Könsstereotypisering i reklam är ett genomgripande problem som fortsätter att forma och förstärka samhällets normer och uppfattningar om könsroller. Denna masteruppsats syftar till att ge en översikt över den problematiska naturen av könsstereotypisering i reklam, där man belyser de relaterade frågorna och deras konsekvenser, samtidigt som man erbjuder forskningsbaserade rekommendationer till intressenter för att främja mer inkluderande och rättvisa reklampraktiker. Forskningen visar att könsstereotyper kvarstår i reklam över hela världen, även om vissa länder kan uppvisa mer avancerade tillvägagångssätt för att hantera frågan. Det har också konstaterats att könsstereotypisering manifesteras genom olika medel, inklusive ljud-, visuella och semantiska element, där subtila former är särskilt oroande på grund av deras obemärkta påverkan på tittare. Viktiga områden för undersökning inkluderar de negativa effekterna av skadlig reklam, den kulturella påverkan, företags och intressenters ansvar, fördelarna med utbildning av anställda och interaktiva upplevelser, utmaningar med att uppnå allmänt engagemang, betydelsen av kvalitativ copytesting, effektiviteten i proaktiva åtgärder och branschinitiativ samt användningen av humor i reklam. Uppsatsen föreslår en forskningsbaserad metod för att främja jämställdhet mellan könen i reklam genom en föreslagen ram. / Gender stereotyping in advertising is a pervasive issue that continues to shape and reinforce societal norms and perceptions of gender roles. This master's thesis aims to provide an overview of the problematic nature of gender stereotyping in advertising, highlighting the associated issues and their implications, while offering research-based recommendations for stakeholders to foster more inclusive and equitable advertising practices. The research reveals that gender stereotypes generally persist in advertising, although some countries may exhibit more advanced approaches to addressing the issue. It was also found that gender stereotyping manifests through various means, including audio, visual, and semantic elements, with subtle forms being particularly concerning due to their unnoticed influence on viewers. Key areas of exploration include the negative effects of harmful advertising, the cultural influence, corporate and stakeholder responsibility, the benefits of employee education and interactive experiences, challenges in achieving widespread involvement, the significance of qualitative copy testing, the effectiveness of proactive measures and industry initiatives, and the use of humour in advertising. The thesis proposes a research-based approach to promoting gender equality in advertising through a suggested framework.

