Specialpedagogens uppdrag och yrkesroll har i många år uppmärksammats i forskningen, främst i förhållande till speciallärarens uppdrag och yrkesroll för att belysa likheter och skillnader. Denna studie har en ambition att bidra till att belysa vad som påverkar utformningen av en specialpedagogs uppdrag och yrkesroll. Studien är kvalitativ och utgår ifrån Karen Barads teori om agentisk realism där både mänskliga och icke-mänskliga kroppar (performativa agenter) påverkar föreställningar kring t.ex. specialpedagogens uppdrag och yrkesroll. Materia så som t.ex. styrdokument, utbildning mm och språk är starkt sammankopplade i den verklighet som specialpedagogen verkar i och därför bygger studien på en materiell-diskursiv analys. Syftet med denna studie är att åskådliggöra och identifiera vilka performativa agenter som påverkar hur specialpedagogens uppdrag och yrkesroll utformas i grundskolorna i ett skolområde. Metoddelen bygger på en brevmetod samt semistrukturerade intervjuer med speciallärare, specialpedagoger, rektorer och en skolområdeschef i ett skolområde. För att tydliggöra vilka performativa agenter som äger agens i bearbetningen har ett analysschema skapats utifrån uppdrag respektive yrkesroll. I analysschemat för uppdraget har de performativa agenterna kategoriserats utifrån en figur som jag har skapat för att tydliggöra uppdraget. Resultatdelen visar på hur uppdrag respektive yrkesroll presenteras av specialpedagoger, speciallärare, rektorer samt skolområdeschef och pekar på att det förekommer ett stort antal performativa agenter varav rektorns kompetens, rektorns beslut, verksamhetens behov och specialpedagogens kunskap och kompetens har stor betydelse i utformningen av specialpedagogens uppdrag och yrkesroll. Avslutningsvis diskuteras vilken betydelse de performativa agenterna har för utformningen av specialpedagogens uppdrag och yrkesroll samt hur det specialpedagogiska stödet utformas i en organisation. Men även hur figuren som använts kan vara en tydlig modell att använda för att analysera specialpedagogens uppdrag i förhållande till elevhälsoteamets hälsofrämjande, förebyggande och åtgärdande arbete i skolorganisationen d.v.s. som en del i skolutveckling. / The special educator´s mission and professional role have for many years been noticed in the research, mainly in relation to the special teacher´s mission and professional role to highlight similarities and differences. This study has an ambition to help illuminate what influences the design of a special educator´s mission and professional role. The study is qualitative and is based on Karen Barad´s theory of agentic realism where both human and non-human bodies (performative agents) influence perceptions about, for example the special educator´s mission and professional role. Matter and language are strongly interconnected in the reality in which the special educator works and therefore the study is based on a material-discursive analysis. The purpose of the study is to illustrate and identify which performative agents influence how the special educator´s assignments and professional role are designed in primary school in a school district. The method part is based on a letter method and semistructured interviews with specialist teachers, special educators, principals and a school district manager in a school district. In order to clarify which performative agents own agents in the processing, an analysis scheme has been created based on assignments and professional role. In the analysis schedule for the assignment, the performative agents have been categorized on the basis of a figure that I created to clarify the assignment. The results section shows how assignments and professional roles are presented by special educators, special teachers, principals and a school district manager, and points to the fact that there are a large number of performative agents, of which the principals competence, the decision of the principal, the needs of the organization and the knowledge and competence of the special educator are of great importance in the design of the special educator´s assignment and profession. Finally, we discuss the importance of the performative agents for the design of the special educator´s mission and professional role and how the special educational support is designed in an organization. But also how the figure used can be a clear model to use to analyze the special educator´s assignment in relation to the student health team´s health promotion, prevention and corrective work in the school organization, i.e. as part of school development.

The topic of the diploma thesis is the encoding of an ideological message in normalization series of Czechoslovak Television, specifically in the series Matka (Mother). This nine-part television saga was filmed in 1975 on the occasion of the XV Congress of the Communist Party of Czechoslovakia, planned for April 1976. Most normalization series had one thing in common - through the story of ordinary people, with whom the viewers could easily identify - they passed to the viewers the attitudes, the system of rules or the interpretation of history seen through the prism of the ruling party. The series Matka also followed this practice, and using the story of a woman - a laundress - showed the development of the labour movement in Bohemia. The theoretical part of the thesis consists of clarifying the concepts - ideology, propaganda and normalization; at the same time, it reflects the history of Czechoslovak Television and its importance as one of the most powerful tools of propaganda in the period of normalization. In this respect, television series, due to the immense popularity with TV viewers, were very effective. Therefore, their essence and thematic focus in the context of the social climate are analyzed in the theoretical part, too. The used methodology, identifying and interpreting the...

