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In this paper, I will defend two methodological theses, one negative and one positive, about how to develop a holistic theory of content for mental representations that avoids a problem peculiar to holistic theories, viz., the problem of content instability. The relevant debate between holists and anti-holists has focused on whether this problem provides an in principle barrier to developing a plausible holistic theory. On this front, the holists have won; defenders of holistic theories have convincingly argued that the anti-holists do not have a cogent argument from the problem of content instability to the impossibility of developing a plausible holistic theory. However, beyond this, little has been said about how to develop a holistic theory that avoids the problematic consequences of content instability; all that has been established is that it appears to be, in principle, possible to do so. This paper should contribute to making progress in this area. The two theses I will defend are about how to generate useful constraints on holistic theories so that they avoid content instability. The negative thesis of this paper is that the strategy of generating constraints suggested by the holists' response to anti-holist arguments, viz., appealing to properties of theories' determination functions, is a non-starter. The positive thesis of this paper is that the best way to develop useful stability constraints is to appeal to the explanatory role(s) that representations play in cognitive science theories. / Master of Arts

Svenska företags intresse för att använda sig av content marketing har ökat, då idén att skapa mervärde för konsumenter med utbildande och värdefullt innehåll ligger rätt i tiden. Företag har insett att traditionell marknadsföring med ett ensidigt fokus på produkt eller tjänst inte längre övertygar dagens uppdaterade och kritiska konsumenter i ett digitaliserat samhälle. Content marketing har därför kommit att bli ett strategiskt förhållningssätt fokuserat på att skapa och distribuera värdefullt innehåll för att attrahera och behålla en tydligt definierad kundgrupp. Att marknadsföra sig digitalt ställer emellertid höga krav på företag att anpassa sina aktiviteter efter en snabbrörlig och föränderlig miljö, där konsumenter aktivt söker och delar information med varandra. Företag som ämnar använda sig av content marketing behöver således förstå att långsiktig planering, strategi och anpassning är viktigt för att kunna hantera utmaningar i processen. I denna kvalitativa studie undersöks hur svenska företag i banksektorn och marknadsföringsbyråer i Sverige upplever utmaningar inom content marketing. Trots att content marketing är utbrett i praktiken är det ett relativt nytt område inom forskningen och endast ett fåtal forskare ger en mer omfattande teoretisk förståelse för begreppet. Studien har därför som avsikt att även bidra med en teoretisk förståelse för content marketing på digitala plattformar, genom att belysa vilka kritiska aspekter som kan leda till komplikationer för företagen. Kvalitativa intervjuer har tillämpats som undersökningsmetod för att ta reda på hur respondenterna uppfattar sin omgivning och vilka åsikter som styr deras agerande i processen. Undersökningen innefattar sex svenska arbetare med ledarpositioner, tre är verksamma inom banksektorn och resterande i content marketing-byråer. Teorier som används behandlar vad digitalt innehåll av hög kvalitet innefattar, olika steg i content marketing-processen, samt en modell för kommunikation på digitala plattformar. Vår analys av empirisk data utifrån studiens teorier har visat att utmaningar kan identifieras i samtliga delar av content marketing-processen, vi anser däremot att de olika stegen är utsuddade och därför går utmaningarna in i varandra. De utmaningar som framträder tydligast är följande: implementering och fullföljning av content marketing-strategi, avgränsning av målgrupp, tid och resurser, interaktion på sociala medier, trovärdighet hos influencers. Den mest omfattande utmaningen är att isolera och utvärdera specifika content marketing-aktiviteter. Det blir därför svårt för företag att veta vad som behöver förbättras i deras content marketing-strategi. / The following qualitative study examines how Swedish banks and marketing agencies perceive and deal with challenges within the content marketing process on digital platforms. The report also seeks to provide theoretical understanding for content marketing on social media. The research methodology contains semi- structured qualitative interviews. The empirical study consists of interviews with six employees with leading positions operating in Stockholm. Three of the respondents work in Swedish banks, the other three in marketing agencies. The theoretical framework comprises theories about the content marketing process and elements as well as explaining communication on digital platforms. Analyzing the empirical data with help of the chosen theories shows that challenges are perceived in isolating and evaluating specific content marketing activities. A sequence effect to the challenge of evaluating is that companies find it difficult to know which parts of their content marketing that need to be improved.

Call number: LD2668 .T4 1966 G197 / Master of Science

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This paper aims at exploring and discussing the possibilities of applying qualitative content analysis as a (text) interpretation method in case study research. First, case study research as a research strategy within qualitative social research is briefly presented. Then, a basic introduction to (qualitative) content analysis as an interpretation method for qualitative interviews and other data material is given. Finally the use of qualitative content analysis for developing case studies is examined and evaluated. The author argues in favor of both case study research as a research strategy and qualitative content analysis as a method of examination of data material and seeks to encourage the integration of qualitative content analysis into the data analysis in case study research.

New technologies have increased the possible ways in which humans interact and as a result require new as well as old ways to establish trust. The findings of this paper suggest that trust should be divided into three main categories of trust drivers, exchange factors, design factors and motivational factors. The results indicate that tutorials can, and should, include drivers that build these categories. While we found varying degrees on how well implemented these were, we found that design factors were generally more prominent and found opportunities for tutorials to improve on the exchange side.

O desenvolvimento de conteúdos educacionais e a adoção de mecanismos de modelagem representam fatores importantes a serem considerados no contexto de ensino e aprendizagem. Nesse cenário, a utilização de ontologias proporciona vantagens tais como definção formal do conhecimento, reusabilidade e interoperabilidade de informações. Além disso, facilidades como recuperação dos objetos de aprendizagem, reúso do conteúdo de aprendizagem e personalização do conteúdo a partir do desempenho do usuário também são observadas. Diante disso, diversas aplicações com base em ontologias têm sido utilizadas tanto para modelar domínios educacionais como para construir, organizar e atualizar objetos de aprendizagem e perfis de aluno. Ainda, associado ao uso de ontologias em sistemas educacionais, verifica-se um crescente interesse na construção da personalização do conteúdo, de acordo com as preferências e características do usuário envolvendo a utilização de ontologias. O presente projeto está inserido nesse contexto, em que um conjunto de ontologias foi desenvolvido para prover a personalização do conteúdo, com base no perfil do usuário. Foi construído um exemplo na ontologia global (que compõe o conjunto de ontologias), em que o domínio de análise de ponto de função foi instanciado para três usuários com diferentes níveis de conhecimento. A ideia é elicitar a granularidade distinta do conteúdo para cada usuário, em conformidade com suas preferências e nível de conhecimento no domínio, a partir das relações e das inferências estabelecidas nas ontologias / The development of didactic material and adoption of modeling mechanisms represent important factors to be considered in the context teaching and learning. In this scenario, the use of ontologies provides advantages such as a formal definition of knowledge, reusability and interoperability of information. Moreover, facilities such as retrieval of learning objects, learning content reuse and customization of content from the user\'s performance are also observed. Therefore, several applications based on ontologies have been used to model so educational domains and to build, organize and update learning objects and student profiles. Also associated with the use of ontologies educational systems, there is an increasing interest in the personalization of the content, according to the user preferences and characteristics, involving the use of ontologies. This project is inserted in this context, where a set of ontologies was developed to provide the personalization of content based on user profile. We constructed an example in the ontology global (which defines the set of ontologies) in the domain of function point analysis was instantiated to three users with different levels of knowledge. The idea is to elicit the distinct granularity of the content for each learner, in accordance with their preferences and level of knowledge in the domain, from the relationships and inferences in the ontologies