<p>Abstract</p><p>Aim: The aim of this essay is to study the global communication strategies of Red Cross/Red Crescent designed to help stop the hiv/aids-pandemic. The essay is also part of a cooperational project with the comprehensive purpose to investigate the relationship between the global and the local.</p><p>Material and method: The study draws on different materials and methods. Four interviews with Red Cross/Red Crescent coworkers, and a qualitative text analysis of different text documents of relevance for the global communication strategies have been carried out. These constitute the main material and methods, but two occasions of direct observations at seminars have also been carried out.</p><p>Main results: Due to the many differences between the localities of the world, the external global communication strategies of the Red Cross/Red Crescent are ment to be further developed at national level. The internal global communication strategies have an important mobilizing function, where the coworkers at national level are urged to commit to the fight against hiv/aids related stigma. The communications strategies at global level are constructed on basis of very broad and generalised conceptions about the target groups. The global dimensions of a global arena, global consciousness and global planning still appears important in the fight against the hiv/aids-pandemic.</p><p>Keywords: centralisation, decentralisation, mass communicaion, interpersonal communication, diffusion of innovations theory, global anena, global interdependence, global consciousness</p>

<p>Abstract</p><p>Purpose/Aim: The purpose of this paper was to identify the communication process at the company Cherry casino and see what opinions the employees had about it. Moreover, an evaluation of the used strategies was done and an analysis about what perhaps could be done to improve the attitude, communication and in the end the result for the company.</p><p>Material/Method: The empirical material was gathered through qualitative interviews and theory application.</p><p>Main results: The transmission of information regarding the regular work related information works just fine and the channels used are well chosen. But more large-scale information that deals with the company’s plans, strategies and targets is not handled in the right way. Neither is the respond. Many express a lack of dialogue. Therefore my main conclusions is to develop a more friendly touch within the company, create a dialogue and let people at the bottom of the hierarchy know what is happening. The best way to do this is through the Intranet and the increase of positive feedback.</p><p>Keywords: Organizational communication, internal communication, casino, communication audit</p>

<p>Abstract:</p><p>Title: “Solo has got a little sister! – A study how the form and content differ between the magazines Solo and Solo G</p><p>(Solo har fått en lillasyster! – En studie om hur formen och innehållet skiljer sig emellan tidningarna Solo och Solo G)</p><p>Number of pages: 37 pages</p><p>Author: Johanna Laurell</p><p>Tutor: Göran Svensson</p><p>Course: Media and communication studies C</p><p>Period: Autumn term 2005</p><p>University: Division of Media and Communication, Departement of Information Science, Uppsala University.</p><p>Pupose/Aim: This essay aims to investigate how the form and content in the magazine Solo G, which direct to a younger target group, differ from the magazine Solo which directs to an older target group. In this analyse of form and content have I also chose to study how the magazine present femininity and how this affect the female identity.</p><p>Material/Method: The material consists of 4 magazines from Solo and Solo G during 2005. A qualitative text analysis has then been used as a method of analysing the material.</p><p>Main results: Solo G focuses a lot more on celebrities than Solo. Solo G uses the celebrities as role models to the youth to look up to. There is also a difference how the magazines talk to their readers. Solo directs to their readers and they try to analyse their behaviour. Solo G focuses on celebrities and tells to their readers to look as them and to behave like they behave. Both magazines are mainly about female beauty, sex and how women should loose weight.</p><p>Keywords: Women magazines, identity, identification, and femininity</p>

