This is a quantitative content analysis that dives deep into the Fresh and Fit podcast channel on YouTube. The study uses the framing theory and the gender theory. We wonder why other creators choose some of the video material from the channel Fresh and Fit podcast and make it their “best of” edition. All videos from other creators made between the years 2022 and 2023 have been selected for the study and through this a total selection has been made. To each video the top 5 top comments are analyzed to see which tonality dominates. Through gender theory, the comment field will be examined and thus focus on the dominant tonality.The reason for not including videos presented by Fresh and Fit themselves is to exclude their own opinions and only concentrate the study on the choices of other creators. This is interesting as larger YouTube profiles more easily get further sharing by other people's accounts, who in different ways comment or cut out material that is further presented to the audience. It may affect different major accounts in different ways as their own material may be angled in ways that are beyond the bigger channels control. In addition, the creators can get help to spread their material more easily through the interest that exists in the larger channel's already established following, which can further result in the smaller creator's account growing even larger. This is the case for Fresh and Fit, which over the course of four years has grown so large that a number of different creators have chosen to use their material and republish it. So too satisfy curiosity, we have chosen to dive deeper into how other creators take liberties with Fresh and Fit material published on YouTube. The results show that it turned out that the creators were mainly interested in bringing up topics of conversation that dealt with women's behavior. In addition to this, the study concluded that those who mainly got to speak were the hosts together with female guests, but that male guests were given more space of their own to express themselves.

The purpose of this essay is to analyze how the Kalmar Art Museum's exhibitions use history during the period 1975-1985. This is examined in relation to previous research on how cultural policy manifests itself in Kalmar Art Museum's operations. By applying critical heritage studies, with concepts borrowed from postcolonialism and gendertheory, the essay will in turn identify three themes in Kalmar Art Museum's exhibitions: use of history, other cultures and gender. Empirical evidence shows that there are clear connections between Kalmar Art Museum's themes and the cultural policy at the time. This is evident in how the 70s were characterized by a problematizing view of history that goes hand in hand with the museum and cultural policies ambitions to devotethemselves to regionalization and public education. At the same time, the study willshow how at the end of the decade there is a change in how the museum markets itselfand creates a brand, which is further strengthened during the 80s. This change manifestsitself in how the museum devotes itself to an idealizing use of history that lacksproblematization to a greater extent.

Nakenhet och sexuella anspelningar är något som drar till sig vår uppmärksamhet. Genom historien går det att se tydliga skillnader i hur detta faktum skiljer sig mellan män och kvinnor i reklam. Studiens förarbete och teoretiska ramverk visar på att en av de kategorier där det är väldigt vanligt att använda en mer könsnormativ uppvisning av både män och kvinnor är parfymreklam, vilket således har lett till utförandet av denna studie. Studien utforskar hur mottagare ser på och tar emot väldigt könsnormativ parfymreklam samt, hur och om det skiljer sig mot hur de tar emot könsneutral parfymreklam.  Detta undersöktes i ett projekt där deltagarna, genom ett flertal fokusgruppsintervjuer, har fått analysera och diskutera flera olika annonser som alla presenterade skilda nivåer av könsnormativitet kontra könsneutralitet för att se vilket som föredras och sedan finna anledningen till varför. Projektets huvudsakliga mål var att skapa parfymannonser som speglade de olika nivåerna av könsnormativitet som skulle undersökas för att under studiens gång, omarbeta dessa utifrån de åsikter som framkom så att de möter mottagarnas förväntningar.  Det resultatet visade var att en begränsad mängd av könsnormativitet i parfymreklam är att föredra av deltagarna. Dock visades det att en del könsneutrala samt, väldigt könsnormativa reklamannonser också togs emot på ett positivt vis beroende på den känsla de utgav. / Historically nudity and sexual allusion have been a phenomenon clearly demonstrated throughout advertising. This project sets out to explore and discuss promotional campaigns deployed by the perfume industry when advertising typical gender stereotypes and whether that is preferred by the target audience. This study's preparatory work in combination with previous research asks the question; Is the usage of gender normative material preferred by the target audience and how do these traditional groups react to gender neutral material? This was investigated and tested through the use of focus groups where all participants were presented with several advertisements which varied in degrees of gender normativity and gender neutrality. Data was collected, analyzed and further discussion within the groups were held to ascertain which ads were more preferable and why. The main focus of this study was to help form a new understanding of participants' opinions and ultimately to explore new marketing avenues that would match more closely with recipient expectations.    The results show that, to a certain degree, gender normative advertisements are preferable in comparison to gender neutral and explicit gender normative material, despite some of the neutral examples being met with positive responses depending on the feeling they yielded.

