<p>Reklam försöker fånga intresset hos likgiltiga och stressade mottagare. Den försöker få oss att stanna till, men vill även bli ihågkommen efter att vi har lämnat den. I den här c-uppsatsen Are you smart enough to be stupid? är syftet att få ökad förståelse för hur Diesels - ett modeföretags - image framställs i dessa annonser. Vi besvarar frågor om vilket budskap annonserna förmedlar till dess mottagare och hur orden smart och stupid tolkas. Vårt material är ett urval på fyra annonser av kampanjens totalt 40 annonser samt fyra personer ur Diesels målgrupp – i detta fall mellan 20 och 25 år. Diesel säljer kläder och accessoarer och anses som ett väletablerat företag. För sådana företag räcker det ofta med att placera sin logotyp i annonsen tillsammans med en illustration för att nå sin målgrupp. Vi har i uppsatsen även använt oss av teorier om företags märkesbild, varumärkesbyggande, varumärkesidentitet, livsstil och kampanjer. I besvarandet av våra frågeställningar har vi använt oss av metoderna semiotik och retorik kombinerade i vår egen modell Retorsemiomodellen samt kvalitativa intervjuer och receptionsanalys. Efter att ha gjort analyser utifrån dessa metoder kom vi fram till att respondenterna överlag var mycket överrens i sin tolkning av annonserna. Utifrån vår modell ser vi att annonserna kan tolkas på ett sätt som får mottagare att reagera, dock inte särskilt kraftigt. På många frågor uttrycker våra respondenter en osäkerhet i förståelsen av annonserna. Men en sak är säker; samtliga vill vara stupid efter att ha tagit del av de fyra annonserna.</p>

<p><strong>Bakgrund: </strong>Den största delen av den vuxna befolkningen befinner sig i arbetslivet och därför är arbetsplatsen en viktig arena i arbetet med att förbättra folkets hälsa. I verksamheters systematiska arbetsmiljöarbete finns verktyget medarbetarsamtal som syftar till att öka förståelsen för organisationens uppgift samt att ge medarbetaren ett större handlingsutrymme. <strong>Syfte: </strong>Att studera chefers och medarbetares upplevelser av hur arbetsmiljö och livsstilsfrågor diskuteras och behandlas i medarbetarsamtalet. <strong>Metod: </strong>Fyra fokusgrupper genomfördes med chefer och medarbetare från proAros olika verksamheter. <strong>Resultat: </strong>Mål, strategier, utveckling samt en enad riktning av verksamheten diskuterades som viktiga delar i medarbetarsamtalet. Tydligt ledarskap, stöd och uppmuntran, delaktighet, det egna ansvaret samt hur mål och krav är anpassade för den rådande situationen var faktorer som upplevdes påverka medarbetarsamtalet. Gällande arbetsmiljö diskuterades främst hur trivseln i arbetslaget var och hur samarbetet fungerade. Gällande livsstilsfrågor diskuterades friskvård, det egna ansvaret för sin hälsa samt balansen mellan arbetsliv och privatliv. <strong>Slutsats: </strong>Den fysiska arbetsmiljön är fortfarande av betydelse för de anställdas hälsa då proAros verksamheter till större delen består av människobehandlande yrken med påfrestande arbetsbelastningar. Frågan om att hitta balans är viktig för den arbetsrelaterade hälsan och bör därför göras mer medveten. Det promotiva hälsoarbetet bör därför integreras även i medarbetarsamtal.</p> / <p><strong>Background: </strong>The majority of the adult population is present in working life and the workplace is therefore an important setting in the efforts to improve public health. In the organizations’ day-to-day work to improve the work environment it is possible to use performance appraisal that aims to increase the understanding for the organization’s commissions and to increase the employees’ participation. <strong>Aim: </strong>To study directors and coworkers experiences about how work environment and lifestyle are discussed and managed during performance appraisal. <strong>Method: </strong>Four focus groups where performed with directors and co-workers from different units at proAros. <strong>Result: </strong>Objectives, strategies, development, and a united direction in the organization were discussed as important for performance appraisals. Leadership, support and encouragement, participation, the own responsibility and how objectives, demands are adjusted to the existing situation were factors that were experienced to influence performance appraisal. Concerning the work environment was the comfort in the team and how the cooperation worked the foremost subjects that were discussed. Concerning lifestyle were the organisation’s health work, the responsibility for your own health and the balance between working life and leisure time discussed. <strong>Conclusion: </strong>The physical work environment is still important for the employees’ health as the units of proAros to a great extent consist of human services with a high workload. The question of how to find a balance is important for the work related health and therefore should the awareness of it be enlarged. The health promoting work should therefore also be integrated in performance appraisals.</p>

