<p>Denna uppsats fokuserar på att fånga upp en relativt ny och växande företeelse inom elektronisk kommunikation, bloggen. Med min undersökning vill jag belysa bloggens möjligheter som ett kommunikationsmedel för ledare inom offentlig verksamhet samt öka förståelsen för vad en blogg är.</p><p>Ett utmärkande drag för bloggen, som är en uppdaterad webbplats vars startsida karaktäriseras av ett antal daterade texter i omvänd kronologisk ordning, är att den beskrivs som en dagbok med en personlig, subjektiv och vardaglig text utan krav på källkritik av innehållet. Bloggen beskrivs gärna som en form av ”gräsrotsjournalistik” men den används också som strategisk kommunikation till exempel av offentliga aktörer som politiker och företagsledare eller som ett komplement inom traditionella media.</p><p>Jag har valt att göra en kvalitativ textorienterad analys av tre ledares bloggar: Rektor Kåre Bremer vid Stockholms universitet, vice-ordförande Margot Wallström vid EU-kommissionen och generaldirektör Andreas Carlgren vid Integrationsverket. Jag ville veta vad de bloggar om, hur de använder sig av attributet och hur pass privat eller offentligt deras kommunikation är.</p><p>I min undersökning kom jag fram till att de tre ledarskribenterna använder bloggen/elektronisk kommunikation som ett strategiskt redskap att kommunicera men de gör det på lite olika sätt.</p><p>Margot Wallström använder sig av sin privata sfär som metod för sin strategiska kommunikation samtidigt som hon verkar i det offentliga rummet. Hon utnyttjar alltså sitt privata liv för att lyfta upp frågor som berör den offentliga verksamhet hon verkar inom. De två manliga ledarna använder inte den privata sfären utan håller sig till frågor som i stort rör deras verksamhet.</p><p>Kåre Bremer är den ledare som tydligast fokuserar på sin organisation och för ut ett målinriktat budskap. Detta sker genom att han i högre grad utnyttjar bloggens möjligheter till att skriva ofta och kort. Han tar upp och återkommer till ämnen eller frågor som han anser är viktiga att föra ut till medarbetarna i verksamheten. Han drar sig inte heller för att framföra synpunkter om sin verksamhet gentemot sina uppdragsgivare som riksdag och regering.</p><p>Andreas Carlgrens personliga brev utnyttjar däremot inte bloggens tekniska attribut eller internets snabba publiceringsmöjlighet. Hans elektroniska brev är allmänt hållna och långa samt utkommer för sällan för att upplevas som ett nyhet eller som en dagbok.</p><p>Professionen styr de tre ledarnas bloggar, man är medveten om sitt ledarskap. Deras samtalsstil uppfattas som personlig även om de skriver korrekt och med ett välformulerat skriftspråk. Endast Margot Wallström utnyttjar bloggen som interaktiv media med möjlighet till respons via inlägg från läsaren. Samtliga tre ledare poängterar att deras bloggtexter är deras egna personliga åsikter men helt klart är att den information som de förmedlar uppfattas som källkritisk korrekt, representativ och giltig.</p><p>Min undersökning bekräftar att bloggen bör ses som en formell kanal med en informell stil som ledningen med fördel kan använda som komplement om denne har klart för sig vilka kommunikativa mål man vill uppnå. Den får dessutom bäst effekt om ledaren utnyttjar bloggens tids- och rumsliga styrka.</p>

<p> </p><p>The aim of this thesis is to find out the attitudes towards using the mobile telephone as a communication tool within the District Education Offices (DEO) in Iringa in Tanzania. This in order to collect an understanding of the use of Information and Communication Technology (ICT) in a work place in a developing country and to develop an understanding of how and why ICT is used.</p><p> </p><p>The theoretical framework which is the base for this study is made up by several theories within the field of development communication. Diffusion of innovations, ICT for developing countries, Technology Acceptance Model and a framework for sustainable ICT are the theories from which factors affecting attitudes have been collected to make up the theoretical framework for this study.</p><p> </p><p>The study was conducted with qualitative interviews with the employees of two out of seven DEOs in Iringa in Tanzania. The interview data was also complemented with data from questionnaires, filled out by employees at the DEOs. The questions in interview guide and the questionnaire were formed with the theoretical framework as the starting point and later also analysed through the same theoretical framework. Four individual interviews and one group interview with five interviewees were conducted and twelve questionnaires were collected.</p><p> </p><p>The compiled data showed that private usage, perceived ease of use, costs of usage, possible side effects of usage and the compatibility of the technology are the factors influencing the attitudes towards using the mobile phone at work and it can be concluded that the employees of the two District Education Offices in general had a positive attitude towards using the mobile phone, but that the technology and the work situation not yet were perfect for them to use the mobile phone without any restrains in their work. </p>

