<p>Abstract</p><p>Title: The GI- method –bluff or the path to healthy life?</p><p>Number of pages: 41</p><p>Tutor: Lowe Hedman</p><p>Author: Annika Westlund</p><p>Course: Media and Communication Studies C</p><p>Period: Fall 2006</p><p>University: Division of Media and Communications Studies C</p><p>Purpose/Aim: The aim of this essay was to investigate how the site GI viktkoll describes glycemic index on their website. The intention was also to investigate how the media presented GI through articles and how they used doctors and dieticians to appear trustworthy. Another aim was to investigate what effect GI viktkoll could have on its readers.</p><p>Method/Material: I have chosen a qualitative method where I did a discourse analysis of the articles which were presented on the GI viktkolls website during a period of three weeks. This was my main method in the essay. I also did two interviews with educated professionals. The articles on the website were thereby the main material I used in the essay.</p><p>Main results: My result shows that GI viktkoll do have an underlying aim in wanting to influence its readers ina specific way. Therefore my result shows that it is important as a reader, to be aware of that GI viktkoll might not present a critical way of thinking and every aspect of the phenomenon. GI viktkoll also has influence on people because they have power to change peoples mind about the phenomenon GImethod in the society. GI viktkoll only presents the healthy way of living through the GI method, although there still there is a lot of disagreement from other directions such as doctors and dieticians about the actual effects of the GI method on healthy people.</p><p>Keywords: glycemic index, media culture, encoding/decoding, discourse analysis.</p>

<p>ABSTRACT</p><p>Title: “Lifestyles come and go but your choices remain…” (“Livsstilar kommer och går, men valen består...”)</p><p>Number of Pages: 42 (45 including enclosures)</p><p>Author: Jenny Rydqvist</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 to make a study of how young adults between 19-25 years are influenced by commercials.</p><p>Key Questions: How are students in Uppsala influenced by commercials? Do the commercials influence the consumptionbehaviour? Do the commercials influence the lifestyle? Do the influences of the commercial construct the individual lifestyle? In which extent is it social related?</p><p>Material/Method: Together with literature studies, a qualitative method has been used with 5 interviews with young adults in the age of 19-25 in Uppsala. I have compared these five interviews with earlier results and research.</p><p>Main Results: I have found out that these young adults don’t want to admit being influenced by commercials even if they know they are. These young adults have also formed consumptionbehaviour after the commercials, which they show in for example their way of shopping and their way of acting afterwards. The lifestyle is social related, but today we have a lot more choices to make. Today we tend to choose different then before, often because of the knowledge we got.</p><p>Keywords: Lifestyle, influence, commercials, advertising, identities, choice, social related, Giddens, Paterson, Bjurström</p>

<p>Abstract</p><p>Title: What TV-glasses do you wear? A study in how party-political people decode the TVshow Scooby Doo (Vilka tv-glasögon har du? En studie i hur partipolitiskt aktiva personer tolkar tv-serien Scooby Doo)</p><p>Number of pages: 47 (54 including enclosures)</p><p>Author: Christopher Landstedt</p><p>Tutor: Amelie Hössjer</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 to make a study in how party-political people, 18-25 years old, both female and male, decode the messages in the TV-show Scooby Doo from 1969. Do they decode the show differently because of their political view, their gender or, and their social background? Is there a pattern in the decoding or is it based on a more individual level?</p><p>Material/Method: A qualitative method containing a total number of 16 individual interviews with young adults, 18-25 years old, half of them female, the other half male, were used. All of the participants are members of political youth parties/organizations, equally divided in left and right wing parties. Scooby Doo was chosen thanks to the lack of political meanings and messages in the show and its objective aura. The respondents got to see a preselected episode from the first season ever of Scooby Doo. After they finished watching the show, the interview took place. The interview contained questions on a deeper lever regardingthe episode. Stuart Hall’s all time classic encoding-decoding theory is used as the main theory with the support from other theories in the same field.</p><p>Main results: The degree of active reading is overall equal among the young adults that participated in the study. Differences can be found in the way they decode the sender’s messages and what values they put into the message. The leftwing respondents tended to decode the show in more oppositional way than the rightwing people who tended to read the messages dominant. There is an exception to every rule, also in this case. To sum it all up in one last sentence it should be said that some people’s personal values shine through, and aremore obvious than others.</p><p>Keywords: encoding-decoding, gender, television, interpretation, Scooby Doo, political view, leftwing and rightwing</p>

