Under en lång tid har Harlequin-romaner och romantiska fantasier varit populära bland kvinnor. Den klassiska berättelsen om hjältinnan som finner kärleken med den perfekta mannen är specifikt riktad mot kvinnor. Det har forskats kring dessa romantiska fantasier, men det saknas forskning om hur dessa romantiska fantasier representerar maskuliniteten bland de manliga karaktärerna. Målet med det här arbetet är att försöka fylla en del av det tomrummet. Med hjälp av William Labovs narrativa modell och en kvalitativ textanalys har jag analyserat två filmer inom genren chick flick, Bridget Jones’s Diary (2001) och Bridget Jones: Edge of Reason (2004). Min analys visar att maskuliniteterna som framställs i romantiska berättelser följer väldigt stereotypiska maskulina drag. Exempelvis använder sig de manliga karaktärerna ofta av fysiskt våld för att visa sin manliga dominans och genom att vinna i ett slagsmål vill de visa vem som är den bästa mannen för Bridget Jones. / Harlequin novels and romantic fantasies have been popular with women for a number of years. The classic story of the heroine finding her true love with the perfect man is directed specifically to women, for their enjoyment. While there have been studies about the romantic fantasies themselves, there’s a distinct lack of research on how these romantic fantasies portray the male characters and their masculinity. This study is a step towards filling that gap. Using a combination of William Labov’s narrative model, as well as a qualitative textanalysis, to examine two chick flicks, Bridget Jones’s Diary (2001) and Bridget Jones: Edge of Reason (2004), I have found that the masculinities portrayed in romantic fantasies follow very stereotypical male behavior. For example, the male characters will often resort to physical violence to prove their male dominance and by winning a fight they want to prove that they are the right man for Bridget Jones.

In December 2018, two documents central for the European Union’s artificial intelligence policy were released: A Coordinated Plan on Artificial Intelligence by the European Commission, and the High-Level Expert Group on Artificial Intelligence’s Draft Ethics Guidelines for Trustworthy AI.  These two documents are both an internal signal to the member states, but also an international sign about the role the EU aspires to take within the emerging AI development. Moreover, the documents are the research material used for this paper. The question this thesis seeks to answer is: “What role(s) does the European Union aspire to take in the global rise of AI?” The question will be answered by utilizing role theory. The study is conducted by carrying out a qualitative manifest content analysis with deductive approach. The main finding of this study is that the EU’s AI policy reflects the roles the EU has traditionally taken, referring to civilian power, soft power and normative power as roles. The normative power seems to, however, be the dominating role conception within the AI policy.

Syftet med studien är att genom en semiotiskt bildanalys och genusvetenskaplig ansats undersöka hur det kroppspositivistiska bikiniföretaget Elsa and Rose Swimwear framställer kvinnan i sin marknadsföring på Instagram. Då tidigare forskning kring kvinnlig framställning i reklam till stor del fokuserat på endast kroppsstorlek och attraktivitet har vi valt att inkludera analysverktyg som pose, gaze, samt etnicitet och hud. Detta för att bidra med ny kunskap om kvinnlig framställning inom reklam och sociala medier. Genom att studera sju bilder, som alla publicerades under 2018, på Elsa and Rose Swimwears Instagram-konto har vi undersökt hur kvinnan framställs, samt om och hur denna framställning av kvinnan skiljer sig från den normativa kvinnan som vanligtvis syns i media. Studiens resultat visar att ingen av de sju bilder som ingick i analysen demonstrerar “den perfekta kvinnan”, som vanligtvis syns i medier och reklamsammanhang. Ingen av kvinnorna i bilderna innehar alltså alla normativa attribut, som till exempel både en extremt smal kropp och perfekt hud. Bildernas huvudsakliga syfte är således inte att marknadsföra sina produkter med hjälp av normativa kvinnokroppar, utan att genom sin marknadsföring även sprida budskap om att alla kroppar är värda att synas i media, oavsett storlek, hudton och utseendemässiga attribut. Slutligen sänder kvinnorna huvudsakligen signaler av självsäkerhet och kontroll genom sina blickar och poseringar, vilket demonstrerar deras medvetenhet om åskådaren. Resultatet i den här studien visar således att det kroppspositivistiska bikiniföretaget Elsa and Rose Swimwears huvudsakliga framställning av kvinnan skiljer sig från den traditionella och normativa kvinnan som vanligtvis syns i media. / The purpose of the study is to, through semiotic analysis and gender theory, investigate in which way the body-positive bikini company Elsa and Rose Swimwear is representing women in their Instagram marketing. Since earlier research on female representation in advertising is largely focused on body size and attractiveness, we have in this study chosen to include analysis tools such as pose, gaze, as well as ethnicity and skin. This will contribute to new knowledge on female representation in commercials and on social media. By studying seven images, all posted in 2018, on Elsa and Rose Swimwear's Instagram account, we have investigated how women are represented as well as whether and how this representation differs from the normative female image usually seen in media. The result of the study shows that none of the seven images included in the analysis display "the perfect woman" that is usually seen in media and advertising. None of the women in the pictures possess all the normative attributes, such as both an extremely thin body and perfect skin. We find that the main purpose of the images is not to for the company to market their products with normative women's bodies, but rather market their products while spreading a message saying that all bodies are worth being seen in media, regardless of size, skin tone and appearance. Finally, the women in the pictures communicate self-confidence and control through their gazes and poses, and therefore demonstrating their consciousness of the observer. The result of the study shows that the body-positive bikini company Elsa and Rose Swimwear's main representation of women differs from the traditional and normative female image.

