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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
11

"I Sverige är nu terrorn en verklighet" : En multimodal kritisk diskursanalys av Sverigedemokraternas framställning av integrationen i Sverige i deras valfilm 2018. / “In Sweden the terror is a reality” : A multimodal critical discource analysis of the Swedish democats representation of the integration in Sweden in their election film 2018.

Lööv, Elin, Eriksson, Anton January 2018 (has links)
No description available.
12

Optimisation booléenne multiobjectif : complexité sous contraintes compilées et résolution via SAT / Multiobjective boolean optimization

Lonca, Emmanuel 26 June 2015 (has links)
L’aide à la décision a pour but d’assister un opérateur humain dans ses choix. La nécessité d’employer de telles techniques s’est imposée avec la volonté de traiter des problèmes dépendant d’une quantité de données toujours plus importante. L’intérêt de l’aide à la décision est encore plus manifeste lorsqu’on souhaite obtenir non pas une solution quelconque, mais une des meilleures solutions d’un problème combinatoire selon un critère donné. On passe alors d’un problème de décision (déterminer l’existence d’une solution) à un problème d’optimisation monocritère (déterminer une des meilleures solutions possibles selon un critère). Un décideur peut aussi souhaiter considérer plusieurs critères, et ainsi faire passer le problème de décision initial à un problème d’optimisation multicritère. La difficulté de ce type de problèmes provient du fait que les critères considérés sont généralement antagonistes, et qu’il n’existe donc pas de solution meilleure que les autres pour l’ensemble des critères. Dans ce cas, il s’agit plutôt de déterminer une solution qui offre un bon compromis entre les critères. Dans cette thèse, nous étudions dans un premier temps la complexité théorique de tâches d’optimisation complexes sur les langages de la logique propositionnelle, puis nous étudions leur résolution pratique via le recours à des logiciels bâtis pour résoudre de manière efficace en pratique des problèmes de décision combinatoires, les prouveurs SAT. / Decision aiding aims at helping a decision-maker to pick up a solution among several others. The usefulness of such approaches is as prominent as the size of the problems under consideration increases. The need of decision aiding techniques is salient when the problem does not just consist in deciding whether a solutions exists, but to find one of the best solutions according to a given criterion. In this case, the problem goes from a decision problem (decide whether a solution exists) to a single criterion optimization problem (find one of the best solutions according to a criterion). A decision-maker may even want to consider multiple criteria, which turns the initial decision problem into a multicriteria optimization problem. The main issue arising in such cases lies in the fact that the criteria under consideration are often antagonistic, which implies that there is no solution which is the best for each of the objectives. In this case, a good compromise solution is looked for. In this thesis, we first focus on the complexity of optimization requests based on a set of propositional languages. We then study the practical aspects of the resolution of such problems, using pieces of software designed for dealing with combinatorial decision problems, namely SAT solvers.
13

A decision support framework for sustainable supply chain management

Ahmed, Karim H. H. January 2017 (has links)
Sustainable Supply Chain Management has become a topic of increased importance within the research domain. There is a greater need than ever before for companies to be able to assess and make informed decisions about their sustainability in the Supply Chains. There is a proliferation of research about its understanding and how to implement it in practice. This is mainly since sustainability has been assessed from various disciplines, organizational industries and organizational functional silos . There is a lack of comprehension, unified definition and appropriate implementation of Sustainable Supply Chain Management (SSCM), leading to failure in decision making for sustainability implementation within supply chains. The proposed research identifies the research gaps through the novel application of Systematic Literature Network Analysis (SLNA) to SSCM literature. In doing so, methods including Systematic Literature Review (SLR), Citation Network Analysis (CNA) and Citation Network Mapping of literature have been used to identify definitions, KPIs, barriers and drivers of SSCM from the literature. Furthermore, a combination of methods from Text Mining and Content Analysis has been used to identify KPIs, barriers and drivers from sustainability reports of top global manufacturing companies, to better understand the practices of organizations for SSCM. The consolidation of the findings from literature and practice led to the development of an SSCM Performance Evaluation Framework built on multiple methods. A 4-level hierarchical model has been developed by classifying the identified KPIs into Economic, Environment and Social as well as considering the key decision areas including tactical, strategic and operational. Furthermore, a rigorous data collection process was conducted among supply chain and sustainability managers from top global manufacturing firms and leading academicians in the field, assessing the identified SSCM KPIs. The collected data were analyzed through novel application of hybrid Multi-Criteria Decision Analysis (MCDA) methods, which includes Values Focused Thinking (VFT), Fuzzy Analytical Hierarchical Process (FAHP), Fuzzy Technique of Order Preference by Similarity to Ideal Solution (FTOPSIS) and Total Interpretive Structural Modelling (TISM), for prioritizing and modelling of interdependencies, interactions and weightages among SSCM KPIs. The results obtained were subsequently used to develop a Decision Support System (DSS) that allows managers to evaluate their sustainability by identifying problem areas and yielding guidance on the KPIS and most important areas to focus on for SSCM implementation. The application of DSS has been demonstrated in the context of a case company. From a theoretical development point of view, a Tree perspective framework contributing to the ecological Theory of Sustainability has been proposed through the identification of the most influential organizational theories, and how they interrelate with each other. Overall, the proposed research provides a holistic perspective of SSCM that incorporates the various aspects of organizations, relevant organizational theories and perspectives of academics and practitioners together. The proposed DSS may act as a guiding tool for managers and practitioners for SSCM implementation in companies.
14

