I denna studie analyseras filmen Quo Vadis, Aida? (2020) utifrån dess potential att utveckla narrativ kompetens, som ett uttryck för historiemedvetande, hos elever i en undervisningskontext. Filmen analyseras utifrån en narrativ analysmetod med fokus på vad filmen berättar samt hur det berättas. Därefter används Rüsens teoretiska begrepp erfarandets, tolkandets samt orienterandets kompetens för att belysa filmens potential att utveckla narrativ kompetens. Rüsens teoretiska begrepp används som utgångspunkt men vävs också ihop med fler teoretiska analysverktyg, som den dubbla tankeoperationen och historisk empati. Utifrån tidigare forskning diskuteras sedan filmens möjligheter samt utmaningar att användas i historieundervisningen i den svenska gymnasieskolan. Resultatet visar att det finns potential för Quo Vadis, Aida? att kunna användas på ett meningsfullt sätt i historieundervisningen för att utveckla elevers narrativa kompetens, som uttryck för historiemedvetande. Möjligheterna utgörs av filmens sätt att gestalta och väva samman ”små” och ”stora” berättelser, dess potential att beröra eleverna känslomässigt, samt öppna upp för värdeladdade frågor och diskussioner kring moraliska dilemman. Det finns också ett par utmaningar som behöver tas i beaktande för att filmen ska kunna leva upp till sin fulla potential. Det är ett tidkrävande och komplext arbete för läraren att se till att det finns en balans mellan känslor och kognitiva processer i undervisningen, för att inte elevernas känslor ska ta över och riskera att utvecklandet av historisk empati och historiemedvetandet blir lidande.

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In today’s digital era, the rapid rise of social media (SM) has transformed consumer behaviourespecially among university students. This study examines the influence of social mediamarketing (SMM) on the purchase intentions of university students within the fashion industry,focusing on a sample from Zambia. Addressing a gap in existing research on this demographic,the study explores how various dimensions of the SMM affect purchasing decisions.The study utilised the exploratory study approach, data were gathered through a semi-structuredquestionnaire distributed among university students in Zambia. Descriptive statistics and Pearsoncorrelation analysis were used to evaluate the relationships between the independent anddependent variables. A total of 96 valid responses were received and included in the finalanalysis. The findings revealed insights into these relationships, the correlation between entertainment,interaction and awareness was found to be weak (r=0.418) indicating that these factors do notgreatly influence student’s decision to purchase fashion products. In contrast, fashion trendinessand interest in a brand shows a moderate positive relationship (r = 0.422, p = 0.000), meaningthat when SM highlights current fashion trends, students are more likely to be interested.Similarly, the customisation of SM experiences with the desire for fashion products was found tobe moderately positive (r = 0.510, p = 0.000) suggesting that tailoring content to individualpreferences encourages purchases. The strongest relationship observed between e-word of mouthand purchase action (r = 0.726, p = 0.000) signifying that positive online recommendationsgreatly . influence students to buy fashion products. The study recommends that brands invest in monitoring SM trends, collecting extensive data oncustomer preferences and maintaining a positive e-word of mouth. Future research could exploreadditional variables influencing fashion product purchase decisions and consider larger samplesize for broader generalisation. This research contributes to the understanding of SMM influenceon consumer behaviour and offering insights for marketing strategies in the fashion industry.

