Media usage, as well as media advertising, is growing in tandem with each other. Media users will, regardless of which medium that is in use, encounter a considerable amount of advertising. As we are moving towards a more digitized world, and also a more digitized media sphere, a new communication landscape has been formed. The digitalization has provided new ways to communicate and also new ways to advertise. Now there is not only possible to advertise through traditional offline media channels, such as radio and television, but also possible to advertise through online media, such as Facebook and Instagram. Personalized advertising is an advertising format which has evolved with the growth of online advertising and the ability to collect media users’ data online. Personalized advertisements are formed to comply with the media users’ preferences and have been proven to be effective and in some cases appreciated. Though, this form of advertisements has brought up concerns regarding the media users’ integrity online and previous research does, therefore, claim that personalized advertising is a paradox. Furthermore, a question that can be asked regarding advertising and the new communication landscape that has emerged is: what can be said about media users’ attitudes towards advertising online compared to advertising offline? The purpose of this study is to examine media users’ attitudes towards advertising online, compared to attitudes towards advertising offline, and further investigate whether the mediums themselves seem to have an impact on the receiver’s attitudes towards advertising. The study’s three research questions compose the structure which is followed throughout the study. Furthermore, to answer the research questions, a survey has been implemented. The survey intended to investigate media users’ attitudes towards advertisements online and offline. The theories the study is based on are Marshall McLuhan’s theory The Medium is the Message, The advertising value model by Ducoffe and Personalization. Based on the study’s theory and theoretical framework, the result was analyzed and discussed. The result of the study shows that media users’ attitudes towards advertising are overall rather similar, regardless of age, gender and political position. Further, a pattern that shows connections between media users’ self-reported awareness, their consent of data collection and their appreciation of personalized advertising online was found. The study further examines differences between attitudes towards different mediums, however, we can conclude that the mediums themselves have been proven to not be determinant in media users’ attitudes towards advertising - the experiences of advertising are rather negative regardless of where the media user encounters them. This study contributes with information and insight regarding media users’ attitudes towards advertising in different mediums, further, how media users stand regarding online privacy and concession with data collection in relation to their attitudes towards personalized advertising.

This study focuses on trying to understand the attitudes of people born in the 1940’s concerning their view on social media. This 1940’s group has been growing on the social networks such as Facebook, but their usage is not active. Therefore, the purpose of this report is to understand in what way they are affected by the using of these platforms. The theories that have been applied to this report is Habermas theory of the Public sphere and democracy, McLuhan's theory of Medium is the message and the theory of the Digital divide. These theories have been used to create an understanding of the results that emerged during the study.  A Qualitative method was used to collect information, and through this Qualitative interviews were used. The interviews resulted in three themes, which was democracy in social media, risks and possibilities in the social and the digital divide. The result showed that the group felt left out because of their lack of skills when it comes to technology. It also showed that the lack of skills has caused a negative effect since the users rather seek information than sharing their own, which was a result of their lacking skills. This result was linked to the theory of the Digital divide and McLuhan's theory of Medium is the message. When the democracy aspect was analysed, it showed that they did not trust information shared on social media.   The risks that were detected by the interviewed group was for example identity theft and stress related illness that were caused by social media. The possibilities were for example the fact that it is possible to talk to someone in another country on social media despite time differences and borders and to maintain relationships with distant relatives. These results were used to analyze the consequences further and to have a deeper discussion about the subject. For example the lack of skills lead to that this group do not have the possibility to share their thoughts and counteract stereotypes. / Denna studie har fokuserat på att försöka förstå attityderna hos de människor som är födda på 1940-talet. Gruppen ifråga har vuxit starkt på sociala medier så som Facebook och syftet med denna studie är att förstå på vilket sätt de påverkas när de använder dessa plattformar. De teorier som har använts i studien är Habermas om borgerlig offentlighet och demokrati, McLuhans teori om att mediet är budskapet och teorin om den digitala klyftan. Dessa teorier har använts för att skapa en förståelse för de resultat som framkommit under studien.   Kvalitativa intervjuer har använts för att samla in information där kön och bakgrund blandats hos de olika individerna som har intervjuats. Intervjuerna resulterade i tre teman vilka var demokrati på sociala medier, risker och möjligheter i sociala medier och den digitala klyftan. Resultaten visade att gruppen kände sig utanför på grund av sin bristande skicklighet när det gäller teknologi. De visade också att bristen på skicklighet hade negativa effekter eftersom användarna hellre sökte information än att dela med sig av sin egen, vilket var resultatet av deras bristande skicklighet.   Den digitala klyftan användes för att användarna var en del av klyftan och mediet är budskapet användes för att de inte använde alla funktioner som sociala medier erbjöd, eftersom de inte hade färdigheten. När den demokratiska aspekten analyserades framkom det att de inte litade på informationen på sociala medier. Riskerna som framkom under intervjuerna var exempelvis identitetskapningar och stressrelaterade sjukdomar, som orsakades av sjukdomar. Möjligheterna var exempelvis att man kan prata med någon i ett annat land på sociala medier, oberoende av tidsskillnader och nationsgränser samt att bibehålla relationer med avlägsna släktingar. Dessa resultat användes för att analysera konsekvenserna ännu ett steg, för att ha en djupare diskussion om ämnet. Exempelvis leder bristande på kunskapen till att gruppen inte har möjlighet att dela med sig av sina tankar och att motverka stereotyper.Carls

