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.

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.

Sports journalism has always been a male territory, both in the editorial office and in the media reporting.   This thesis examines how four male, and four female sports journalists look upon sports coverage through a gender equality perspective. The research questions regarded current sport coverage, in a gender equality perspective; why the journalists believe it is that way, what they want to change and what differences could be found between male and female journalists. The study interviewed the journalists and used constant comparative methods to analyse the result through the theories of news valuation, media logic, hierarchy of influences and gender theory. It was found that sports journalists consider current sports coverage unequal. The biggest cause is the interest from the readers, which is far larger for men’s sports. One of the most suggested ways to change the coverage is to try and report a bit more about women's sports than consumers request, to grow reader interest. Additionally, management must prioritize women’s sports higher, in order for the coverage to become more equal. One difference identified between the opinions from male and female sports journalists, is that female journalists emphasized the way sports journalists report about women, which the male journalists didn’t. Their biggest concern is instead how to report more about women’s sports and adhere to readers' interests.                                                                            This study offers an understanding of which parameters affect, and what can be done for a more gender equal sports coverage, through the perspective of active sports journalists.

This thesis examines the role of authorship and agency in the construction of identity within online K-pop standoms. The construction of identity is understood as a continuous discursive and communicative process, in line with historical research on discourse and identity. During the 21st century, Korean pop music has become a worldwide phenomenon, culminating in the band BTS becoming the first South Korean group to top the US Singles chart. The success of K-pop is often attributed to fan-driven, coordinated campaigns on social media platforms. In a world where the self is increasingly constructed through media, and around media objects, it is important to continuously attempt to gain a better understanding of the implications thereof. To capture the deeply mediatised nature of K-pop communities, this study frames their online communicative practices as authorship, to make visible the relationship between authorship and discourse in expressions of identity on social media. A critical discourse analysis is conducted using the discourse-historical approach, exploring the interactive and discursive strategies of so-called BTS stans on Twitter. The combination of authorship and discourse analysis was chosen to capture the initiation and recontextualisation of discourse in the process of communicating via Twitter. The analysis indicates that K-pop stans construct their collective identity through a combination of strategic deployment of discursive strategies and authorial utilising of platform affordances. The construction of collective identity is not one process, but multiple networked and interdependent processes, including but not limited to tweeting and retweeting. Stans of BTS were found to not only construct their individual and collective identities, but the identity of BTS as well.

This study aims to examine how the murder of women by a male perpetrator as a result of domestic violence is covered and framed in Swedish news articles. The chosen time period isthe months that followed the Swedish governments new plan consisting of 40 paragraphs to combat and prevent mens violence against women that was presented on the 16th of June 2021. The study also aims to examine if the journalists behind the articles contextualize the murders as a part of a structural societal problem and if the articles include any references to political measures and responsibility generally, and to the swedish governments new plan specifically. The study is based on a qualitative content analysis influenced by framing theory. Our findings indicate that it is more common to frame the murders with an episodic, rather than a thematic, discourse. Very few of the articles that were analyzed contained any references to political measures. None of the articles contained any reference to the government's plan to combat and prevent mens violence against women. This study concludes that investigative journalism is not as common as one may think, and suggests further research into the way journalists actively frame news.