This study deals with the Middle East reporting of three gigantic media companies which together are largely responsible for refining and shaping our views of events in the world. The informational and communicative arm of these giants – Aljazeera, the BBC and CNN – is unprecedented in the history of human communication. The BBC, for example, broadcasts in 33 languages and has an army of nearly 10,000 journalists. In only one decade Aljazeera has turned into the kind of media whose power policy and decision makers can hardly ignore. The recent addition of an English language satellite channel has turned the network into a global media player. CNN, the world’s first 24-hour news satellite channel, has services in 12 languages and several English editions covering the four corners of the world. But the study is not about Aljazeera, the BBC or CNN as new phenomena in world media and communication. Its purpose, approach, data and analysis focus mainly on their Middle East reporting and specifically how they represent the voices involved in the conflict in Iraq and the ongoing struggle between the Palestinians and Israelis. The investigation is mainly concerned with the language of hard news discourse and how the broadcasters intentionally or otherwise produce and reproduce certain linguistic items and patterns to interpret both the discursive and social worlds of the events they carry. The study comprises five papers all published in international journals dealing with issues of critical discourse analysis. Together, the papers highlight the significant role power holders have in shaping the discourse of their institutions. They provide a new theoretical framework to arrive at the discursive patterns and social assumptions to uncover how the strings of power help refine and shape these patterns and assumptions relying on a variety of sources and empirical data besides textual material. The ultimate aim is to increase awareness and consciousness among both reporters and audiences of how discursive choices are made and the social relationships of power behind them are enacted. The picture painted in the five papers is not a happy one for readers who have long taken the ‘neutrality’ and ‘objectivity’ of the BBC, CNN and Aljazeera for granted. A vital role of a critical analyst is to help readers first to become conscious of how the more powerful in the society work to control our lives through their discourse and that we cannot be emancipated unless we can recognize how and why they do that. It will be rather shocking for many readers to realize that the language we read and listen to is mostly what the broadcasters intentionally have selected to shape the world of both conflicts their own way and not the way the observers (journalists) want it to be or we as audiences expect it to be.

Abstract Purpose/Aim : My purpose with this essay is to analyse what men and women think is sexist in TV advertising. I have decided to focus my studie on Dressmann's advertising October- November 2004. I will do interviews with four different groups, two women groups and two men groups, which will include 3-4 people each. The two women groups have persons with an age between 20-30 and one with women older then 30. The men groups have also been divided into two similar groups. After this interviews I will do a semiotics analysis of three of Dressmann's tv-commercials, that I have choosen, who will confirm my hypothesis that it exists sex gender in commercial. Material/Method: The primary data is four interviews with 14 people who are heterogeneous in age. I have also done a semiotic analysis of three commercial movies. I will begin my analysis to analyse the result from the interviews. Then I will analyse the results from the commercial advertises and finally combine these two results and use them in my conclusion. Main Results: The result of my essay is that men and women have different point of view if the Dressmann's advertising is sexist or not. The younger generation of women do not accept these kind of advertisement and they think that advertising should not have sex allusion. They were more critical in comparison with the older women who thought that it existed more critical commercial. They thought that commercial for kids was worse then the Dressmann's advertising. The men´s opinion was that they thought that the commercial is sexy and not sexist. So they have no problem with it, becuase they think that men appreciate this kind of advertis because it´s sexy. To sum up, there is only one group who dislike this commercial and it was the younger generation of women. Keywords: Dressmann, sexy advertising, gender

Abstract Purpose/Aim: The aim of this essay is to map out how the communication is organized at the Bällstabergs School in Vallentuna. The purpose with the essay is to illuminate the pros and cons with their system so that a communicationstrategy could be worked out from the basis of the results. The aim is devided into three different questions at issue: What does the organizational structure look like and how does it concide with the communication? What does the present communicative work look like? Which communicative needs can be identified? Method: The methodology contains two parts. The first part is an analysis of the present organization. The analysis could be used to map out the communication in an organization convex and see how it coincide with the organizational structure. The material comes from the webpage of the Bällstaberg school, different documents, the schools communication plan and from conversations. To complete the analysis there are interviewes that show the present communicative work and identifyable needs. Main results: The structure of the communication is formal and coincides with the structure of the organization. The information goes from the principal to the managementgroup and then through the supervisor to the workgroups. The intranet is mentioned in the communication plan as a channel but hasen´t been applied more than usage of e-mail. The results show that the persons interviewed are pleased with the formal communication system, but point out minor shortages and problems. The system takes time and can not handle information that must reach members quickly. The interviewed persons inquire about an alternative channel that gives a general view and is accessible. The meetings play an essental part in the communicative work but there is a wish for formality and a more distinct structure in these. The management plays a great role and wishes for a more developed cooperation between each other to be able to make their work easier. The intranet is used limited where the only function that is used is the e-mail. All together is a need of a communication plan that works as direction in the communicative work. Keywords: communication, organization, organizational communication,research traditions, internal communication, formal and informal systems, qualitative interviews, formal systems