Integrering av LCA och LCC i en multikriterieanalys : Optimering av byggnadsdelar / Integration of LCA and LCC into a multicriteria decision analysis : Optimization of construction parts

Lunnergård, Filip, Nilsson, David January 2018 (has links)
Syfte: Detta examensarbete behandlar integrering av miljöbelastning och kostnader vid projektering av byggnader. Enligt tidigare forskning och svenska rapporter är användningen av livscykelkostnader och livscykelanalyser begränsad inom byggsektorn. Än mer begränsad är sammanvägning av dessa analyser för optimering av byggdelar och hela byggnadsverk. Målet med detta examensarbete är därför att testa en konceptmodell vilken syftar till att integrera miljöbelastning och kostnader under en hellivscykel. Frågeställningarna som besvaras är ”Hur kan fasadmaterial utvärderas utifrån miljömässiga och ekonomiska aspekter?” och ”Hur kan kostnader och miljöbelastning sammanvägas för att skapa beslutsunderlag för val avfasadmaterial?”. Metod: Konceptmodellen prövas genom en fallstudie där ett antal fasader utgör fallet. Dessutom jämförs resultaten från fallstudien med inhämtade data från genomförd litteraturstudie. Resultat: Studien visar att den testade konceptmodellen fungerar med hjälp av relativt enkla verktyg. En multikriterieanalys genomförs på resultaten från LCA och LCC vilket genererar jämförbara slutvärden för fasaderna. Konsekvenser: Slutsatser som kan dras utifrån studien är att LCA och LCC är relativt enkla att genomföra i tidiga skeden om schablonvärden för livslängder kan nyttjas och modellinläsning mot en färdig miljödatabas finns tillgänglig. Vidare visar studien att multikriterieanalysen COPRAS är lämplig för integrering av miljöpåverkan och kostnader. Vidare studier på konceptmodellen bör genomföras med hjälp av intervjuer i branschen. Begränsningar: Studiens resultat begränsas av det faktum att den genomförs som en fallstudie där författarna bedömer huruvida konceptmodellen går att använda eller ej. För större förståelse kring hur användbar den är i praktiken och vilka modifieringar som bör genomföras måste branschens åsikter beaktas, exempelvis med hjälp av intervjuer.
15

Modelo multicritério construtivista de avaliação de desempenho para apoiar a gestão dos programas de benefícios de medicamentos (PBMs) na perspectiva social / MULTIRITERARY PERFORMANCE ASSESSMENT MODEL TO SUPPORT THE MANAGEMENT OF MEDICINAL BENEFIT PROGRAMS (PBMs) IN THE SOCIAL PERSPECTIVE

