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In an ever-changing digital environment the Swedish Institute of Film has defined the term “filmkunnighet” to encompass every facet of knowledge related to moving images required to navigate the modern media landscape in an effective manner. “Filmkunnighet” is seen as a necessity for exercising our human rights, therefore the Swedish Institute of Film calls for national education of the subject. Since research surrounding this newly developed term is particularly scarce, we set out to explore how it can be taught effectively. Through our analysis of the educational show Bildbang (2018 - 2019) in which we compare education of “filmkunnighet” through moving images and similar education in writing we sought to identify key aspects of said education that contribute to how effective the teachings are mediated. After a thorough discussion we were able to conclude that Bildbang (2018 - 2019) is a positive example of such education and the key aspects discussed in this study could play a decisive part in future education of the subject.

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Användningen av vitt snus ökar bland kvinnor, särskilt i den yngre målgruppen. Trots lagstiftning som förbjuder riktad marknadsföring till personer under 25 år använder företagen subtila metoder för att nå denna grupp. Detta sker ofta genom influerare, speciellt de som attraherar en yngre publik, som används för att marknadsföra vitt snus på Instagram där det är svårt att kontrollera åldersgrupperna som ser innehållet. I studien görs en jämförelse av detta med PR-pionjären Edward Bernays kampanj "Torches of Freedom" på 1920-talet. Kampanjen genomfördes för att göra rökning acceptabelt för kvinnor. Hans principer inkluderade användning av symboler, vädjan till det omedvetna begäret, normalisering av beteenden och att komma in i allmänhetens mentala utrymme. Genom att koppla cigaretter till frihet och jämlikhet skapade Bernays ett nytt narrativ om kvinnlig rökning. Dagens marknadsföringsstrategier för snus liknar Bernays principer, särskilt i användningen av symboler och online influencer marketing för att koppla snusning till kvinnlighet och självständighet. Syftet med studien var att se hur Bernays principer för ”Torches of freedom” återspeglas i de metoder som reklambranschen använder sig av idag för att marknadsföra vitt snus. Vi ville undersöka vad det säger om kommunikation- och PR-branschens etik och moral, när de använder dessa tekniker för att uppmuntra unga kvinnor att börja snusa genom att koppla vitt snus till kvinnlighet. Uppsatsen utgår från de två frågeställningarna: “Hur används symboler i ”Torches of freedom” och i snusföretagens online influencer marketing?” och “Använder sig snusföretag idag av liknande taktiker som Bernays använde under ‘Torches of Freedom’?”. Genom en komparativ analys av Bernays principer och snusföretagens marknadsföring, samt influerarens roll som "nya propagandister", får vi insikt i hur dessa tekniker fortfarande används för att påverka människors beteenden och åsikter, slutsatsen vi drar är att Bernays arbete fortfarande spelar roll för modern PR och marknadsföring. Metoden inkluderar en textanalys av sponsrade sociala medieinlägg och ett urval av relevanta texter för att svara på forskningsfrågorna. Studien utgår från Stuart Halls teori encoding/decoding, med dominant läsning som teoretiskt ramverk, vilket innebär att vi har tolkat texten utifrån sändarens perspektiv.2Både ”Torches of freedom” och snusföretagens marknadsföring glamouriserar en dålig vana och lovprisar produkternas egenskaper som lovar ett förskönat liv. Båda använder sig av influerare för att rikta sig till specifika målgrupper och framhäva sina produkter som något positivt. De använder också teman som lycka, frihet och självständighet för att associera sina produkter med positiva känslor och livsstilar. För att nå ut till målgruppen använder företagen sig även av media, men på grund av tidsskillnaden används olika typer av media. Under “Torches of freedom” så var det väsentligt att få plats i tidningar för att nå ut till folk, men idag är de möjligheterna oändliga, och ett av de största medierna idag är Instagram. Sammanfattningsvis drar vi slutsatsen att kampanjerna har olika kulturella bakgrunder, men båda syftar till att främja användningen av tobaksprodukter genom att koppla dem till specifika värden, livsstilar och känslomässiga band.