Media is something the public comes in contact with on a daily basis. Through numerous platforms, their overall goal is to spread information, messages, and pique interest. The power that the media has also means that they have a great influence on the public's perceptions and opinions about what is right and wrong. At the same time, social media has also become an increasingly common approach to spread information in a faster way than before.   This study aims to investigate how corporate scandals are portrayed by the media. Furthermore, this study aims to examine how the media's reporting of corporate scandals has changed over the years. The study has adopted a social constructivist research approach as the study touches on what is considered right and wrong from an ethical perspective. The study is a document study that examines three different corporate scandals based on 105 Swedish articles. Each corporate scandal has 35 articles designed in three tables. The 105 Swedish articles are news articles from various morning- and evening newspapers.  A conclusion drawn in the study is that only one of the articles refers to social media and that social media thus has a low impact on the media reporting of these scandals. This is partly due to the fact that two of the scandals investigated took place during a period where social media was not as developed as it is today, but the third is important to point out the reason why social media influence exists at the time of the scandal. Furthermore, it is also concluded that it is primarily the company management who were portrayed as the culprits by the media, and that the focus shifted from the organization in question. The absence of social media means that only traditional media sources controls the story of the corporate scandals.This is clearly shown among the articles as they focus on blaming the individuals behind the scandals in order to apply the idea of the guilty towards the innocent which piques a greater interest and thus generates more income  A proposal for further research includes examining articles internationally in order to determine how they may differ from Swedish media and also to be able to shed light on the factors behind the differences.  This study is written in swedish / Media är något allmänheten kommer i kontakt med dagligen. Via olika plattformar är deras övergripande mål primärt att sprida information, budskap, och väcka intresse. Denna makt som media behärskar innebär även att de har en stor påverkan på allmänhetens uppfattningar och åsikter kring vad som är rätt och fel. Samtidigt har även sociala medier blivit ett alltmer vanligare tillvägagångssätt för att sprida information på ett snabbare sätt än tidigare. Syftet med studien är att undersöka hur olika företagsskandaler framställs i media. Vidare syftar studien även till att undersöka hur medias rapportering av företagsskandaler förändrats genom åren. Studien har antagit en socialkonstruktivistiskt forskningsansats då studien berör vad som anses rätt och fel ur ett etiskt perspektiv. Studien är en dokumentstudie som undersöker tre olika företagsskandaler utifrån 105 svenska artiklar. Varje företagsskandal har 35 artiklar utformade i varsin tabell. De 105 svenska artiklarna är nyhetsartiklar från diverse morgon – och kvällstidningar.   En slutsats som dras i studien är sociala medier och dess påverkan på medias framställning av skandaler är svag eftersom endast en av de berörda artiklarna refererar till sociala medier.  Detta beror delvis på att två av de undersökta företagsskandalerna skedde under en period där sociala medier inte var lika utvecklat i den grad som den är idag, men den tredje är viktig att poängtera av den orsaken att sociala mediers påverkan existerade vid skandalens tidpunkt. Vidare dras även slutsatsen att det primärt är företagsledningen som framställs som de skyldiga av media, och att fokuset försvann från organisationen i fråga. Sociala mediers frånvaro bland rapporteringen innebär att enbart traditionell media styr narrativet av företagsskandalerna. Detta visas tydligt bland artiklarna då de fokuserar på att skuldbelägga individerna bakom skandalerna för att kunna applicera idén om de skyldiga gentemot de oskyldiga som väcker ett större intresse och därmed genererar fler intäkter.   Ett förslag på vidare forskning inkluderar att undersöka artiklar internationellt för att kunna avgöra skillnader gentemot svensk media och även kunna belysa de faktorer som ligger bakom skillnaderna.  Studien är skriven på svenska

Vergleichsweise wenige Texte in den Printmedien beschäftigen sich mit Allergie als Gegenstand öffentlichen Interesses. Deshalb untersucht die Dissertation die Darstellung von Allergien in Lifestyle-Magazinen im englisch- und amerikanischsprachigen Raum. Die vorliegende Arbeit befasst sich mit der Verbreitung von medizinischem Wissen durch die Medien. Sie zeigt, ob und wie die Medien zu Aufklärung und Information über Krankheiten, deren Relevanz, Diagnostik und Therapie, beitragen. Sie geht dabei besonders auf den Bedeutungsbereich von Wörtern ein, die als Metaphern benutzt werden. Das Fundament der Überlegungen bildet der Essay „Illness as Metaphor“ von Susan Sontag, in dem sie die Darstellung von Krankheiten und die Benutzung von Stereotypen abhandelt und Fragen, die im Zusammenhang mit Krankheit als sozialer und kultureller Angelegenheit stehen, aufwirft. Um den populärwissenschaftlichen Diskurs der analysierten Artikel in dieser Arbeit zu verstehen, wurde die von Jürgen Link entwickelte Diskursanalyse herangezogen, die sich eng an die Diskurstheorie Foucaults anlehnt. Die semiotischen Deutungsansätze werden mit Hilfe der Untersuchungen von Roland Barthes erklärt. Ziel der Arbeit ist es zu zeigen, wie die verschiedenen Diskurse ineinander greifen, welcher Mechanismus sich dahinter verbirgt und wo Ansatzpunkte für eine sachgerechte publizistische Behandlung des Themas liegen. Der Nutzen von Metaphern in der Beschreibung von Krankheiten liegt darin, dass sie kollektive Gefühlslagen ansprechen und den Denkraum des Möglichen erweitern. Dieser Aspekt ist besonders wichtig, da das Wort Allergie zu einer praktischen und populären Metapher für eine Reihe persönlicher, beruflicher oder politischer Antipathien geworden ist. Obwohl allergische Erkrankungen in der modernen Welt immer häufiger auftreten, räumen ihnen die Medien noch nicht den Platz ein, den sie -- auch ausgehend von der volkswirtschaftlichen Bedeutung der Erkrankungen -- dringend haben müssten. / Only a few print media focus on allergies as a matter of public interest. For this reason the dissertation analyzes the presentation of allergies in English and American lifestyle magazines. This thesis examines the propagation of medical knowledge via the media. It shows if and how the media contribute to health education and information about illness, its relevance, diagnostic investigation as well as therapy. The main focus is on those words which are used as metaphors. They represent an important subject of Susan Sontag''s essay „Illness as Metaphor“ which demonstrates the presentation of illness, the use of stereotypes and thus raises issues about illness being a social and cultural matter of interest. To understand the popular scientific discourse of this dissertation Jürgen Links'' discourse analysis is being used which follows closely Foucault''s theory. The semiotic interpretation is supported by the theories developped by Roland Barthes. This dissertation aims to show how the different discourses intertwine, to bring to fore the underlying mechanisms as well as an appropiate journalistic approach. The benefit of using metaphors when describing illness is that the collective state of mind is addressed and thus the range of thinking will be broadened. This aspect is especially important because the word allergy became a convenient and popular metaphor for a number of personal, professional or political aversions. Although allergies are dramatically on the raise in the modern world, their significance is not recognized yet by the media in their complexity as it should be the case, especially against the backdrop of the economic relevance of that illness