Climbing has been part of human nature since time immemorial, our ancestors used it to escape predators, to flee from flooding valleys, to gather food and to move to new territories. However it was not until the middle 1700’s that man started to use climbing not as a means to ensure survival, but as a source of pleasure and desire to climb and explore. For almost two centuries climbing has evolved through, what has often been referred to as a trial and error method, into a state of the art, modern day sport with various sub disciplines like sport climbing, trad - climbing, ice climbing, free climbing and bouldering. In its purest form it is one of the most awe inspiring sports to watch and take part in, and for those select few that dedicate their lives to it, it is a means to make a living, and a way to live on into eternity. Over the past 15 years climbing has become a widely practised and one of the fastest growing sports around the world, and is practised by people from all walks of life, from pre-primary school children right through to retired pensioners, from unemployed students to the most successful business men and women. With this growing interest among the population there also came a growing interest in the use of climbing for various other purposes like psycho-therapy, rehabilitation, team building. But more importantly, for this study, it has urged the researcher to ask what are the discursive resources and strategies that are employed by modern day climbers, seeing as the climbing community consists of such a large variety of people. This study was done from a Discursive Psychology perspective, and was strongly influenced by the work of Jonathan Potter and Derek Edwards, as well as the work of the Rhetoric Group from Loughborough University. The Discursive Psychology approach focuses on management and accomplishment of action and interaction through talk. Discourse is viewed as a resource that functions to accomplish action and Discursive Analysis focuses on the manner that discursive resources are being employed to achieve certain actions in interaction. For Discursive Psychology it is important to view both the material context and embodiment as important in the construction of action. So too in Rock Climbing are these two aspects very important and very relevant because of the prominence of physical activity in the sport. The research focused on how climbers talk during climbing and what discursive resources and strategies they employ during rock climbing discourses. The most prominent of these resources and strategies that were found in the analysis were laughter, pauses and delays, intensifiers ( words that are used to emphasize and pinpoint other words), loud uttering of words, change-of-state tokens, disclaimers, discourse markers, extreme case formulations, agreement-implicative acknowledgement tokens, hedge words / devices, speech-overlapping, previous experiences, and footing. This research hopes to offer alternative explanations in sport and psychology, by studying naturally occurring conversations between climbers, instead of the more traditional pre – and – post experience testing that has dominated studies in psychology for so long. / Dissertation (MA)--University of Pretoria, 2006. / Psychology / unrestricted

[ES] Esta investigación plantea interrogantes especulativos acerca de la posibilidad de crear un entorno que fomente la liberación de la atención en lugar de atraparla. Y explora de qué manera los dispositivos pueden desempeñar un papel en esta búsqueda. Para abordar estas interrogantes, vincula las prácticas materiales del arte contemporáneo con la emergente preocupación por la materialidad y por la gestión de la atención en el ámbito del diseño de interacción. De ese modo, esta investigación propone dos hipótesis. Primero, que el emergente «giro material» en el diseño de interacción ¿enfocado como está a la materialidad de las interacciones¿ ofrece una oportunidad para estudiar y liberar la atención. Segundo, que, mirando los objetos artísticos contemporáneos como dispositivos interactivos, descubriremos materialidades y prácticas materiales que tienen el potencial de liberar la atención. Para alcanzar estos objetivos, esta investigación combina teorías de los estudios de diseño con métodos provenientes de la sociosemiótica. Selecciona tres objetos artísticos contemporáneos: The Weather Project (2003) por Olafur Eliasson, Plexus (2022) por Camille Norment, y Pollinator Pathmaker (2021) por Alexandra Daisy Ginsberg. Los cuales se convierten en objeto de un análisis discursivo comparativo, que observa siete dimensiones: relacional, organizativa, sensorial, formal, interactiva, de uso y de calma. Esta investigación concluye identificando recurrencias discursivas y materiales entre los casos de estudio. Proporcionando así una base para futuras investigaciones en la intersección entre el diseño de interacción y las artes contemporáneas. Este enfoque busca enriquecer el repertorio técnico y referencial de los diseñadores de interacción. Así como promover la creación de dispositivos que gestionen la atención humana de una manera más liberadora. / [CA] Aquesta investigació planteja interrogants especulatius sobre la possibilitat de crear un entorn que fomente l'alliberament de l'atenció en lloc d'atrapar-la. I explora de quina manera els dispositius poden exercir un paper en aquesta cerca. Per a abordar aquestes interrogants, vincula les pràctiques materials de l'art contemporani amb la preocupació emergent per