”If we consume the product as a product, we consume its meaning through advertising” – Jean Baudrillard Syftet med denna studie är att identifiera och analysera bakomliggande myter om lycka i kommersiella reklamfilmer, utifrån ett konstruktionistiskt perspektiv. Analysmodellen, som bygger på semiotik och neoformalism, genererade kunskap om de olika berättarstrukturerna kring lycka i de undersökta reklamfilmerna. Resultaten indikerade framförallt att berättarstrukturerna om lycka grundar sig i myter som är starkt kopplade till den kapitalistiska ideologin. Studien avser därmed att blottlägga och analysera myter om lycka i reklamfilmer ur ett kritiskt konstruktionistiskt perspektiv.

Easterlin paradox referring to relatively stable levels of happiness and increasing in­ come over time, although these two seem to be correlated at one point in time has became a hot topic among economist researches in recent decades. The thesis ex­ tends the usual income analysis to reveal the nature of correlations between material prosperity and happiness. Series of 15 OLS, ordered probit and ordered logit models together with 35 quantile regressions provide a complex analysis of possible happi­ ness drivers. Results find significant correlations between material prosperity and happiness, and between happiness and social life. The relationship between income and happiness might be non-linear and influenced by various factors. Happiness is found to be dependent on relative income and socio-politic living environment which explains the Easterlin paradox. JEL codes D6, 124, 131 , J31 K ey words Happiness, Well-being, Life satisfaction, Public pol­ icy, Material prosperity, Reference point, Inequality

La position hétérodoxe que nous défendons dans cette thèse est de dire qu'une des conditions majeures de succès d'une politique d'aménagement ou de développement numérique du territoire n'est pas directement liée au déploiement d'une infrastructure technique. Celle-ci en est pourtant la partie la plus coûteuse, la plus visible et la plus facile à mesurer. Elle est aussi au centre d'un nombre infini de débats et de publications au sein de la société civile et de l'arène politique. Le facteur-clé de succès auquel nous pensons est le « bien-être habitant » dont nous observons depuis presque dix ans qu’'il est de plus en plus couramment invité dans les pages des médias, dans le discours des élus, dans les travaux de chercheurs en économie, en sociologie et en politologie notamment. Mais il n'a probablement pas encore trouvé sa juste place comme outil de géographie, comme moyen de lecture ou d'analyse du territoire, d’'évaluation d'une pratique spatiale, d’'appréciation de la légitimité et de la qualité d'une politique publique. Nous inspirant du référentiel Spiral du Conseil de l’'Europe, nous avons préparé et conduit deux consultations sur le territoire des Yvelines en collaboration avec plusieurs communes et une association d'habitants. Les données des 2200 réponses collectées ont été croisées à celles d’'une enquête de l'INSEE (2014), d’'une étude du CREDOC (2012) et d 'un sondage réalisé par la société Harris Interactive (2015). Leur examen semble corroborer notre hypothèse de départ : le bien-être habitant est un descripteur et discriminant pertinent de la relation de l’'homme au territoire. / We defend the heterodox position that one of the key conditions for the success of a digital planning policy is not related to the implementation of its technical infrastructure. However the latter is the most expensive, visible and concrete part of such a policy. It is also at the centre of an infinite number of debates and publications within the civil society and politicians. The key factor that we have in mind is the « inhabitant welfare », which has been more and more invoked for almost a decade in the media, in the speeches of elected officials, and particularly in the works of researchers in economics, sociology and political sciences. But this welfare has not yet found its place as a tool for the geography, a way of reading or analysing the territory, of measuring spatial practices, of assessing the legitimacy and the quality of a public policy. Inspired by the referential Spiral of the Council of Europe, we set up and led two surveys on the Yvelines territory in collaboration with several local councils and an association of residents. The data from 2200 answers collected are cross-analysed with a survey by INSEE (2014), a CREDOC study (2012) and a poll by Harris Interactive (2015).Our analysis of these data seems to support our original hypothesis : the inhabitant welfare is a relevant description and discriminant for the relationship between the human beings and their territory.