This study consisted of a qualitative analysis of articles from two Canadian newspapers related to North America’s only safe injection facility for drug users, Vancouver’s Insite, and examined the texts for latent themes derived from a review of harm reduction and governmentality literature. The investigation asked “In what ways are Insite and its clients represented in the media and what implications do those portrayals have in terms of Insite’s operation as a harm reduction practice as well as a governmental strategy designed to direct the conduct of drug users who visit the site?” The analysis revealed conflicting representations, some which have positive potential in terms of Insite’s adherence to the fundamental principles of harm reduction and others that undermined those principles and suggested that the site may have traditional governmental functions, perhaps indicating less distance between the harm reduction and governmentality philosophies in the discourse surrounding the SIS than expected.

This study consisted of a qualitative analysis of articles from two Canadian newspapers related to North America’s only safe injection facility for drug users, Vancouver’s Insite, and examined the texts for latent themes derived from a review of harm reduction and governmentality literature. The investigation asked “In what ways are Insite and its clients represented in the media and what implications do those portrayals have in terms of Insite’s operation as a harm reduction practice as well as a governmental strategy designed to direct the conduct of drug users who visit the site?” The analysis revealed conflicting representations, some which have positive potential in terms of Insite’s adherence to the fundamental principles of harm reduction and others that undermined those principles and suggested that the site may have traditional governmental functions, perhaps indicating less distance between the harm reduction and governmentality philosophies in the discourse surrounding the SIS than expected.

This study consisted of a qualitative analysis of articles from two Canadian newspapers related to North America’s only safe injection facility for drug users, Vancouver’s Insite, and examined the texts for latent themes derived from a review of harm reduction and governmentality literature. The investigation asked “In what ways are Insite and its clients represented in the media and what implications do those portrayals have in terms of Insite’s operation as a harm reduction practice as well as a governmental strategy designed to direct the conduct of drug users who visit the site?” The analysis revealed conflicting representations, some which have positive potential in terms of Insite’s adherence to the fundamental principles of harm reduction and others that undermined those principles and suggested that the site may have traditional governmental functions, perhaps indicating less distance between the harm reduction and governmentality philosophies in the discourse surrounding the SIS than expected.

Diploma thesis Aircraft and railway accidents in the Czechoslovakia and in the Czech Republic in 1960 - 2008 in the daily press describes ten serious traffic accidents (five airplane and five train accidents), the context and especially the media coverage of these accidents. The thesis describes and compares the media coverage of these accidents in the analysed daily press - in daily newspaper Rude pravo, Pravo, Mlada fronta and Mlada fronta DNES. It shows the changes in the way of media coverage. It also looks for the factors which influenced the way of media coverage. The aim is to show the changes in the methods and results of a work of a journalist and to set them into the historical, political, social and media context. Furthermore, the thesis consists some theoretical parts about aircraft and railway accidents and prevention. The media analysis is contextualised by some relevant media theories and a brief history of media in Czechoslovakia and the Czech Republic in the analysed period.