la materialitat i per la gestió de l'atenció en l'àmbit del disseny d'interacció. D'aquesta manera, aquesta recerca proposa dues hipòtesis. Primer, que l'emergent «gir material» en el disseny d'interacció ¿enfocat com està a la materialitat de les interaccions¿ ofereix una oportunitat per a estudiar i alliberar l'atenció. Segon, que, mirant els objectes artístics contemporanis com a dispositius interactius, descobrirem materialitats i pràctiques materials que tenen el potencial d'alliberar l'atenció. Per a aconseguir aquests objectius, aquesta investigació combina teories dels estudis de disseny amb mètodes provinents de la sociosemiòtica. Selecciona tres objectes artístics contemporanis: The Weather Project (2003), d'Olafur Eliasson; Plexus (2022), de Camille Norment, i Pollinator Pathmaker (2021), d'Alexandra Daisy Ginsberg, que es converteixen en objecte d'una anàlisi discursiva comparativa que observa set dimensions: relacional, organitzativa, sensorial, formal, interactiva, d'ús i de calma. Aquesta recerca conclou identificant recurrències discursives i materials entre els casos d'estudi. Proporciona així una base per a futures investigacions en la intersecció entre el disseny d'interacció i les arts contemporànies. Aquest enfocament busca enriquir el repertori tècnic i referencial dels personal dissenyador d'interacció, així com promoure la creació de dispositius que gestionen l'atenció humana d'una manera més alliberadora. / [EN] This research raises speculative questions about the possibility of creating an environment that promotes the liberation of attention rather than capturing it. It explores how devices can play a role in this pursuit. To address these questions, it establishes connections between the material practices of contemporary art and the emerging concerns regarding materiality and attention management in interaction design. Thus, this research proposes two hypotheses. First, the emerging "material turn" in interaction design, focused on the materiality of interactions, offers an opportunity to study attention and set it free. Secondly, by viewing contemporary artistic objects as interactive devices, we can discover materialities and material practices with the potential to liberate attention. To achieve these objectives, this research combines design study theories with sociosemiotic methods. It selects three contemporary artistic objects: The Weather Project (2003) by Olafur Eliasson, Plexus (2022) by Camille Norment, and Pollinator Pathmaker (2021) by Alexandra Daisy Ginsberg. These objects become the subject of a comparative discursive analysis, observing seven dimensions: relational, organizational, sensory, formal, interactive, usage-related, and calm-related. This research concludes by identifying discursive and material recurrences among the case studies, providing a foundation for future investigations at the intersection of interaction design and contemporary arts. This approach aims to enrich the technical and referential repertoire of interaction designers and promote the creation of devices that manage human attention in a more liberating manner. / Lingstuyl Araujo, A. (2024). Materialidades para liberar la atención. De las artes al diseño de interacción [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/203094

Envisageant le réseau social d’entreprise comme un dispositif info-communicationnel hybride, cette thèse vise à saisir les différents discours qui le traversent, dans une position critique du modèle managérial qui est supposé mener à son intégration dans les organisations. Ce dispositif étant situé dans un contexte professionnel, la recherche menée réinterroge également la notion d’activité à l’aune de la représentation du réseau social d’entreprise en tant que nouvel outil collaboratif et de gestion des connaissances. Afin d’observer et de comprendre les interactions qui ont cours entre les différents éléments de ce dispositif, une méthodologie plurielle, essentiellement qualitative, a été mise en place. Celle-ci a permis de recueillir, examiner et rapprocher à la fois des publications, des entretiens (individuels et collectif) et des écrits d’écran, par une analyse discursive et sémiotique. Car l’une des particularités de ce dispositif est qu’il semble véhiculer un certain nombre de contradictions, voire provoquer des paradoxes pragmatiques, du fait notamment que son principal mécanisme repose sur une visibilité permanente / Considering the enterprise social network as an hybrid info-communicational apparatus, this thesis aims to capture the different discourses that cross it, in a critical position of the managerial model that is supposed to lead to its integration into organizations. As this apparatus is located in a professional context, the research also reinterprets the notion of activity in the light of the representation of the enterprise social network as a new collaborative and knowledge management tool. In order to observe and understand the interactions that take place between the various elements of this apparatus, a plural methodology, essentially qualitative, has been put in place. This enabled to collect, examine and reconcile at the same time publications, interviews (individual and collective) and screen writings, by a discursive and semiotic analysis. Because one of the peculiarities of this apparatus is that it seems to convey a certain number of contradictions, even to cause pragmatic paradoxes, in particular because its principal mechanism rests on a permanent visibility.