<p>Då Internet är det mest växande nutida mediet där konkurrensen och informationsbruset är enormt, krävs idag en lockande lättillgänglighet i företagens webbsidor. Många människor gör numera aktiva val för att undvika direkt reklam samtidigt som skepsisen kring extern företagsinformation ökar. Detta gör att företagen måste hitta kreativa lösningar i det externa kommunikationsarbetet. Syftet är att ur ett hypotetiskt perspektiv ta reda på om bloggen är ett starkt kommunikationsverktyg för företag i arbetet med att stärka och bygga kundrelationer samt varumärke. Undersökningen genomförs via kvalitativa intervjuer med utvalda respondenter från fem företag relaterade till bloggen som verktyg. Resultatet av intervjuerna visar att samtliga företag i undersökningen ser bloggen som någonting positivt. Bloggen ses som en möjliggörare för öppenhet och trovärdighet samtidigt som informationen når konsumenten genom ett eget aktivt val. Däremot saknas än så länge den optimala mätbarheten i bloggen som verktyg då fenomenet är relativt nytt och outvecklat.</p>

<p>I ett försök av mig att ge spelmediet samma sorts behandling som många andra medier före det har jag valt ut fyra spel inom två olika genrer för en analys av deras handling, karaktärer, estetik och gameplay. Handlingen summeras enligt reglerna för narrativt berättande och en semiotisk infallsvinkel används sedan för att leta efter saker, tecken, som är värda att tas upp för analys i alla fyra kategorierna. Vissa jämförelser görs mellan spelen, främst inom kategorierna estetik och gameplay, först inom samma genre och sedan genrerna emellan för hitta likheter och skillnader i sättet spelutvecklarna har valt att utmana spelaren och göra spelen roliga att spela och hur de har valt att förmedla spelens handling. De utvalda spelen är Capcoms Devil May Cry 3: Dante’s Awakening, Sony Computer Entertainment Americas God of War, Konamis Metal Gear Solid 2: Sons of Liberty och Ubisofts Splinter Cell: Chaos Theory. Resultatet är kommentarer av mig angående de tecken som har ansetts tillräckligt viktiga att kommentera inom varje kategori. Slutsatsen dras att spelen, trots deras olikheter när det gäller att representera den genre de tillhör, har vissa gemensamma tecken som går att spåra tillbaka till den gamla tidens arkadspel.</p> / <p>In an attempt by me to give the gaming medium the same kind of treatment as many other kinds of mediums before it I have chosen four games of two different genres for an analysis of their plot, characters, aesthetics and gameplay. The plot is summarized according to the rules for narrative storytelling and a semiotic approach is then used for finding things, signs, that are worth taking up for analysis in all four categories. Some comparisons are made between the games, foremost within the aesthetics and gameplay categories, first within genres and then between genres to find similarities and differences in the ways the game developers have chosen to challenge the player, make the games fun to play and present the games’ plot. The chosen games are Capcom’s Devil May Cry 3: Dante’s Awakening, Sony Computer Entertainment America’s God of War, Konami’s Metal Gear Solid 2: Sons of Liberty and Ubisoft’s Splinter Cell: Chaos Theory. The results are comments by me on the signs deemed important enough within every category. The conclusion is made that the games, though different when representing the genre they belong to, have certain common signs that are traceable back to the arcade games of the old days.</p>

<p><p>Today there is something called clutter. Marketers are trying to communicate so many messages to consumers that it makes it difficult for consumers to take in the different market messages that exist.</p><p>In this paper the authors study how marketers can reach out with a message in today's clutter. They are doing a case study of a marketing campaign which tried to solve the communication problems that clutter is causing. The goal of this campaign was to create a snackis, a Swedish word for a current topic, to reach out with their message. The campaign attracted attention from the media. The authors define what a snackis is. They also perform a content analysis of the campaign to study how a successful snackis can be created.</p></p>

