem som anses ha ansvaret för frågor som rör jämställdhet i olika sammanhang. Det teorier som används är genussystemet och intersektionalitet. Analysen utgår från en kartläggning av ett företag som är internationellt aktiva och den problematik som kan uppstå i möten mellan olika sociala kontexter, med fokus på föreställningar av genus och ”svenskhet”. Arbetsmetoden består av enkät- och intervjustudier och analysen har gjorts genom diskursanalys. Denna visar att jämställdhetsdiskurser kan ses som konstruerade och kontextbundna. Jämställdhetsproblematik definieras på olika sätt beroende på om man befinner sig på arbetsplatsen eller utomlands. Om man utsätts för könskränkningar i det internationella arbetet väljer informanterna många gånger att se mellan fingrarna och tycker att det är svårt att tillämpa ett ”svenskt” synsätt internationellt. Det är vanligt att anpassa sig mycket efter sina utländska kollegor, men poängterar samtidigt att man egentligen inte håller med om deras synsätt.</p>

The purpose of the essay is to examine how issues concerning gender equality are perceived and to show what areas are defined as problematic in different discourses. It also raises the question of who is defined as responsible for dealing with issues concerning gender equality in these different contexts. Theories used are the gender system and intersectionality. The study builds on a mapping of a company that is active nationally and internationally, with emphasis on the problems that can arise when these two social contexts meet, with a special focus on cathegories such as gender and “Swedishness”. The material was first gathered through the use of questionnaires and interviews, then analysed through discourse analysis. The analysis shows that discourses of gender equality can be seen as constructed and dependent on the context, problems concerning equality are defined in one way nationally and in another way internationally. In cases of sexual harassment internationally the informants often choose to look the other way and feel like it is difficult to bring the “Swedish” values concerning equality abroad. It is more common to adapt to the ways of international colleagues but the informants also find it important to point out that they don’t necessarily agree with these. / Syftet med uppsatsen är att ur ett genusperspektiv undersöka hur frågor om jämställdhet uppfattas och visa vilka områden man väljer att peka ut som problemområden i olika diskurser. Uppsatsen utreder även vem som anses ha ansvaret för frågor som rör jämställdhet i olika sammanhang. Det teorier som används är genussystemet och intersektionalitet. Analysen utgår från en kartläggning av ett företag som är internationellt aktiva och den problematik som kan uppstå i möten mellan olika sociala kontexter, med fokus på föreställningar av genus och ”svenskhet”. Arbetsmetoden består av enkät- och intervjustudier och analysen har gjorts genom diskursanalys. Denna visar att jämställdhetsdiskurser kan ses som konstruerade och kontextbundna. Jämställdhetsproblematik definieras på olika sätt beroende på om man befinner sig på arbetsplatsen eller utomlands. Om man utsätts för könskränkningar i det internationella arbetet väljer informanterna många gånger att se mellan fingrarna och tycker att det är svårt att tillämpa ett ”svenskt” synsätt internationellt. Det är vanligt att anpassa sig mycket efter sina utländska kollegor, men poängterar samtidigt att man egentligen inte håller med om deras synsätt.

Background: This study will be beneficial for Swedish companies that wish to enter the French market and will also benefit companies in France that have something to do with Sweden or that are playing on the Swedish origin. The outcome of this study will give a perspective on Swedishness in Swedish companies, brands and products with French consumers.References to places and countries such as French wine, Hollywood movies, and Russian roulette are examples of how the origin of countries can create associations influencing consumers' product evaluation and buying behaviour. In the process of understanding French consumers' product country image in relation to Sweden, it is important to map their buying behaviour and associations to Swedish companies, brands and products. The consumer perception of the country of origin can together with other attributes add brand equity to a company, brand or a product. Purpose: The purpose of this study is to understand how Swedishness in Swedish brands and products influences the perception of quality and to assist companies in their decision making on how to market in France. Conclusion: French consumers are influenced by global and national perceptions of countries of origin. Swedishness and Scandinavia have a particularly good reputation with French consumers. This influence is high and influences the consumers' quality-perception process through various influencers. Presentation of figures that can be used as generic figures when considering the influencers of your country's image when marketing cross-nationally.

<p><strong>Background: </strong>This study will be beneficial for Swedish companies that wish to enter the French market and will also benefit companies in France that have something to do with Sweden or that are playing on the Swedish origin. The outcome of this study will give a perspective on Swedishness in Swedish companies, brands and products with French consumers.References to places and countries such as French wine, Hollywood movies, and Russian roulette are examples of how the origin of countries can create associations influencing consumers' product evaluation and buying behaviour. In the process of understanding French consumers' product country image in relation to Sweden, it is important to map their buying behaviour and associations to Swedish companies, brands and products. The consumer perception of the country of origin can together with other attributes add brand equity to a company, brand or a product.</p><p><strong>Purpose</strong>: The purpose of this study is to understand how Swedishness in Swedish brands and products influences the perception of quality and to assist companies in their decision making on how to market in France.</p><p><strong>Conclusion</strong>: French consumers are influenced by global and national perceptions of countries of origin. Swedishness and Scandinavia have a particularly good reputation with French consumers. This influence is high and influences the consumers' quality-perception process through various influencers. Presentation of figures that can be used as generic figures when considering the influencers of your country's image when marketing cross-nationally.</p>