This study aims to investigate how female and male murder victims are represented in two swedish newspapers Aftonbladet and Svenska Dagbladet. By analyzing articles about the murders of Lisa Holm, Ida Johnsson, Ahmed Obaid and Rami Amin this study seeks to understand how they differ depending on the gender of the victim. To answer this, three research questions have been included; 1) How is the murder victim represented depending on if it’s a man or a woman? 2) Which other aspects than the murder victim is given a focus in the articles and what realities is formed from it? 3) ​Are there any differences between the morning newspaper and the evening newspaper, if so, which? The theoretical framework that was used to answer these three questions are social constructivism, Stuart Halls encoding/decoding and representation, gender theory, agenda theory and attribute agenda, priming and framing. The material consists of articles from the two newspapers, and the chosen methods are both a quantitative and qualitative textual analysis. The results shows that the male murder victims are described by their future plans and careers in a way that the female victims were not. There were two other aspects which were given a focus in the articles, the location and the murderer. ​The location of the murders of Ahmed Obaid and Rami Amin, which in both cases were Malmö, was described as a dangerous place with a lot of criminal acts. Since none of the victims were involved in any criminal activity they were represented as innocent, who fell victims to the city. In the case of Ida Johansson, the exact location of the murder, a jogging track, was given focus. Since a jogging track normally is not seen as a dangerous place the murder of Ida was represented as an unfortunate case of being in the wrong place at the wrong time. The murderer was only known in the two cases with the female victims, and were given almost as much focus in the articles as the victims. The main differences between the two newspapers were that Aftonbladet wrote more articles about the cases and also had a tendency to use more media dramaturgy than Svenska Dagbladet.

The Swedish school system is based on basic, democratic values. A fairly new addition to the value system is that the education should provide attention to equal rights between men and women. A way of doing this can be to use fiction in the Swedish language classroom. It can allow students to reflect on other’s living conditions and develop their critical thinking. But fiction has an uncertain future in the language classroom. Studies show that working specifically with the value system is often not prioritized by teachers. Instead, the education focuses on qualities that can be measured. This kind of priority makes fiction lose its potential to provide an opportunity for students to have meaningful conversations about human society. The aim for the study is to explore the didactic potential of the gothic literature, a genre know for its hidden critique towards society. Two gothic short stories from the 1800s are analyzed based on how the characters engage with each other regarding gender power and gender relations. This is conducted through a two part analysis. The first part is a close reading of the short stories based on a gender perspective and the other from a sociohistorical perspective. The analysis show that the characters from both stories uphold gender norms from when the stories were written. The stories’ potential is that they encourage discussions about the interaction between fiction and the living conditions during the 1800s. To further explore the didactic potential of the gothic literature, studies should be conducted where either the students’ experiences of the literature is examined or swedish teachers viewon the gothic literature.

In a world driven by social media, the portrayal of femininity is often curated, shaping societal gender norms and individual self-perception. This timely study investigates the use and impact of boudoir photography on the self-perception of Slovak adult women and their sharing practices, exploring how they negotiate gender expectations through this medium employing gender theory and uses and gratifications theory. By exploring this intersection, I provide insights into contemporary feminist movements, linking this discourse to boudoir photography and sharing practices on social media networks as an act of feminism. The research reveals the complexities and tensions inherent in this process as participants navigate gender pressures and societal expectations of femininity. Despite boudoir photography's empowering potential for self-expression, women struggle with ingrained heteronormative ideals, on the journey toward self-perception within visual culture. By bridging theoretical frameworks with empirical findings, this study underscores the significance of boudoir photography within the realm of feminist discourse, offering insights into the dynamic interplay between gender norms, agency, and visual representation in online spaces.

This thesis investigated if there was an association between board member turnover and gender, alongside the investigation of potential gender-related differences during periods of declining firm performance. The performance variables examined included ROA, EBIT, and Stock Returns. The study encompassed a sample of 291 firms listed on Nasdaq Stockholm Large, Mid, and Small Cap between the years 2020 and 2022 yielding 600 firm-year observations. The thesis used a Poisson regression model to test the hypotheses. We found that the additions of female board members are more likely to follow female departures, and that the association was driven by the independent female board member subsample. Furthermore, the thesis did not uncover any significant statistical evidence indicating differential treatment between women and men when firm performance deteriorates, in the form of an increased likelihood of board turnover for women. Instead, we found that non-independent male board turnover was significantly negatively related to stock returns.

