The case study ”Är det H&M eller luvtröjan?” intends to analyze the crisis communication that took place during H&Ms crisis in early 2018. The crisis situation stems from a controversial choice of letting a dark-skinned child wear the hoodie with the print “Coolest monkey in the jungle”. H&M was quickly criticized by the media for making racial remarks. To address the situation H&M published an official press release on their website and several public statements on their social media channels. With the main purpose of the case study being to analyze H&Ms official statements about the crisis situation, we intend to identify which strategies were applied to reduce eventual reputational damage to H&M. The case study focused on answering the different questions based on the crisis that occurred. The questions are “Which rhetorical appeals were used in the official statements published by H&M?”, “Which identifiable strategies from SCCT and IRT were used in the official statements published by H&M”, and “Which actions were implemented by H&M after the crisis situation, and what effect does that have on the brand?”. A rhetorical analysis was used to identify which rhetorical appeals including Ethos, Logos, and Pathos were used in the official statements by H&M, and furthermore, understand what the usage of certain appeals means to the crisis situation and its communicational part. The theories within crisis communication that were used are situational crisis communication theory and image restoration theory. These theories present strategies to use in cases of crisis. To answer the second question, the official statements were analyzed and categorized after which strategi they could identify as. The last question was not based on theories, and was answered by following research about H&Ms actions after the crisis. The results shows that H&M mostly used pathos to persuade the organization's stakeholders to show regret about the situation, and that pattern can be found in all the official statements that were analyzed. Furthermore, the theories that were most identified in the official statements were sympathy, regret, and apologetic, which overall shows regret from theorganization. To answer the last question about reputational damage. H&M has since the crisis followed by hiring a global head of diversity and inclusion, to prevent similar events from occurring.

Big organisations and companies in game development and distribution have in recent years become involved in public-relations crises. In the past you could see that dissatisfied consumers have an impact on the image for organisations. To find out how an organisation can stop or mitigate a bad image, an analysis was conducted of Activision Blizzard’s communication to the public during their Public-relations crises, with a connection to strategic communications theories. The method used in the study was a Content analysis with a deductive approach to critically analyse the messages that was communicated during the public-relations crises the organisation had. The results of the analysis gave information for both Successful communication and communication that could have been improved with the strategic communications theories. With this information there is another source for crisis managers to construct messages during a crisis to either stop or mitigate a bad image. The study also gives an example on how to analyse an organisations crisis communication critically.

Bakgrund: Kommuner och myndigheter jobbar idag med friluftsliv utifrån de 10 friluftsmålen. Friluftsplan eller översiktsplan är förekommande i flera kommuner i Sverige, däremot inte i den undersökta kommunen. Trots brist på en friluftsplan har den undersökta kommunen ett rikt friluftsliv som anses vara en viktig pelare i folkhälsoarbetet. Tidigare forskning visar på att friluftsliv främjar hälsan både psykiskt och fysiskt, även teorierna attention restoration theory (ART) och recreation opportunity spectrum (ROS) benämner naturen samt friluftsutövning som främjande för återhämtning. Syfte: Syftet med undersökningen var att kartlägga individers behov och intressen av nyttjande till friluftsliv på en kommunal nivå. Metod: Undersökningen genomfördes som en kvantitativ tvärsnittsstudie. Urvalet bestod av invånare i undersökt kommun med sju inkluderade orter samt två inkluderingskriterier, respondenterna behövde bo i undersökt kommun samt vara över 15 år. Utformad digital enkät bestod av 14 frågor och publicerades på digitala plattformar samt att informationsbrev placerades på fysiska anslagstavlor i den undersökta kommunen. Viktiga variabler i enkäten var orter samt åldersgrupper, varav orterna var en viktig faktor för att få svar på en av frågeställningarna, om intresset och behovet av nyttjande till friluftsliv skiljde sig.  Resultat: Totalt samlades 237 svar in och resultatet visade på att vandringsleder samt utegym var det som hade störst svarsfrekvens och behövs tillföras eller förbättras i kommunen. Det fanns störst avsaknad av toalett/utedass gällande friluftsservice och att vandringslederna i kommunen kunde förbättras genom bättre information på informationsskyltar samt förbättring av ledmarkeringar. Svaren skiljde sig mellan orterna i flera av frågorna men endast frågan gällande kommunens aktivitetsområde visade på en signifikant skillnad mellan invånare i de olika orterna varav i Ort1 hade procentmässigt positivare åsikter och bara invånare i Ort1 och Ort3 hade en åsikt av mycket dåligt. Konklusion: Respondenternas svar visar på ett stort intresse av ett ökat utbud av aktiviteter och faciliteter i kommunen vilket ger en grund till vad kommunen bör prioritera vid framtida planering. / Background: Municipalities and authorities today work with outdoor recreation based on the 10 outdoor goals. Outdoor plans or general plans are present in several municipalities in Sweden, but not in the investigated municipality. Despite the lack of an outdoor plan, the investigated municipality has a rich outdoor life which is considered an important pillar in the public health work. Previous research shows that outdoor life promotes health both mentally and physically, even the theories attention restoration theory (ART) and recreation opportunity spectrum (ROS) refer to nature and outdoor exercise as restorative. Purpose: The purpose of the study was to map out individual opinions and interest related to outdoor activity on a municipal level. Method: This study was conducted with a quantitative cross-sectional design. The sample of the study consisted of habitants in the investigated municipality with seven included towns and two inclusion criteria, the respondents had to live in the investigated municipality and be over 15 years old. The designed digital questionnaire consisted of 14 questions and was published on digital platforms and an information letter was placed on physical notice boards in the investigated municipality. Important variables in the study were towns and age groups, of which the towns were an important factor in getting answers to one of the questions, whether the interest and the need for use for outdoor life differed. Results: A total of 237 responses were collected and the results showed that hiking trails and outdoor gyms had the highest response frequency and needed to be added or improved in the municipality. There was a major lack of toilets regarding outdoor service and that the hiking trails in the municipality could be improved through better information on information signs and improvement of trail markings. The answers provided by the participants differed between the towns in several of the questions, but only the question regarding the municipality's area of activity showed a significant difference between habitants in the different towns, of which habitants in Town 1 had percentage-wise more positive opinions and only habitants in Town 1 and Town 3 had a very bad opinion. Conclusion: The responses provided by the participants demonstrate a strong interest in increasing the range of activities and facilities available within the municipality, which provides a basis for what the municipality should prioritize in future planning.

