In the form of a potable spirit, an extract of grapefruit skin has been found to develop an attractive opalescence when diluted to below about 38 % ethanol (v/v). This phenomenon is analogous to the pastis effect, called louching, common in many drinks popular in some countries bordering the Mediterranean. The main objective of this research was to develop spirit liquor with commercial potential from grapefruit skin, largely a waste commercial product, as the dominant if not exclusive ingredient other than alcohol and water. This would require making extracts by distillation of undried skins, which would develop a dense opalescence significantly below 40 % v/v ethanol, the common alcoholic strength of spirits as sold in New Zealand. The product concept was thus a clear liquid which when poured over ice for example, would yield a cool opalescent drink with a characteristic grapefruit flavour. In the case of citrus, the chemical basis of louching is the greater solubility of citrus skin terpenes, principally limonene, in ethanol than in water. The louch point is synonymous with the chemical expression critical micelle concentration, detected here by light scattering at the arbitrary wavelength of 450 nm. Early results with an obvious opalescence showed that the alcohol concentration at which the terpenes ceased to be soluble in the grapefruit distillate was about 38 % (v/v). This point was similar to that for pastis (Pernod brand), where the principle louchable ingredient is anethole. However, the light scattering was much greater for pastis. Thus, a grapefruit spirit sold at 40 % ethanol with the louching intensity of pastis should require increasing the solubility of limonene in solutions with a lower ethanol concentration. This in turn should allow higher concentrations of limonene in true solution in 40 % ethanol, theoretically resulting in a more intense louch in the final drink. Thus, a broad range of hydrocolloids and surfactants was tested in an attempt to increase the solubility of limonene in lower ethanol concentrations. None of hydrocolloids or surfactants lowered the louch point of a standard limonene concentration in ethanol/water. The informal flavour assessment showed that the spirit flavour from grapefruit zest alone lacked intensity. It was then thought that better flavour might be obtained by using the whole grapefruit (zest, pith, and juice) rather than zest alone. The additional of pith or pith plus juice caused no significant change in the louch point or light scattering. However, the final flavour was informally judged to be more intense than that derived from zest alone. The problem still remained that the light scattering of grapefruit distillate was never as high as that achieved by pastis, even though it was found (by gas chromatography) that the concentration of limonene (w/w) in the grapefruit spirit was at least as high as that of anethole in pastis. The cause was due to the fact that as a louched compound, anethole was a solid with a flat crystal structure because the melting point (21.4C) is well above that of a cool drink (Handbook of Chemistry and Physics, 1947). By contrast, limonene remains a liquid even in an iced drink because its melting point is far below 0C. Flat crystals would obviously scatter light far more than would a micelle containing a liquid, in this case limonene. Although such a grapefruit distillate did not louch as well as pastis, it could still have market potential on the basis that it would be made from the distinctive New Zealand cultivar of grapefruit. Thus a formal sensory assessment was conducted, using a focus group. The grapefruit distillates at 40 % ethanol were perceived by most panellists as refreshing, clean, fruity, and citrusy in aroma, but somewhat deficient in grapefruit flavour, and there was a common perception of strong chemical finish. At this stage of development a commercial proposition cannot be sensibly made.