<p>Resande, globalt engagemang och arbete utomlands av olika former är företeelser som förändrar människors syn på världen. Dessa tillhör samtiden och de blir därmed aktuella och relevanta att diskutera. Att vi lever i en global värld påverkar våra livsvillkor och innebär i sin tur nya möjligheter och förutsättningar för individen. Begrepp som är centrala att diskutera blir därmed livsstil, engagemang, svenskhet och världsmedborgarskap.</p>

Since the beginning of the 21st century the open plan dwelling, i.e. open connections between reception areas and kitchen, has become an increasingly popular form of housing in Sweden. The aim of this thesis is to investigate narratives describing the life in open plan apartments, discussing (1) what they contain, (2) how they are constructed and distributed and (3) what social consequences they entail. These three questions have an immediate connection to the three levels of the critical discourse analysis formulated by Norman Fairclough where he analyses every instance of a discourse as simultaneously being text, discursive practice and social practice.  The study has been accomplished in the newly built area Hammarby sjöstad in Stockholm through interviews with builders, architects and people living in open plan apartments. Articles in interior magazines describing an open plan lifestyle has also been taken into consideration. Three themes is being discussed, the first describing the social qualities imagined to be naturally embedded in the open plan architecture. The second highlights the idea of cooking as both a way of living and as a factor contributing to the popularity of the open housing design, and the last focuses on the open plan home as a place for self performance.  At the text-level the material describes the impact of the open plan dwelling as a result of new interests, as dependent on new social habits and as a desire to put the home and the ongoing life on display. The ideas of what an open plan architecture actually can accomplish may, at a discoursive practice level, be given explanations from three main orders of discourse: the architectural, the market, and the good life order of discourse. The social practice level makes it obvious that the ideals concerning housing and lifestyle simultaneously reproduce old and create new social practices, taking into account cultural notions of gender relations, family life, social habits and questions of class.

Reklam försöker fånga intresset hos likgiltiga och stressade mottagare. Den försöker få oss att stanna till, men vill även bli ihågkommen efter att vi har lämnat den. I den här c-uppsatsen Are you smart enough to be stupid? är syftet att få ökad förståelse för hur Diesels - ett modeföretags - image framställs i dessa annonser. Vi besvarar frågor om vilket budskap annonserna förmedlar till dess mottagare och hur orden smart och stupid tolkas. Vårt material är ett urval på fyra annonser av kampanjens totalt 40 annonser samt fyra personer ur Diesels målgrupp – i detta fall mellan 20 och 25 år. Diesel säljer kläder och accessoarer och anses som ett väletablerat företag. För sådana företag räcker det ofta med att placera sin logotyp i annonsen tillsammans med en illustration för att nå sin målgrupp. Vi har i uppsatsen även använt oss av teorier om företags märkesbild, varumärkesbyggande, varumärkesidentitet, livsstil och kampanjer. I besvarandet av våra frågeställningar har vi använt oss av metoderna semiotik och retorik kombinerade i vår egen modell Retorsemiomodellen samt kvalitativa intervjuer och receptionsanalys. Efter att ha gjort analyser utifrån dessa metoder kom vi fram till att respondenterna överlag var mycket överrens i sin tolkning av annonserna. Utifrån vår modell ser vi att annonserna kan tolkas på ett sätt som får mottagare att reagera, dock inte särskilt kraftigt. På många frågor uttrycker våra respondenter en osäkerhet i förståelsen av annonserna. Men en sak är säker; samtliga vill vara stupid efter att ha tagit del av de fyra annonserna.