Tidigare forskning har visat att exponering för grön miljö tillhandahåller hälsofördelar. Dessa fördelar indikerar bland annat återhämtningseffekt av stress, trötthet och uppmärksamhetsutmattning, vilket är särskilt viktigt för universitetsstudenter. Därför syftade denna studie att undersöka om det finns en koppling mellan universitetsstudenters kontakt med grönstruktur i/nära studiemiljö och studenternas upplevelse av sin studiemiljö under covid-19 restriktionerna. Detta med hjälp av en dagbokundersökning som förstudie och telefonintervjuer. Analysverktyget bestod av teoretiska ramverk, Attention Restoration Theory (ART) och Stress Reduktion Theory (SRT). Resultat och analys har bekräftat Attention Restoration Theory (ART), där det uppges att gröna naturliga miljöer ger återhämtningseffekt och väcker uppmärksamhet efter en mental trötthet. Därtill bekräftade den även Stress Recovery Theory (SRT), där det uppges att gröna naturliga miljöer ger positiva effekt på stressminskning, -bearbetning och -återhämtning. Slutsatsen till denna undersökning är att grönstruktur har en stor betydelse för universitetsstudenterna, detta då alla väljer att vistas eller komma i kontakt med gröna naturen på ett eller annat sätt, till exempel gå en promenad i naturen eller åka till en stuga i skogen. Att naturen är en del av studenternas vardag verkar vara framför allt en omedveten upplevelse för de flesta och sker utan erkännande eller bearbetning av miljön. Dock framkommer det att processen kan vara medveten för vissa studenter. / Previous research has shown that exposure to the green environment provides health benefits. These benefits indicate among other things, recovery effect of stress, fatigue and attention-exhaustion, which is especially important for university students. Therefore, this study aimed to investigate whether there is a connection between university students' contact with the green structure in / near the study-environment and the students' experience of their study environment during the covid-19 restrictions. This with the help of a diary-survey as a pilot-study and telephone interviews. The analysis tool consisted of theoretical frameworks, Attention Restoration Theory (ART) and Stress Reduction Theory (SRT). Results and analysis have confirmed Attention Restoration Theory (ART), where it states that green natural environments have a recovery effect and attracts attention after a mental fatigue. In addition, it also confirmed the Stress Recovery Theory (SRT), which states that green natural environments have a positive effect on stress reduction, processing and recovery. The conclusion of this study is that green structure is of great importance to university students, as everyone chooses to reside or get in touch with green nature in one way or another, for example going for a walk in a green environment or staying in a cottage in the forest. That nature is a part of the students' everyday life seems to be above all an unconscious experience for most and takes place without recognition or processing of the environment. However, it appears that the process may be conscious for some students.

