The research area of ​​the essay highlights the development of digital media and its importance for consumers today. Furthermore, the communication has been through a change and it is now possible for everyone to spread information and communicate with people in an easy way through social media. Since social media’s grand emergence has thereby a new profession risen, influencers. Moreover, the essay aim to study how young women get influenced by influencers’ recommendations of various products. Furthermore, three theories are presented. The first one is the Two-step hypothesis that describe how an opinion leader more easily can reach out to other people. The second theory is Parasocial Interaction, which also highlights opinion leaders and describes how a person can feel a friendly bond to another person they never have met. The third theory is Identity creation and consumption which describes how an individual can consume products to get a desired identity. In order to answer our questions, we have used two focus groups in two different age groups, consisting only women. Furthermore, we have done a thematic analysis on these two focus groups discussions to find similarities themes. In addition, we compared these groups to each other in order to reach a conclusion. Our results indicate that influencers has an impact on consumers and their behaviour in some level. The results also showed that age has a significant part of how much an individual is being influenced.

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Virtual Reality (VR) is gaining more recognition and is evoking a public interest. The virtual technology creates a virtual world controlled by body movements. The VR usage areas are still limited to entertaining, but is continuously applying more fields of usage. Advertising is one of them. The attitude of adding a new media in advertising is complex and the VR technology is to be discovered.    The purpose of this thesis is to investigate the factors that are influencing consumer attitudes towards Virtual Reality as an advertising media. By conducting interviews, the thesis aims to answer how different attitudes are coming about, and what factors that are influencing those attitudes. The authors of this thesis chose to study consumer attitudes, as attitudes could determine how various stakeholders would react in response to the attitudes. Attitudes towards VR is still an exploratory subject, and what forms these attitudes are dependent on various factors that will be discussed in this thesis.    The thesis first introduces the background of Virtual Reality as an advertising media, and then analyze the attitudes connected to VR as a form of advertising media.  The attitudes were investigated by conducting semi-structured interviews with female and male participant between the ages of 15-30. The main results showed that the factors affecting attitudes towards VR as an advertising media include social-, demographic-, economic- and environmental driven factors.

Syftet med denna studie är att undersöka nyhetsurvalet på Dagens Nyheters förstasida år 1977 respektive 2017 för att identifiera eventuella skillnader mellan dessa år. I studien fokuserar vi på olika faktorer; ämne, huvudaktör, geografiskt ursprung, antal bilder och artiklar. Metoden för studien är en kvantitativ innehållsanalys och urvalet baseras på skapandet av syntetiska veckor. Undersökningsmaterialet består av totalt 28 förstasidor där vi sammanlagt har analyserat 324 nyhetsartiklar från båda tidsperioderna. I undersökningen utgår vi från teorin om nyhetsvärdering och från tidigare forskning inom detta ämne. Teorin om nyhetsvärdering baseras på många modeller och i denna studie valde vi att presentera två av dessa modeller skapade av Håkan Hvitfelt och Johan Galtung & Mari Holmboe Ruge. Resultatet visar bland annat att det har skett en del förändringar i nyhetsurvalet på Dagens Nyheters förstasida. Nyheter som handlar om politik och politiker har haft en markant ökning mellan 1977 och 2017. Studien visar även att inrikesnyheterna har minskat medan nyheter från USA har ökat avsevärt. Ett annat resultat är att antal nyheter på förstasidan har halverats, och att antal bilder har ökat.

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This research report focus to find common denominators in the members of PRECIS and Svenska PR-företagen ́s strategies and their use of their own PR. Aim: Our aim is to study how Public Relations practitioners work with Public Relations for themselves, PR within PR, and to gain new knowledge about the field and its importance for their agencies. Our research-questions are: How are the members of the organizations, PRECIS and Svenska PR-företagen, presenting their use of Public Relations for their own companies? Which strategies do they use in PR-purposes for their own company? How do the agencies use of PR for their own company to contribute to excellence?  Theories and concepts: The theories that we have used in the study is excellence theory by J. Grunig, to complement this theory we have used a theory about two way- communication which is a part of Excellence theory. The three concepts we have used is strategy, tools and channels, these concepts have been interpreted in relation to Grunig ́s models about PR. Method: The research method is a survey based on 28 questions that was sent to the selected group of informants. The survey is constructed around three themes consisting of strategy, tools and channels and includes questions about how the respondents use PR within PR. Result: The result of the study shows us that the selected group of respondents use Public Relations for themselves. How they use it depends on target groups and situation, factors that also needs to be considered when constructing a strategy. There is no perfect strategy that can be applied on a general level, and therefore the Public relations agencies needs to create separate strategies for different target groups and situations. The results of the research contribute to new knowledge in an unexplored field within PR. Keywords of the research: Public Relations, Excellence Theory and Strategy.