This dissertation is the study of environmental consciousness as a discursive educational project. The empirical material consist of 18 environmental handbooks that have been published in Sweden during the years 1976-2007 of which 13 appeared between 1988 and 1995. The research work uses the basic assumptions of discourse analysis, namely that language is an important factor in the construction and development of social norms and values. Three areas recieve close attention: questions relating to the form and content of the handbooks, questions relating to the social circumstances in which the handbooks were produced and questions relating to the overall educational significance of the handbooks. In the first instance, the handbooks are examined in the light of three different contextual stories. They can be read as part of wider discussions of environmentally-concsious life-styles, as a development of earlier Swedish discussions about domesticity, health, thrift and consumption, and, finally they can be read as an expression of a narrative about a dominant aspect of modernity – science. The second part of the research work comprises an examination of the handbooks in terms of their audience and educational purpose. What kind of individual is to be shaped by these handbooks? What is anticipated as the desired or ideal environmentalist? Discourse analysis suggests that, collectively, the handbooks project an image of somone who displays qualities of motivation, investigation and judgement. They should be motivated to begin a process of change in their lives, to encourage others to do the same, and to adopt the environmental problems as their own personal problems. The second quality pursued in the handbooks is of someone who should take an active stance towards the environment as a pervasive element in their way of life. They should, therefore, adopt an investigative attitude to the surrounding world, cultivate certain cognitive properties such as watchfulness, thoughtfulness and being suspicious, and constantly ask questions about their surroundings with a view to understanding how actions in their private world has an effect on the wider world. And thirdly, the ideal environmentalist citizen should be someone who demonstrates judgement in balancing polarities and resolving the claims of different standpoints. They should give attention to separating right from wrong, wisdom from madness and, above all, to finding a way of linking their own efforts to what is worth striving for and what is worth avoiding or neglecting. In summary, the subjects identified in the handbooks are expected to avoid extreme positions, to place their own expectations about sustainability on a suitable level, and to be prepared for failure and feelings of guilt. The final part of the investigation – interpreting the wider significance of the handbooks – uses a pluralistic model of analysis which takes its departure from three concepts – ecological modernisation, governmentality and the risk society. Using these orientations, the extent of the discursive educational project of the environmental handbooks is highlighted. If the handbooks are regarded as modernist prescriptions, they are texts which highlights slow and careful change taking place within the present power structure of society. If they are regarded as texts that offer a governmentality prescription, they can be read as texts which promote the transformation of everyday micropractices. And if they are regarded as prescriptions for a risk society, they are texts which enable readers to come to terms with confusion and powerlessness in a complex and risky social context. One main result is that the environmental handbooks display interesting similarities, worthy of futher exploration, supported by a broadened empirical base.

Bakgrund: Den största delen av den vuxna befolkningen befinner sig i arbetslivet och därför är arbetsplatsen en viktig arena i arbetet med att förbättra folkets hälsa. I verksamheters systematiska arbetsmiljöarbete finns verktyget medarbetarsamtal som syftar till att öka förståelsen för organisationens uppgift samt att ge medarbetaren ett större handlingsutrymme. Syfte: Att studera chefers och medarbetares upplevelser av hur arbetsmiljö och livsstilsfrågor diskuteras och behandlas i medarbetarsamtalet. Metod: Fyra fokusgrupper genomfördes med chefer och medarbetare från proAros olika verksamheter. Resultat: Mål, strategier, utveckling samt en enad riktning av verksamheten diskuterades som viktiga delar i medarbetarsamtalet. Tydligt ledarskap, stöd och uppmuntran, delaktighet, det egna ansvaret samt hur mål och krav är anpassade för den rådande situationen var faktorer som upplevdes påverka medarbetarsamtalet. Gällande arbetsmiljö diskuterades främst hur trivseln i arbetslaget var och hur samarbetet fungerade. Gällande livsstilsfrågor diskuterades friskvård, det egna ansvaret för sin hälsa samt balansen mellan arbetsliv och privatliv. Slutsats: Den fysiska arbetsmiljön är fortfarande av betydelse för de anställdas hälsa då proAros verksamheter till större delen består av människobehandlande yrken med påfrestande arbetsbelastningar. Frågan om att hitta balans är viktig för den arbetsrelaterade hälsan och bör därför göras mer medveten. Det promotiva hälsoarbetet bör därför integreras även i medarbetarsamtal. / Background: The majority of the adult population is present in working life and the workplace is therefore an important setting in the efforts to improve public health. In the organizations’ day-to-day work to improve the work environment it is possible to use performance appraisal that aims to increase the understanding for the organization’s commissions and to increase the employees’ participation. Aim: To study directors and coworkers experiences about how work environment and lifestyle are discussed and managed during performance appraisal. Method: Four focus groups where performed with directors and co-workers from different units at proAros. Result: Objectives, strategies, development, and a united direction in the organization were discussed as important for performance appraisals. Leadership, support and encouragement, participation, the own responsibility and how objectives, demands are adjusted to the existing situation were factors that were experienced to influence performance appraisal. Concerning the work environment was the comfort in the team and how the cooperation worked the foremost subjects that were discussed. Concerning lifestyle were the organisation’s health work, the responsibility for your own health and the balance between working life and leisure time discussed. Conclusion: The physical work environment is still important for the employees’ health as the units of proAros to a great extent consist of human services with a high workload. The question of how to find a balance is important for the work related health and therefore should the awareness of it be enlarged. The health promoting work should therefore also be integrated in performance appraisals.