El objetivo principal de esta tesis es desarrollar un plan de negocios para la creación de una empresa basada en una plataforma de venta de cursos online. Inicialmente, el público objetivo serán los líderes de la pequeña y mediana empresa local y a largo plazo la comunidad empresarial de habla hispana. En la actualidad el uso intensivo del Internet ha generado una revolución en diversas áreas, como el entretenimiento, la productividad, las transacciones comerciales, las capacitaciones entre muchas más. En nuestro caso las capacitaciones, o cursos en línea, han creado una verdadera democratización de la educación, cada día los precios bajan y la calidad mejora. En cualquier parte del mundo, una persona con un Smartphone y acceso a internet puede recibir un entrenamiento de calidad con muy baja inversión o gratis. Todas las instituciones educativas tradicionales de primer nivel, han iniciado en la última década sus procesos de transformación digital hacia esta tendencia. La investigación de la competencia, nos ayudó a desarrollar una estrategia de diferenciación para ingresar al mercado. Empresas exitosas orientadas a la capacitación como CREHANA y PLATZI buscaron en sus primeras etapas la especialización como diferenciación. CREHANA inició orientada al diseño digital y web, migrando al mediano plazo a todos los temas creativos. PLATZI inició especializándose en programación, diversificando su cartera a mediano plazo con temas como la tecnología en general, el emprendimiento, el marketing digital y el desarrollo personal. En nuestro caso, gracias a los estudios de mercado, entrevistas de profundidad e investigando las tendencias, la especialización será orientada a temas de habilidades blandas, mejora de clima laboral y la empatía, todo orientado a crear culturas organizacionales FELICES para que logren ser más PRODUCTIVAS. Por tal razón el nombre tentativo de esta plataforma seria PRODUCTIVIDADFELIZ.ORG / The main objective of this thesis is to develop a business plan for the creation of a company based on a platform for selling online courses. Initially, the target audience will be the leaders of the small and medium-sized local business and in the long term the Spanish-speaking business community. At present, the intensive use of the Internet has generated a revolution in several areas, such as entertainment, productivity, commercial transactions, training among others. In our case, the trainings, or online courses, have created a true democratization of education, every day, prices fall and quality improves. Anywhere in the world, a person with a Smartphone and Internet access can receive quality training with very low investment or free. All the traditional educational institutions of first level, have initiated in the last decade their processes of digital transformation towards this tendency. The competition research helped us to develop a differentiation strategy to enter the market. Successful companies oriented to training, such as CREHANA and PLATZI, sought in their early stages the specialization for differentiation. CREHANA started with digital and web design, migrating in the medium term to all creative themes. PLATZI started specializing in programming, diversifying its portfolio in the medium term with topics such as general technology, entrepreneurship, digital marketing and personal development. In our case, thanks to market studies, in-depth interviews and trends analysis. The specialization will be oriented to soft skills, work climate improvement and empathy, all aimed at creating HAPPY organizational cultures so that they can be MORE PRODUCTIVE. For this reason the tentative name of this platform would be PRODUCTIVIDADFELIZ.ORG / Tesis

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Magister Public Health - MPH / Introduction The Human Resource Strategic Plan of the Ethiopian Ministry of Health lists current health workforce problems as a high attrition rate among public service physicians, poor human resource management, non-conducive working conditions and high workloads. In Addis Ababa's public hospitals, the turnover of physicians is high and - as repeatedly and informally reported by hospital managers - the presence of the contributory factors listed above are also anecdotally thought to be present. These factors present a serious challenge to the delivery of high quality health care services and their presence indicates that the job satisfaction of physicians is likely to be low. However, factors responsible for job dissatisfaction among physicians and their implications for staff turnover have not been studied or documented in the context of Ethiopia's health system. It was this scenario that motivated the researcher to conduct this study in order to assist policy makers in taking appropriate actions, if and as required. Aim: The aim of the study was to assess the level of job satisfaction, the factors influencing job satisfaction and the consequences of job satisfaction among physicians in public hospitals in Addis Ababa, Ethiopia. Objectives: • To describe the job satisfaction levels of physicians in public hospitals in Addis Ababa, Ethiopia • To identify factors affecting the job satisfaction levels of physicians • To assess possible consequences linked to physicians' job satisfaction levels. A self-administered questionnaire was used to measure job satisfaction, composed of 65 individual variables grouped within 13 dimensions and adapted to the Ethiopian context from the Job Descriptive Index and the Minnesota Satisfaction Questionnaire. An additional questionnaire was used to assess socio-demographic variables and the possible consequences of low job satisfaction. Analysis: A composite job satisfaction score was obtained by summing the individual answers for each of the variables to assess overall job satisfaction. Bivariate analysis was undertaken, using 2X2 tables (with 95% confidence intervals) to calculate the prevalence ratio for each of the potential causes and consequences of low job satisfaction, using the composite score cut-off levels of job satisfaction. Multivariate analysis was undertaken to obtain the adjusted prevalence odds ratios for both the potential causes and consequences of low job satisfaction, using multiple logistic regression analysis.