Filho, Valter Jobim Meyer January 2018 (has links)
The PBM consists on an operation that provides discounts benefits to those user adepts to the industries and pharmacy's programs. The present work has the goal to build a performance evaluation model in order to support the management of the reaching of the PBM on a social perspective, concerning the pharmaceutical branch. It was performed a research-action model research, based on a data collect with primary and secondary sources, using (MCDa-C) as the intervention tool, and it was considered highlighting the following results: (i) the model was built based on 4 areas of concerns: pharmacy, government, industry and consumer; (ii) it was built 36 descriptors for the four main point of views MPVs Consumer, Government, Pharmacy and Industry; (iii) the performance profile got thirty six descriptors and nine of them had compromising performance. Concluding the importance of the study for the best decisions on the Management of Benefits in Medicines. / Submitted by Valter Jobim Meyer Filho (valter.meyer@unisul.br) on 2018-11-14T13:42:50Z No. of bitstreams: 2 license_rdf: 914 bytes, checksum: 4d2950bda3d176f570a9f8b328dfbbef (MD5) DISSERTACAO FINAL REVISADA.docx: 3792451 bytes, checksum: 207a1c57b352ac6ef314e68ced754c41 (MD5) / Approved for entry into archive by Raquel Janir Antunes (raquel.antunes@unisul.br) on 2018-11-14T17:56:09Z (GMT) No. of bitstreams: 2 license_rdf: 914 bytes, checksum: 4d2950bda3d176f570a9f8b328dfbbef (MD5) DISSERTACAO FINAL REVISADA.docx: 3792451 bytes, checksum: 207a1c57b352ac6ef314e68ced754c41 (MD5) / Made available in DSpace on 2018-11-14T17:56:09Z (GMT). No. of bitstreams: 2 license_rdf: 914 bytes, checksum: 4d2950bda3d176f570a9f8b328dfbbef (MD5) DISSERTACAO FINAL REVISADA.docx: 3792451 bytes, checksum: 207a1c57b352ac6ef314e68ced754c41 (MD5) Previous issue date: 2018 / Os Programas de Benefícios de Medicamentos consistem em uma operação que proporciona um benefício de descontos para os usuários adeptos aos Programas das Indústrias Farmacêuticas. O objetivo deste trabalho foi construir um modelo de avaliação de desempenho para apoiar a Gestão do alcance dos Programas de Gerenciamento de Benefícios (PBM´s) na perspectiva Social, voltado para o ramo farmacêutico. Foi realizada uma pesquisa de natureza pesquisa- ação, com coleta de dados de origem primária e secundária, utilizou-se a Metodologia Multicritério de Apoio a Decisão Construtivista (MCDA-C) como instrumento de intervenção, e foi considerado com destaque os seguintes resultados: (i) o modelo foi construído com base 4 áreas de preocupação: farmácia, governo, indústria e consumidor; (ii) foram construídos 36 descritores para os quatro Pontos de Vista Fundamentais PVFs Consumidor, Governo, Farmácias e Indústria; (iii) o perfil de desempenho da pesquisa obteve trinta e seis descritores sendo que nove deles com desempenho comprometedor. Concluindo a importância do estudo para apoiar as melhores decisões sobre a Gestão do Benefícios sobre Medicamentos.
16

Modelo de auto avaliação de desempenho para promover a motivação de um servidor público: um estudo de caso para um policial rodoviário federal em Santa Catarina