En sund livsstil är en förutsättning för att uppnå en god folkhälsa bland alla befolkningar oavsett land. Befolkningens olika levnadsvanor som t.ex. rökning-, alkohol- och fysisk aktivitet skiljer sig åt mellan olika grupper beroende på inkomst, utbildning och sysselsättning. Därmed skiljer sig hälsan mellan olika socioekonomiska grupper i samhället. Tidigare studier har visat att en ohälsosam livsstil tenderar att finnas hos de mest utsatta socioekonomiska grupperna. Syftet med studien var att ta reda på relationen mellan östgötarnas livsstil och deras socioekonomiska status. Metoden för datainsamlingen var att använda redan insamlat material från enkätundersökningen ”Östgötens hälsa 2006”. ”Östgötens hälsa 2006” utfördes av Folkhälsovetenskapligt Centrum på Landstinget i Östergötland. Frågorna besvarades av 7 238 personer som valdes ut genom ett stratifierat slumpmässigt urval från en totalbefolkning på 315 185 personer, i åldrarna 18-84 år. Svarsfrekvensen mättes till 54,3 procent. Resultatet visade att de med högre socioekonomisk status upplevde sin hälsa bättre än de med lägre socioekonomisk status samt att individer med en bättre ekonomi och högre utbildningsnivå drack alkohol oftare än de med sämre ekonomi och lägre utbildningsnivå. Respondenterna med bättre ekonomi hade bättre trivsel med t.ex. sin sysselsättning och sin sociala gemenskap. Resultatet visade även att de med bättre ekonomi ofta kände sig glada, lyckliga samt mindre oroliga och nedstämda än de med sämre ekonomi. I Konklusionen beskrivs vikten av att bedriva ett folkhälsoarbete både ur ett salutogent och patogent perspektiv. Folkhälsoarbetet bör fokusera främst på att motivera, skapa verktyg och möjligheter för individerna att kunna göra en beteendeförändring. Det hälsofrämjande arbetet bör också fokusera resurser på att främja sundare levnadsvanor redan i tidig ålder och då är skolan en bra arena. / A healthy lifestyle is a prerequisite to a good public health among populations. Lifestyle habits such as smoking, alcohol use and physical activity are different among groups in populations depending on income, education and occupation. Thus, there are disparities in health between different socioeconomic groups in communities. Previous studies have shown that groups with lower socioeconomic status tend to live unhealthy lifestyles. The purpose of this study was to examine the relation between ostgotarnas lifestyle and socioeconomic status. The method of data collection was through already existing data from the survey “Ostgotens halsa 2006”. “Ostgotens halsa 2006” was designed by the National Public Health Centre in Ostergotland County Council. A total of 7 238 individuals answered the questionnaire. The participants was selected through a stratified random sample from the total population of 315 185 people, aged 18-84 years. A total of 54, 3 percent responded. The results mainly showed that those with higher socioeconomic status were healthier than those with lower socioeconomic status, and that those with higher economy and higher education was drinking more often than those with lower economy and lower education. Respondents with higher economy experienced a higher degree of well-being in different contexts such as employment and social fellowship. The results also showed that those with higher economy more often were happy, less depressed and anxious than those with lower economy. The conclusion was to engage in health promotion from both a pathogenic and salutogenic perspective in order to achieve a healthy population. Resources should primarily focus on motivating and creating opportunities for individuals to make a behavioral change and also to promote healthy lifestyles in early ages.