<p>Abstract</p><p>TITLE Birdflu in the press – a critical discourse analysis on the tabloid</p><p>newspaper Expressen</p><p>AUTHOR Per Vågebrant</p><p>SUPERVISOR Malin Sveningsson</p><p>PURPOSE The purpose of this essay is to find out how the Swedish tabloid newspaper Expressen writes about the birdflu H5N1. To be more precise the purpose is to find out how the discourse is constructed. The Birdflu or H5N1 witch is its real name is something that could affect us all, yet very few people know a lot about it. To achieve this purpose I constructed one primary research question:</p><p>o How has Expressen, in the public media discourse, treated the phenomena we know as the birdflu?</p><p>This primary research question holds three more specified research questions:</p><p>o What does Expressens discourse about the birdflu look like?</p><p>o What actors are participating in the articles?</p><p>o Why does the discourse look like this?</p><p>THEORY The theory chapter of the essay contains four different parts. First I give the reader a lesson on the critical discourse analysis. This is followed by an explanation of the discourse concept. Then I turn to Kent Asp to explain what kind of power the media possesses. The last part of this chapter deals with the social constructionist perspective.</p><p>METHOD To answer my questions I used a type of text analysis called the critical discourse analysis. I used the critical discourse analysis to analyse articles about the birdflu written between the first of January 2006 and the fiftieth of February 2006.</p><p>CONCLUSION The discourse resembles on many occasions to that of fiction and imaginative literature. The journalists use different strategies to make this happen: personification, expertise actors, colourful language, intertextuallity and last but not least a feeling of “we and them”. The reason to why the discourse look like this has to do with the commercialisation of the media. It’s more important to sell then to write “proper” articles.</p> / <p>Sammanfattning</p><p>TITEL Har Expressen fått pippi? – en kritisk diskursanalys av Expressen rapportering kring fågelinfluensa</p><p>FÖRFATTARE Per Vågebrant</p><p>HANDLEDARE Malin Sveningsson</p><p>SYFTE Syftet med denna uppsats är finna svar på hur tidningen Expressen skriver om fågelinfluensa H5N1. Mer exakt hur diskursen kring fågelinfluensa ser ut. Fågelinfluensa är något som kan komma att påverka oss alla, ändock är det få som vet speciellt mycket om viruset. För att uppnå mitt syfte konstruerades en frågeställning:</p><p>o Hur har tidningen Expressen, i det offentliga mediesamtalet, behandlat fenomenet fågelinfluensa?</p><p>I denna mer övergripande frågeställning inryms de mer specificerade frågeställningarna:</p><p>o Hur ser Expressens diskurs angående fågelinfluensan ut?</p><p>o Vilka aktörer tillåts medverka i artiklarna?</p><p>o Varför ser diskursen ut som den gör?</p><p>TEORI Uppsatsens teorikapitel innehåller fyra delar. Först ges en genomgång av den kritiska diskursanalysen. Efter detta följer en förklaring av diskurs begreppet. Sedan förklara jag, med hjälp av Kent Asp, förhållandet mellan medierna och dess publik och innehåll. Teorikapitlets sista del lämnas åt att förklara det social konstruktivistiska perspektivet.</p><p>METOD För att besvara min forskningsfråga användes en typ av textanalys nämligen den kritiska diskursanalysen. Jag använde denna metod för att analysera artiklar publicerade mellan den första januari 2006 och den femtonde februari 2006.</p><p>SLUTSATS Många av de analyserade artiklarna påminner mycket om fiktion och skönlitteratur. Detta uppnås genom att journalisten använder sig av vissa grepp: personifiering, expertaktörer, värdeladdade ord, intertextualitet samt en känsla av ”vi och de andra. Anledningen till att diskursen ser ut som den gör beror på kommersialiseringen av media vilket gör att det blir viktigare att sälja än att skriva ”bra”.</p>

<p>A growing need to strengthen ones position on the market, even as a city in competition with other cities, has resulted in an increasing number of municipalities developing brand platforms. When the city of Umeå developed their platform, they identified decision makers and investors as one of four important target groups.</p><p>The aim of this study is to explore the portrayed image of the city of Umeå in two Swedish trade journals which addresses the specific target group decition makers and investors in both public and private sector. The aim is also to compare the image of Umeå in the two papers, to the ambition of the municipality, expressed in the brand platform.</p><p>In order to make the observations as firmly established as possible, the method of the study is a combination of a quantitative content analysis and a qualitative text analysis. The study draws on the theories of Eli Avraham and Philip Kotler, concerning how to improve city images and how to market a specific city among others. The study shows that the city of Umeå in large extent is portrayed in accordance to the ambition which the municipality expressed in the brand platform.</p><p>Umeå is displayed as an expanding city. The geographical position in the north of Sweden seems to be an advantage, and the public transport to the rest of Sweden and Europe are more than sufficient. Further, Umeå is portrayed as a strong university town and therefore in possession of qualified work force. A tendency is observed, that journalists write about Umeå’s use of technical innovation in different areas, which shows off Umeå as at front edge.</p><p>The commercial life in Umeå comes through as well-functioning, with the exception of reports of struggling industries which most likely in no great extent affects the city image.</p><p>The public sector is also portrayed positive, except for the articles concerning local politics, which reflects negatively. However, regardless of the positive representation of Umeå in the two papers, reports of the city seem to be very few. Therefore, the most important action is not to improve the image of Umeå, but to increase the reports of the city in papers addressing the target group, and by doing so moving Umeå higher on their list of candidates when choosing a city to establish new activity in.</p>

