Yes / Irrespective of the fundamental role of legitimacy in industrial relations as well as social and organisational life, little is known of the subtle meaning-making strategies through which organisational concepts, such as employment relations and engagement, are legitimised in modern world of work, particularly in developing countries such as Nigeria, which results in managerial capture. As a result, this paper explores the discursive legitimisation strategies used when making sense of employment relations in Nigeria’s conflictual, non-participatory employment relations terrain. Relying on Leeuwen’s (1995) legitimisation strategies, critical discourse analysis (CDA) and call by Bailey, Luck & Townsend (2009) and Legge (1995) to widen employment relations discourse, we explore interview, focus group and shadow report data, and distinguish and analyse five legitimisation strategies. The strategies include authorisation, moralisation, mythopoesis, rationalisation, and management. Therefore, we contend that while these specific legitimisation strategies appear in separate data source, their recurrent manifestation and application underscores legitimising discourse of managerial capture in Nigeria’s employment relations.

By making a CDA the linguistic and semantic features in cosmetic products are going to be examined. For the purpose of this study, 99 products, from two companies, are analysed in order to find out if the marketing teams of the companies are using different linguistic and semiotic features in order to persuade their target group. Theories of masculinity and femininity are presented and the relationship between gender and language is analysed. Furthermore, Aristotle’s theory about the three proofs of persuasion ethos, pathos and logos is discussed. After analyzing and discussing the data that have been gathered in relation with the background theories, significant differences are noticed on the products for the two genders. In the research appears that the two genders are targeted in different ways and that different linguistic and semiotic features are used for each gender.

Den här studien undersöker hur heteronormativitet finns synligt i reality-TV. För att utröna hur detta framställs undersöks ett avsnitt av Bonde söker fru och ett av Tro, hopp och kärlek. Båda programmen är dejtingprogram som sändes hösten 2016. Studien utgår från queerteorin som ifrågasätter heteronormativiteten och hur den utövar makt över de som inte lever efter den normen. Metoden för studien är kritisk diskursanalys som används för att synliggöra vilka språkliga grepp som används för att konstruera heteronormativiteten och även för att synliggöra maktstrukturer. Syftet med studien är att avslöja strukturer som konstruerar normativa respektive avvikande kärleksrelationer. Studien identifierar fem olika teman som konstrueras kring kärleksförhållandet: Ett komplett liv, Den stora kärleken, Livet utan kärleksförhållande, Jag är redo och Det mätbara målet. De heteronormativa föreställningarna syns genom att kärleksförhållandet konstrueras som en problemlösare, kärleksförhållandet ses som den högst prioriterade relationen i de medverkandes liv, singelskapet medför ett utanförskap och en känsla av misslyckande samt att målet med kärleksrelationen är en långvarig relation med en önskan om reproduktion. Studien antyder också på att det även finns krav på när kärleksförhållandet bör inträffa i livet. / This study examines how heteronormativity is constructed in reality-TV. The study anylizes one episode of Bonde söker fru (the Swedish version of Farmer wants a wife) and one episode of the Swedish tv-show Tro, hopp och kärlek (Faith, hope and love). Both of them are dating programmes and were broadcasted during the fall of 2016. The study uses the queer theoretical framework which is questioning the heteronormativity and how it exercises power over the ones not living within the norm. The critical discourse analysis is implemented as both a method and theoretical framework. As a method the critical discourse analysis is used to show how the language constructs heteronormativity and helps the study to expose power structures. The purpose of the study is to expose structures that construct normative and abnormative love relationships. The study identifies five different themes that contributes to the perception of the love relationship: A complete life, The great love, Life without love relationship, I am ready and The measurable goal. The heteronormative ideas shows through the construction of the love relationship as a problem solver, the love relationship is the most prioritised relationship in participant’s lives, being single involves alienation and a feeling of failure as well as the goal of the love relationship is a longlasting relationship  with the desire of reproduction. The study also indicates that there is requirements on when in life the love relationship should occur.