Background: The fundamental aim of utilizing a message strategy is to develop advertising content that captures consumer attention and thereby generates favourable consumer behaviour. Two common approaches in advertising are (i) emotional appeals and (ii) rational appeals. Literature has found emotional appeals to be the superior alternative, but are yet to fully grasp the dynamics of the different emotional appeals as several researchers have called for further establishment and knowledge in the area. In this study, a new approach to emotional appeals has been taken in terms of including a wider range of emotions than has been previously done, and the aim is therethrough to receive a more nuanced and complete understanding of the phenomenon emotional appeals. Purpose: The purpose of this paper is to explain the different effects of emotional message appeals on purchase intention. Methodology: This study utilized an explanatory purpose along with a deductive, quantitative research approach, as well as a cross-sectional research design to test a conceptual model based on six hypotheses. The data collection method was completed through the distribution of a self-administered questionnaire in various online forums. The questionnaire received 212 valid responses. Findings: The hypotheses for four out of the six basic emotions were tested. The Happiness appeal showed to have the most positive effect on purchase intention (0.412), whilst Fear (0.269) and Sadness (0.273) also displayed positive tendencies, even though the Sadness appeal had been hypothesized to have negative effects on purchase intention. Furthermore, the Disgust appeal was - as hypothesized - suggested to have a negative influence on purchase intention (-0.277). The Surprise and Anger appeals displayed insignificant F-values and could thereby not be further investigated. Conclusion: Based on the four remaining emotions an adjusted conceptual model was presented in which one can observe the varying effects of emotional message appeals on purchase intention. This model can be valuable for marketers and marketing practitioners looking to apply emotional appeals as part of their marketing strategies, as well as to researchers looking to more fully understand the dynamics of emotions and emotional appeals in marketing contexts. Last, this study calls for further establishment within the field of emotional appeals in terms of gathering insights into the fluidity of emotions. / <p>Appendix 3 is in a separate file.</p>

Ce mémoire examine le potentiel des joies fécondes, à travers la prose de l’auteure italienne Goliarda Sapienza. Nous verrons comment l’arrimage des désirs réflexifs à des luttes émancipatrices est au centre de son roman d’apprentissage L’Art de la joie. Il s’agira de baliser une caractéristique essentielle de l’émotion joyeuse : sa capacité de dilatation physiologique, individuelle et collective. De ce fait, nous affirmons que la joie et le bonheur agissent comme de véritables synonymes antinomiques. Reconnaissant l’immense pouvoir induit par la joie, nous proposons une réconciliation de la raison et de l’émotion, à contre-courant des injonctions du bonheur et de la psychologie positive. Dans l’importance qu’elle accorde aux doutes, au combat et à la peine, nous verrons aussi comment Sapienza fait figure de rabat-joie, posture rhétorique de résistance développée par Sara Ahmed, qui dénonce l’illusion des dogmes aliénants. / Through the prose of the Italian author Goliarda Sapienza, this master’s thesis examines the potential of fecund joy. We will see how the alignment of reflexive desires with emancipatory struggles is central to his novel, L’Art de la joie. We shall examine the guiding, essential characteristic of joy: its capacity for physiological growth and expansion, on an individual and collective level. As a result, we affirm that joy and happiness act as actual contradicting synonyms. Recognizing the immense power induced by joy, we propose a reconciliation of reason and emotion, contrary to the admonition of happiness and positive psychology. In a rhetorical resistance developed by Sara Ahmed, who denounces the illusion of alien dogmas, we will see how Sapienza appears to be a damper by examining the importance she attaches to doubts, struggles and pain.