Made available in DSpace on 2016-04-26T18:11:13Z (GMT). No. of bitstreams: 1 Gesner Duarte Padua.pdf: 10165763 bytes, checksum: 48a392235121ae3342dc6a0555f84894 (MD5) Previous issue date: 2011-10-19 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / This research analyses the picture construction of Tancredo Neves on the Veja and Manchete magazines from 1982 to 1985, period of his election to Minas Gerais government, his campaign and victory to Republic President and his death high after. The central hypothesis is that these vehicles constructed, in a spectacularized form, an image of an ex-president as a hero at the final period of transition from the authoritarian military regime to the democratic one. On their economic interests defense, the both magazines completely situated in the cultural industry, took part in the moderate and conservative opposition movement (part of PMDB and Frente Liberal). This movement began to construct a hegemonic discourse about Tancredo Neves as the legitimate representative of the popular will and the one capable to save the country from the crisis through a big conciliation national project. That aimed to promote a transition process smoothly and without splits to the existing order, which benefited the economic and politics country elites. In the Veja and Manchete articles Tancredo got first the characteristics of the hero who was going to conduct the country to salvation and, after his death, of a martyr of democracy. This research contributes, on the history and communication fields, to a better understand of the media influence on the big politics events of the country, especially on the first years after the military regime end and resumption of democracy. The study is performed through the critic analysis of the corpus and bibliographical research, under four main theoretical and methodological contributions: 1. The discourse theory from Ernesto Laclau, mainly on the concept of hegemonic discourses , 2. The semiotic discourse, used in its most fundamental aspects to verify the sense construction around the ex president in the texts verbi-visuals. 3. To the results obtained in the study of the corpus is added other analysis based on the historiographycal, sociological, political and communicational critic, according to authors as Florestan Fernandes, Bernardo Kucinski, Alfred Stepan, Bolivar Lamounier, Thomas Skidmore, Maria H. Alves, Basilio Sallum Jr., Ciro Marcondes Filho and others that deal with the cultural industry subject areas / Esta pesquisa analisa a construção da imagem de Tancredo Neves nas revistas Veja e Manchete, de 1982 a 1985, período que compreende sua eleição para o governo de Minas Gerais, a campanha para a presidência da República e sua morte, pouco tempo depois ser eleito. A hipótese central é que esses veículos construíram, de forma espetacularizada, uma imagem heroificada do ex-presidente no período final de transição do regime militar autoritário para o democrático. Na defesa de seus interesses econômicos, as duas revistas, inseridas plenamente na lógica da indústria cultural, se afinaram com a oposição moderada/conservadora (parte do PMDB e Frente Liberal) na criação de um discurso hegemônico sobre Tancredo Neves como legítimo representante da vontade popular e o único capaz de salvar o Brasil da crise, através da grande conciliação nacional. O objetivo era promover uma transição sem sobressaltos e rupturas da ordem vigente, o que beneficiava as elites econômicas e políticas do país. Nas reportagens de Veja e Manchete Tancredo ganhou feições primeiro de herói que conduziria o Brasil à salvação e, depois de morto, de mártir da democracia. A pesquisa se justifica por contribuir, nos campos da História e da Comunicação, para o melhor entendimento da influência midiática sobre os grandes acontecimentos políticos do país, especialmente nos primeiros anos após o fim do regime militar e retomada da democracia. O estudo é realizado através de análise crítica do corpus e de pesquisa bibliográfica, sob quatro aportes teórico-metodológicos principais: 1. A teoria do discurso de Ernesto Laclau, sobretudo quanto ao conceito de discursos hegemônicos , 2. A semiótica discursiva, utilizada em seus aspectos mais fundamentais para verificar como são construídos os sentidos em torno do ex-presidente nos textos verbi-visuais. 3. Aos resultados obtidos no estudo do corpus acrescenta-se uma outra análise baseada na crítica historiográfica, sociológica, política e comunicacional, segundo autores como Florestan Fernandes, Bernardo Kucinski, Alfred Stepan, Bolivar Lamounier, Thomas Skidmore, Maria H. Alves, Basilio Sallum Jr., Ciro Marcondes Filho e outros que tratam da temática da indústria cultural