Avhandlingen tar sin empiriska utgångspunkt i konkurrensutsättningen av den offentliga sektorns verksamheter. Förväntningarna har varit stora från politiker, tjänstemän och vissa forskare att denna omvandling skulle leda till ökat företagande, framförallt bland kvinnor. Syftet med avhandlingen är att förstå och förklara hur och varför kvinnors företagande förändras i spåren av den offentliga sektorns omvandling – vad begränsar och möjliggör. Avhandlingen innehåller fyra sammanhängande artiklar och en kappa. Studierna genomfördes med kvantitativa longitudinella data över åren 1993–2010. I artiklarna eftersöks vad som begränsar och möjliggör en förändring av kvinnors företagande. Det sker via studier i näringsgrenar och regioner där kvinnor dominerar småföretagandet som mest. Det visar sig att på aggregerad nivå har kvinnors företagande ökat i antal. En analys på detaljerad näringsgrensnivå synliggör dock att kvinnors andel bland företagarna endast ökat i 6 av 16 näringsgrenar och att kvinnors underrepresentation ökat signifikant i 10. Analysen påvisar kontextens och strukturella villkors betydelse för kvinnors företagande. Småföretagares relativa position förändras gynnsamt där det redan finns små privata företag och på de nya offentliga marknaderna reproduceras en stordriftsnorm. Studien stärker teorin om ett genussystem och synliggör dess inbäddning i företagandet. Det övergripande resultatet är att trots förändrade formella strukturer återskapas kvinnors underrepresentation i företagandet, vilket förstås med utgångspunkt i genusteoretiska resonemang. / The dissertation takes its empirical backdrop in the competition of the Public Sector activities. There have been great expectations on the part of politicians and some researchers that this restructuring would enhance small-business ownership, and, specifically, women’s small-business ownership. The aim of the quantitative longitudinal study is to understand and explain how and why women’s smallbusiness ownership has changed in the wake of the Public Sector’s transformation, and what constrains and enables this. The dissertation comprises an introductory summary chapter based on four independent papers. The articles search for what constrains and enables the change in women’s smallbusiness ownership through studies in industries, regions and where women dominate small-businesses the most. The study shows that the underrepresentation of women as small-business owners has decreased in 10 out of 16 industries. The analysis shows the importance of taking contextual and structural conditions into account when studying women’s small-business ownership. The small-business owners’ relative position changes positively where a private smallbusiness market already exists. The results indicate a norm of scale production in the new Public markets. The studies reinforce the theory that a gender system is reproduced in the small-business context.

Det finns forskare som menar att medierna är med och skapar vår identitet, därför måste vi ställa oss kritiska till de bilder vi ser. Enligt Gillian Rose ska vi med noggrannhet granska de bilder som exempelvis ett omslag har, för där det finns vissa kriterier vi måste ta hänsyn till. Syftet med min studie är att med semiotiska och retoriska verktyg analysera Elle, Plaza Kvinna, GQ samt King’s omslag för att se om män och kvinnor gestaltas olika beroende på vilken publiken är. Samt om det finns en skillnad tidningarna emellan. Med hjälp av Yvonne Hirdmans genusteori, Erwing Goffmans teori om avkodningen på bilden samt Laura Mulveys begrepp ”the male gaze” såg jag hur omslagen med en manlig publik gestaltade både män och kvinnor på sina omslag. Samt att de omslagen som inriktade sig till kvinnlig publik endast gestaltade kvinnor. Av de fyra modemagasinen som jag valde att analysera så anspelade tre av dem på kända personers trovärdighet istället för att låta kläder eller skönhet tala. Ord som blev centrala i analysernas konnotativa del var bland annat självständighet, makt, elegans och fullständighet. / There are scientists who believe that the media are creating human’s identity, therefore we need to be critical to the images we see. According to Gillian Rose we must view the cover pictures carefully with several criteria to take into consideration. The purpose with this study is to analyze Elle, Plaza Kvinna, GQ and King’s covers to see if men and women are portrayed differently depending on who’s looking. With the help of semiotic and rhetorical tools I saw a difference to how the genders were portrayed. The theoretical position I have taken is gender theory by Yvonne Hirdman, the theory Erwing Goffman presents in his work Media Advertisement where he talks about the decoding of a picture and Laura Mulveys concept of” the male gaze”. In the material, I saw that a different was made between male and females. The magazines that had a male audience portrayed both men and woman on their covers. And the magazines that has a female audience portrayed woman only. Of the four- fashion magazine three of them focused on the credibility of the model instead of letting the fashion speak.