Följande studie undersökte Before the Flood, en dokumentärfilm av och med Leonardo DiCaprio, utifrån ett retoriskt perspektiv. Studiens syfte var att undersöka om och i så fall på vilket sätt Leonardo DiCaprio, experter och skaparna bakom dokumentärfilmen använde retoriska strategier för att förstärka Before the Flood’s budskap och verka övertygande inför sin publik. Som metod tillämpade studien kvalitativ textanalys och de tre grundläggande appellformerna, visuell retorik samt argumentation var studiens analysverktyg. Analysen resulterade i nio olika analysenheter, tre för varje analysverktyg. Fokus lades på de tre grundläggande appellformerna: ethos, logos och pathos. Analysen fokuserade på visuella bilder, kroppsspråk och gestikulering samt kameravinklar inom visuell retorik. Bildargumentation, hotargumentation samt auktoritetsargumentation var de tre analysenheterna för argumentationsdelen. Vidare diskuterades användningen av inflytelserika personer som argument för förändring i ett visst beteende och hur användningen av retoriken kan spela en betydande roll för förstärkandet av budskapet. Resultatet visade att retoriska strategier används i Before the Flood. Både DiCaprio och experterna använder retoriska appellformer och olika typer av argument för att verka övertygande inför tittarna. Studien visade också att det fanns ett samspel mellan de retoriska appellformerna och argumentationen. Samspelet var viktigt för att förstärka dokumentärfilmens anspelning på känslor och dess trovärdighet. Slutligen har dokumentärfilmens skapare tillämpat visuella medel för att förstärka appellformerna och argumentationen, vilket resulterade i att budskapet i Before the Flood förstärktes. / Following study examined Before the Flood, a documentary film by and with Leonardo DiCaprio, from a rhetorical perspective. The purpose of the study was to see if and in what ways Leonardo DiCaprio, experts and the creators of the documentary film applied rhetorical strategies to strengthen the message of Before the Flood and how to seem convincing to the audience. The study applied a qualitative text analysis as a method and the three appeal forms, visual rhetoric and argumentation were the analysis tools of the study. The result showed nine different analysis units, three for each analysis tool. Focus was put on ethos, logos and pathos as the rhetoric’s three different appeal forms. It also focused on visual images, body language and camera angles. Furthermore, the analysis focused on three different kinds of argumentation: images, threats and authorities. The study discussed the use of influential people as an argument to convince viewers to change in certain behaviour. Further, the study discussed how the use of rhetoric could play a major role in the strengthening of the message. The result showed that rhetorical strategies are used in Before the Flood. Both DiCaprio and the experts are using the rhetoric appeal forms and different kinds of arguments to seem convincing to the audience. The study demonstrated that there is an interaction between the rhetorical appeal forms and the argumentation, and the interaction is important to strengthen the emotions and the credibility of the documentary film. Lastly, the creators of Before the Flood have also applied visual tools to strengthen the emotions and argumentation, which resulted in a more reinforcing message.