L'inscription perpétuelle sur l'agenda politique des problèmes récurrents liés à la « crise du système de santé » français depuis les années 1970-1990 justifie l’intérêt de la science politique.Tandis que l’affirmation forte d’un État, seul responsable légitime de la politique de santé, était la marque de la réforme en 2004, les discours de la réforme de 2014-2016 sont emprunts d’une nouvelle grammaire conjuguant territorialisation et gouvernance.La territorialisation comme réponse à la crise de l’État providence et la nouvelle gouvernance comme réponse à la crise de la gouverne de l’État sont des phénomènes décrits par les analystes des politiques publiques dans d’autres secteurs.Cependant, la « crise du système de santé » se présente comme étant de nature économique, fonctionnelle et organisationnelle et non pas politique. La rhétorique de la réforme promeut des solutions en tant que réponses à des problèmes décrits à l’aune de ces motifs.Nous nous proposons d’étudier non pas les problèmes justifiant la mise sur l’agenda, mais la fabrique de la réforme, l’étiquetage des problèmes, les solutions mises en mots dans les discours, les éléments de légitimation des solutions, la trame cognitive et les éléments normatifs constitutifs du discours de la réforme.Nous montrerons qu’une approche pluridisciplinaire associant courant cognitif de l’analyse des politiques publiques empruntant à la théorie de Kuhn, démarche pragmatique en référence à John Dewey, et théorie politique, ainsi qu’épistémologie de la santé croisée avec la connaissance en santé publique, permet de renouveler l’analyse de cette politique publique finalement singulière.La première étape de notre travail sera de procéder à une généalogie de l’ère de la réforme ayant débuté dans les années 1970, en intégrant deux oubliés, politique de santé publique et décentralisation en santé. Puis, nous nous attacherons à une déconstruction des deux notions communes de la rhétorique de la réforme : « santé » et « système de santé ». Enfin, nous analyserons cette dernière à l’aide des outils théoriques empruntés à la sociologie.Ayant ainsi repéré le cadre cognitif et normatif de la politique de santé en France et défini les thèmes-clefs qui la constituent, nous aborderons par une étude de contenu les discours des moments 2004 et 2014.À l’issue de cette étude, nous approfondirons notre étude par l’analyse du fondements de la crise et des éléments les plus signifiants constitutifs des derniers discours étudiés : gouvernance et démocratie en santé.Notre enquête met en évidence le motif central de la réforme : la fabrique d’une réforme perpétuelle comme processus de légitimation de l’État républicain. Au-delà de la réforme, se manifestent, un public en démocratie ainsi qu’un problème public, la question des principes de la politique de santé ainsi que de sa finalité / The repeated and persistent appearance of issues related to the Health System crisis on every political agenda justifies the interest of political science in this field of research.As the 2004 reform’s bottom line was a strong affirmation that only the government can be legitimately responsible for health policy -a statement still favored by recent reforms- numerous official speeches about the last year’s reform contain a new language, using the “ territorialisation” and “gouvernance ” words.In fact, “territorialisation” as an answer to the Welfare State crisis, and “gouvernance” as an answer to the crisis in the ways of State governing, are both well-known Political Science subjects.Yet, the health crisis is not purported to be a political issue, but due to economics rather, mainly a functional and organizational one. As a consequence, matching solutions are usely thought in an economic and administrative way.Using cognitive and pragmatic approaches, our study neither aims at defining the terms of said crisis, nor justifying its presence on the political agenda. Rather, it addresses the solutions that are brought forward in the so-called ‘reform factory’ that are political speeches, as they have the power to legitimate deciding actors or their action.The first step taken in our method will consist in reporting bibliographic references for a political and historical deconstruction of the French health system, as well as analyzing the ‘health’ concept, in order to describe the cognitive framework of health policy. Special attention vill be paid to decentralization et public health.Then, these categories should prove to be helpful to study the current trends in the 2004 and 2014 periods of health reform in a discursive analysis, as we intend to do.To further investigate health reform manufacturing, we will focus on the new themes observed in these speeches : « gouvernance » et health democracy.Our thesis is that, through the language at play among these actors, there is a semantic fight loaded with power challenges to the State role in health Policy and therefore in the place ought to be given to the various actors in health public Policy. Finally, throw reforms, a new public for democracy came forward and new issues, that are principles and goals of health policy, appeared.