<p>Abstract</p><p>Title: Brand communication – An analyze of Borka and BayIcons communicative labor in relations with WJOS. (Varumärkeskommunikation – En analys av Borka och BayIcons kommunikativa arbete i relation till WJOS)</p><p>Number of pages: 53 (55 including enclosures)</p><p>Author: Johan Larsson</p><p>Tutor: Göran Svensson</p><p>Course: Media and Communications Studies C</p><p>Period: Second term / autumn 2007</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University</p><p>Purpose/aim: The purpose of this essay is to study how two small Swedish clothing companies, Borka and BayIcon, manage their brand communication. Brand communication includes work with target groups, brands, media and finally communication in a bigger perspective. The clothing companies are compared and analyzed thru a perspective of an advertising agency.</p><p>Material/method: This essay uses two case studies with qualitative research interviews as methods. The material is combined by three interviews, one with Borka, one with BayIcon and one with WJOS.</p><p>Main result: Borka uses newspaper adverts, fairs and sponsoring as their mixture of mediums. BayIcon uses web pages, events and sponsoring. The events, fairs and sponsoring are arranged under the definition arrangements and it is the richest form of communication because it gives the opportunity of a dialog. The dialog is a good way to get in touch with the customers. Both Borka and BayIcon use a strategic way of working with communication, which emphasizes that communication is created in a dialog between the customer and the company. The biggest difference between WJOS and Borka and BayIcon is that the clothing companies work more with what they think is right and less with strategies.</p><p>Keywords: brand, communication, target groups, events, strategic communication, dialog, advertising.</p>

<p>ABSTRACT</p><p>Title: The defend of the picture – a comparison of recruitment advertisements from the Swedish Armed Forces / Bilden av försvaret– en jämförande studie av Försvarsmaktens rekryteringsannonser</p><p>Number of pages: 35</p><p>Author: Greta Simonsson</p><p>Tutor: Mats Lind</p><p>Course: Media and Communication Studies C</p><p>Period: Autumn Semester 2007</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University</p><p>Aim: Do the messages in the recruitment advertisements from the Swedish Armed Forces differ between such advertisements produced in the “defense against invasion” era and those produced in the present, more internationally oriented era, when analyzed using semiotics? And, how are these advertisements understood by their receivers?</p><p>Material and method: Interviews, a focus group and semiotic analysis.</p><p>Main results: The messages in the recruitment advertisements have changed. In line with the changed focus of the Swedish Armed Forces to more international cooperation and missions, the present day advertisements do indeed have a more international and aggressive focus.</p><p>Keywords: Swedish Armed Forces, information, recruitment, advertisements, semeiotics.</p>

<p>Abstract</p><p>Title: Strategic Communication within franchising, a case study of Gallerix</p><p>Number of pages: 60 (65 with enclosures)</p><p>Author: Charlotta Babington Thorszelius</p><p>Course: Media and Communication D</p><p>Period: Spring 2008</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University, Sweden</p><p>Purpose/Aim: To find out, by doing a case study, how communication between the two parties in a franchising relationship works, and how communication can strengthen the concept and brand. By analysing the communication, identify strengths and weaknesses and make suggestions for improvement.</p><p>Material/Method: Qualitative method by using interviews</p><p>Main results: The understanding of the concept and the relationship between franchiser and franchisees are vital for the success of the franchising chain. The main internal communication channel today is the Intranet, and more personal contacts and meetings are requested. The yearly meetings are appreciated by the franchisees, but the content of the meetings are of varied quality. The chains value words, which are important for how the brand is perceived by the customer, are slightly different from how the franchiser and the franchisees sees them. One reason for this can be that the franchiser feels that it is difficult to have common goals and visions for a franchising chain, as the two parties have their own differing goals and visions. Not all franchisees follow the concept to 100%, and this has an impact on the chain and the brand, as a whole.</p><p>Key words: Understanding, relationship, brand, franchising, communication, information</p>

<p>Abstract</p><p>Title: A gaze says more than a 1000 words – a study of the portrayal of female celebrities in the photographic material on the online portals of Aftonbladet and Expressen En blick säger mer än 1000 ord - en studie av porträtteringen av kvinnliga kändisar i Aftonbladetsoch Expressens bildmaterial på Internet</p><p>Number of pages: 58 (59 including enclosures)</p><p>Author: Sofie Backman</p><p>Tutor: Amelie Hössjer</p><p>Course: Media and Communication Studies D</p><p>Period: Spring 2008</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University, Sweden</p><p>Aim: The aim of this essay is to study in what ways female celebrities are portrayed in the photographic material of the Swedish tabloid press. In which situations does she appear? What function does she seem to behold in the pictures? Further the thesis explores whetherthe portrayal of the female celebrity shows signs of stereotyping.</p><p>Method/Material: The study combines a quantitative and a qualitative method. A picture analysis of photographic material from the online versions of the Swedish tabloids Aftonbladet and Expressen has been conducted. To do this, a model based on categories from gender and celebrity research in the media field was created and then applied on the material. The study included 40 photographs of Swedish and international female celebritites from the popular culture industries and was studied in-depth according to elements such as activity, smile, gaze, distance and roles.</p><p>Main Results: The main results from the picture analysis show that the female celebrity is seldom shown performing any clear activity in the pictures; she is often passive and posing and she is portrayed as an object to be looked at. She also seems to be aware of this position. There is great focus on body and looks, which even further enhances the objectification. The pictures of the female celebrity show clear signs of stereotypisation. The female role in the pictures can be described using the keywords: inactive, available, personal address, body and looks and an object to be looked at.</p><p>Keywords: women, celebrity, stereotypes, picture analysis, Swedish tabloid press</p>