I denna uppsats undersöker och identifierar jag språkliga strategier i kampanjtexter från Försvarsmakten. Undersökningen syftar till att med hjälp av en sociosemiotisk analys kartlägga de modelläsare som konstrueras i Försvarsmaktens rekryteringskampanjer för grundläggande militär utbildning. Undersökningsmaterialet består av printannonser från tre kampanjer genomförda mellan år 2012 och 2013. Metoden för undersökningen är lånad från Anders Björkvalls avhandling svensk reklam och dess modelläsare och består av en analysmodell baseras på Hallidays systemisk-funktionella grammatik. Modellen tar fasta på textens textuella, ideationella och interpersonella betydelser såväl som textens rekontextualisering. Resultatet från undersökningen visar att de modelläsare som konstrueras i annonserna har en inre önskan om att bidra till en bättre värld genom att hjälpa andra människor, men agerar i nuläget inte alls. Modelläsarna är undvikande inför att höra om katastrofer och konflikter i världen och hittar lätt bortförklaringar till varför de ännu förblir passiva. Glappet mellan den önskade och verkliga identiteten skapar en känsla av otillräcklighet hos modelläsarna. Försvarsmakten presenteras i materialet som handlingskraftiga och pålitliga, ett slags ideal för modelläsaren. / In this study I examine and identify the linguistic strategies used in campaign texts from the Swedish Armed Forces. The purpose of the study is to identify the characteristics of the mod- el readers constructed in recruitment campaigns for basic military training, using a socio- semiotic approach. The research material consists of print ads from three campaigns conduct- ed between 2012 and 2013. The method used in the study is borrowed from Anders Björ- kvall’s dissertation Model readers in Swedish advertising and consists of an analytical model based on Halliday’s systemic functional linguistics. The model takes into account the textual, ideational and interpersonal meanings of the text, as well as its recontextualisation. The re- sults of the study show that the model readers constructed in the ads have an inner desire to contribute to a better world by helping other people, but are currently not doing this. The model readers avoid hearing about disasters and conflicts in the world and will easily find excuses for why they still remain passive. The gap between the desired and actual identity creates within the model readers a sense of insufficiency. The Swedish Armed Forces, on the other hand, are presented as energetic and dependable, an ideal for the model reader.

I denna uppsats analyseras fyra olika artiklar från gymkedjan SATS egen tidning, SATS Magazine. Syftet är att undersöka vilken modelläsare som konstrueras. Modelläsaren är den ideala läsaren som skribenten tillägnar texten till, det är den identitet som läsaren blir erbjuden i en text och som skribenten föreställer sig. Med hjälp av den systemisk-funktionella grammatiken samt kritisk diskursanalys är syftet att med en kvalitativ metod undersöka vilka krav gällande träning som ställs på modelläsaren, och hur detta bidrar till hur modelläsaren konstrueras. Den interpersonella betydelsen kommer att beröra språkhandlingar, modalitet, tilltal och värdeladdade ord. Den ideationella analysen är något avgränsad och kommer endast att fokusera på vilka ideationella processer som förekommer i texterna.  Den interpersonella analysen visar att kravställandet på modelläsaren är högt men att det realiseras genom råd. Läsaren görs delaktig i texten vilket skapar närhet mellan avsändaren och läsaren. Den ideationella analysen visar att det främst förekommer materiella och relationella processer där de materiella visar att modelläsaren är aktiv och positivt inställd till att träna, medan de relationella processerna i flera fall används för att realisera uppmaningar. Diskursanalysen visar att artiklarna förutom hälso- och träningsdiskurser även innehåller en medicinsk samt en kommersiell diskurs.