The thesis interprets the ideal of women beauty before and after 1989 in terms of sociological and culture discourse in Vlasta magazine. The key premise of the thesis is the claim that ideal of women beauty differs before and after 1989. It is possible to expect influence of politic system, social structure and culture forms on discourse of women beauty. Character of this thesis is theoretically-empiric. The sociologic gender theory serves as the frame for chosen topic. Research is based on analysis of discourse of women beauty in Vlasta magazine in 1975 and 2005. The goal of overall analysis is to provide series of detailed analysis which describe general magazine topics and role of the magazine in certain historical period beside discourse of beauty. I have chosen qualitative sociological method called discursive analysis for my thesis. Ambition of the thesis is to analyze one specific social discourse and introduce all key social, historical and culture aspects which can influence the discourse and use Vlasta magazine as its concrete case. Keywords Ideal of women beauty, discourse, media discourse, gender, discursive analysis, Vlasta magazine, transformation, socialism, media, gender stereotypes, gender socialization

The aim of the thesis is the assessment of developments in the approach towards the "European" strategy Health 2020 by Czech political players while using methods of critical discourse analysis and the assessment of the development of the Health 2020 agenda during the period 2010-2012 in the context of previous activities of the World Health Organization. The approach of the Czech health care political players to the strategy had been assessed on the basis of governmental programmatic statements since 1998, the National Reform Program of Czech Republic 2011 and interviews with participants in the Czech health policy and Czech health care. The approach of Czech health policy towards the Health 2020 strategy had been evaluated as extremely problematic. The course of creation and discussion of Health 2020 in 2012 had become a critical barrier for the Czech Ministry of Health. As a result, no wider awareness of this strategy exists in Czech health policy, neither does exist a Czech translation of this strategy. Lastly, the goals of Czech health policy do not reflect in a single point of the goals of the Health 2020 strategy.

Klädföretagen Fjällräven, Haglöfs och Houdini är ledande inom den svenska friluftsbranschen och toppar Sustainable Brand Index lista över de, enligt konsumenterna, mest hållbara friluftsföretagen. Trots dessa topplaceringar går det inte att bortse från det motsägelsefulla i att företagen producerar kläder, som är skadliga för den natur de är ämnade att användas i – till en målgrupp som värnar om miljön. Med utgångspunkt i denna paradox är målet att i denna studie undersöka hur dessa företag kommunicerar hållbarhet på Instagram. För att genomföra detta har en multimodal kritisk diskursanalys använts. Med hjälp av denna har materialet (som består av Instagram-inlägg) kunnat analyseras såväl visuellt som lexikalt. Därtill undersöker den hur dessa element påverkar och påverkas av maktstrukturer, vilket i detta fall kan liknas med relationen mellan företag och konsument. Materialet som analyseras i denna studie består av sammanlagt 70 hållbarhetsrelaterade inlägg publicerade på Fjällrävens, Haglöfs och Houdinis officiella Instagram-konton under en ettårsperiod. Sammanfattningsvis visar analysen på att företagen kommunicerar hållbarhet genom de tre diskursiva temana hållbarhet genom material, hållbarhet genom kollektiva miljöåtgärder och hållbarhet genom information och utbildning. Studien kommer bland annat fram till att innebörden av begreppet hållbarhet beror på avsändarens ideologi, och därav får varierad betydelse beroende på vilken kontext det sätts in i. Utöver detta visar studien även att företagen tenderar att framställa sig själva som ett slags hållbarhetsideal. Dessutom påvisar studien även att miljöansvaret flyttas över till konsumenterna.