Abstract The purpose of this thesis is to investigate the way George W. Bush used moral metaphors to intensify the language in his statements on Operation Iraqi Freedom. Three moral metaphors are presented within two different models that are applied on the data. The collected material for the metaphors is constituted of cognitive linguistic books from prominent linguists, such as George Lakoff, Alan Cruse and William Croft, and the data is collected from the official White House website. The scientific method used in this study has been qualitative text analysis where the hermeneutic approach has been an essential part of it. The main question: In what way did George W. Bush use moral metaphors in his statements to justify Operation Iraqi Freedom?, resulted in use of moral metaphors that sermons people’s moral values, depict Saddam Hussein’s characteristics as immoral, activate people’s moral priorities to help the Iraqi people, and addresses both conservatives and liberals in America. The conclusion of my study is that President Bush deliberately intensified the language in his statements through moral metaphors to justify Operation Iraqi Freedom. Keywords: Cognitive Linguistics, Metaphor, Figurative Language, Operation Iraqi Freedom, War on Terror, George W. Bush, Saddam Hussein, USA, Iraq, Qualitative Text Analysis, Hermeneutics.

We studied close to 100 articles about the Swedish cup in cross country skiing, published by the three media outlets that cover the entire series; www.sweski.com , www.langd.se and www.skidzonen.com. The articles were published between 2015 and 2018 and by using a quantitative analysis we discovered that in these articles, the men and the women received almost exactly the same amount of attention, as far as counting words goes. In the articles which focused on both the female and the male athletes, the editors usually chose a picture from the women’s competition as the top image. We also saw a pattern where the women were far more often mentioned by their first names only, whereas the men were usually mentioned by their full names or their last names only. Another interesting theme that we found through a qualitative text analysis regarded how the athletes were portrayed in the articles, where the women seemed to be looked upon as less mature than the men. For example, they were often called “girls” instead of “women”, but the men the same age were never referred to as “boys”. These are seen by us as signs of trivialization and infantlization of the female athletes. However, we did not find any signs of the women being described as weak, or with a focus on their appearances and private lives. These were common patterns in the previous research on the subject. / Vi undersökte knappt 100 artiklar om den svenska cupen i längdskidåkning, publicerade av de tre medierna som bevakar hela serien; www.sweski.com , www.langd.se och www.skidzonen.com. Artiklarna publicerades mellan 2015 och 2018 och med hjälp av en kvantitativ innehållsanalys fann vi att damerna och herrarna fick nästan exakt lika mycket utrymme i dessa artiklar, räknat i antal ord. I de artiklar där båda könen stod i fokus var det  betydligt oftare som en bild från damklassen valdes som toppbild. Vi såg ett mönster där damerna oftare blev omnämnda med enbart sina förnamn, jämfört med herrarna som oftast omtalades med sina hela namn eller enbart efternamn. Ett annat intressant tema som vi fann genom en kvalitativ textanalys gällde hur utövarna porträtterades i artiklarna, där damerna tycktes bli sedda som mindre mogna och vuxna än herrarna. Till exempel kallades de ofta “tjejer” istället för “kvinnor” eller “damer”, samtidigt som de jämnåriga herrarna aldrig blev kallade “killar”. Dessa ser vi som tecken på en trivialisering och en infantilisering av de kvinnliga utövarna. Däremot hittade vi inga tecken på att kvinnorna beskrevs som svaga eller med ett större fokus på deras utseenden och deras privatliv, fenomen som har varit tydligt framträdande i tidigare forskning på ämnet.

The aim of this study is to analyze whiteness in textbooks for civics. The study is executed through a text analysis of two textbooks in civics for upper primary school in Sweden. In this approach a postcolonial theoretical framework is used which is thoroughly presented, after which resulted in two analytical models. One model was used to identify binary dichotomies, while the other consisted of five questions that aimed to highlight patterns regarding whiteness in the textbooks. One of the most important contributions of the postcolonial theory was the visualization of the links between historical colonialism and contemporary societal problems such as various forms of racism and discrimination. On these grounds, the theory was chosen. The result showed a partly problematic presentation in the textbooks.