<p>Abstract</p><p>Purpose/Aim : My purpose with this essay is to analyse what men and women think is sexist in TV advertising. I have decided to focus my studie on Dressmann's advertising October- November 2004. I will do interviews with four different groups, two women groups and two men groups, which will include 3-4 people each. The two women groups have persons with an age between 20-30 and one with women older then 30. The men groups have also been divided into two similar groups. After this interviews I will do a semiotics analysis of three of Dressmann's tv-commercials, that I have choosen, who will confirm my hypothesis that it exists sex gender in commercial.</p><p>Material/Method: The primary data is four interviews with 14 people who are heterogeneous in age. I have also done a semiotic analysis of three commercial movies. I will begin my analysis to analyse the result from the interviews. Then I will analyse the results from the commercial advertises and finally combine these two results and use them in my conclusion.</p><p> Main Results: The result of my essay is that men and women have different point of view if the Dressmann's advertising is sexist or not. The younger generation of women do not accept these kind of advertisement and they think that advertising should not have sex allusion. They were more critical in comparison with the older women who thought that it existed more critical commercial. They thought that commercial for kids was worse then the Dressmann's advertising. The men´s opinion was that they thought that the commercial is sexy and not sexist. So they have no problem with it, becuase they think that men appreciate this kind of advertis because it´s sexy. To sum up, there is only one group who dislike this commercial and it was the younger generation of women.</p><p>Keywords: Dressmann, sexy advertising, gender</p>

<p>Abstract</p><p>Purpose/Aim: The aim of this essay is to map out how the communication is organized at the Bällstabergs School in Vallentuna. The purpose with the essay is to illuminate the pros and cons with their system so that a communicationstrategy could be worked out from the basis of the results. The aim is devided into three different questions at issue: What does the organizational structure look like and how does it concide with the communication? What does the present communicative work look like? Which communicative needs can be identified?</p><p>Method: The methodology contains two parts. The first part is an analysis of the present organization. The analysis could be used to map out the communication in an organization convex and see how it coincide with the organizational structure. The material comes from the webpage of the Bällstaberg school, different documents, the schools communication plan and from conversations. To complete the analysis there are interviewes that show the present communicative work and identifyable needs.</p><p>Main results: The structure of the communication is formal and coincides with the structure of the organization. The information goes from the principal to the managementgroup and then through the supervisor to the workgroups. The intranet is mentioned in the communication plan as a channel but hasen´t been applied more than usage of e-mail. The results show that the persons interviewed are pleased with the formal communication system, but point out minor shortages and problems. The system takes time and can not handle information that must reach members quickly. The interviewed persons inquire about an alternative channel that gives a general view and is accessible. The meetings play an essental part in the communicative work but there is a wish for formality and a more distinct structure in these. The management plays a great role and wishes for a more developed cooperation between each other to be able to make their work easier. The intranet is used limited where the only function that is used is the e-mail. All together is a need of a communication plan that works as direction in the communicative work.</p><p>Keywords: communication, organization, organizational communication,research traditions, internal communication, formal and informal systems, qualitative interviews, formal systems</p>

<p>Abstract</p><p>Aim: The aim of this essay is to study the global communication strategies of Red Cross/Red Crescent designed to help stop the hiv/aids-pandemic. The essay is also part of a cooperational project with the comprehensive purpose to investigate the relationship between the global and the local.</p><p>Material and method: The study draws on different materials and methods. Four interviews with Red Cross/Red Crescent coworkers, and a qualitative text analysis of different text documents of relevance for the global communication strategies have been carried out. These constitute the main material and methods, but two occasions of direct observations at seminars have also been carried out.</p><p>Main results: Due to the many differences between the localities of the world, the external global communication strategies of the Red Cross/Red Crescent are ment to be further developed at national level. The internal global communication strategies have an important mobilizing function, where the coworkers at national level are urged to commit to the fight against hiv/aids related stigma. The communications strategies at global level are constructed on basis of very broad and generalised conceptions about the target groups. The global dimensions of a global arena, global consciousness and global planning still appears important in the fight against the hiv/aids-pandemic.</p><p>Keywords: centralisation, decentralisation, mass communicaion, interpersonal communication, diffusion of innovations theory, global anena, global interdependence, global consciousness</p>