<p>Today’s society has become a society of information were communication has become more important to manage, both for companies and for the person as an individual. If you want your message to be successful you have to plan your communication and also evaluate the result. The administration of health and care in Karlstad had already planned and performed an information campaign, “Vård & omsorg – Mer än ett jobb” (translation “Health & care – More than a job”), and therefore we got the assignment to investigate the rate of success.</p><p>The investigation is based on both theory and empiric. Questions that we considered interesting and relevant was whether the ideal campaign exists and how the campaign of the administration of health and care has been received by its target group.</p><p>The literature gives many advices for how to create a successful campaign. But to find a concept for the ideal campaign turned out to be impossible. When we compared the theories with the campaign of the administration of health and care we found out that they were quite similar. At the same time we also found possibilities for development and improvement. The target group of the administration had many opinions about the campaign. But they all had positive attitudes towards the campaign and thought that the administrations work was important and needed right now.</p><p>During the work with our paper we have recommended to plan your communication and our opinion is that a truly well planned campaign could lead to big success. The advices that we have given to the administration are therefore to continue their work with communication and stick to their device “Vård & omsorg – Mer än ett jobb”. At the same time it’s important for them to be open-minded and to always be aware of the development around them. So that they will be able to plan successful campaigns even in the future.</p> / <p>Dagens samhälle har blivit ett informationssamhälle där kommunikation har blivit allt viktigare att handskas med, både för företag och för den enskilda individen. Vill man nå fram med sitt budskap har det nu blivit ett måste att planera det man vill få sagt och även att kontrollera om man lyckats med det. Vård- och omsorgsförvaltningen i Karlstads kommun hade redan planerat och genomfört en informationskampanj, ”Vård & omsorg – Mer än ett jobb”, och vi fick därför i uppdrag att undersöka hur väl den lyckats.</p><p>Undersökningen tar sin utgångspunkt dels i teorin, i form av litteraturstudier, och dels i empirin, i form av fokusgruppintervjuer. Frågeställningar som av oss ansågs intressanta och relevanta behandlar huruvida den ideala kampanjen existerar samt hur vård- och omsorgsförvaltningens kampanj tagits emot av dess målgrupp.</p><p>Litteraturen ger många råd för hur planeringen bakom en lyckad kampanj bör gå till. Men den ideala kampanjen visade sig snart vara omöjlig att hitta. När vi jämförde teorierna med vård- och omsorgsförvaltningens verkliga kampanj så kom vi fram till att de liknade varandra i mångt och mycket. Samtidigt som vi även fann möjligheter till både utveckling och förbättring. Åsikterna som förvaltningens målgrupp hade angående kampanjen visade sig vara många. Men alla såg de kampanjen som väldigt positiv och ansåg att vård- och omsorgsförvaltningens arbete med den var viktigt och verkligen behövdes just nu.</p><p>Genom hela uppsatsen förespråkar vi planerad kommunikation och vi är av åsikten att en riktigt välplanerad kampanj kan leda till framgång. De råd som vi har till förvaltningen blir därför att fortsätta jobba med sin kommunikation och gärna hålla fast vid sin devis ”Vård & omsorg – Mer än ett jobb” ett tag till. Samtidigt som det gäller för dem att hela tiden vara öppna inför omvärldens utveckling, för att även i framtiden kunna planera lyckade kampanjer.</p>