Society and Identity- Developments and Challenges in Swedish Youth Politics in the 1990´s. There are many ways to describe and value young people’s interest and engagement in politics. While some defend extraparliamentarian activism as an important road to political engagement, others stress the need for young people to become familiar with the political system. These two contradictory views express a common concern for the importance of involving the young in the political process – this is an issue that the system has to deal with. Should the established political system affirm the youths’ active participation and desire to make a change? Is it possible to do this without a loss of respect for democracy? Is it possible to develop democracy without changing it radically Behind these questions, lies the deeper question about how the established democratic system, in practice in the state and municipalities, handle a) the political involvement of youths and b) the transmission of democratic values to new generations. Furthermore, these questions are based on the fundamental assumption that a democratic culture can only be communicated and upheld through processes of political socialization, where norms, knowledge and values are passed on from one generation to the next. In order for this particular kind of communication to succeed, it is crucial that people see their citizenship in a democratic society as an important part of their identity. One of the main functions of the democratic political system is to create and uphold identities and attitudes that are intimately connected to the system itself. Therefore, the political institutions are central actors in the communication process of political socialization. Communication is a paradoxical concept. It is a human activity that everyone is involved in, but few can define unambiguously. Professor James Carey, who analyses the concept in Communication as culture, essays on media and society (1989), introduced the idea of communication as ritual. Although broad in meaning, this definition highlights communication as central in the construction of both society and identity. Society exists and works through the communication between people and because we learn the codes of interaction that exist in the societal context: But, whatever the details of the production and reproduction of social life, it is through communication, through the intergraded relations of symbols and social structure, that societies, or at least those with we are most familiar, are created, maintained, and transformed. In this dissertation, the notion that communication is pivotal in the formation of both society and identities, is fundamental. Communication is the core of democratic development and the passing on of democratic values from one generation to the next. Political socialization is a question of communication processes. Objective and research questions The objective of this dissertation is to investigate how the main actors in the Swedish political system; the state and the municipalities, deal with processes of society- and identity formation. This is achieved through an analysis of the perspectives on political socialization that are expressed by these actors in youth politics in the 1990’s. Three main research questions are central in this dissertation: Do the state and the municipalities understand their role in the process of political socialization as mainly hierachical or interactive? How is the role of the youth construed by these actors? Are they seen as active or passive in the process of political socialization? Do these actors regard political socialization chiefly as a matter of continuation or as development? Over the years, political socialization research has generated different views on the youth, democracy development and the political system. Early research tended to regard the youth as a passive group in a hierarchical political system that acted mainly on behalf of it’s own preservation. This perspective saw political socialization as a matter of teaching the young to assimilate to the existing political system. Later research has shown that the process is more interactive than was previously thought: youths are influenced, but at the same time they also influence others. This shift in perspective raises questions of how the political system construes the process of political socialization, it’s own role in this process, the role the youth and ultimately; how democracy best can be developed. Conclusion The findings of the different studies in this dissertation show an overwhelmingly hierarchical construal of political socialization by the state and the municipalities. The idea of interactivity and development, advocated by later research, is only visible in some of the municipalities. Furthermore, youths are considered as having some political awareness, but this awareness needs to be cultivated through teaching. Therefore, youths are seen as passive receivers in the communicative process of political socialization – and not as active participants. At the same time, –on a rhetorical level–both the state and the municipalities express an ambition to create possibilities for youths to take responsibility and to find their own organizational solutions for political engagement. However, this dissertation also shows that this ambition is nowhere matched by any willingness to change the existing system, if that is what is required in order for the youth to develop own organizational solutions. The state regards the process of political socialization from a perspective of continuation and conservation. Youths are therefore mainly seen as a problem until they have reached a level of political awareness that allows them to function within the existing political system. The municipalities wants to get involved in the political socialization of youths through their “youth-councils”, but it is obvious that the main perspective is one of socialization into the existing political system. In order to be able to participate and have influence on decision-making, youths have to learn the form and the language required by the existing political system. It is not, according to the municipalities, the system that needs to change. The state and the municipalities consider youths as mouldable object that also have the ability to participate and shape society. When the states and municipalities’ assumptions about the youth’s political interests and enthusiasm do not correlate to the youth’s, the process of identity-formation becomes paradoxical. A hierarchical system meets young people who do not want to interact with the system. A system aimed at its own continuation and preservation of the existing order, that mainly aims to teach youths to fit into the system, will meet youths who want to create new forms of organizations. Therefore, when the state and municipalities in the ambition of socializing youths into the political system, shut the door to real participation and influence that would mean actual change and development, it is perhaps not so surprising that some youths canalize their political commitment through extraparliamentary activism. On a rhetorical level everyone applauds ideas of development of the political system. But in reality, the state and the municipalities regard this development as challenging when the suggested changes threatens the established order.