In the form of a potable spirit, an extract of grapefruit skin has been found to develop an attractive opalescence when diluted to below about 38 % ethanol (v/v). This phenomenon is analogous to the pastis effect, called louching, common in many drinks popular in some countries bordering the Mediterranean. The main objective of this research was to develop spirit liquor with commercial potential from grapefruit skin, largely a waste commercial product, as the dominant if not exclusive ingredient other than alcohol and water. This would require making extracts by distillation of undried skins, which would develop a dense opalescence significantly below 40 % v/v ethanol, the common alcoholic strength of spirits as sold in New Zealand. The product concept was thus a clear liquid which when poured over ice for example, would yield a cool opalescent drink with a characteristic grapefruit flavour. In the case of citrus, the chemical basis of louching is the greater solubility of citrus skin terpenes, principally limonene, in ethanol than in water. The louch point is synonymous with the chemical expression critical micelle concentration, detected here by light scattering at the arbitrary wavelength of 450 nm. Early results with an obvious opalescence showed that the alcohol concentration at which the terpenes ceased to be soluble in the grapefruit distillate was about 38 % (v/v). This point was similar to that for pastis (Pernod brand), where the principle louchable ingredient is anethole. However, the light scattering was much greater for pastis. Thus, a grapefruit spirit sold at 40 % ethanol with the louching intensity of pastis should require increasing the solubility of limonene in solutions with a lower ethanol concentration. This in turn should allow higher concentrations of limonene in true solution in 40 % ethanol, theoretically resulting in a more intense louch in the final drink. Thus, a broad range of hydrocolloids and surfactants was tested in an attempt to increase the solubility of limonene in lower ethanol concentrations. None of hydrocolloids or surfactants lowered the louch point of a standard limonene concentration in ethanol/water. The informal flavour assessment showed that the spirit flavour from grapefruit zest alone lacked intensity. It was then thought that better flavour might be obtained by using the whole grapefruit (zest, pith, and juice) rather than zest alone. The additional of pith or pith plus juice caused no significant change in the louch point or light scattering. However, the final flavour was informally judged to be more intense than that derived from zest alone. The problem still remained that the light scattering of grapefruit distillate was never as high as that achieved by pastis, even though it was found (by gas chromatography) that the concentration of limonene (w/w) in the grapefruit spirit was at least as high as that of anethole in pastis. The cause was due to the fact that as a louched compound, anethole was a solid with a flat crystal structure because the melting point (21.4C) is well above that of a cool drink (Handbook of Chemistry and Physics, 1947). By contrast, limonene remains a liquid even in an iced drink because its melting point is far below 0C. Flat crystals would obviously scatter light far more than would a micelle containing a liquid, in this case limonene. Although such a grapefruit distillate did not louch as well as pastis, it could still have market potential on the basis that it would be made from the distinctive New Zealand cultivar of grapefruit. Thus a formal sensory assessment was conducted, using a focus group. The grapefruit distillates at 40 % ethanol were perceived by most panellists as refreshing, clean, fruity, and citrusy in aroma, but somewhat deficient in grapefruit flavour, and there was a common perception of strong chemical finish. At this stage of development a commercial proposition cannot be sensibly made.

Den omfattande globaliseringen som sker i världen har givit upphov till stora förändringar för världens organisationer. Den ständigt växande konkurrensen som kommer därav ökar kraven på en fungerande internkommunikation samt betydelsen av att de interna kommunikationskanalerna utnyttjas så effektivt som möjligt. Samtidigt krävs långtgående hänsynstaganden gällande alla organisationens medlemmar då utveckling av internkommunikationens struktur och strategi genomförs.   I detta examensarbete används teorierna “Uses and gratifications”, “Dependency theory” och ”Social information processing theory”. Teorierna används med målsättning att beskriva de mest framträdande dragen i den interna kommunikationsutövningen i en organisation och vidare för att undersöka hur denna utövning överensstämmer med de förväntningar och användningsmönster som kan utrönas bland de anställda. Med utgångspunkt i tidigare forskning inom ämnet framkommer vikten av att utföra studien från ett användarperspektiv i en organisation som bedriver industriell produktion såväl som kontorsarbete. Skillnader mellan dessa olika grupper i fråga om upplevelser och förväntningar inkluderades också i undersökningen.           Studien genomfördes på ett teknologiföretag i södra Sverige i ett skede där lansering av en ny intranät-portal väntade. Det empiriska materialet erhölls genom utförande av sju fokusgruppsintervjuer. Totalt deltog 28 personer i dessa fokusgrupper. Resultatet visade på många tillgängliga interna kommunikationskanaler samtidigt som det synliggjorde en upplevd avsaknad av en tydlig strategi och en utsedd koordinator som ansvarar för den interna kommunikationen.  Från ett medarbetarperspektiv karaktäriseras den generella internkommunikationen av inkonsekvens, otillförlitlighet och godtycklighet. Olika typer av strategier för att tillfredsställa specifika behov kunde identifieras såväl som långtgående beroenden av vissa informationskanaler för att få information. Kollaborationsplattformar som en integrerad del av intranätet mötte motsägelsefulla åsikter och visar på att de anställda både önskar och fruktar det fria ordet i organisationskommunikativa sammanhang. De interna kommunikationskanalsera måste struktureras och samköras för att ge alla organisationsmedlemmar möjlighet att tillfredställa sina informations- och kommunikationsbehov.