Avhandlingen belyser vad som hänt i svensk integrationspolitik sedan etableringsreformen genomfördes 2010 och ansvaret för flyktingmottagandet överfördes till Arbetsförmedlingen. Utöver förändringen som Arbetsförmedlingens ansvar innebar medförde reformen också ökad marknadsorientering, införande av valfrihetssystem, villkorad aktiveringspolitik samt andra genomgripande organisatoriska förändringar. I fokus står aktörer som på olika sätt har makt att påverka hur integrationspolitiken görs i praktiken. Studien analyserar vad som händer när privata företag bedriver arbetsförmedlande verksamheter där ersättningen kopplas till uppnådda resultat. Vidare analyseras betydelsen av ”svenskhet” i görandet av integrationspolitik. Avhandlingen är etnografisk och det empiriska materialet består av intervjuer och observationer med individer som arbetar på arbetsförmedlingskontor, som etableringslotsar samt samhällskommunikatörer på utbildningsföretag. Genom att syntetisera teorier om gatubyråkratier med en intersektionell ansats visar avhandlingen att görandet av integrationspolitik också är ett görande av ojämlikheter som grundas i stereotypa bilder av ”svenskhet” och ”invandrarskap”. Studien visar vidare hur föreställningen om Sverige som jämställd nation påverkar hur politiken görs. I analysen framkommer att de strategier som arbetsförmedlarna utvecklar för att hantera de krav som ställs på dem, i form av aktivering och resultat, inte leder till att de nyanlända kommer närmare arbetsmarknaden. Studien visar även att privata företag prioriterar resultat, lönsamhet och satsar på de nyanlända som de lättast kan nå resultat med. / This dissertation examines how Swedish integration politics have been affected by the Establishment Reform 2010 and the transfer of responsibility for refugee reception to the Swedish Employment Service. In addition to the changes wrought by the transfer of responsibility, the reform also brought an increase in market orientation, the implementation of systems of choice, a conditional activation policy and other fundamental organizational changes. The focus is on actors who, in different ways, have the power to influence how integration policy work is done in practice. The study analyzes what happens when private companies run employment service activities where financial support is contingent upon results, as well as the significance of “Swedishness” in the shaping of integration policy. The dissertation is an ethnographic one, and the empirical materials consist of interviews with and observations of individuals who work as employment service officials, establishment pilots, and civic orientation guides. By synthesizing theories on street-level bureaucracies with an intersectional approach, the dissertation shows that the making of integration policy is also a making of inequalities which are based on stereotypical images of “Swedishness” and “immigranthood”. Moreover, the study shows how policy-making is influenced by the perception of Sweden being a gender-equal nation. The analysis makes it clear that the strategies developed by the employment service officials, in order to live up to the requirements imposed upon them regarding activation and results, do not lead to newly arrived immigrants getting closer to entering the labour market. The study also shows that private companies prioritize results and profitability, and focus on the new arrivals with whom they can easiest attain results.

Nyckelord: Kulturell påverkan, etik och religion, konsumentbeteende, internationell marknadsföring och svenskhet. Syfte Syftet med detta examensarbete är att skapa fördjupad förståelse för hur kulturella faktorer, såsom religion och etiska värderingar, påverkar svenska företags utformning av deras internationella marknadsföring med fokus på den saudiarabiska marknaden. Utifrån denna förståelse syftar studien till att undersöka de svenska konsumenternas reaktioner på företagens eventuella åtgärder och anpassningar efter den saudiarabiska kulturen, studien syftar även till att se om de finns några likheter och skillnader mellan olika generationer, kön och låg- respektive höginkomsttagare. Problemformulering Hur påverkar kulturella faktorer, såsom religion och etiska värderingar, svenska företags utformning av deras internationella marknadsföring i Saudiarabien? Hur påverkar företagens ageranden de svenska konsumenternas uppfattning av företaget och finns det några likheter och skillnader i attityderna mellan olika konsumentgrupper, såsom generationer, kön och låg- respektive höginkomsttagare? Metodval Studien fokuserar på två stycken stora svenska detaljhandelsföretag som opererar på den saudiarabiska marknaden. Undersökningen bygger på både kvalitativ och kvantitativ data. De data som samlats in och som ligger till grund för studiens resultat och slutsatser är genomförd via litteraturstudier och en enkätundersökning på 171 stycken deltagare. Resultat och slutsatser Kulturella faktorer har en stor inverkan på företagens internationella marknadsföring, men de har valt olika tillvägagångssätt. De svenska konsumenterna reagerade olika starkt mot olika sorters anpassningar och det är av stor vikt för företagen att skilja mellan vilka anpassningar som hemmarknaden accepterar och inte. Kunder tenderar att byta ut ett varumärke på grund av etiska skäl och det av stor betydelse för företagen att ha en långsiktigt hållbar marknadsföring. / Keywords: The impact of culture, ethics and religion, consumer behavior, International marketing and swedishness Purpose The purpose of this study is to create a deeper understanding about cultural factors, such as religion and ethical value, and the impact on Swedish business international marketing designs with focus on the Saudi Arabian market. With this knowledge the purpose of this study continues to focus on which effects this may have on the Swedish market and if the effects differ between different generations, gender and low-income respective high-income earners. Problem How do cultural factors, such as religion and ethical values, have an impact on Swedish business international marketing design in Saudi Arabia? Which impacts have the adaptations on the Swedish market and are there any differences between different groups of consumers, such as generations, gender and low-income respective high-income earners? Method This study focus on two big Swedish retail companies that operates on the Saudi Arabian market. The investigations in this study are built on both qualitative and quantitative data, one literature study and one survey that included 171 participants. Results and conclusions Cultural factors have a large impact on the businesses international marketing designs, but they have chosen different way to handle the situations. The Swedish consumers reactions were different regarding on the adaptations and it’s really important that the business know which adaptations that they are accepting and not. Customers may change from one brand to another because of ethical values and the companies need to have a long-term sustainable marketing.

