In today’s knowledge based economy information is a company’s most valuable resource. The technology industry in particular demands vast amounts of knowledge for innovation and development. Software development requires constantcommunication, exchange and collaboration. Although there is a variety of business collaboration and communication tools on the market, from a rather basic social intranet to a full-fledged digital workplace, most organization cannot manage to harvest their full potential and benefits for their business’s performance. By means of a case study carried out at an internationally operating Swedish game development studio this report aims to investigate what technological andcultural factors influence the result of an organization’s communication ecosystem. Based on the findings the goal is to better understand how to implement collaborative tools that add value to employees’ work with a focus on knowledge sharing. A literature study to identify common factors that are intertwined with the success of an organization’s collaboration tools ecosystem was performed. Thereafter a number of selected employees were involved in qualitative research in the form of interviews, focus groups and contextual inquiries at their workplace. The literature revealed 10 recurring factors that are inseparable from the success or failure of an internal communication ecosystem. The main findings include that a well functioning digital workplace initiative by all means can improve overall performance, not only increasing work efficiency but also by positively influencing employees’ relationships. Digital workplace tools have become an essential part of modern business operations and will most likely become even more important in the near future. Businesses must learn much about themselves, their employees and how to make knowledge accessible without hindrances if they want to stay competitive in the world of tomorrow. / I dagens kunskapsbaserade ekonomi är information ett företags mest viktigaste resurs. Speciellt teknikindustrin kräver en ofantlig stor mängd kunskap för innovation och utveckling. Mjukvaruutveckling kräver konstant kommunikation, utbyte och samarbete. Även om det på marknaden finns en stor variation av samarbets- och kommunikationsverktyg för företag, från grundläggande sociala intranät till fullfjädrade digitala arbetsplatser, så kan de flesta organisationer inte nå sin fulla potential gällande deras verksamhets prestation.Genom en fallstudie som genomförs vid en internationell spelutvecklingstudio i Sverige ämnar den här rapporten att undersöka vilka tekniska och kulturella faktorer som påverkar resultatet av en organisations kommunikations ekosystem. Målet är, baserat på fallstudiens resultat, att få en bättre förståelse hur samarbetsverktyg ska implementeras för att addera värde till de anställdas jobb, med fokus på delande av kunskap. För att identifiera faktorer som är kopplade till en organisations framgång och deras samarbetsverktyg så genomfördes en litteraturstudie. Därefter var ett flertal av de anställda involverade i en kvalitativ studie med intervjuer, fokusgrupper och kontextuella frågor gällande sin arbetsplats. Litteraturstudien avslöjade tio återkommande faktorer som är oskiljaktiga för framgång eller misslyckande i ett internt kommunikations-ekosystem. Huvudsakliga resultatet inkluderar att ett välfungerande digitalt arbetsplatsinitiativ för all del kan förbättra den övergripande prestationen. Inte bara gällande ökad arbetseffektivitet utan även de anställdas relationer. Digitala arbetsplatsverktyg har blivit en viktig del av modern affärsverksamhet och kommer sannolikt att bli ännu viktigare inom en snar framtid.

COVID-19 hit the world causing global health, social and political problems. Exceptional misinformation about the pandemic has been circulating through social media and contributed to the public panic and confusion about how to deal with the crisis. In addition to fake news and rumors, conspiracy theories are among the most common type of COVID-19 infodemic.Given the prevalence of misinformation in the context of COVID-19 and the harmful effects of conspiracy theories on the people’s behavior, the purpose of this study is to investigate the following question: “How is the discourse about COVID-19 conspiracy theories, as presented through popular videos in the Arabic social media, structured to negotiate identities, and construct ideologies?The study applied the Van Dijk CDA framework to analyze the text, context, and worldviews. Empirically, it is based on a sample of the 13 popular conspiracy videos that circulated through Arabic social media.At the textual level, the analyzed conspiracy videos constructed conspiracy theories by narrating major themes:1) depopulation of the world to reach the target of the golden billion; 2) dismantling the existing economic system and establishing a new one; 3) genetically modifying the COVID-19 virus in the lab.Conspiracy theory videos presented five forms of conspirators to support the conspiracy structure: abstract conspirators (secret cult, elite); individual and family conspirators (Gates, Trump, Rockefeller, Rothschild, Tedros); organizational conspirators (WHO); corporation conspirators (Pfizer, BioNTech, and Moderna); and state conspirators (USA, UK, China).The conspiracy videos used several semantic and discursive practices including access, setting, lexical style, metaphor, rhetorical, and denial. Ant-Semitism, anti-western and Ismailism ideologies reflected in the videos, affected the world views and promoted the conspiracy narratives.The study suggests that the existing ComDEv strategies have to be revised and equipped with a thorough analysis of the conspiracy theories taking into consideration the proliferation of conspiracies in the post-truth era and its association with fake news and alternative facts

