Conclusion. It is probably now appropriate to close a chapter in the history of public communication campaigning. Weaknesses which have usually been seen as instrumental can now be seen for what they are: conceptual failures grounded in compromised ontologies and false epistemologies. As I showed in the last chapter, even when viewed within their own narrow empiricist frame, public communication campaigns fail to satisfy a test of empirical efficacy. But empirical failure reveals a deeper moral failure: the failure of government to properly engage in a conversation with the citizens to whom they are ultimately responsible. Whether public communication campaigns are a symptom or a cause of this failure lies beyond the scope of this thesis. But there can be little doubt that the practice of these campaigns has encouraged the persistence of an inappropriate relation between state and citizens. The originators and managers of mass media public communication campaigns conceive of and execute their creations as persuasive devices aimed at the targets who have been selected to receive their messages. But we do not see ourselves as targets (and there are profound ethical reasons why we should not be treated as such), neither do we engage with the mass media as message receivers. On the contrary, as social beings, we become actively and creatively involved with the communicative events which we attend to and participate in; the mass media, like all other communication opportunities, provide the means for generating new meanings, new ways of understanding, new social realities. But people are constrained from participating fully in public discussion about social issues; the government's construal of individuals as targets and of communication as transmitted messages does not provide the discursive space for mutual interaction. Governments should aim to encourage the active engagement of citizens in public discussion by conceiving of and executing public communication as part of a continuing conversation, not as packaged commodities to be marketed and consumed, or as messages to be received. It is time to encourage alternative practices-practices which open up the possibility of productive conversations which will help transform the relationship between citizens and state. However, as I have argued in this thesis, changed practices must be accompanied by profound changes in thinking, otherwise we continue to reinvent the past. Communication practice is informed by the ontology of communication which is itself embedded within other ontologies and epistemologies. The dominant paradigm of communication is at present in a state of crisis, caught between two views of communication power. On the one hand it displays an obsession with instrumental effectiveness on which it cannot deliver. On the other hand-in an attempt to discard the accumulated baggage of dualist philosophy and mechanistic models of effective communication-it indulges in a humourless critique of language which, as Robert Hughes astutely observes, is little more than an enclave of abstract complaint (Hughes 1993:72). This thesis has been an attempt to open up a space for a new ontology, within which we might create new possibilities.

<p>Abstract</p><p>Aim: The aim of this essay has been to study how the Swedish church has created the image of their religious activity through media. This has been by studying the three commercial campaigns launched by the Swedish church during the years 2000, 2001 and 2003. Questions asked are: How has the Swedish church chosen to profile it self? Which discourses can be recognized in the campaigns? Which messages has been communicated through the campaigns? How has these discourses created the image of the Swedish church?</p><p>Method: The methodological framework is critical discourse analysis inspired by Norman Faircloughs’ three-dimensional model. Thirteen images all part of the campaigns are analysed using a semiotic method. The analytical method focuses on the discourse practise and the text.</p><p>Main results: The images of the Swedish church differ in the campaigns. The religious discourse in the first campaign “A place for contemplation” is more open and modern and creates the image of the Swedish church as an open and welcoming church. In the two other campaigns “Are you looking in the right place?” the religious discourse is more traditional Lutheran aimed towards people who already are believers in the Christian faith.</p><p>Keywords: Swedish church, religion, media, discourse, semiotics, secularisation, commercial, campaign.</p>

<p>Purpose/Aim: The purpose is to describe, analyze and compare the two communication campaigns Världens Chans and Utrota Fattigdomen Nu, and discuss how and to what extent communication campaigns in Sweden can be used to reduce global poverty. The theoretical framework is mainly based on communications strategies and other relevant aspects of the planning process of campaigns.</p><p>Material/Method: Within the qualitative case study as an overall method, the main material to the two cases is obtained through five qualitative interviews with the premier representatives of the campaigns.</p><p>Main results: Världens Chans can be seen as an information campaign by the government which purpose is to contribute to the fulfilment of the millennium goals by drawing the attention of the public to their existence. Utrota Fattigdomen Nu, on the other hand, is an influence campaign by the civil society which purpose is to exterminate poverty by putting a pressure on power holders and to change the attitudes and the behaviours among the public. Both campaigns are based on a network with lots of different actors, functioning as opinion makers. Furthermore, communication campaigns are important tools in the fight against poverty.</p>