The war in Bosnia and Herzegovina was ended in 1995 with the signing of the Dayton Agreement. However, despite almost 25 years passing since its implementation Bosnia and Herzegovina is still a troubled state with deep internal divisions. This study seeks to analyzethe Dayton Agreement using an English School framework together with an examination of the most prevalent approach to peace within it. In Particular, it uses recent English School theoretical developments that place the concepts of order and justice on a spectrum where an ideal mix is sought. The focus is on discovering whether there is a focus on order to the detriment of justice. To accomplish this the thesis uses a combination of qualitative text analysis and the ADICO grammatical syntax which seeks to analyze statements by breaking them down into their constituent parts. The results of the analysis showed that the initial hypothesis was faulty, and order was in fact the least coded part of the Dayton Agreement. However, it also uncovereda number of problems, and contradictions within the Agreement, most of whom were to the detriment of the parts dedicated to justice and peacebuilding. Findings indicate that the parts of the Dayton Agreement focusing on justice and long-term peacebuilding have been negatively affected by inconsistencies and problems within it as well as the sheer variety of goals that the Agreement seeks to fulfill. This in turn has had implications for the long-term success and stability of Bosnia and Herzegovina.

Studien “Jag är helt enkelt en parasit som ska utrotas!” ämnar analysera TV-profilen och entreprenören Paolo Robertos kriskommunikation i samband med den förtroendekris som uppstod när han greps för sexköp i polisoperationen Insats torsk våren 2020. Syftet med studien är att undersöka hur en offentlig svensk person hanterar och kommunicerar en kris som drabbar det personliga varumärket och personens image. Undersökningen är en kvalitativ retorisk textanalys och utgår från teorier som image repair theory och retorikens appellformer ethos, pathos och logos. I studien analyseras totalt sex uttalanden av Paolo Roberto som berör krisen. Fem av dessa uttalanden gjordes i direkt anslutning till krisen och ett uttalande skedde ett år efter händelsen.  Resultatet av studien visar att Paolo Roberto tillämpar flera olika försvarsstrategier och retoriska övertalningsmedel i sin kriskommunikation. Analysen visar att Roberto använder fem av totalt 14 image repair-strategier: ta på sig hela skulden, tillrättaläggande, provokation, hänvisa till ett högre syfte och minimering. Ta på sig hela skulden är den strategi som förekommer oftast i Robertos uttalanden men det är endast i ett uttalande som han faktiskt ber om ursäkt. Strategierna provokation och tillrättaläggande används också frekvent i kriskommunikationen. Studien visar också att Roberto tillämpar retorikens appellformer i syfte att stärka sin argumentation och återfå förtroende och anseende. Alla uttalanden präglas starkt av pathos och Roberto försöker väcka känslor av sympati och framställer sig själv som ett offer i situationen. Det finns även inslag av ethos i kommunikationen. Logos förekommer endast i ett uttalande. Utifrån analysen går det dessutom att konstatera att kriskommunikationen, till viss del, förändrats över tid. Strategin minimering används exempelvis enbart i det sista analyserade uttalandet som ägde rum ett år efter händelsen . / The study ”I am simply a parasite to be eradicated!” aims to analyze the television personality and entrepreneur Paolo Roberto´s crisis communication in relation to the crisis of confidence that occurred when he was arrested for purchasing sexual services in the police operation Insats Torsk in the spring of 2020. The purpose of the study is to investigate how a public Swedish profile handles and communicates a crisis that affects the personal brand and the image of the person. This study uses a qualitative rhetorical text analysis and emanates from theories like image repair theory and the rhetorical appeals ethos, pathos and logos. In the study, six statements made by Paolo Roberto in relation to the crisis are analyzed. Five of the statements were directly issued in relation to the crisis and one of the statements was made one year after the incident. The result of the study shows that Paolo Roberto applies several different defensive strategies and rhetorical persuasion methods in his crisis communication. The analysis shows that Roberto uses five out of 14 in total image repair-strategies: mortification, corrective action, provocation, transcendence and minimization. The strategy that is used the most in Roberto´s statements is mortification, but it is only in one statement he actually apologizes for his actions. The strategies provocation and corrective action are also frequently used in the crisis communication. The study shows that Roberto uses rhetorical appeals with the aim to strengthen his argumentation to be able to regain trust and reputation. All statements that were made are strongly influenced by pathos and Roberto tries to induce emotion of sympathy and draws a picture of himself where he is the victim of the situation. There are also some elements of ethos used in the communication. Logos only occurs in one of the statements. From the analysis it can also be ascertained that some parts of the crisis communication have changed over time. The strategy minimization is for example only used in the last statement that was analyzed, which occurred a year after the incident.

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