I stadens förändringsprocess, ständigt präglad av nya ideal, ska många intressen förenas och beaktas vid utformningen av skolgårdar. Med utgångspunkt i naturens betydelse för barns hälsa och utveckling undersöker denna studie två skolgårdar i Malmö utifrån tre perspektiv: skolgårdarnas utformning, högstadieelevers användning av och preferenser på skolgården samt planerarens prioriteringar och tillvägagångssätt vid utformningen av skolgårdsmiljöer. Syftet är, genom förståelse för hur dessa tre perspektiv kan förenas, öka kunskapen kring hur skolgårdarna kan planeras mer socialt och ekologiskt hållbart i den föränderliga staden. Detta undersöks med en mixad metod genom platsobservationer, enkätundersökningar och intervjuer. Empirin påvisar en relativt passiv inställning till skolgården bland eleverna, oberoende av skolgårdens storlek och mängd grönska samt att de överlag prioriterar social interaktion och mobilanvändande på rasterna. Tolkningen av det empiriska materialet utifrån teorin tyder på att det är grönskans kvalitet som påverkar elevernas intresse för att ta del av miljön. Genom intervjuerna framkom det att utformningen av ett grönt ramverk som erbjuder olika rumsligheter kan bidra till en mer jämlik, inkluderande och hållbar skolgårdsmiljö. Den ideala skolgårdsmiljön, som kan anses vara en där naturen företräds, speglar dock inte nödvändigtvis elevernas uppfattning av den ideala skolgården. Elevernas preferenser kan däremot få ta plats inom det hållbara ramverket, genom aktiv gestaltning. / Within the city's transformative process, constantly tinged by new ideals, different interests must be united and considered in the planning and design of school grounds. Based on the importance of nature for children's health and development, this study examines two school grounds in Malmö from three perspectives: the school grounds design and shape, the use and preferences of the students on the school grounds, and the planner´s priorities and proceedings in planning school ground environments. The purpose is, through an understanding of how these three perspectives can unite, to increase knowledge on how school grounds can be planned more socially and ecologically sustainable in the transformative city. This is investigated with a mixed method through site observations, surveys and interviews. The empirical evidence shows a relatively passive relation to the school ground among the students, regardless of the school grounds size and amount of greenery, and generally they prioritize social interaction and mobile phone use during breaks. The interpretation of the empirical material, based on the theory, indicates that it is the quality of the greenery that affects the student’s interest in using the environment. Through the interviews, it emerged that the design of a green framework that offers different spatialities can contribute to a more equal, inclusive and sustainable school ground. The ideal environment of the school ground, which can be considered one that is characterized by natural environments, does not necessarily reflect the student's ideal of it. The students' preferences can however be accommodated within the sustainable framework through continuous design.

本論文旨在探討台北犁記餅店在2014年中秋節前夕爆發的餿水油事件中的危機溝通策略，並檢視其危機溝通成效。為探討危機溝通中傳統媒體與新媒體的角色區別，本論文檢視了四大報在餿水油事件中對於台北犁記餅店的線上報導、台北犁記的官方網站與相關官方文件，以及台北犁記的臉書粉絲團。研究結果發現傳統報章媒體已和新媒體高度整合匯流，因此危機事件的傳播速度比起以往更加快速、傳播範圍也更加廣泛。這樣的現象使得公關人員在面對危機事件時，必須更精準地掌握時間做出適當的危機溝通策略，並更加善用社群媒體以和關係人溝通。本論文特別研究台灣中小型本土企業在數位時代中面對危機的溝通策略與成效，提供有別於針對跨國或大型連鎖企業的分析與建議。 / This present case study of Taiwan gutter oil crisis focused on the well-known pastry bakery, Taipei Lee-Chi. This century-old bakery was involved in the food safety crisis during Moon Festival in 2014, resulting in a financial loss of more than NTD 40 million at that time. To explore how traditional and new media play roles in crisis communication for local businesses in Taiwan, the present case study examined relevant news coverage, official documents, and communication activities on social media. More specifically, the analysis included media’s attitude toward the issue shown on major newspaper websites, the responses of Taipei Lee-Chi, and public opinions revealed on its Facebook fan page. The findings suggested that traditional media have converged with new media, and the latter assumes such a powerful influence in crisis communication today. It was found that similar crisis information fast transits from one medium to another, adding more pressure to public relations practitioners to respond to crisis in a timely manner. Social media in particular may not be overlooked and could serve a useful tool in managing corporate crisis. The current study also offered new insights on how local businesses may deal with crisis in the digital age, as most previous crisis studies addressed cases of large national or global corporations.