M. Tech. (Human Resource Management, Faculty of Management Sciences), Vaal University of Technology. / It is essential for universities of technology to employ academics who are willing to go beyond the requirements of the job to contribute to the university’s effectiveness. The developing trend in the organisational behaviour literature indicates that quality of work life (QWL) and job satisfaction are attitudes that have a major impact on organisational outcomes such as productivity, job performance, turnover intention and happiness. Although the relationship between the aforementioned constructs is considered important, there is a scarcity of research regarding these constructs in the context of a university of technology (UoT) in South Africa. The primary objective of this study was to determine the relationship between quality of work life, job satisfaction and happiness among academics at a UoT in southern Gauteng, South Africa. A quantitative research approach and a survey-based descriptive method was used to achieve the primary objective. A structured questionnaire was distributed among 300 academic employees at a UoT in southern Gauteng, South Africa. Means and factor analysis were performed to gather insights of employees in terms of factors of QWL, job satisfaction and happiness of employees and to establish the underlying factors of the constructs respectively. Additionally, a correlation analysis was conducted to establish the strength and direction of the association among the constructs. Finally, a regression analysis was performed to determine the predictive relationship between the constructs. The results of this study indicated positive significant correlations between the factors of QWL, job satisfaction and happiness. Regarding model 1, QWL was entered as the independent variable, and job satisfaction as the dependent variable. With reference to model 2, the independent variable was job satisfaction and happiness the dependent variable. Regression analysis indicated positive predictive relationships between the five factors of QWL and job satisfaction and between job satisfaction and happiness. Based on the findings, it was recommended that the workload of academics should be reassessed to reduce pressure, task overload and mental exhaustion that will negatively impact on the QWL. Furthermore, employee involvement in decision making should be introduced to improve academics' job satisfaction. Finally, self-efficacy should be considered to assist academics to have confidence in their abilities to complete their work or achieve their goals.

Värdesättning av glädje är ett komplext fenomen relaterat till psykisk hälsa. Denna studie syftade till att undersöka värdesättning av glädje och dess specifika samband till emotionsreglering, emotionell uppmärksamhetskontroll och uppmärksamhetskontroll. Urvalet bestod av 252 vuxna deltagare (Målder=31.39, SDålder=12.09). Datainsamlingen gjordes via en online-enkät där deltagarna fick självskatta sin förmåga på skalorna: Valuing Happiness Scale, Emotional Attentional Control Scale, Attentional Control Scale och Emotion Regulation Questionnaire. Resultatet visar att det finns specifika samband mellan värdesättning av glädje och uppmärksamhetskontroll i neutrala och emotionellt krävande situationer. Endast emotionell uppmärksamhetskontroll förklarar en statistiskt signifikant varians i värdesättning av glädje när man kontrollerar för de andra variablerna. Fortsättningsvis fann denna studie att det inte förekommer könsskillnader i värdesättning av glädje i en svensk kontext. Däremot finns det statistiskt signifikanta könsskillnader i strategin expressive suppression för emotionsreglering, där män använder strategin mer frekvent än kvinnor. Framtida studier bör undersöka värdesättning av glädje och relationen till dessa psykologiska variabler närmre och fylla i kunskapsluckorna som finns på detta komplexa fenomen. / Valuing happiness is a complex phenomenon related to mental health. This study aimed to investigate valuing happiness and its specific relationship to emotion regulation, emotional attentional control, and attentional control. The sample consisted of 252 adult participants (Mage=31.39, SDage=12.09). The data collection was done via an online survey where the participants had to self-assess their ability on the scales: Valuing Happiness Scale, Emotional Attentional Control Scale, Attentional Control Scale and Emotion Regulation Questionnaire. The results show that there is a specific relationship between valuing happiness and attentional control in neutral and emotionally demanding situations. Only emotional attentional control explains statistically significant variance in valuing happiness when controlling for the other variables. Furthermore, this study found that there are no gender differences in valuing happiness in a Swedish context. In contrast, there are statistically significant gender differences in the expressive suppression strategy for emotion regulation, with men using the strategy more frequently than women. Future studies should examine the valuing of happiness and the relationship to these psychological variables more closely and fill in the knowledge gaps that exist regarding this complex phenomenon.