This thesis examines Instagram users and how they create an identity, and their interaction with other users. The aim of this study is to understand what we do with Instagram and what Instagram does with us in our everyday lives, and what the effects of the medium entails. This thesis is based on theories of identity, hyper- reality and effects of the development of social media. The method used in this study is qualitative focus group interviews with five women and five men, where the answers are transcribed and analyzed to gain an understanding of the effects and the impact of Instagram in their lives. We chose to interview both men and women, and therefore we have also had the gender issue in mind, but it has not been the main focus of this study. The results we reached in this study is that Instagram is mainly used to keep updated and that the medium provides both positive and negative effects. We also discovered that individuals are not one hundred percent themselves on Instagram. The conclusion we can draw is that people play different roles on Instagram of different purposes, and that we live in a hyper- reality that brings both good and bad. We can also conclude that even though people today have the power to present themselves in the way they want to, we see tendencies that gender representation is present in a stereotypical way.

<p><em>The DISA method is a universal program developed for teenage girls to prevent depression. The program includes cognitive behavioral techniques are suppose to change negative pattern of thinking, give practice of communication, strategies of problem solution and exercises to strengthen the social network. </em><em></em></p><p><em>The purpose of this study is to find out how a group of teenage boys were affected by the DISA program and what factors that may have impacted the outcome. Material from three different studies have been used, a quantitative study in terms of data from self-assessment form CES-D, materials from two semi-structured focus group interviews with the boys and material from a questionnaire filled out by the boys on two occasions during the DISA method.</em></p><p><em> </em><em>The result of the CES-D indicates that the boys had less depressive symptoms after the final group meeting compared to the first group meeting and also a year later. Analysis of the material from focus group interviews and questionnaire have been made from a communication theory and systems theory perspective and indicate a shift to greater cohesion in the group and demonstrates that communication between the boy-group and group leaders had importance for the outcome. In particular, this study demonstrates how important group values and norms where for the boys, especially with regard to communication of emotions</em><em>. </em><em></em></p>

The DISA method is a universal program developed for teenage girls to prevent depression. The program includes cognitive behavioral techniques are suppose to change negative pattern of thinking, give practice of communication, strategies of problem solution and exercises to strengthen the social network. The purpose of this study is to find out how a group of teenage boys were affected by the DISA program and what factors that may have impacted the outcome. Material from three different studies have been used, a quantitative study in terms of data from self-assessment form CES-D, materials from two semi-structured focus group interviews with the boys and material from a questionnaire filled out by the boys on two occasions during the DISA method.  The result of the CES-D indicates that the boys had less depressive symptoms after the final group meeting compared to the first group meeting and also a year later. Analysis of the material from focus group interviews and questionnaire have been made from a communication theory and systems theory perspective and indicate a shift to greater cohesion in the group and demonstrates that communication between the boy-group and group leaders had importance for the outcome. In particular, this study demonstrates how important group values and norms where for the boys, especially with regard to communication of emotions.