L’adhésine impliquée dans l’adhérence diffuse (AIDA-I) est une adhésine bactérienne présente chez certaines souches d’Escherichia coli qui, associée aux toxines Stx2e ou STb, contribue à l’apparition de la maladie de l’œdème ou de la diarrhée post-sevrage chez les porcelets. AIDA-I est un autotransporteur qui confère des capacités d’autoaggrégation, de formation de biofilms et d’adhésion. L’objectif principal du projet de recherche consistait en la recherche de récepteur(s) potentiel(s) d’AIDA-I. Les bactéries pathogènes adhèrent aux cellules-cibles soit en liant directement des molécules à la surface cellulaire ou en utilisant des molécules intermédiaires qui permettent de diminuer la distance séparant la bactérie de la cellule-cible. Puisque le sérum est un fluide qui contient de nombreuses molécules, celui-ci a été utilisé comme matériel de départ pour l’isolement de récepteur(s) potentiels. Nous avons isolé un récepteur potentiel à partir du sérum porcin : l’apolipoprotéine A-I. L’interaction entre l’apolipoprotéine A-I et AIDA-I a été confirmée par ELISA et microscopie à fluorescence. La capacité à envahir les cellules épithéliales offre aux pathogènes la possibilité d’établir une niche intracellulaire qui les protègent contre les attaques du milieu extérieur. La présente étude a démontré que la présence d’AIDA-I en tant que seul facteur de virulence chez une souche de laboratoire permet de conférer la capacité d’envahir les cellules sans promouvoir la survie intracellulaire. L’étude de la souche sauvage 2787, exprimant AIDA-I en association avec d’autres facteurs de virulence, a démontré une différence significative pour les phénotypes d’invasion et de survie intracellulaire face à la souche de laboratoire exprimant AIDA-I. / The adhesin involved in diffuse adherence (AIDA-I) is a bacterial adhesin associated with some Escherichia coli strains that might, when associated with toxin Stx2e or STb, contribute to the development of edema disease or post-weaning diarrhea in piglets. AIDA-I is an autotransporter that mediates various phenotypes such as adhesion, autoaggregation and biofilm formation. The main aim of our project was to find potential receptor(s) for AIDA-I. Pathogens can either bind cell directly by targeting exposed cell surface molecules or use an intermediate molecule as a bridge to lessen the space separating them from their target cell. Serum is known to contain a wide range of molecules so it has been used as raw material for the isolation of a putative receptor for AIDA-I. We isolated a putative receptor for AIDA-I: the apolipoprotein A-I. The interaction between the apolipoprotein A-I and AIDA-I was confirmed by ELISA and fluorescent microscopy. The capacity to invade epithelial cell enables pathogens to create an intracellular niche that protects them against attacks from the extracellular environment. The present report has shown that the presence of AIDA-I as the sole virulence factor in a laboratory strain, enable bacteria to invade cultured cells but does not promote intracellular survival. Studies conducted on wild-type strain 2787, which express AIDA-I in association with other virulence factors, has shown a significant difference in invasion and intracellular survival phenotypes compared to the laboratory strain expressing AIDA-I.

L’adhésine impliquée dans l’adhérence diffuse (AIDA-I) est une adhésine bactérienne présente chez certaines souches d’Escherichia coli qui, associée aux toxines Stx2e ou STb, contribue à l’apparition de la maladie de l’œdème ou de la diarrhée post-sevrage chez les porcelets. AIDA-I est un autotransporteur qui confère des capacités d’autoaggrégation, de formation de biofilms et d’adhésion. L’objectif principal du projet de recherche consistait en la recherche de récepteur(s) potentiel(s) d’AIDA-I. Les bactéries pathogènes adhèrent aux cellules-cibles soit en liant directement des molécules à la surface cellulaire ou en utilisant des molécules intermédiaires qui permettent de diminuer la distance séparant la bactérie de la cellule-cible. Puisque le sérum est un fluide qui contient de nombreuses molécules, celui-ci a été utilisé comme matériel de départ pour l’isolement de récepteur(s) potentiels. Nous avons isolé un récepteur potentiel à partir du sérum porcin : l’apolipoprotéine A-I. L’interaction entre l’apolipoprotéine A-I et AIDA-I a été confirmée par ELISA et microscopie à fluorescence. La capacité à envahir les cellules épithéliales offre aux pathogènes la possibilité d’établir une niche intracellulaire qui les protègent contre les attaques du milieu extérieur. La présente étude a démontré que la présence d’AIDA-I en tant que seul facteur de virulence chez une souche de laboratoire permet de conférer la capacité d’envahir les cellules sans promouvoir la survie intracellulaire. L’étude de la souche sauvage 2787, exprimant AIDA-I en association avec d’autres facteurs de virulence, a démontré une différence significative pour les phénotypes d’invasion et de survie intracellulaire face à la souche de laboratoire exprimant AIDA-I. / The adhesin involved in diffuse adherence (AIDA-I) is a bacterial adhesin associated with some Escherichia coli strains that might, when associated with toxin Stx2e or STb, contribute to the development of edema disease or post-weaning diarrhea in piglets. AIDA-I is an autotransporter that mediates various phenotypes such as adhesion, autoaggregation and biofilm formation. The main aim of our project was to find potential receptor(s) for AIDA-I. Pathogens can either bind cell directly by targeting exposed cell surface molecules or use an intermediate molecule as a bridge to lessen the space separating them from their target cell. Serum is known to contain a wide range of molecules so it has been used as raw material for the isolation of a putative receptor for AIDA-I. We isolated a putative receptor for AIDA-I: the apolipoprotein A-I. The interaction between the apolipoprotein A-I and AIDA-I was confirmed by ELISA and fluorescent microscopy. The capacity to invade epithelial cell enables pathogens to create an intracellular niche that protects them against attacks from the extracellular environment. The present report has shown that the presence of AIDA-I as the sole virulence factor in a laboratory strain, enable bacteria to invade cultured cells but does not promote intracellular survival. Studies conducted on wild-type strain 2787, which express AIDA-I in association with other virulence factors, has shown a significant difference in invasion and intracellular survival phenotypes compared to the laboratory strain expressing AIDA-I.