Graziano, Luiz Antonio Giardino January 2017 (has links)
The Federal Highway Police is an agency of the Public Administration and its constitutional mission is to carry out ostensive patrolling of the federal highways. This mission is very broad and its police officers face daily situations that include Guidance and Assistance to drivers and population in general, Traffic Supervision, Accident Assistance, Social Movements Negotiations, Educational Talks/Lectures, Crime Fighting among others. These different situations require from the police officer a great deal of emotional control, technical preparation and command of the legislation. Physical and emotional exhaustion and stress are constants causing illnesses associated with such situations, frustration being the main one, followed by demotivation and depression. The police officer tries to react to this context, but is faced with the questioning of "what to do", what to prioritize in his work to contribute with the harmony and well-being of society. Given this scenario, the research question emerges: What are the critical aspects to be considered by a Federal Highway Police Officer for his motivation and under his control and how can the Officer's performance relative to these issues be managed by him? To answer this question the general objective established was todevelop a Federal Highway Police performance self-evaluation model, from his perception, in order to promote his motivation in the workplace from factors that are under their control. The methodological framework is of a qualitative and quantitative research, exploratory, inductive and deductive logic, using primary and secondary data, bibliographical and documental research, applied, which was carried out via a case study. The intervention tool used for review and analysis of the literature was Knowledge Development Process – Construtivis (Proknow-C) and the tool for constructing the model was the Methodology Multicriteria Decision Aid – Constructivist (MCDA-C). The review and analysis of the literature allowed the researcher to know the fragment of literature on the subject, noticing the absence of Performance Evaluation Models developed from the standpoint of the constructivist view. The developed performance self-assessment model identified, structured and established a process to measure the performance of the federal highway police in relation to the relevant aspects that can be managed in order to improve their motivation, so that they can understand and guide their choices to the desired consequences. / Submitted by Luiz Antonio Giardino Graziano (luiz.graziano@unisul.br) on 2017-10-19T12:31:00Z No. of bitstreams: 2 license_rdf: 914 bytes, checksum: 4d2950bda3d176f570a9f8b328dfbbef (MD5) Dissertação final Graziano 18 out 2017.pdf: 8555939 bytes, checksum: 0710d4b427e202a3229687e454acbb62 (MD5) / Approved for entry into archive by Raquel Janir Antunes (raquel.antunes@unisul.br) on 2017-10-19T15:43:26Z (GMT) No. of bitstreams: 2 license_rdf: 914 bytes, checksum: 4d2950bda3d176f570a9f8b328dfbbef (MD5) Dissertação final Graziano 18 out 2017.pdf: 8555939 bytes, checksum: 0710d4b427e202a3229687e454acbb62 (MD5) / Made available in DSpace on 2017-10-19T15:43:26Z (GMT). No. of bitstreams: 2 license_rdf: 914 bytes, checksum: 4d2950bda3d176f570a9f8b328dfbbef (MD5) Dissertação final Graziano 18 out 2017.pdf: 8555939 bytes, checksum: 0710d4b427e202a3229687e454acbb62 (MD5) Previous issue date: 2017 / A Polícia Rodoviária Federal é um órgão da Administração Pública e sua missão constitucional é realizar o patrulhamento ostensivo das rodovias federais. Esta missão é bastante ampla e seus policiais enfrentam situações diariamente que englobam orientações e auxílios aos condutores e à população em geral, fiscalização de trânsito, atendimento de acidentes, negociação com movimentos sociais, palestras educativas, combate à criminalidade, dentre outras. Estas diferentes situações exigem do policial um grande controle emocional, preparação técnica e domínio da legislação. O stress e o desgaste físico e emocional são constantes, provocando enfermidades associadas a estas situações, e dentre estas se sobressai a frustração, seguida da desmotivação e depressão. O policial tenta reagir a este contexto, porém se depara com o questionamento do que fazer, o que priorizar no seu trabalho e assim contribuir com a harmonia e bem estar da sociedade. Diante desse cenário, emerge a pergunta de pesquisa: Quais são os aspectos considerados por um policial rodoviário federal como críticos para a sua motivação e passíveis de seu controle, e como o desempenho do policial em relação a esses aspectos pode ser por ele gerido? Para responder essa pergunta, foi estabelecido como objetivo geral desenvolver um modelo de autoavaliação de desempenho para um policial rodoviário federal, a partir da sua percepção, tendo em vista promover sua motivação no trabalho a partir dos fatores que estão sob seu controle. O delineamento metodológico é de uma pesquisa quali-quantitativa, exploratória, lógica indutiva e dedutiva, utilização de dados primários e secundários, pesquisa bibliográfica e documental, aplicada, a qual foi realizada via estudo de caso. O instrumento de intervenção para a revisão e análise da literatura foi o Processo de Desenvolvimento de Conhecimento – Construtivista (ProKnow – C) e o instrumento para construção do modelo foi a Metodologia Multicritério de Apoio à Decisão - Construtivista (MCDA-C). A revisão e análise da literatura permitiu ao pesquisador conhecer o fragmento da literatura acerca do tema, constatando inúmeras oportunidades acerca da falta de modelos de avaliação de desempenho desenvolvidos sob a ótica da visão construtivista. O modelo de autoavaliação de desempenho desenvolvido identificou, estruturou e estabeleceu processo para mensurar o desempenho do policial rodoviário federal em relação aos aspectos relevantes que podem ser gerenciados a fim de melhorar sua motivação, e assim poder compreender e orientar suas escolhas para as consequências desejadas.
17

Använd koden THERESE10 för 10% mer klimatpåverka : En multimodal kritisk diskursanalys av hur influencer marketing uppmuntrar till konsumtion och hur detta kan ses som ett uttryck för greenwashing.