Problemfrågeställning: Hur yttrar sig den interna kommunikationen på den utvalda ICA Kvantum butiken med fokus på ledarskap och makt? Syfte: Vårt syfte med den här studien är att undersöka, beskriva och förklara om det går att utläsa olika hierarkier och maktutövning i organisationens interna kommunikation och ledarskap. Teori: Den teoretiska bakgrunden handlar om intern kommunikation, ledarskap och makt i organisationssammanhang. Metod: Kvalitativa intervjuer, semistrukturerade som följer en intervjuguide i samtalsform. Empiri: ICA Kvantum som är en livsmedelsbutik där empirin är hämtad från kvalitativa intervjuer. Slutsatser: I denna ICA Kvantum butik råder en vertikal hierarki med demokratiska ledare där cheferna uppmuntrar till samarbete och tillhörighet. Chefen har det största ansvaret och därmed mest makt. Dock är det ledarskapet som avgör om den interna kommunikationen uppfattas positivt.

Hur har framställningen av Bondbruden och James Bond förändrats sedan 1965? På vilket sätt påverkar eventuell förändrad syn på maskulinitet det feminina, samspelet dem emellan, och hur kommer detta till uttryck i Bondfilmen? Syftet med denna uppsats är att med hjälp av det populärkulturella fenomenet James Bond undersöka framställningen av det feminina och maskulina, hur detta kan tänkas ha förändrats de senaste femtio åren. Med hjälp av kvalitativ metod med inslag av semiotik har jag studerat en Bondfilm från mitten av 60-talet och en från mitten av 00-talet. Jag har kontextualiserat med hjälp av postfeminismen samt filmdiskursens ansett ”klassiska” manliga och kvinnliga karaktärsdrag och egenskaper. Genom min studie av hur den kvinnliga karaktären ”Bondbruden” framställs i relation till James Bond, om hon är mer eller mindre drivande för handlingen samt om hon spelar en mer aktiv eller passiv roll, har jag tagit reda på hur Bondfilmen tolkar det samtida samhällets normer för det kvinnliga och manliga. Resultatet av min studie visar att de så kallade ”nya manligheterna” möjligen har påverkat filmdiskursen vilket kan speglas i ”Casino Royale” från 2006. Karaktären James förefaller här vara mer känslosam, mänsklig samt ha fler lager egenskaper än sitt jag från 2006. De manliga och kvinnliga karaktärerna presenteras som jämlika gällande dumhet och intelligens, någonting som i den äldre tidens filmdiskurs inte förekom på samma sätt, något som de kvinnliga och manliga karaktärerna i ”Åskbollen” från 1965 kan visa exempel på. James Bond betraktas ibland som en arketyp för klassisk manlighet, men i Bondfilmen från 2006 framträder i James en mansroll som kombinerar tuffhet med en mer tankfull och vårdande sida. Postfeminismen har lett till utvecklingen av nya manligheter såsom Den metrosexuelle mannen, som står för märkesfixering och ett välvårdat yttre, och likaså Den nya mannen, som är något narcissistisk men med vårdande egenskaper vilket möjligen återspeglas i James Bond anno 2006. Detta kan sägas vara ett uttryck för filmdiskursens avspegling av den samtida samhälleliga kontexten.

”Burberry - En studie om byggandet och profileringen av ett varumärke utifrån visuell metodologi” är skriven av Charlotte Wennström, student på institutionen för journalistik, medie- och kommunikationsvetenskap på Stockholms universitet. I denna uppsats analyseras den visuella framställningen av ett varumärke i reklamannonser sända av Burberry under hösten 2009 respektive våren 2010. Uppsatsen undersöker huruvida stereotypa framställningar av varumärket speglas i bildmaterialet utifrån semiotisk analys, vad det avser att förmedla och till vilken målgrupp. Arbetet genomförs med hjälp av bildanalys som är en kvalitativ metod. Uppsatsen utgår ifrån de semiotiska begreppen denotation och konnotation. I arbetet används också kvalitativa intervjuer. Dessa metoder används för att analysera det empiriska materialet dvs. reklamannonser. Intentionen med denna uppsats är att belysa framställningen och uppbyggnadsaspekten av ett etablerat varumärke i samtida reklamannonser. Samtliga annonser som undersöktes porträtterade omprofilering, former av stereotypisering och märkesproduktens kärnvärde. Jag kom fram till slutsatsen att varumärkets framställning genom det urval jag hade är ett lyckad och framgångsrik metod för att nå önskad målgrupp och visualisera sitt varumärkes profil.