This study consisted of a qualitative analysis of articles from two Canadian newspapers related to North America’s only safe injection facility for drug users, Vancouver’s Insite, and examined the texts for latent themes derived from a review of harm reduction and governmentality literature. The investigation asked “In what ways are Insite and its clients represented in the media and what implications do those portrayals have in terms of Insite’s operation as a harm reduction practice as well as a governmental strategy designed to direct the conduct of drug users who visit the site?” The analysis revealed conflicting representations, some which have positive potential in terms of Insite’s adherence to the fundamental principles of harm reduction and others that undermined those principles and suggested that the site may have traditional governmental functions, perhaps indicating less distance between the harm reduction and governmentality philosophies in the discourse surrounding the SIS than expected.

Social media has been getting more and more attention from common users as well as businesses. Although the level of social media adoption varies by sector and geographical location, all companies strive to understand which social media platforms adopt and how to effectively use them. There is a specific position for the winery sector, which is widely recognised as traditional. However, more and more people search for information, share information and purchase goods or services online, which made presence on social media inevitable even for wineries. There is a body of literature concerning wineries' social media adoption and usage, however there is none of such kind to be found in the Czech Republic. Thus, this paper's aim is to fill this gap and to find out to what extent do Czech wineries use social media and why. This paper investigates 96 responses from wineries from all regions of the Czech Republic. The evidence is that the common communication channels of Czech wineries are rather traditional, being it personal communication, email or phone. However, the level of social media adoption in comparison with Australia, Germany or New Zealand is rather high. Although Czech wineries value social media, there is a significant lack of knowledge in how to use them efficiently.

In this thesis, we have studied the problem of detecting automated Twitter accounts related to the Ukraine conflict using supervised learning. A striking problem with the collected data set is that it was initially lacking a ground truth. Traditionally, supervised learning approaches rely on manual annotation of training sets, but it incurs tedious work and becomes expensive for large and constantly changing collections. We present a novel approach to synthetically generate large amounts of labeled Twitter accounts for detection of automation using a rule-based classifier. It significantly reduces the effort and resources needed and speeds up the process of adapting classifiers to changes in the Twitter-domain. The classifiers were evaluated on a manually annotated test set of 1,000 Twitter accounts. The results show that rule-based classifier by itself achieves a precision of 94.6% and a recall of 52.9%. Furthermore, the results showed that classifiers based on supervised learning could learn from the synthetically generated labels. At best, the these machine learning based classifiers achieved a slightly lower precision of 94.1% compared to the rule-based classifier, but at a significantly better recall of 93.9% / Detta exjobb har undersökt problemet att detektera automatiserade Twitter-konton relaterade till Ukraina-konflikten genom att använda övervakade maskininlärningsmetoder. Ett slående problem med den insamlade datamängden var avsaknaden av träningsexempel. I övervakad maskininlärning brukar man traditionellt manuellt märka upp en träningsmängd. Detta medför dock långtråkigt arbete samt att det blir dyrt förstora och ständigt föränderliga datamängder. Vi presenterar en ny metod för att syntetiskt generera uppmärkt Twitter-data (klassifieringsetiketter) för detektering av automatiserade konton med en regel-baseradeklassificerare. Metoden medför en signifikant minskning av resurser och anstränging samt snabbar upp processen att anpassa klassificerare till förändringar i Twitter-domänen. En utvärdering av klassificerare utfördes på en manuellt uppmärkt testmängd bestående av 1,000 Twitter-konton. Resultaten visar att den regelbaserade klassificeraren på egen hand uppnår en precision på 94.6% och en recall på 52.9%. Vidare påvisar resultaten att klassificerare baserat på övervakad maskininlärning kunde lära sig från syntetiskt uppmärkt data. I bästa fall uppnår dessa maskininlärningsbaserade klassificerare en något lägre precision på 94.1%, jämfört med den regelbaserade klassificeraren, men med en betydligt bättre recall på 93.9%.