This study examines how non-commercial users with one or more accounts relate to their various Instagram accounts. The study is based on a qualitative interview analysis based on Erving Goffman and Joshua Meyrowitz's theory of scenery personalities. Society and digital media are in a constant development where our offline-self in real life is increasingly intertwined with our self on social media. The study analyzes how users act on their private and public accounts on Instagram based on various backstory issues. The study reveals three overarching themes which are: the frontstage and backstage self, social roles and identity construction and the self. A clear pattern in the study is that users on Instagram must divide their selves into two or more accounts in order to be able to more easily adapt and relate to their audience. It is clear that users have an aspiration to be private on social media, something that is contradictory as the basic idea of ​​social media is to be public. The people in the study feel a need to filter what they publish on each account and adapt posts to their followers while believing that they are their full self, even though they hide their worst sides.

The black population in Spain has been the victim of a process of invisibilisation that dates back centuries, historically discriminated against, and traditionally represented in the media through negative stereotypes. In recent years, the antiracist movement led by this community has found new spaces for expression in new media. TikTok, the fastest growing social media in 2022 in the country, is one of the communication spaces where this growing antiracist content can be observed. This project applies critical discourse analysis (CDA) to shed light on the strategies and narratives of resistance occurring in Spain today among the black community in TikTok, how their discourse interacts with the Spanish social reality and challenge or influence dominant racist and xenophobic discourses. The analysis reveals that their antiracist discourse exploits the unique possibilities of TikTok to articulate a collective voice that has been denied to them for centuries. The app shows as a channel of choice for combating negative stereotypes and dismantling racist ideological beliefs through humour. The visibilisation of the latent racism in the country, the vindication of a Spanish identity detached from the concept of "whiteness" and the vindication of a historical memory representative of this part of the population in Spain, are revealed as key themes under which this antiracist movement urges society to put an end to racial discrimination through TikTok.

Climate change is a frequently discussed topic in several news mediums, not the least in Swedish news media and nature documentaries. Existing research on the perception of climate change messages has primarily focused on aspects of trust in the news source, pro-environmental attitudes and behavior, and audience engagement; the role of believability in a message, however, has been overlooked. This paper addresses this research gap by investigating the believability of climate change messages in Swedish news media and nature documentaries. By being situated in the paradigm of the social construct of ionismmediatization, drawing on media trust and the believability theory, and utilizing a quantitative framework and questionnaires, I find that there are differences between Swedish news media and nature documentaries. The differences are not as extreme as existing research claims, although in analyzing the four elements of believability in messages; plausibility, completeness, consistency, and coverage, different aspects of believability in climate change messages in the two news mediums are pinpointed. This study reveals that the respondents (n=325) of the questionnaire tend to accept and believe messages in nature documentaries on a higher level than in Swedish news media. Further, an audience's general perception and attitudes towards climate change correlate with the believability of climate change messages. This research extends current knowledge about believability in news sources by adding the dimension of believability in messages. The results also offer suggestions as to what aspects of a message most likely will implicate pro-environmental behavior, and what needs further attention in the field of media and communication such as specific narratives in nature documentaries and their effects on an audience.

Uppsatsen undersöker om det finns ett samband mellan feminism och konsumtion ireklam. Den bygger på en fallstudie av Klarnas reklamkampanj ”Get what you Love”,där superstjärnan Lady Gaga figurerar tillsammans med modestylisten Bea Åkerlundoch där de också ”ger fingret” till gamla traditioner. Detta ställningstagande avspeglarföretagets Klarnas ambitioner men tycks också vara ett uttryck för feministiskabudskap. Uppsatsen undersöker frågeställningen; På vilket sätt använder sig Klarna avfeministiska budskap i sin reklam för att representera sina egna syften? Detta görs genom envisuell analys, där bilderna analyseras och tolkas med bakgrund ur grundläggande feministiskteori. Resultatet av analysen blir utgångspunkt för en diskursanalys. Syftet med uppsatsen äratt kritiskt granska Klarnas reklamkampanj samt att ge upphov för en diskussion kring hur idéerkring hållbarutveckling används i reklam.