Abstract   Authors:                           Emmy Davidsson and Fredrik Doohan Pehrman Title:                                  What’s on TV tonight? Swedish title:                  Vad är det på tv ikväll? Level:                                BA Thesis in Media and Communication Studies Language:                                             Swedish Number of pages:          53   Aim: The purpose of this study is to chart and explain Swedish high school students’ TV viewing and their attitude towards the TV medium. The aim is also to discuss the students’ views on news and citizenship. The purpose is also to, through the term habitus, explore how the background of a person reflects on their choice of TV content, in what way they watch television and on their purpose of TV viewing. What similarities and differences can we discover in different groups’ TV viewing and attitude towards the TV medium and how can these similarities and differences be explained? Method: The used method is a qualitative method of investigation, divided in three parts. The first part is a TV diary, in which the respondents document different aspects of their TV viewing during a week. The second part of the method is focus groups and the last part is a survey concerning the background environment of the respondents.   Main result: In our study we have determined that Swedish high school students still, in some aspects, watch television in a traditional manner. They mainly watch entertaining content, but the varieties of entertainment vary depending on habitus, especially gender. We have also discovered that TV viewing is fragmented, but also formalized depending on which level; general, group or individual level, we choose to study. The main aspect of habitus that influence the behavior concerning TV viewing is gender, but also other aspects of habitus, for example education and place to live. We have studied a rather homogenous group of students, which result in differences in attitude towards the TV medium, mostly based on gender. However, we have also discovered subtleties in attitude between the different groups of respondents depending on lifestyle and taste. The results concerning TV use and attitude towards television can not alone determine if Swedish high school students are enlightened members of society or not. However, through habitus and the influence of parenthood and schooling, the students gain opportunities to create habits and a behavior surrounding news consumption that will make them take their social responsibility later in life. Program:                          The Program for Information and Communication Studies Location:                          Linnaeus University, Växjö Period:                              March – May 2012 Assessor:                        Magnus Eriksson Examinor:                        Malin Hjorth   Keywords:                       media use · TV · TV viewing · habitus · capital · identity · taste ·                           lifestyle · social responsibility · individualization · fragmentation

Eating disorders and low self-esteem among young women is a growing concern in today’s society. Due to this growing concern, this subject has been given a lot of attention both in media and through academic research during recent years. One area that has been highly criticized and examined is the idealized ideals often presented in media and advertisement today. These ideals can, according to literature, harm young women due to social comparison with these idealized images. According to previous research, this social comparison can have a negative effect on both self-esteem and body satisfaction. Research also show that continued exposure to such ideals can lead to internalization of thin and beauty ideals, which in turn is proven to be a strong predictor for these images negative affect on self-esteem and body satisfaction. Because of these findings and the critique of these ideals in media, this is an important subject to study both because of the ethical concerns with continuing to reinforce these ideals in advertisement, and from a society’s perspective in order to learn who might need extra protection in order to not be harmed by these ideals. Therefore, this study will firstly examine if we can see a negative effect on high school student’s self-esteem and body satisfaction, after being exposed to idealized images (in our case thin-models). Our study will also examine, in a second part, if we can see, depending on the lifestyle of the students, if some girls are more vulnerable than others to the exposure of idealized images. The second part of the study will contribute with information of which young women that need extra protection and attention to not develop low self-esteem due to the pressure of living up to the ideals. The method of our study is mostly of a deductive nature since this is an extensively researched topic, where pre-established methods and theories can be found. However, as the second part of the study has not been previous research this part will use a combination of deductive and inductive strategy. To collect the primary data an experimental design is used, with pre-established measurements for self-esteem and body satisfaction. Moreover, statements regarding the participant’s lifestyle are constructed with the help of AIOs lifestyle questionnaire as an inspiration. The experiment processes consists of two steps. First, the participants are exposed to two images, either thin-model images, normal sized woman images, or control images (which is images without any persons in it). After the exposure, the participants are asked to answer the questionnaire consisting of the self-esteem measurement, the body satisfaction measurement, and the lifestyle statements. The first part of our study did not show any sign of the thin-model image having any effect on the participant’s self-esteem or body satisfaction. However, we found a significant difference between the girls of 15-17 years old and those who were 18-20 years old self-esteem and body satisfaction means. Where the girls 15-17 scored significantly lower in both. Our conclusion of these findings is that there still is a high internalization of unhealthy thin and beauty ideals especially among the younger girls. Therefore, idealized media still is harmful for these girls since they are reinforcing and contributing to these ideals in society. For the second part of the study, we found a significant difference between the Party lifestyle group and the Sport lifestyle group’s self-esteem, where the Party Lifestyle group had a significantly lower self-esteem than the Sport lifestyle group. Further, we could also see a connection throw-out all of our results between self-esteem and body satisfaction, where those who scored low in self-esteem most often also scored low in body satisfaction and the other way around. This finding showed us that those with a party lifestyle are more vulnerable to idealized media exposure in that way that they are more likely to internalize unhealthy beauty and thin ideals.