In this essay, I analyze and compare the representation of social actors in six different author presentations from the teaching aid Svenska Impulser 2, (2012). More specifically, I investigate similarities and differences in the representation of men and women and, thus, what meanings are ascribed to these gender categories. Consequently, these presentations belong to three different literary epochs or -isms: the enlightenment (Jean-Jaques Rousseau and Anna Maria Lenngren); romanticism (Percy Bysshe Shelley and Mary Shelley), and modernism (James Joyce and Virginia Woolf). The analysis is further grounded on Judith Butler’s theory on performative gender and systemic functional grammar as developed and defined by Michael Halliday. The method of analysis is critical discourse analysis (CDA) where I quantify and analyze different types of representational strategies and process and participant functions (transitivity). In addition, these two sections of quantifications are each followed by a qualitative analysis with a certain focus on different epiteths, attributes, general descriptions, and agency. My findings show that the presentations of women are more populated and, that they are portrayed as dependent on men, whereas men are portrayed as independent explorers, innovators, influencers, rebels or radical political debaters and thinkers. While some of these qualities are implied, however more or less muted, in the presentations of women, they are explicated or, by other means, more evident in the presentations of men. Moreover, my analysis shows that the women’s gender identity is marked and thus emphasized in their presentations to a significantly greater degree than the men’s gender identity is in their presentations.

- 62 - 8. SUMMARY The thesis deals with the television policy of the Labour Parry, 1992-1997. The topic works as a framework for interpretation of Norman Fairclough's concepts, applying his transdisciplinary approach and Critical Discourse Analysis (CDA). Within the framework, I answer simple questions such as whether discourse that had reached the status of policy can have real economic impact (in the case of Campaign for Press and Broadcasting not) or where the global discourse meets the local (issues of cross media ownership and new technologies). In my quest to better understand the relationship between social change and discourse, I follow the history of deregulation of the broadcasting duopoly, the way of the Labour Party towards deregulation and in the light of this information analyse three different texts and shortly follow up on coherence in the 1992 and 1997 Labour and Conservative manifestos. To conclude, I appreciate the wide academic freedom that discourse and its interconnectivity provides. As discourses can influence society, a free society should understand and participate in its discourses. In Labour Party television policy, the participation was certainly not complete.

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One of the most controversial wars in contemporary history, both in terms of the ideological powers behind it and its continued struggle for over 60 years, is the Palestinian-Israeli conflict. The most recent outburst of the conflict, commonly known as the Gaza War, has attracted extensive global media coverage. Employing an interdisciplinary approach, the thesis incorporates an extensive content analysis, to chart patterns and regularities within a large corpus of four broadcast media (namely BBC Arabic, BBC World, Al-Jazeera Arabic and Al-Jazeera English). It then integrates a more interpretative discourse analysis, to investigate the cultural ideas evoked linguistically and, to a lesser extent, visually throughout the coverage. Assuming a qualitative stance, it also draws upon focus groups conducted in Jordan and England to examine the public s knowledge and understandings of the events on the ground, in addition to their evaluation of both organisations levels of objectivity and impartiality. To allow for a comparative dimension, the thesis develops two frames of analysis that systematically looks at two recurring themes and scrutinises their discursive strategies and functions in the construction of meaning and ideology. These include Provocation, which examines questions of responsibility and culpability; and Proportionality which embraces matters of legitimacy and authority in relation to the humanitarian aspect of the war. The findings indicate that the actions of a protagonist may be deemed legitimate with regard to provocation, but illegitimate with regard to their proportionality. The peculiar circumstances of the war pushed the media in the direction of greater separation from the predominant ideologies ensued by the Israeli Army. It suggests that both networks lack a coherent discursive strategy at the level of the lexical in their reporting of Gaza. The empirical findings also confirm that meanings devised by viewers are pertinent to their behaviours, attitudes and beliefs. This conceptualisation formulated three readings shaped by political, cultural and social formations: an oppositional (counter-hegemonic) reading, a dominant reading and a subliminal (sub-conscious) reading.

<p>Purpose/Aim: The aim of this thesis was to study the construction of gender and to compare Media’s portrayal of male and female athletes.</p><p>Material/Method: 140 articles covering seven famous Swedish male and female athletes were selected from two Swedish newspapers (Aftonbladet and Expressen). The articles has been analysed within the frames of Norman Faircloughs Critical Discourse Analysis.</p><p>Main results: Male athletes are often described in powerful ways and are framed as being strong and successful. Skills and strengths of women athletes are often devalued in comparison to standards of hegemonic masculinity and self-control. They are often framed as women and girlfriends in advantage of the fact that they are athletes.</p>