The project Language of the Book Volume I-III explores the conceptual and the bodily experience of reading and making books. The essay presents the development of Volume I: Narracube consisting of three storytelling prototypes. With Narracube a format was developed that can invite stories to be told beyond single voices, linear time and fixed points of views. Narracube highlights the active role of a medium in transmission of a message. A book is never a neutral container for ink but an active space of communication in its mere contruction despite its content. / Projektet Bokens språk Volume I-III utforskar den konceptuella och kroppsliga upplevelsen av att läsa och göra böcker. Uppsatsen presenterar utvecklingen av Volume I: Narrakub som består av tre prototyper för berättande. Narrakub är ett format som utvecklats för att undersöka hur konstruktionen av boken kan bjuda in berättelser bortom enstaka röster, linjär tid och låsta perspektiv. Narrakub belyser den aktiva rollen som ett medium har då det sänder ett meddelande. En bok är aldrig en neutral behållare för bläck utan bär på ett aktivt kommunikationsutrymme i sin konstruktion oavsett innehåll.

Does the individual really matter in the post-modern world, brimming with countless signs and signifiers? My main objective in this writing is to demonstrate how this happens in Verhoeven's films, exploring his central themes and subtext and doing what science fiction does: hold a mirror up to the contemporary world and critique it, asking whether our species' current trajectory is beneficial or hazardous.; Dutch director Paul Verhoeven is a polarizing figure. Although many of his American made films have received considerable praise and financial success, he has been lambasted on countless occasions for his gratuitous use of sex, violence, and contentious symbolism--1995s Showgirls was overwhelmingly dubbed the worst film of all time and 1997s Starship Troopers earned him a reputation as a fascist. Regardless of the controversy surrounding him, his science fiction films are a move beyond the conventions of the big blockbuster science fiction films of the 1980s (E.T. and the Star Wars trilogy are prime examples), revealing a deeper exploration of both sociopolitical issues and the human condition. Much like the novels of Philip K. Dick (and Verhoeven's 1990 film Total Recall--an adaptation of a Dick short story), Verhoeven's science fiction work explores worlds where paranoia is a constant and determining whether an individual maintains any liberty is regularly questionable. In this thesis I am basically exploring issues regarding power. Although I barely bring up the term power in it, I feel it is central. Power is an ambiguous term; are we discussing physical power, state power, objective power, subjective power, or any of the other possible manifestations of the word? The original Anglo-French version of power means "to be able," asking whether it is possible for one to do something. In relation to Verhoeven's science fiction work each demonstrates the limitations placed upon an individual's autonomy, asking are the protagonists capable of independent agency or rather just environmental constructs reflecting the myriad influences surrounding them.