<p>Abstract</p><p>Title: An industry with a lacking trust – PR-consultants about their own responsibility and how they can contribute to an increased trust for their profession (En bransch med bristande förtroende – PR-konsulter om sitt eget ansvar och hur de själva kan bidra till ökat branschförtroende)</p><p>Number of pages: 68 (79 including enclosures)</p><p>Author: Ebba Göranzon</p><p>Tutor: Göran Svensson</p><p>Course: Media and Communication Studies D</p><p>Period: Spring 2008</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University</p><p>Aim: The aim of this essay is to study the Swedish PR-industry and the distrust that is directed towards it. The starting point is different PR-consultants opinion about their profession and industry. What do they think needs to be done to increase the trust for the industry and what kind of responsibility do they think they have?</p><p>Method/Material: Together with literature studies, a qualitative method has been used and five in-depth interviews with PR-consultants have been conducted. The persons interviewed all worked with questions concerning lobbying and influencing the public opinion, within Swedish PR-firms.</p><p>Main Results: The main results show that the PR-consultants pay different attention to the factors of the model, in terms of what can be done for the trust for the industry and profession. They all think they have a responsibility in the trust question and name all sorts of things they could do to improve it.</p><p>Keywords: Public Relations (PR), lobbying, influencing public opinion, trust</p>

<p>Abstract</p><p>Title: Organization is communication. Communication is organization. - A case study of the communication between the management and the employees at Save the Children Sweden. (Organisation är kommunikation. Kommunikation är organisation. - En studie av kommunikationen mellan chef och medarbetare på Rädda Barnen)</p><p>Number of pages: 37, without enclosures</p><p>Author: Anna Lilius</p><p>Course: Media and Communication Studies C</p><p>Period: Spring 2008</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University</p><p>Purpose/Aim: The aim of the study is to analyze and evaluate the communication between the management and the employees in the organization today and compare it with the organization's new strategy for internal communication. The questions asked are: 1) How is the communication between management and employees perceived by respective parties today and 2) What, if any, are the differences between the situation today as described in question 1 and the strategy for internal communication.</p><p>Material/Method: Qualitative research method. By interviewing four members of lower management and four employees, an analysis was made of how the communication between management and employees is perceived today. The results from the interviews were analyzed with the help of current theories within organizational communication, and the compared with the new strategy for internal communication.</p><p>Main results: While the results from the interviews had some similarities in relation to the importance of information of the organization's goals, they varied between the groups in respect to the degree of dialogue that was experienced. There were also differing results as to the communicational responsibilities of the employees; while the management saw that the employees had a crucial and very important communicational role, the employees themselves did not acknowledge it in any largersense.</p><p>Keywords: Organizational communication, Internal communication, Dialogue, Sense making</p>

<p>Abstract</p><p>Title: Interactive marketing and Internet - A study of Radi Medical Systems’ educational site (Interaktiv marknadsföring och Internet - En studie utifrån Radi Medical Systems webbplats för kundutbildning)</p><p>Number of pages: 43 (including enclosures 47)</p><p>Author: Daniel Palmgren</p><p>Tutor: Mats Lind</p><p>Course: Media and Communication Studies C</p><p>Period: Spring 2008</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University</p><p>Purpose/Aim: The aim of this thesis is to examine if Radi Medical Systems’ educational site has the potential to create value for the company’s customers, and by that promote improved customer relations. Questions asked are: What kinds of visions does the company have for the site? Which services are offered to the customers through the site? How do the customers experience these sInervices?</p><p>Material/Method: Information from interviews with representatives from Radi Medical Systems and their customers, observations of the webpage and information from an internal Radi document concerning the educational site has been collected and analyzed through the use of a theoretical framework, in order to provide an understanding for the questions asked. The visions were discussed and analyzed by general concepts of interactive marketing and Internet. The concepts of need, adaptation, understanding and time, functionality and trustworthy were used to create a theoretical framework regarding customer experience and customer value on a webpage.</p><p>Main Results: Radi sees the educational site as an important mean to create value for their customers, which is a first step towards being able to provide the customers with relevant and functional services. The services offered through the educational site are information about Radi’s products and the clinical areas they represent in so called modules. Other services offered are multiple choice tests and storage of the customer’s results of the tests. These services constitute a complete training-course for the customers. The customers’ experiences of the services show that the modules mainly have the potential to fulfill the needs of the customers looking for elementary information, and that the multiple choice tests and storage of the results, for the most part, could function as value added activities when the hospitals recruit new doctors and nurses. The customers have the understanding and time necessarily to use the educational site, and the customers who were familiar with Radi as a company didn’t ap rehend any problems regarding the trustworthiness of the site. However, the lack of adaptation makes the site less useful for those customers who consider themselves as advanced users of Radi’s products. Imperfections regarding the functionality of the site were also recognized.</p><p>Keywords: Interactive marketing, Internet, Webpage, Educational site, Customer relations, Customer value</p>