Background: Depression is considered the worldwide leading cause of illness and disability in young people and an urgent public health issue. Within the field of public health it is of interest to deepen the understanding of determinants of depressive symptoms (DS) that are possible to address on a political or an organizational level. Also, it is of great importance to find methods to prevent depression in adolescents. To address these issues, the present thesis had two Aims: I) To study determinants of DS in adolescents, and II) to, by means of a non-randomized pragmatic trial evaluation, investigate the effectiveness a cognitive-behavioral intervention (DISA) in a real-world setting in relation to determinants of DS in adolescent girls. This was addressed by asking a) Which determinants on individual, psychosocial and structural levels are associated with DS in adolescents? (Paper I); b) What are the directional pathways between sexual harassment (SH) and DS? (Paper II); c) Which features characterize students who were assigned to a cognitive-behavioral intervention regarding levels of DS, psychosocial aspects and socioeconomic status of the respondents as well as of schools? (Paper III); d) Does DISA have an effect on DS in girls aged 14-16? (Paper IV); and e) Are there differences between the DISA participants and non-participants in the effects of psychosocial and structural determinants on DS? (Paper IV). Method: Data was collected in January 2010, 2011, and 2012, by means of a self-administered, electronic questionnaire in school. Students aged 14-16 in all nine public and one independent high school in a municipality in northern Sweden participated in the study (~1,000-1,200 students depending on the wave). All studies had DS as the single outcome variable. Individual level determinants were self-esteem and self-efficacy. Psychosocial determinants were parental/peer/teacher support; school demands; sexual harassment; and bullying. Structural determinants were family material affluence; parental foreign background, parental employment status; disrupted family, and personal relative affluence. Logistic regression was employed for research question a) (Paper I). Structural equation (SEM) cross-lag models were modeled for research question b) (Paper II). The Mann-Whitney U statistic was employed for research question c) (Paper III). SEM was used for research questions d-e) (Paper IV). Results: Determinants on individual, psychosocial and structural levels were independently associated with depressive symptoms in both genders. Self-efficacy, low teacher support, bullying victimization, and low personal relative affluence was associated with elevated levels of DS in both genders (Paper I). In girls, low parental support, high school demands, and sexual harassment victimization (SH) were also associated with elevated levels of DS. Among boys, parental migrant background was also associated with DS. Among girls, both the targeting of girls with elevated DS, and the consequence of SH explained the relationship between DS and SH victimization over time. In boys, only the predating of DS explained the association between DS and SH (Paper II). Only girls were assigned to DISA during 2011 and DISA participants reported higher levels of DS and lower levels of self-esteem than the non-participants at pre-intervention, which indicates that DISA was used as a targeted intervention for girls with elevated symptoms. Also, DISA participants reported higher levels of SH victimization, less peer support, and lower personal relative affluence (Paper III). In contrast to the non-participants, DISA participants did not increase their mean scoring on DS at an eight months follow-up. However, SEM analyses showed that the effect of DISA participation on DS at follow-up was negligible (Paper IV). Conclusions: This study showed that SH victimization was an important determinant for DS in girls followed by personal relative affluence. Among boys, personal relative affluence and parental migrant background were the most important factors. SH victimization had mental health consequences in girls only. DISA was implemented as a targeted intervention rather than as selective or universal one, and did not have an effect on DS in this group of girls. Implications for further research and health promotion practice in the school setting are discussed. / Bakgrund: Depression anses vara den världsledande orsaken till sjukdom och funktionsnedsättning hos unga människor och en av de viktigaste