Diploma thesis focuses on framing effect as cognitive prejudice demonstrating human irrationality. Moreover, the thesis offers recommendations applicable for marketing activities and communication regarding price. The recommendations are based on analysis of outcomes from questionnaire survey and measurement of eye-tracking experiment. Potential influence of framing effect was applied on more educated layer of generation Y where in 6 out of 10 cases the effect was con-firmed. In addition, the findings also outline that women are more sensitive to-wards frame connected with environment while men tend to be more effected by the financial character of the framing effect.

Extending research of framing anti-war protest is framed in the public sphere, this study examines theatre critics' reviews and viewers' responses to Tim Robbins' anti-war play Embedded. My research examines how two groups of publics interpreted Embedded: (1) professional theatre reviewers and (2) a sample of Utah State University students. It is important to note that the majority of the students who participated in this study are members of The Church of Jesus Christ of Latter-day Saints (Mormon), a consistently social and political conservative religious sect. Thus, how this specific group of viewers deciphered Embedded is of special interest. Critical analyses of both reviews and responses revealed the prominence of two seemingly irreconcilable partisan master frames in critics' and spectators' interpretations of the play's protest narratives. Although these frames seem to be incompatible, adherents to both "whining for peace" and "anti-war protest" consider protection of American democracy the primary goal. However, members of both groups define the role of anti-war protest in, and defense of, democracy differently. Examination of discourse suggests that marginalization of anti-war protest continues to be the privileged discourse. Overwhelming dismissal of Embedded's anti-war narratives by the majority of critics and Latter-day Saint (LDS) viewers indicates that dissent was framed according to cultural and societal values, which perpetuated conceptions of anti-war protest as deviant. Thus, in both public discussion and personal interpretation of Embedded's outward expression of protest, anti-war activism is perceived to be illegitimate when the United States is at war. Results suggest that most theatre critics and LDS viewers relied on values framing in their perception of the play, which negated complex and nuanced discussion regarding military action in Iraq. By broadening discussion of how anti-war dissent is framed by including theatre critics and individual viewers, this research provides insight into how dissenting action is perceived within a larger cultural context. As findings reveal, it is reasonable to conclude that marginalization of anti-war dissent is not limited to mass media. Rather, I argue that dismissal of protest may be perpetuated on a wider societal scale, a problematic trend, especially as protest is widely considered to be a valuable tenet of democratic practice.

This bachelor thesis aims to investigate how gang criminality is framed in the four largest morning and evening newspapers in Sweden. By conducting a qualitative content analysis of 24 news articles from June 1 to August 31, 2021, the thesis aims to answer the main research question on how gang criminality is framed in Swedish media through framing, rhetorical concepts and lexical choices in the chosen news articles. The analysis reveals that gang criminality is framed as a conflict that requires responsibility from certain actors, such as politicians and the police. Through identified rhetorical concepts such as ethos, pathos and logos, the frames have been exemplified and clarified. Journalists use quotes and interviews with actors such as politicians and police in their articles as a persuasion technique to strengthen for example the seriousness of the issue of gang criminality. The lexical choices used in relation to the actors who appear in the articles are mostly positive. The purpose of the study has been maintained by contributing material that shows that gang criminality is framed as a conflict that requires a type of responsibility, which is summarized as an issue in society that requires a solution, rather than for example an economical issue, which is rather surprising since the cost of crime in society is significant. With the study's contribution to the field of knowledge about the media's portrayal of gang crime, we hope to be able to contribute to the development of the subject in future research.

In 1999 Sweden became the first country in the world to legalise the selling of sex by individuals, whilst making its purchase illegal. This is an approach that has been both highly praised and criticized. Using the qualitative text analysis method of framing, this study examines the debate surrounding Sweden’s prostitution policy. It focuses on the tension between the government’s use of goals and means in relation to its prostitution policy and the wider societal debate with its dichotomy of freedom of choice versus coercion. To do this, parliamentary and governmental bills and governmental communication during the 2010–2014 governmental term in office have been examined. Robert Nozick’s and Serena Olsaretti’s philosophical views on voluntariness, liberal and radical feminist theory, the normalization approach and the abolitionist perspective are all referenced. The main conclusion drawn is that Swedish governmental policy work largely disregards the freedom of choice/coercion debate in favour of developing current policy.

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This study aims to explore the presence of ”China threat” and the securitization of China in Swedish print media. The key objective is to measure the portrayal of China as a threat and if/how that representation has changed during the time period 2012-2022. This is studied through a frame analysis investigating China as an ideological, military, and economic threat. The study shows that the usage of portraying China as an ideological, military and/or economic threat is indeed present and increasing during the period, with a peak of publications in 2019. All frames are used by all studied newspapers, and there is a growing trend visualized through the data. This trend demonstrates that the perspective of China as a threat has become more normative in reporting, proving the notion of that securitization as a speech act is in fact present in the investigated time period. The articles are not portraying China as a direct threat to the readers in Sweden, but rather through ways of causal interpretation and moral evaluation that conceives China as a threat to the liberal international order. The most frequently used attributions are within the ideological threat frame, the second most used frame is the military one closely followed by the usage of attributions from the economic frame. Understanding how China is framed and perceived in Swedish print media can be useful in the exploration of the nuanced phenomena of Sweden-China relations, completed and future policy interventions, and to understand the influences of opinion that the readers might receive to secure an informed, impartial, and globally aware society. This study can be seen as an ignition towards further research in this nestled marvel of securitization and global politics.

This study focuses on how important foreign policy crises are interpreted and used to construct images and framing of transnational threats. Since Russia’s annexation of Crimea, Ukraine 2014, the security order in Europe and within the European Union has been affected in various ways because of how Russia is portrayed as a potential threat. Accordingly, the aim of the study is the examination of the extent of EU’s framing of Russia as a military and political threat in the annual Common Foreign and Security Policy (CFSP) reports between 2012-2020. Through a qualitative content analysis with a quantitative conception, the aim is to identify the negative frames of demonization that can be distinguished in the CFSP reports that correlate to EU’s framing of Russia as a threat. The theories of neoclassical realism, demonization and framing are used to provide the deductive approach of indicators that construct the frames of categorization for Russia as a military and political threat within the CFSP reports. The study concludes that the EU has framed Russia as a military threat in relation to Russia’s border transgression within Ukraine, implementing the annexation of Crimea, and Georgia. Russia is also demonized as a political threat through means that intend to cause instability in neighboring states in order to influence domestic policies, for example economic-induced pressures, spread of disinformation, and different kinds of hybrid weapons.

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This research examined cover blurbs on popular men’s and women’s magazines and the messages they communicate to their readers about women. The content analysis looked at the covers of Esquire, Gentlemen’s Quarterly, Vogue, and Good Housekeeping from 1999 through 2003 to see what these magazines were cultivating and framing through their cover text during the time surrounding the new millennium. The women’s magazines examined promoted gendered messages, messages encouraging an idealistic or unattainable ideal of women, to their readers more so than the men’s magazines researched. There also appeared to be an increase of gendered messages in the men’s and women’s magazine sample as a whole from 1999 through 2003. In order to counteract these findings and for progress to be made during the current millennium, individuals working within the communication field must realize the power of the written word and make efforts to discourage the presentation of gendered messages.