<p>The aim of this thesis is to study how television spot and product placement compare in terms of gaining the target audience’s attention, having control over the marketing message and creating credibility for a product or a brand. The context of the study is Finnish television from advertisers’ point of view. Three major theories used are: AIDA, Generic Communications Process and Two-Step Communications. Twelve hypotheses are built based on the theories, the main hypothesis being: “Although a marketing message sent through product placement gains the target audience’s attention better and creates higher credibility for a product or a brand than a television spot, advertisers are keener on sending the marketing message through a television spot than through product placement because they have more control over the message in a television spot and because it historically has a more stable legal position.” Five experts on the field were interviewed to test the hypotheses. In general, the hypotheses were supported.</p>

Mémoire numérisé par la Direction des bibliothèques de l'Université de Montréal.

<p><strong>Aim:</strong> The purpose of this paper is to investigate how Södertörn University may build a stronger brand through marketing communications. The paper discussed each stage of the buying process. With models like these it is possible to measure the number of consumers who occupy the different stages.</p><p><strong>Method:</strong> The data was collected in a non-random convenience selection at the Stockholm fair for higher education with 21 000 visitors. I used a survey questionnaire. The number of respondents was 409 respondents. My method of investigation is quantitative. It is measurable so that communication goals can be set. In order to build a stronger brand I analyzed prospective students and their awareness of Södertörn University. The study has a positivistic view and a deductive approach.</p><p><strong>Result & Conclusions: </strong>My study shows that Södertörn University should use marketing communication strategically by using the models. At the cognitive level the most important is to raise brand awareness. Total knowledge is 52% in Stockholm County which is too low. An increase is fatal to raise the number of applicants. At the affective level they have to increase brand attitude. At the Behavioural level they need to increase brand purchase intention and facilitate purchase.</p><p><strong>Suggestions for future research:</strong> It would be interesting to use other models of consumer responses too. Next step could be to make interviews with students to be to study how they first got to know the name, and what has affected them in order to choose or not to choose the university.</p><p><strong>Contribution of the thesis: </strong>The thesis has actually contributed a lot to Södertörn University. I have used the collected data to make a marketing plan. We now have worked a lot with awareness and seen a great increase in applications.</p>

Aim: The purpose of this paper is to investigate how Södertörn University may build a stronger brand through marketing communications. The paper discussed each stage of the buying process. With models like these it is possible to measure the number of consumers who occupy the different stages. Method: The data was collected in a non-random convenience selection at the Stockholm fair for higher education with 21 000 visitors. I used a survey questionnaire. The number of respondents was 409 respondents. My method of investigation is quantitative. It is measurable so that communication goals can be set. In order to build a stronger brand I analyzed prospective students and their awareness of Södertörn University. The study has a positivistic view and a deductive approach. Result &amp; Conclusions: My study shows that Södertörn University should use marketing communication strategically by using the models. At the cognitive level the most important is to raise brand awareness. Total knowledge is 52% in Stockholm County which is too low. An increase is fatal to raise the number of applicants. At the affective level they have to increase brand attitude. At the Behavioural level they need to increase brand purchase intention and facilitate purchase. Suggestions for future research: It would be interesting to use other models of consumer responses too. Next step could be to make interviews with students to be to study how they first got to know the name, and what has affected them in order to choose or not to choose the university. Contribution of the thesis: The thesis has actually contributed a lot to Södertörn University. I have used the collected data to make a marketing plan. We now have worked a lot with awareness and seen a great increase in applications.

The aim of this thesis is to study how television spot and product placement compare in terms of gaining the target audience’s attention, having control over the marketing message and creating credibility for a product or a brand. The context of the study is Finnish television from advertisers’ point of view. Three major theories used are: AIDA, Generic Communications Process and Two-Step Communications. Twelve hypotheses are built based on the theories, the main hypothesis being: “Although a marketing message sent through product placement gains the target audience’s attention better and creates higher credibility for a product or a brand than a television spot, advertisers are keener on sending the marketing message through a television spot than through product placement because they have more control over the message in a television spot and because it historically has a more stable legal position.” Five experts on the field were interviewed to test the hypotheses. In general, the hypotheses were supported.