<p>Abstract</p><p>Title: From old rightwing-ghost to the new labour party – The new conservatives political communication during the Swedish election 2006</p><p>Authors: Pontus Caresten</p><p>Aim: The aim of the essay is to study how the conservative party communicated during the election campaign in 2006. I wish to find out how political parties work in todays society and how the communication has changed over time. To get relevant results I will also see how the theories and empirics interact. The purpose is further to illustrate the new conservatives’ campaign work from a senders point of view.</p><p>Method/Material: I have chosen a qualitative method which consists of three interviews with relevant key persons. I also did an content analysis of the campaign material. In order to carry out the empirical study I chose to depart from existing theories and compare these with the empirics.</p><p>Main results: The new conservatives have altered their political communication to fit todays society, and the market is increasingly important. The conservatives have gone though a major internal change since Fredrik Reinfeldt was elected to be head of the party. Today, the conservatives campaign work is professional and the party uses external experts to maximize the efficiency of the communication.</p><p>Number of pages: 38</p><p>Course: Media- and communication studies C</p><p>University: Division of Media and Communication, department of information science, Uppsala University,</p><p>Period: HT 2006</p><p>Tutor: Lowe Hedman</p><p>Keywords: Political communication, political marketing, election campaign</p>

Abstract Aim: The aim of this essay has been to study how the Swedish church has created the image of their religious activity through media. This has been by studying the three commercial campaigns launched by the Swedish church during the years 2000, 2001 and 2003. Questions asked are: How has the Swedish church chosen to profile it self? Which discourses can be recognized in the campaigns? Which messages has been communicated through the campaigns? How has these discourses created the image of the Swedish church? Method: The methodological framework is critical discourse analysis inspired by Norman Faircloughs’ three-dimensional model. Thirteen images all part of the campaigns are analysed using a semiotic method. The analytical method focuses on the discourse practise and the text. Main results: The images of the Swedish church differ in the campaigns. The religious discourse in the first campaign “A place for contemplation” is more open and modern and creates the image of the Swedish church as an open and welcoming church. In the two other campaigns “Are you looking in the right place?” the religious discourse is more traditional Lutheran aimed towards people who already are believers in the Christian faith. Keywords: Swedish church, religion, media, discourse, semiotics, secularisation, commercial, campaign.

<p>This qualitative study was conducted from June to November 2009, using designed questionnaires for sixty three (63) registered students and five (5) HIV program staff .The main reason for this study was to understand the underlying factors for why students may utilize or may not utilize the available HIV services on campus. The willingness of students to express their views was a positive finding in this study. Majority students who answered the questionnaires were quite aware of these HIV services. They also agreed that services provided are good. The study also found out that females utilized these services more than males and majority of students learnt of the HIV services from the HIV programs pamphlets and website thus indicating that the HIV program at UWC is function. However the research study also found out that the though students are aware of these services few utilize them and majority are females thus leaves a question why males do not utilize.</p>

The field of marketing does not only consist of traditional marketing and the focus on promoting products and services to increase sales. In recent years a new branch within the marketing field has been established with the focus of promoting behaviours that will benefit the individual and the society as a whole; social marketing. Our purpose with this paper is not only to introduce the reader to social marketing but to describe and explain how social marketing campaigns are created and how the campaigns can be evaluated. The purpose is fulfilled through the use of a qualitative method, namely a case study. Our research question guiding our study is “How can social marketing be understood through the use of an empirical case study?” Our unit of study is the Swedish company IQ-initiativet AB which uses social marketing as a tool to encourage responsible drinking among Swedes. In order to uncover the case of IQ and to answer our research question we used three subquestions. Firstly “How can a social marketing campaign be recognized?”, secondly “How is a social marketing campaign created?” and finally “How is a social marketing campaign evaluated?” To adapt these sub-questions to IQ we performed four in-depth interviews with representatives from IQ, their PR-firm Forsman &amp; Bodenfors and evaluation company Xtreme Nordic. The questions mainly concerned IQ’s national campaigns, which have been shown through various media channels. An interview was also done with the organization IOGT-NTO who promotes a completely sober society in order to get a perspective of the current situation of alcohol consumption in Sweden. From interviews, other sources and earlier research within the field we conclude that even though social marketing is about behavioral change, creating that change is difficult and evaluating an eventual change is even more difficult. IQ focuses on promoting responsibledrinking but cannot link a change in reduced drinking to their specific campaigns. However that does not stop them to do their job. With this case we provide in-depth insight into how one Swedish organization works for healthier drinking behavior. Although the case does not provide empirical generalizations, it provides theoretical contributions that are beneficial for several different stakeholders. Social marketers, campaign organizers/evaluators, commercial marketers and students can benefit from this comprehensive review of social marketing theory and view how it has been appliedin the real life case of IQ. A comprehensive analysis of social marketing is presented in order to increase awareness of the tools that are available for promoting positive behavioral changes in society. The case of IQ exhibits fully functional social marketing campaigns which facilitates understanding and learning for readers by viewing theory in action. The work presented here promotes the development of problem solving skills in order to avoid the common difficulties related to social marketing campaigns and hopes to inspire those interested in future research opportunities.