During the last decades, scholars have discussed the changes of Swedish alcohol culture. Among other things, it has been suggested that parallel with increased consumption levels men’s and women’s drinking is becoming more similar. In connection with this discussion, the purpose of this thesis is to examine Swedish alcohol culture(s) by analysing the meanings that focus groups from different generations ascribe to drinking in relation to different life periods: childhood, adolescence and adulthood. More specifically, it aims to analyse how the interviewees specify and negotiate normative boundaries and self-presentations in relation to norms and discourses of gender and age. An essential part of the analysis is to examine differences within gender and age-groups, as well as the similarities between them. The findings suggest that even though drinking patterns are changing in terms of quantity and choice of beverage, meanings, motives and norms seem to be rather stable – especially in regard to gender. Overall, a distinction is being made between men and women: Femininity is constructed in terms of control, responsibility and caring, and masculinity in terms of fearlessness, breaking of boundaries, and loss of control. Men’s and women’s drinking are also accounted for in different ways. While men’s drinking behaviours are excused with arguments about biology and hormones, women’s (anticipated) responsibility is explained with their connection to motherhood. However; these norms vary in strength and are expressed in different ways, depending on the drinking norms of different life-periods; mainly moderate in childhood and adulthood, and mainly orientated to binge-drinking in adolescence. With regard to positive meanings ascribed to drinking, similarities between age and gender groups are also generally greater than the differences between them. Thus, gendered differences are mainly constructed in relation to behaviours that are perceived as risky or problematic.

The present thesis deals with the topic of intercultural models in advertising. The theoretical part is concerned with the definition and characteristics of culture and cultural dimensions. It also describes and compares the Hofstede model and the GLOBE model. It defines the concept of advertising and its aims and means. The methodology section describes the design of focus group interviews that are used in the practical part of the thesis. The aim of this work is to compare the consistency of opinions of respondents on the TV commercials presented with the Hofstede model. In its sub-goals, the work aims to identify the attributes of advertisements that respondents are most addressed by, and to select the most appropriate advertisement for the Czech market based on evaluation of the respondents.

The use of feminist messages in marketing is not a new phenomenon. However, there has been an increase in using this as a strategy in later years. Estrid is a Swedish company that sells a razor subscription service with an entire marketing strategy based on using feminist messages. This contradictory paradox motivated this thesis' subject and aim: to examine how young women interpret feminist messages in parts of Estrid's communication, and to critically discuss the use of a feminist strategy in communication from a company that sells razors to women from the perspective of commodity feminism according to Rosalind Gill. The research questions are thereby: 1) Can Rosalind Gill's aspects of commodity feminism be identified in parts of Estrid's communication? If so, how?; 2) How does young women interpret the feminist messages in parts of Estrid's communication?To answer the purpose statement, a semiotic analysis was conducted with pictures derived from Estrid's website. Two focus groups with women in the ages 20–25 was held to get the perspective from a potential target group. The material was then analyzed through the lens of commodity feminism. Through this analysis we could identify the use of multiple of Rosalind Gill's aspects of commodity feminism through different semiotic connotations in the material, as well as in the commentary from the focus groups. Further, the study demonstrated a feeling of internal ambivalence amongst the focus group participants. On the one hand, everyone showed a positive attitude towards Estrid including diverse models and body hair in their advertisements. On the other hand, they were all skeptical towards the genuinity of the feminist messages included in the same material. What inspired this thesis was therefore present in all stages throughout it: the paradox of selling razors using feminist messages.

This study examines how preservice teachers reflect upon queer pedagogy in relation to their future profession as English teachers. The purpose is to find out if preservice English language teachers consider queer theory to be important in their future profession, and if they do, find out what aspects they think are important, and what aspect could be challenging. Focus group interviews conducted with preservice teachers from Västra Götaland showed that queering English language teaching deemed important to encourage critical thinking, question norms and promote normalization of queer topics and acceptance of others. Results suggest that queer theory should be implemented in a natural way in order to avoid othering. The major concerns of the participants can be summarized as fear of being uninformed, and offending or differentiating students without meaning to. Moreover, many found it challenging to engage in the process of 'queering materials' as there are no clear guidelines or instructions, the responsibility placed on the individual teacher. In conclusion, preservice teachers would benefit from more queer theory courses related to their subjects, and opportunities to actively 'queer' and evaluate materials during their undergraduate teaching programs. This could provide confidence when working with and implementing queer theory in the classroom.