Claesson, Victoria, Larsson, Tilda January 2019 (has links)
The following study aims to examine how influencer marketing contribute to an increased consumption in today’s society through their communication on social media, as well as how this communication can be seen as an expression of greenwashing. A multimodal critical discourse analysis has been conducted to look into and analyze the relation between how influencers encourage people to buy the products they are advertising and how they use their power to spread awareness about a sustainable lifestyle. The relevance of the study lies in the background of the climate changes and the study will therefore examine how encouragement for consumption becomes contradictory in the context of the study object, Therése Lindgren's, environmentally conscious everyday life and how this becomes an expression of greenwashing.    The result of the study shows that Therése Lindgren’s way of portraying the products she is advertising has a persuasive approach. In the posts that are environmental focused, Lindgren uses statistics and facts to strengthen her opinion to increase credibility and persuade her followers to live a more sustainable life. Furthermore, it can be assumed that Therése Lindgren's communication can give expression to greenwashing and that her posts can be a contributing factor to the increased consumption in today's society.
18

Det sticker i folk ögon när kvinnor har makt : En multimodal kritisk diskursanalys om gestaltningen i reality-programmet Svenska Powerkvinnor / It disturb people when women have power : A multimodal critical discourse analysis of the design of the reality show Swedish Powerwomen

Söderberg, Maja, Persson, Elin January 2022 (has links)
Studiens syfte är att öka förståelse för hur kvinnor gestaltas i reality-tv utifrån genus, maktperspektiv och könsstereotyper via en multimodal kritisk diskursanalys. Reality-programmet som den här studien kommer analysera är Svenska Powerkvinnor. Det är ett reality-program som handlar om fem framgångsrika kvinnor i deras vardag och yrkesliv. Kvinnorna har nått framgång i sin karriär och byggt upp ett eget entreprenörskap. Det teoretiska ramverket som studien inriktar sig på är genus, kön, stereotyper och makt. Metoden multimodal kritisk diskursanalys med analysverktygen lexikala val, visuella uttryck och kroppsliga uttryck bidrar till analysen. Utöver analysverktygen används denotation och konnotation som är två användbara begrepp i en visuell analys.  Resultatet av analysen bidrog till att vi kunde identifiera könsstereotyper, genus- och maktstrukturer i programmet. Kvinnorna i programmet visade både feminina, kvinnliga och maskulina könsstereotyper. De både följde och bröt mot genusstrukturerna och uppvisade makt på flera olika sätt. Studien bidrog till en ökad förståelse att kvinnors position i medier fortfarande är i underläge gentemot männen. Studien visar också att positiv utveckling sker och att programmet Svenska Powerkvinnor bidrar genom att gestalta kvinnor med makt. / The purpose of this study is to increase the understanding of how women are portrayed in reality television based on gender, power and gender stereotypes via a multimodal critical discourse analysis. The reality program that this study will analyse is Svenska Powerkvinnor. It is a reality show about five successful entrepreneurs in their everyday and professional lives. The theoretical framework that this study focuses on is gender, gender stereotypes and power. The method multimodal critical discourse analysis with the analysis tools lexical choices, visual semiotic choices and bodily expressions contributes to the analysis. In addition to the analysis tools, denotation and connotation are used, which are two useful concepts in a visual analysis. The results of the analysis helped us to identify gender stereotypes, gender and power structures in the program. The women in the program both followed and broke the gender structures and displayed power by showing both feminine and masculine gender stereotypes. They both followed and broke with the gender structures and displayed power in several different ways. This study contributes to an increased understanding that women's position within media is still at a disadvantage compared to men. The study also shows that positive development is taking place and that the Svenska Powerkvinnor contributes by portraying women in power.
19

"Några lyckas, några dör" : En kvalitativ studie om hur kriminalitet framställs i svensk hiphop / "Some succeed, some die" : A qualitative study about how criminality is portrayed in swedish hiphop