The framing of the refugee crisis in Swedish and Danish media is investigated through the media coverage of ”flyktningsituasjonen” from September 2015 until October 2015. The report analyzes the two public service news platforms on the web in the respective countries; SVTnews in Sweden and DRnews in Denmark. The aim is to look at the coverage of the refugee crises in the period September 2015 to October 2015, and specifically to investigate which framing the refugee crisis had in SVTnews and DRnews, and if there existed a difference in the coverage between these news-platforms. A total of 106 web-articles were analyzed according to the following three criteria; 1. Which topoi/angle are covered in each article? How are the national frame and the European frame of the refugee crisis presented in 
the analyzed medias? Do there exist differences in the framing of the refugee crisis in the analyzed medias? This study finds that the news available from the two news platforms are dominated by an angle showing societal consequences, and that the news coverage is dominated by public actors from the respective countries. The refugee crisis is found to be surrounded by a wide spectrum of frames, but when the results are analyzed throughout the dichotomy of the national frame vs. the European frame, there is a tendency for the refugee crisis to be covered rather as a national crisis in SVTnews and rather as a European crisis in the DRnews. That means there were some differences in the framing of the refugee crisis in the SVTnews and DRnews in the studied period.

Only For You! Brazilians and the Telenovela Flow is an anthropological study of the reception of a popular and commercial mass-media product – Brazilian "soap-operas," or telenovelas. Telenovelas are broadcast throughout Brazil six days a week, at prime-time. They attract an audience of more than forty million viewers, every day. Initially, this study began with a simple question: how do viewers engage with telenovelas' representations of the Brazilian society? Ethnographic fieldwork (conducted during several periods between 1995 and 2000, in the state of Minas Gerais, southeastern Brazil) amended and complicated this question. It became clear that in everyday life, outside of the context of immediate telenovela reception, people not only talked about the contents and characters of these programs; they also talked extensively about subjects and products that derived from or somehow entangled with the telenovela plot. The term telenovela flow is used in this study in order to describe and visualize this crucial part of informants’ receptive experience. The research presented in this study explores the contents of the telenovela flow, tracing and identifying some of its articulations and interspersions, and relating them to contemporary Brazilian society. It also examines the way the telenovela flow hails and interpellates You, the viewer, to interact with it. It is argued that the telenovela flow presents hierarchies of gender, sexuality, race and class as embodied and naturalized, at the same time that it presents tangible and immediate ways to transcend or at least circumvent those very hierarchies. Viewers, in their engagement with the telenovela flow, evaluate, scrutinize, and search for ways to reinforce or transform their positions as subjects within Brazilian society.

The purpose of the dissertation is to explore the role of organizational integrity in responses to pressures. Organizational integrity is a concept from old institutional theory; its definition is the fidelity to the organization’s core values, distinctive competence, guiding principles, and mission. Studying this concept empirically will answer calls in institutional theory to focus more on the internal dynamics in terms of the responses to pressures, especially how the people in the organization balance the act to conform or resist pressures while striving for legitimacy. These calls have remained largely unanswered, and the question of how organizations adapt while remaining true to core values and competences remains something of a mystery. Joining the recent resurgence of Selznick’s research, the aim of this dissertation is to contribute to the calls to focus on change and inertia together, and the role of values as the organization responds to pressures. Thus, change can be a threat to the organizational integrity and prompts members of the organization to preserve their familiar environment. However, this behavior creates a dilemma, since the maintenance of organizational integrity can be taken too far, to the point that the organization becomes rigid and unable to survive. Thus, it includes the organization finding a balance of staying true to its proclaimed mission and values without being too rigid and losing track of the changes in its environment. Therefore, by giving emphasis to the role of values, organizational integrity adds a new perspective and extends the understanding of how organizations respond to pressures. To fulfil this aim, this dissertation followed two newspaper organizations, an industry that is marked by a state of flux and disruptive change. The two organizations are The Courier-Mail and The West Australian. By using methods such as interviews, documentation, and observations, I got a first-hand understanding of the perceived pressures the organizational members are facing, the issues that were perceived in the organization, and how the organizational members worked to resolve them. Through these cases, the organizations either conformed and/or resisted pressures, thus allowing this study to explore the role of organizational integrity in this process. The findings suggest that the organization’s values, distinctiveness, and mission were used to evaluate experiments to solve issues rather than solely guiding the strategies to overcome the pressures. Thus, the study highlights the perceived pressures, how organizational members construct issues based on these pressures, and how the organizational members work to resolve them. This dissertation extends the understanding of organizational behavior in terms of balancing change and inertia. Organizational integrity works as a normative rationality, and to uphold legitimacy the role of organizational integrity is either to maintain, defend, or repair the character of the organization. More specifically, this adds to the scholarly discussion of the importance of values in organizational behavior, and this dissertation expands the understanding of responses to pressures by explicating the role of organizational integrity.