This thesis investigates cultural associations and values connected to women in Swedish society, with regard to action space, autonomy and social position. This is done through a discourse analysis of the media debate about public breastfeeding between the years 1980-2016, especially putting focus on the female body, motherhood, and women's access to public space. Main theories are Sara Ahmed’s various works on feelings and public comfort, as well as theories about taboo, mainly Purity and Danger by Mary Douglas. In line with early feminist anthropology on women’s subordinated position, this study finds liminality between opposing binaries to be important for the discourse, placing breastfeeding women in a position of taboo and inconvenience. In the discourses I studied, the two most important binaries are the nature-culture dichotomy, and the separation between private and public space. The discourses concerning public breastfeeding are also connected to notions of Swedish Exceptionalism and gender equality, mostly in contrast to beliefs about prudish influences from the U.S. In the thesis is discussed how the media debate about public breastfeeding seems to have intensified from the 1990s onwards, which correlates with increased neoliberalization of the Swedish welfare system, causing changes in women’s life circumstances. In the concluding chapter is brought forth how public breastfeeding is a focal point for several contradictory expectations on breastfeeding women, placing them in a double bind and making women responsible for everyone else’s comfort. It is also illuminated how the binary oppositions mainly contribute to disadvantaging categorizations of women, as well as how neoliberal reforms seem to have a damaging effect on gender equality in Sweden.

The aim of this study is to explore the Study in Sweden Facebook page, particularly about the use of nation branding identity and its representation on the social media channel during the period for application promotion for Swedish higher education institutions for Autumn semester 2018. Facebook page has been used as a centre for international marketing activities. With the purpose of promoting brand identity and the brand products, Facebook page has a significance as an online brand platform. Despite the importance of nation branding on online channel, few studies focusing on online channels for nation branding were conducted. Study in Sweden. The Study in Sweden Facebook page is used to promote Swedish higher education and Sweden, which also aims to imprint a positive image of Swedish education and Sweden as a country. Applying nation branding theoretical approach with qualitative content analysis, how nation branding identity is represented on the Study in Sweden Facebook page was investigated. In accordance with cultural approaches to nation branding, nation branding identity was labelled as binders of the imagined community further values of the nation. The study brought a focus on the relations between national identity and Swedishness concerning the core values of the nation. Facebook was investigated as communicator of the nation branding for representing the core values of Sweden.

The purpose of this dissertation is to contribute to a deeper understanding of how the national community is reproduced and delineated in relation to class, gender and racialisation. It uses a qualitative methodology and interviews with people chosen to represent an economic margin, and is theoretically informed by Pierre Bourdieu, Beverly Skeggs and others. In interviewees’ accounts about work life and societal change, traces are found regarding how the national community is delineated, and how value for the community is claimed or denied. The main findings are that a national community is connected through the idea of value for the community, and that the dominating ideas concerning this value change over time in accordance with economic, political and discursive processes. Recognition is a condition for access to the labour market and for the right to contribute to the future of the community. The values and the community are not homogenous; there is room for competing values and thus competing ways of recognition. Those with less recognised resources get their value for the community questioned in relation to current hegemonic values. Adaptability to the needs of the labour market in terms of expectations of geographic flexibility and the right attitude are common demands that implicitly presumes economic and social resources. Misrecognition of resources and value also relate to the social process of racialisation. Whiteness can be regarded as the result of recognised national inclusion in a country such as Sweden where the ideal of light skin and blue eyes have gained hegemonic position through history. Class relations as well as male domination over women works through the same mechanisms of misrecognition and excluded experiences.