本研究目的是從注意力恢復理論的觀點檢驗服務環境中的人際因素如何影響恢復體驗，進而帶給顧客注意力幸福感。人際因素有顧客小群體的人際融洽、其他顧客的相似性、外表及行為適當性、以及服務人員的服務友誼、顧客導向行為與銷售導向行為。本研究執行兩個研究，研究一將會透過量表建構過程發展一個恢復體驗量表，適用於享樂型人身處理或心理刺激處理類型的服務業，並得知恢復體驗的概念內涵與組成要素。研究二將檢驗恢復體驗的前因與後果，以及恢復體驗是否會中介人際因素與注意力幸福感之間的關係。研究一結果指出恢復體驗由內容迷戀、暫時逃離、動機相容、能力相容、活動新奇感與心流六個子構面組成，該量表共以21題衡量，並具有良好的信度、收斂效度、區別效度與外在效度。研究二結果指出服務環境中的人際因素會顯著的影響恢復體驗，而恢復體驗亦會帶來顧客的注意力幸福感，恢復體驗會完全中介人際因素與注意力幸福感之間的關係。根據研究結果討論理論、方法與管理意涵。在服務業情境的恢復體驗概念內涵比大自然情境多了過程迷戀面向，但是少了一致性面向。恢復體驗的前因應不只限於與大自然有關的實體因素而已，因為人際因素亦是恢復體驗重要的前因。恢復體驗與其子構面間的關係應被建模為反映型而非形成型。本研究提供服務業者指南，告知其如何透過人際因素的形塑與管理，帶給顧客注意力幸福感。由於小群體融洽相對於其他人際因素而言對顧客的恢復體驗影響較大，服務業者應將較多資源分配在管理顧客小群體上，並促成其產生小群體融洽。最後，提出研究限制與未來研究方向。 / The purpose of this research is to examine how interpersonal factors in service environment influence restorative experience, which in turn facilitates attention-related well-being of customers from the perspective of attention restoration theory. Interpersonal factors include small groups (i.e., interpersonal rapport), other customers (i.e., similarity, physical appearance, and suitability of behavior), and service providers (i.e., service friendship, customer orientation, and selling orientation). Two studies were conducted. Study 1 developed a scale of restorative experience applicable to hedonic service industry of people-processing or mental stimulus processing types. Also, the conceptual domain and components of restorative experience were discussed. Study 2 examined the antecedents and consequences of restorative experience and whether restorative experience mediates the relationship between interpersonal factors and attention-related well-being. The results of study 1 indicated that restorative experience is comprised of six dimensions- content fascination, escape, motivation compatibility, competence compatibility, novelty of activity, and flow. The new scale is measured using 21 items and has good reliability, convergent validity, discriminant validity, and external validity. The results of study 2 indicated that interpersonal factors in service environment significantly influence restorative experience, which in turn influences attention-related well-being. Restorative experience completely mediates the relationship between interpersonal factors and attention-related well-being. Theoretical, methodological, and managerial implications are discussed. Compared to natural environment, restorative experience in the service environment contains the dimension of process fascination but has no dimension of coherence. Since interpersonal factors facilitate restorative experience, the antecedents of restorative experience should not be confined to natural elements of physical environment as done in the past studies. The relationships between restorative experience and its sub-dimensions should be modeled as reflective, not formative. This research provides guideline for service marketers to manage and harness interpersonal factors and improve attention-related well-being for customers. Since rapport in customer small group has more influence than other interpersonal factors on restorative experience, service marketers should put more resource in managing customer small groups and facilitating rapport among members in customer small group. In the end, limitations and direction of future research are presented.

The work deals with theoretical research of basis of Environmental Psychology for Outdoor Education. It answers two questions ? why in the conceptions of Outdoor Education is nature the preferred environment and what are the benefits of nature for physical, mental and social health. The answers to theses questions are in the work described through theories of environmental preference and restorative effects of nature. There are three major sections of the work. The first part discusses the basis, principles and contents of Environmental Psychology and Outdoor Education, the core terminology of the work, and the nodal points of Environmental Psyhcology and the theory of Outdoor Education. Second part describes those theories and concepts of Environmental Psychology which are related to the primary and subsidiary research questions. The third part evaluates the impacts and relevance of environmental-psychological knowledge on concepts of Outdoor Education.