<p>Denna uppsats är gjord på uppdrag av Tidningsutgivarnas organisation Tidningen i skolan och grundas på en kvantitativ enkätundersökning. Uppsatsen syftar till att försöka svara på den övergripande frågan ”Vilka attityder har värmländska ungdomar till lokaltidningen?”</p><p>Enkäten ställde frågor om bakgrund, medievanor, och respondentens förväntningar på framtiden. Målgruppen avgränsades till gymnasieelever, och enkäten delades ut och samlades in under ett och samma besök i klasserna. De värmländska ungdomarna har generellt sett en relativt positiv bild av lokaltidningar. De allra flesta tror att de själva kommer att prenumerera någon gång i framtiden. Samtidigt visar resultaten att målgruppen spår lokaltidningarna en framtida nergång. Idag är det teven som är det främsta mediet för nyheter. Lokaltidningarna hamnar på en andraplats på samma lista. Får ungdomarna titta tio år in i framtiden tror de fortfarande att det är teven som är det främsta nyhetsmediet. Lokaltidningarna tappar på bekostnad av Internet, men hittas fortfarande på topp-tre.</p><p>Bara en tredjedel av ungdomarna upplever att deras lokaltidning riktar sig till deras åldersgrupp, knappt någon tvivlade på vuxna som målgrupp. När vi bad dem bedöma sina respektive lokaltidningars olika egenskaper var de flesta försiktigt positiva eller likgiltiga. Värmlands tidningar är enligt våra enkätsvar varken snygg eller ful, varken pålitlig eller opålitlig, och så vidare…</p><p>Resultatet ger en aning om att lokaltidningarna står inför, om inte sin död, så åtminstone en stor utmaning.</p> / <p>This thesis was written in co-operation with the newspaper publicist organization ”Tidningen I skolan” and is based on a quantitative survey. The object of this thesis is to try to answer “What are the youth’s attitudes towards local newspapers in Värmland?” The survey asked questions about background, media habits, and expectations regarding the future. The population was limited to high school-students and the survey was handed out and collected during one visit to each of the classes.</p><p>Generally speaking, the respondents have a rather positive image of their local newspapers. A majority of them believe they’ll subscribe sometime in the future. At the same time, however, they predict a coming downturn for local newspapers. Presently, television is the number one source for news for our surveyed population, with local papers second. Asked to predict their own consumption ten years from now, internet-based news will have pushed print media down to third. But television is still on top.</p><p>Only a third of our respondents feel that their local paper caters to their own demographic, while hardly anyone doubted that grown-ups were a target group. When we asked them to appraise their local paper’s different characteristics, most were either cautiously positive or indifferent. The local newspapers in Värmland are, according to the answers we saw, neither good or bad looking, neither reliable or unreliable, and so on… The results hint at what is facing the local papers. If not their own demise, then at the very least a difficult challenge.</p>

<p>The 1st of January this year the state owned Swedish Luftfartsverket changed their name into the shorter name LFV. The shorter LFV is a more modern version in terms of that the name is a proof of that the classic organisation of the state, Luftfartsverket, with this step</p><p>breaks through boarders and finds new ways. Plans have existed before but since 2005 when Luftfartsverket lost its assignments from the government and become a state owned business corporation, the plans have intensified. Now, also for all the employees, it is</p><p>getting obvious that something is going on in the organisation.</p><p>The purpose of this paper is to see how this newly made change of name and logotype have been recieved and how it has effect the strategic choosen respondents within the organisation LFV. These choosen respondents have thorough knowledge of the organisation of LFV. Some of the questions to these respondents were how they reacted</p><p>from the change and how have they interpret the changes? Or is there actually no change for them?</p><p>Hopefully, the good and valueable values from Luftfartsverket will remain and continue to be connected to the organisation even with the three letters new name.</p><p>A conclusion this paper has come up with is that this step is, within this group of respondents, a very small step indeed with not much of visable signs of the name- and logotype change. Nevertheless, all of the strategic choosen respondents are aware of that this is really a longer process and this is just the start of it. Moreover, all of the respondents sees this step as positive for the organisation of LFV.</p> / <p>Statliga Luftfartsverket bytte 1 januari i år namn till det kortare LFV. Det nya namnet är en förkortning av det förra namnet samtidigt som det är ett bevis på en modernisering och ett bevis på att den klassiska statliga organisationen nu bryter gränser. Sedan januari 2005 då Luftfartsverket tappade sina myndighetsuppdrag och blev ett statligt affärsverk istället för myndighet, har planerna på en bolagisering intensifierats. Lösa planer har funnits länge på en förändring inom organisationen. Sedan regeringen tillsatt en flygplatsutredning om LFV:s framtida flygplatsuppdrag samt att nu namnbytet är gjort börjar LFV:s personal också se att något är på gång.</p><p>Syftet med den här uppsatsen är att se på hur det nyligen gjorda namn- och logotypbytet har mottagits av några strategiskt utvalda informanter. Dessa informanter har en god insyn i organisationen samtidigt som de alla har olika funktioner och avdelningar. Hur har dessa personer i viktiga ställningar inom organisationen tolkat att namn- och logotypbytet skett och hur har deras dagliga arbete ändrats – om det ens har det?</p><p>Med en trebokstavskombination istället för det 15 bokstäver långa ”statliga” namnet tyder mycket på att det kommer att bli lättare att bolagiseras om så blir beslutat. Det statliga och byråkratiskt klingande ”verket” uttalas då inte längre men ändå kan</p><p>förhoppningsvis de goda värdena som trygghet och säkerhet stanna kvar med namnet. Anser informanterna att detta steg som tagits är något positivt eller försvinner en trygghet i och med att LFV än så länge är ett okänt begrepp hos gemene man?</p><p>En slutsats i denna undersökning är att steget som tagits anses vara ett litet, eller till och med ett mycket litet sådant. Samtidigt är samtliga informanter medvetna om att detta bara är början på en längre process som de ser som positiv för LFV.</p>