This study examines how the issue of a Swedish Nato membership was portrayed in the Swedish media in the spring of 2022, following how Sweden went on to submit for Nato membership in May following Russia's invasion of Ukraine in February. The study focuses on political journalism from Sweden’s four largest newspapers: Aftonbladet, Dagens Nyheter, Expresssen and Svenska Dagbladet. Both news articles and texts by political commentators are analyzed. Previous research has found that political journalism tends to frame news about politics as a game in favour of politics as issues. Using frame analysis the main question for this study is: How was the NATO issue described in the political journalism in 2022 - as a political issue or as a political game? This question will be answered with the help of previous research in the research area of framing and with a theoretical framework based on framing-processes. Framing-processes describe how different types of frames are created and this will be the basis for this study's analysis. The study's methodological approach is based on a qualitative content analysis in the form of a linguistic text analysis. This method will be applied on news articles selected from the four largest newspapers in Sweden in order to find out how the NATO issue was portrayed in Swedish media during the spring of 2022. The findings show that about 60 percent of the articles framed the topic as a political game and 40 percent as a political issue.

Title: Between the lines: A framing analysis of political undertones in the media reports of the Israel-Palestine conflict. Authors: Maya Andersson Gouveia & Sigrid Rosenfeldt On October 7th, 2023, Hamas launched deadly attacks in Israel, leading to a significant retaliation in Gaza. The conflict escalation caught global media attention, highlighting media’s role in shaping public perception. Media strive for unbiased reporting, but studies suggest they may lose objectivity if their country has interests in the conflict, as with the U.S., a close ally of Israel. This qualitative study examines how American media portrayed the conflict from October 7th to November 6th, focusing on the relationship between news media, conflicts and politics, through the following research questions:  How do NBC News, CNN and Fox News differ in the framing of the Israel-Palestine conflict and how does it change over time? Is the political position in America reflected in the news coverage of the Israel-Palestine conflict by NBC News, CNN and Fox News, and if so, how? The included material consists of 21 articles each from NBC News, CNN and Fox News using Entman’s framing analysis as a method. Furthermore, framing theory and indexing theory form the theoretical framework of the study. The main findings discern a tendency within the news outlets to reflect the political interests of the U.S in the conflict. However, despite engaging political agendas through increased support for civilians in Gaza over time, Fox News displays a bias towards Israel. These findings shed light on the complex relationship between media portrayal, international conflicts and political agendas, offering insights into the media’s role in shaping public perceptions surrounding the Israel-Palestine conflict within the U.S. Keywords: Israel-Palestine conflict, Framing, Political agenda, American news media.  Number of pages: 59 Course: Media and Communication Studies  Department: Department of Informatics and Media University: Uppsala University
 Period: Spring Semester 2024 Tutor: Martin Karlsson

Historically, the evolution of artificial intelligence has predominantly revolved around endeavors such as the innovation of intelligent vehicular systems and sophisticated refrigeration appliances, among other advancements. Contemporary advancements in artificial intelligence, particularly in generative technologies, have brought communicative practices in focus, with generative text as the latest trending technology within AI. Consequently, numerous stakeholders within the communications sector suggest that the increase of generative AI has caused an existential dilemma regarding professional identity and function. This study aims to explore how individual communicators within the profession perceive and adapt to the integration of artificial intelligence (AI) in the production of an organization's communications. To fulfill this purpose, the following research questions were formulated: How do individuals in the communication profession define AI within the context of their profession? How do individual within the communication profession understand AI as reshaping the profession? What do communicators see as the key challenges and opportunities when incorporating AI into the creation and dissemination of an organization's communication? The theories that is used to create the study’s theoretical framework is professionalization, strategic communication, technological acceptance model and technological determinism. A qualitative method was chosen for this study with in-depth interviews of a semi-structured nature and to supplement and broaden the perspectives obtained from the interviews, podcasts have also been used. The study’s findings shows that communicators tend to define AI as a valuable resource within their profession. For them, AI not only represents advanced technology but also an opportunity to streamline and improve communication work. By integrating AI into the communication process, they experience a change in workflow and tasks. It appears that AI does not replace the work of communicators, but rather complements it. The main challenges that communicators identify when incorporating AI are the balance between human creativity and technological efficiency, as well as the ethical and practical issues associated with AI use. It is clear that AI integration is not only about incorporating new tools, but rather about reshaping the entire communication landscape and redefining the role and practice of the communicator.