folkhälsofrågorna gällande ungdomar. Inom folkhälsoområdet är det viktigt att fördjupa förståelsen av bestämningsfaktorer för depressiva symtom (DS) som är möjliga att ta itu med på en politisk eller organisatorisk nivå. Det är också av stort intresse att finna metoder för att förebygga depression hos ungdomar. För att adressera detta hade denna avhandling två Syften: I) Att studera bestämningsfaktorer för DS hos ungdomar 14-16 år, och II) Att genom en icke-randomiserad pragmatisk utvärderingsstudie undersöka effekten av en kognitiv beteendemodifierande intervention (DISA) så som den implementerats i praktiken i skolan i förhållande till bestämningsfaktorer för DS hos flickor. Följande frågeställningar formulerades: a) Vilka bestämningsfaktorer på individ, psykosocial och strukturell nivå är förknippade med DS hos ungdomar? (Paper I); b) I vilken riktning går sambandet mellan sexuella trakasserier (ST) och DS? (Paper II); c) Vad karaktäriserar elever som gått en kognitiv beteendemodifierande metod (DISA) avseende nivåer av DS, psykosociala aspekter och respondenternas och skolornas socioekonomiska status? (Paper III); d) Har DISA en effekt på DS hos flickor i åldern 14-16? (Paper IV); och e) Fanns det skillnader mellan DISA-deltagare och icke-deltagare avseende effekterna av psykosociala och strukturella faktorer på DS? (Paper IV). Metod: Data samlades in i januari 2010, 2011 och 2012 med hjälp av en självadministrerad, elektronisk enkät i skolan. Elever i åldrarna 14-16 i samtliga nio kommunala skolor och i en friskola i en kommun i norra Sverige deltog i studien (~1000-1200 elever beroende på datainsamlingsår). Samtliga studier hade DS som enda hälsoutfall. Individfaktorer som antogs ha samband med DS var självkänsla och upplevd förmåga att hantera problem i livet. Psykosociala faktorer var föräldra-, kamrat-, och lärarstöd; krav i skolan; sexuella trakasserier och mobbning. Strukturella faktorer var materiellt välstånd i familjen; föräldrar med utländsk bakgrund, föräldrars arbetslöshet; splittrad biologisk familj och personligt relativt välstånd. Logistisk regression användes för forskningsfråga a) (Paper I). Strukturell ekvationsmodellering (SEM) med en cross-lag design användes för forskningsfråga b) (Paper II). Mann-Whitney U test användes för forskningsfråga c) (Paper III). SEM användes för forskningsfrågorna d-e) (Paper IV). Resultat: Bestämningsfaktorer på individ-, psykosocial och strukturell nivå var associerade med DS hos båda könen. Upplevd förmåga att hantera problem i livet, lågt lärarstöd, utsatthet för mobbning, och lågt personligt relativt välstånd var associerat med förhöjda nivåer av DS för både pojkar och flickor (Paper I). Bland flickor var dessutom lågt föräldrastöd, höga krav i skolan, och utsatthet för sexuella trakasserier (ST) också associerade med förhöjda nivåer av DS och hos pojkar var även föräldrars invandrarbakgrund associerat med DS. Bland flickor förklarades sambandet mellan DS och ST både av att flickor med förhöjda DS blev utsatta för ST, och av att ST ledde till senare DS. Hos pojkar var det endast att pojkar med DS blev utsatta för ST som förklarade sambandet (Paper II). Endast flickor deltog i DISA och de rapporterade högre nivåer av DS och lägre självkänsla än de som inte deltog, vilket tyder på att DISA användes som en riktad intervention för flickor med förhöjda symtom. DISA-deltagare rapporterade även högre nivåer av utsatthet för ST, lägre kamratstöd och lägre personligt relativt välstånd (Paper III). DISA-deltagarnas genomsnittliga nivå av DS hade inte försämrats vid åttamånadersuppföljningen vilket icke-deltagarnas nivåer hade. SEM-analysen visade dock att effekten av DISA-deltagande på DS vid uppföljning var försumbar (Paper IV). Slutsatser: Denna studie visade att utsatthet för SH var en viktig faktor för DS hos flickor, följt av lågt personligt relativt välstånd. Hos pojkar var lågt personligt relativt välstånd den viktigaste bestämningsfaktorn följt av föräldrarnas invandrarbakgrund. Utsatthet för ST hade konsekvenser för psykisk ohälsa för flickor men inte för pojkar. DISA genomfördes som en riktad intervention snarare än som en selektiv eller universell intervention och hade inte en effekt på DS i denna grupp av flickor. Implikationer för fortsatt forskning samt för hälsofrämjande arbete i skolan diskuteras. / <p>Vid tidpunkten för disputationen var följande delarbeten opublicerade: delarbete 4 manuskript.</p><p>At the time of the doctoral defence the following papers were unpublished: paper 4 manuscript.</p>