<p>Abstract</p><p>Title: Företag X” the hidden power” a study of internal communication, culture and internal branding. Företaget X has in real life a different name.</p><p>Number of pages: 42 (49 with enclosures)</p><p>Author: Charlotta Babington Thorszelius</p><p>Course: Media and Communication Studies C</p><p>Period: Autumn 2007</p><p>University: Uppsala University, Sweden</p><p>Purpose/Aim: To analyze the internal communication, culture and internal branding of an insurance company and how they can improve these company tools can be improved.</p><p>Material/Method: qualitative method using interviews, analysis of internal communication policies and observations.</p><p>Main results: The policy documents do not match how the internal communication works in every day life. There is a structure that is working and the information flows through the different levels. The vision and goals are difficult to understand as they are written in a complicated way. The words that carry the values of the company are well known and everyone stands behind them. The staff is happy, content and pleased to be working for Företaget X. There is a strong culture with a lot of the basic underlying assumptions shown as artefacts. This also shows in the strong brand which has been built on the strength of the federation of 24 local companies, at the same time acting on a local market.</p><p>Key words: internal communication, culture, internal branding, ambassadors, communication flow, sensemaking in organizations</p>

<p>Abstract</p><p>Headline: Young trouble and teenage love (Fjortisgrubbel och tonårskärlek)</p><p>Number of pages: 37</p><p>Author: Annika Ilmoni</p><p>Tutor: Amelie Hössjer</p><p>Course: Media and communication C</p><p>Period: Autumn 2007</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University</p><p>Purpose/aim: The purpose of the work was to produce a comparing study of two Swedish teenage films from different periods of time, 1970 and 2005. An analysis was to be made of how love between teenagers as well as the heterosexual relationship in general was depicted in each of the films and further investigate the gender construction in both films.</p><p>Material/method: With the intention of narrowing down the complexity and make the evaluation more lucid 5 scenes from each film were used for comparison, these were chosen through the Anglo Saxon dramaturgy. To make the scenes more comparable 4 factors were used for analysis in each scene, these were: clothes, recreational activities, behaviour and environment. Beside the above given factors the heterosexual relationship were analysed and compared in each of the scenes through the theory of dominance in dialogue.</p><p>Main results: The gender construction occurs obliviously in the older film from 1970 while taking place in a more conscious way in the film from 2005. Further on the heterosexual relationship is perpetually depicted in the 70’s film with a submissive girl and predominant boy, the same dominance is easily seen in the more recent film but with a higher rate of equality as the girl is portrayed as the dominant character in almost half of all scenes. A general note for the comparison of the two films is that a consciousness of gender construction does not lead to a direct elimination of these.</p><p>Keywords: Teenage movie, post-modern feminism, gender construction, heterosexual relationship</p>

<p>Abstract</p><p>Title: See each other on the Internet or on a café? A survey about social consequences of Internet usage. (Umgås på Internet eller på ett café? – en studie om Internetanvändningens sociala konsekvenser.)</p><p>Number of pages: 34 (including enclosures).</p><p>Author: Carolin Johansson.</p><p>Tutor: Else Nygren.</p><p>Course: Media and Communication Studies C.</p><p>Period: Fall 2007.</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University.</p><p>Purpose/Aim: The purpose is to get increased knowledge about the social consequences that may come up when young people at the age of 16-20 are using the Internet.</p><p>Material/Method: The material consists of a questionnaire that I made with questions about Internet usage that 84 young people from five classes (from three different upper secondary schools) answered.</p><p>Main results: To have access to a computer and Internet and the fact that broadband is more inexpensive now than before leads to an increased usage of the Internet. I found out that chatting, music/movies, searching for information and using the Internet for entertainment is what most of the participants spent the most time on while using the Internet. I also found out that an increased usage of the Internet could lead to decreased time together with friends/family.</p><p>Keywords: Internet usage, social consequences, Instant Messaging, Community, online communication.</p>

<p>Abstract</p><p>Title: Watching eyes – for better or worse (Vakande ögon – på gott eller ont?)</p><p>Number of pages: 34 (41 including enclosures)</p><p>Author: Josefine Nyberg</p><p>Tutor: Göran Svensson</p><p>Course: Media and Communication Studies C</p><p>Period: Autumn term 2007</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University.</p><p>Purpose/Aim: The aim of this essay is partly to make a study about how people understand camera supervise, and partly discuss what their opinions are concering the subject.</p><p>Key Questions: Which or what is the mainpurpose of camerasurveillance? What does the public think about the subject? When can there be an insult against the integrity while using the cameras? What is private and what is public? What is the posibilities and threats in the future?</p><p>Material/Method: A qualitative method has been used. Four interviewes, one personale interview with a policeofficer from Uppsala and three focusgroupinterviwes with people from Stockholm, have been done. Then the results from the interviewes have been compared with earlier theories and reaserches. By reading publicdocuments, press releases and reports from the government, I have gather information for the essay.</p><p>Main results: Even if the public are aware of the cameras and knows that they allmoust allways are whatched by the electronic eye, they don´t seem to care that much about the constant surveillance. Even if they observe the cameras at first they quickly forget about them. The cameras real purpose is working fairly good, even if the public thinks that thecameras should obstruct all the crimes. Allthough the cameras are preventing manycrimes and discourage people from committing minor crime, just by its appearance.</p><p>Keywords: Attitudes, opinions, interviews, Panopticon, public, camera supervise, privacy and public.</p>