Perjans, Filip, Solberg, Tobias, Ernerudh, Sofie January 2023 (has links)
Denna uppsats diskuterar hur kriminalitet kan konstrueras genom analys av populärkulturella framställningar av kriminalitet utifrån ett historiskt jämförande perspektiv. Vi har gjort det genom en fallstudie av två svenska musikvideor inom genren hiphop, daterade från två olika decennier. Med metoden multimodal kritisk diskursanalys ämnar uppsatsen att kritiskt problematisera konstruktionen och framställningen av kriminalitet och granska hur dessa förändrats över tid.  Uppsatsen ämnar också kontextualisera resultatet och sätta det i relation till samhälleliga diskurser. Meningen är att bidra med inspiration till fortsatt forskning på temat framställning av kriminalitet inom svensk hiphop.   Till fallstudien har musikvideorna Kompisar från förr av The Latin Kings (från 1994) och Drip 2 hard av Einár (från 2019) valts. Det teoretiska ramverket består av populärkultur, kriminalitet och socialsemiotik varav diskurs, ideologi och makt samt kritik är underrubriker till socialsemiotik. Mot bakgrund av detta har de två texterna analyserats denotativt och konnotativt ur följande perspektiv: lexikala val, attribut och poser. Den semiotiska analysen visar att ordval, attribut och visuell framställning används för att bidra till en framställning av kriminalitet som något hotfullt men statusfyllt och glorifierat i de båda musikvideorna. En påfallande skillnad är däremot att lexikala val och attribut framställer kriminalitet som än våldsammare och mer glorifierad i Einárs musikvideo, något som kan tros vara en konsekvens av den neutralisering av ideologier som sker genom långvarig exponering.    I enlighet med tidigare forskning visar uppsatsen att framställningen av kriminalitet har en politisk grund i resan till att bli rik och uppnå hierarkisk, ekonomisk och relationell status genom kriminella handlingar. Uppsatsen identifierar flera olika typer av diskurser som detta kan kopplas till, som diskurser om gängkultur, integration och gangsterliv. / This essay discusses how criminality can be constructed by analyzing popular culture representations of criminality from a historical comparative perspective. This was carried out through a case study of two Swedish music videos in the genre of hiphop, dating from two different decades. Using the method of multimodal critical discourse analysis, the essay aims to critically problematize the construction and representation of criminality and examine how these have changed over time. The essay also aims to contextualize the results and put them in relation to societal discourses. The intention is to provide inspiration for further research on the theme of the representation of criminality in Swedish hiphop.   For the case study, the music videos Kompisar från förr by The Latin Kings (from 1994) and Drip 2 hard by Einár (from 2019) have been chosen. The theoretical framework consists of popular culture, criminality, social semiotics, of which discourse, ideology and power, and criticism are subheadings of social semiotics. Against this background, the two texts have been analyzed denotatively and connotatively from the following perspectives: lexical choices, attributes and poses. The semiotic analysis shows that word choice, attributes and visual representation are used to contribute to a representation of criminality as something threatening but status-filled and glorified in both music videos. A striking difference, however, is that lexical choices and attributes portray crime as even more violent and glorified in Einár's music video, which can be thought to be a consequence of the neutralization of ideologies that occurs through prolonged exposure.   In line with previous research, the essay highlights that the representation of criminality has a political basis in the journey to become rich and achieve hierarchical, economic and relational status through criminal acts. The essay identifies several different types of discourses to which this can be linked, such as discourses on gang culture, integration and gangsterism.
20

Trending now : En jämförelse av Försvarsmaktens användande av tradionell marknadsföring & influencer marketing

Sjöberg, Saga, Nilsson, Anna January 2022 (has links)
This essay is written to give more understanding to the use of influencer marketing within government organizations. The focus is primarily on the differences of using traditional marketing and influencer marketing, and what effect using influencer marketing has on the organization at hand.  To study this, the author’s have chosen to compare traditional marketing with influencer marketing within the Swedish military, “Försvarsmakten.” Being one of many government organizations to use influencer marketing to build and promote their brand, Försvarsmakten creates an interest in how and why influencer marketing has become a popular tool to build awareness. By doing this, they have created an interest to study the usage of these different types of marketing methods, as well as how Försvarsmakten chooses to be perceived in both materials.  To answer these questions, and to compare the usage of traditional marketing to influencer marketing, following questions has been studied and analyzed: -       What is the difference between how Försvarsmakten showcases themselves in a traditional commercial versus in a livestream? -       What are the similarities and differences between Försvarsmaktens use of traditional marketing versus influencer marketing? To answer these questions the MCDA method has been used. Creating a step by step comparison of the use of semiotics in one commercial and one livestream, done by Försvarsmakten roughly in the same time period.  With support from theories like ideology and ideology criticism, discourse analysis and strategic communication, the analysis concluded that there are both similarities and differences when comparing the commercial with the livestream. The usage of semiotics is deemed the same, with the ultimate end goal of being perceived in a positive light. The biggest differences being the choice of platform; TV and YouTube, as well as the intended target audience.  The end conclusion being that the goal is the same in both traditional marketing and influencer marketing, and that the choice of which one to use, depends on the target audience and where to find them.

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