Studien behandlar konstruktionen och reproduktionen av normer kring maskulinitet ochfemininitet bland de 25 mäktigaste svenska Instagramanvändarna. Genom semiotisktextanalys och kritiska teorier om kön och genus som sociala konstruktioner, maskulinitetoch myt undersöks hur dessa mäktiga personer anpassar sig, ifrågasätter eller bryter mot könsnormer. Studien visar att väldigt få av de studerade personerna bryter mot olika rådandekönsnormer, även om vi emellanåt ser tendenser till att vissa ifrågasätter dem. Dettaförklaras genom att myten arbetar för att normer ses som naturliga. I det vardagliga livetifrågasätts det alltså inte att studiens män på olika sätt framställer sig normativt manligt ochkvinnor normativt kvinnligt. Mytens grundläggande uppgift är att upprätthålla dominantasamhällsgruppers makt, vilket vi i denna studie ser att myten i många fall gör. Sökord: Kön, genus, Instagram, maskulinitet, femininitet, myt, normer, performativitet

Denna undersökning studerade upplevelser och tolkningar av hur invandrarkritiska alternativmediet Fria tider skriver om invandrare från ett mellanförskapsperspektiv. Undersökningen tar reda på  hur intervjupersonerna upplever framställningen och vilka teman som finns i dessa upplevelser. Undersökningen kommer också studera kopplingen mellan intervjupersonens upplevelser och av intervjupersonernas egna verklighet. För att besvara studien syfte och frågeställning används en kvalitativ intervjustudie som metod. Studien kommer fram till att intervjupersonerna upplever en stereotypisk, negativ betonad framställning av invandrare som var fientlig. Det återfanns också kopplingar mellan dessa upplevelser och intervjupersonernas egna verklighet. Forskningen har använt sig av ett postkolonialt och orientalistiskt teoretiskt ramverk för att studera representationen av den andre. / This study was conducted with the purpose of studying how the public sees the representation of immigrants in the immigrant-critical alternative media Fria Tider. The study was based from the perspective of second generation immigrants in Sweden which used qualitative interviews as the method. The study concludes that the interviewees experienced a stereotypical, negative emphasis on the portrayal of immigrants that was hostile. There were also connections between these experiences and the interviewees own reality. The research has used a postcolonial and orientalist theoretical framework to study the representation of the other.

Estrid is a swedish company that sells razors with a very clear feminist approach in their digital communication, and their vision is to break beauty standards and normalize female body hair. But through their Instagram account, they also communicate on a lot of other societal issues that do not relate to their commercial purpose. This communication can be seen as both positive and problematic, which motivated our aim for this study: to examine how Estrid’s communication on societal issues can contribute to the organization's image, as well as affect the identity for the organization's interest groups. The research questions are thereby: 1) How can Estrid's communication on social issues on the Instagram account @heyestrid contribute to the organization's image?; 2) How might Estrid's Instagram followers perceive the organization's communication about societal issues on the Instagram account @heyestrid?; 3) How might Estrid's communication on societal issues affect and be meaningful for Estrid's Instagram followers in terms of their identities and values? The methods used to answer the research questions were a multimodal semiotic content analysis conducted on seven pictures from Estrid’s Instagram account, and qualitative interviews with ten women following the Instagram account. The theoretical framework consisted of corporate image theory, social identity theory and encoding/decoding. The results of this study showed that Estrid clearly communicated their values regarding societal issues through their Instagram account which can strengthen the organization's image. The analysis of the interviews showed that the respondents experienced the organization's communication as both positive and negative, depending on whether they experienced it as sincere or not. Finally, this communication could be meaningful for Estrid's Instagram followers as their own identity and values were confirmed and often strengthened by it.

This thesis examines media ethics in Swedish podcasts within the true crime genre using the consequentialist theory. Over the last couple of years, several true crime podcasts have been criticised for using the personal stories of crime victims to produce entertaining content, without consent from the sufferer or its relatives. At the same time many of the producers claim that their storytelling provides the listener with important insights and necessary information about crimes and judiciary topics. The purpose of the thesis is to identify how true crime podcasts deviate from the rules regarding media ethics for press, TV and radio in Sweden, and examine if there is any truth to the claims made about providing important societal information. This is done by a qualitative content analysis which examines seven of the most popular Swedish true crime podcasts. Later, a consequentialist analysis is done to determine if the positive consequences of true crime podcasts can outweigh the negative ones. The study found that three out of seven examined podcasts contained important societal information, but as many as six showed obvious flaws in relations to media ethics. Only one podcast was found sharing valuable information about judiciary topics whilst not defying any laws or ethical guidelines for media producers. This result confirms previous criticism about the genre, but also enlightens us with the positive insight that it is possible to produce exciting true crime podcasts without violating the integrity of those that have been exposed to crime and traumatic experiences. Keywords: True crime, podcast, media ethics, consequentialism.