<p>ABSTRACT</p><p>Title: How do you get the students to listen? – A study of Academic Works communication towards students (Hur får du en student att lyssna? – En studie av Academic Works kommunikation mot studenter)</p><p>Number of pages: 38 (41 including enclosures)</p><p>Author: Fredrik Hansson</p><p>Tutor: Peder Hård af Segerstad</p><p>Course: Media and Communication studies C</p><p>Period: Autumn 2007</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University.</p><p>Aim: The purpose of this paper is to study the strategies involved in the communication process between an organisation and its target audience. The study also aims to examine the company Academic Work and its communication efforts towards the targeted audience students.</p><p>Method/Material: In order to examine the aim above, interviews were made with two persons involved in the communication of Academic Work. In addition to the interviews, a questionnaire was carried out at campus Ekonomikum, Uppsala University.</p><p>Main results: The main result can be summarized as:</p><p>· Academic Works communications have a lot of resemblance with the papers presented theory.</p><p>· Events and direct meetings is the communication effort by Academic Work that has the biggest impact on student’s awareness and knowledge of the company.</p><p>· A large majority of the students at campus Ekonomikum at Uppsala University are interested in working part-time and are aware of Academic Work. Despite this, only a few percents of the students participating in the questionnaire are working or have ever worked for Academic Work.</p><p>Keywords: Communication, students, Academic Work, target audience, strategies, message, media channel.</p>

<p>ABSTRACT</p><p>Title: Teenagers and their perception of fashion brands (Ungdomar och deras uppfattningar om modevarumärken)</p><p>Number of pages: 42</p><p>Author: Louise Kindblom</p><p>Tutor: Göran Svensson</p><p>Course: Media and communication studies C</p><p>Period: Autumn term 2007</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala university</p><p>Purpose/Aim: To achieve a deeper level of knowledge and a better understanding of high school teenager`s perception of the three fashion brands Gucci. H&M and Canada Goose and too distinguish potential gender related differences in their perceptions.</p><p>Material/Method: A questionnaire about fashion brands delivered to three schools in the Stockholm area.</p><p>Main results: Teenagers perceptions of the three fashion brands Gucci, H&M and Canada Goose are more different than similar. This differences in teenagers perceptions are discernible in a comparison between the most usual and unusual associations that are related to each of the brands. Gucci is associated with success, wealth, excitement and uniqueness. H&M is for example seen as earth-bound and has in a comparison with the other brands reached the highest level of positive associations. Canada Goose is seen as dishonest, and has the highest level of negative associations. Gucci and H&M are the strongest brands. They are strong regarding different aspects. Canada Goose is the least strong fashion mark. There are differences in perceptions of gender but they are quite seldom very big even if there are exceptions from this rule. The differences are more subtle.</p><p>Keywords: fashion brands, teenagers, perceptions, strong brands, associations, image, Kellers pyramid</p>

<p>Abstract</p><p>Title: Wikipedia as a source? Is it accepted in the studies of Media and Communications at Uppsala University? (Wikipedia som källa? Är det accepterat vid studier i ämnet medie- och kommunikationsvetenskap vid Uppsala universitet?)</p><p>Number of pages: 38 (39 including enclosures)</p><p>Author: Susanna Salomon</p><p>Tutor: Else Nygren</p><p>Course: Media and Communication Studies C</p><p>Period: Autumn 2007</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University</p><p>Purpose/ Aim: The purpose is to study whether or not the Internet encyclopedia Wikipedia is an accepted source when a student writes a paper in Media and Communications at Uppsala University</p><p>Material/ Method: Qualitative research method based on interviews with teachers and on litterature.</p><p>Main results: The study shows that there is no common view within the faculty whether or not Wikipedia could be used as a source when writing a paper in Media and Communications. Some accept it, others do not. The results show that the teachers of this subject at Uppsala University have not yet decided upon how to adjust to the new large information bank wich is Wikipedia.</p><p>Keywords: Wikipedia, Uppsala University, sources, reliability, objectivity, collective intelligence, the Internet</p>