This research explores the application of new information and communications technology in political marketing. As a representative of Web2.0, blog has changed the way of interaction between the media and users as well as that between media users. Blog makes it possible for information receivers transmit messages and express views from bottom-up. As blog develops globally with its users increased, it has become an increasingly important issue regarding how it can be used for political marketing. It is common that Taiwan¡¦s politicians are increasingly interested in developing their own blogs for marketing themselves and providing constituency service. This study aims to examine how mayor candidates take advantage of blog for campaign marketing. It tries to understand and describe the intention of political bloggers. It also explores the key success factors regarding how political candidates conduct campaign marketing using blog. By a literature review of the Internet development and evolution, digital democracy, political marketing and blogs, the author found out six dimensions and 35sub-dimensions for evaluation: content expression, interactivity, marketing and promotion, business model and friendliness of using. Through analytic hierarchy process (AHP) , the first-wave survey for bloggers results in the first-half sub-dimensions. The second-wave interview was conducted to seven experts in the field of political marketing, which results in the priority-setting of the sub-dimension factors. The result shows that political marketing using blog targets mainly on young and well-educated electorates. The reasons for their using blog include fast accumulation of political information, interaction with candidates, and support from others. It shows that friendliness of access, interaction, and business model are the top three concerns when establishing a campaign blog. They are followed by marketing and promotion, interface design, and content expression. This study will contribute to the understanding of using blog for political marketing both at theoretical and practicallevels.

Abstract Title: From old rightwing-ghost to the new labour party – The new conservatives political communication during the Swedish election 2006 Authors: Pontus Caresten Aim: The aim of the essay is to study how the conservative party communicated during the election campaign in 2006. I wish to find out how political parties work in todays society and how the communication has changed over time. To get relevant results I will also see how the theories and empirics interact. The purpose is further to illustrate the new conservatives’ campaign work from a senders point of view. Method/Material: I have chosen a qualitative method which consists of three interviews with relevant key persons. I also did an content analysis of the campaign material. In order to carry out the empirical study I chose to depart from existing theories and compare these with the empirics. Main results: The new conservatives have altered their political communication to fit todays society, and the market is increasingly important. The conservatives have gone though a major internal change since Fredrik Reinfeldt was elected to be head of the party. Today, the conservatives campaign work is professional and the party uses external experts to maximize the efficiency of the communication. Number of pages: 38 Course: Media- and communication studies C University: Division of Media and Communication, department of information science, Uppsala University, Period: HT 2006 Tutor: Lowe Hedman Keywords: Political communication, political marketing, election campaign

A fundamental question in politics that has no conclusive answer to this day is whether or not campaign expenditures are pointless. Determining the role of campaign contributions and spending in elections is important for formulating campaign finance reform policy and also for understanding the public choice economics behind elections. Politicians seem convinced that money is an important component in any successful election as illustrated by numerous fundraisers and lofty goals of raising $1 billion for presidential campaigns, yet the empirical research on money’s role in elections has not reached a consensus. This project seeks to further explore the relationship between money and a candidate’s probability of winning an election using panel data econometric techniques and high frequency data from the 2008 U.S. Senate elections.