This thesis is an exploratory look into the use of mindfulness practice on in-depth nature experiences to determine if the practice has benefit to the participant, their outdoor experience, and overall connectedness with nature. An original research project examined three groups of adolescents from St. Michaels University School Outdoor Education program in Victoria, BC, Canada, as they hiked the Juan de Fuca trail. Two of the three groups undertook a simple mindfulness protocol to explore the outcomes. Based on participant-observation and interviews, mindfulness practice was determined to be a useful practice towards alleviating stress and anxiety associated with aspects of in-depth outdoor experiences, such as morning preparations. Participants who practiced mindfulness on the trip asked fewer questions about the future and remained present more often than those who did not practice mindfulness. A further finding was that there are aspects of mindfulness inherent in in-depth nature experiences, such as sitting around a fire. These inherent mindfulness moments should be encouraged as they provide benefit to trip experiences, and potentially towards greater connectedness with nature. Overall, this qualitative study suggests that mindfulness is a useful tool for the benefit of human well-being and nature connection. However, more research is needed to further identify the magnitude and mechanisms of the benefit. / Graduate

Text in English, abstracts and keywords in English, Afrikaans and Zulu / Secondary educational institutions need to constantly scan their environment for crises that could hamper their operations and hinder the achievement of their organisational objectives. These institutions should also engage their strategic stakeholders in a mixed motive communication to collaboratively discuss the crises and find amicable solutions; thereby avoiding crises like the proliferating student strikes in secondary educational institutions in Kenya. This study explored the need for a customised Proactive Crisis Communication Process (PCCP) framework for secondary educational institutions in Kenya to avoid student strikes. A two-phased approach was adopted to collect the data. The first phase involved 12 one-on-one semi-structured interviews with the principals of the secondary educational institutions in Mirangine Sub-County, while the second phase involved five focus group discussions with the students of Ruiru Secondary School. The results indicated that student strikes in secondary educational institutions in Kenya were proliferating and that despite this, these institutions lack proactive measures to avoid strikes. Hence, this study posited a PCCP framework that proposed various proactive measures to avoid student strikes in secondary educational institutions in Kenya. / Sekondêre opvoedkundige instellings moet konstant hul omgewing ondersoek vir krisisse wat hul bedrywighede kan belemmer en die bereiking van hul organisatoriese doelwitte kan verhinder. Hierdie instellings moet ook hul strategiese belanghebbers by gemengdemotief- kommunikasie betrek om gesamentlik die krisisse te bespreek en minlike oplossings te vind; en sodoende krisisse soos die toenemende studentestakings in sekondêre opvoedkundige instellings in Kenia te vermy. In hierdie studie is die nodigheid vir ʼn doelgemaakte ProaktieweKrisiskommunikasieproses (PCCP)-raamwerkvir sekondêre opvoedkundige instellings in Kenia ondersoek om studentestakings te voorkom. ʼn Tweefase-benadering is gevolg om die data in te samel. Die eerste fase het 12 halfgestruktureerde onderhoude behels wat een-tot-een met die hoofde van die sekondêre opvoedkundige instellingsin Mirangine Sub-Countygevoer is, terwyl die tweede fase bestaan het uit vyf fokusgroepbesprekings met die studente van RuiruSecondarySchool. Die resultate het getoon dat studentestakings in sekondêre opvoedkundige instellingsin Kenia vinnig toeneem en dat hierdie instellings, ten spyte daarvan, nie oor proaktiewe maatstawwe beskik om stakings af te weer nie.Gevolglik het hierdie studie ʼn PCCP-raamwerk aangeneem wat verskeie proaktiewe maatstawwe voorstel om stakings deur studente in sekondêre opvoedkundige instellings in Kenia te verhoed. / Izikhungo zemfundoyomkhakhawamasekhondari kumele zihlale ziqaphele ukuthi akukho yini endaweniezikuyookungasusaudweshubesekuphazamisaukusebenzakwazokuvimbe impumeleloyazoezinhloswenizayo.Lezizikhungokumelezibuyezisebenzisane nabathintekayo balawule amasu okusebenza ukuba kubenokuxhumana okunhlobonhlobo kuxoxwe ngokubambisana ngodweshu olungavela nokuthi lungasonjululwa kanjani ngendlela egculisayo; ngaleyo ndlela-ke ingagwemeka imibhikisho yabafundi elokhu isabalala ezikhungwenj zamasekhondari eKenya. Lolu cwaningoluhlola isidingo sohlaka lwekhethelo lokusheshe kusukunyelweudweshu lungakenzeki,i-Proactive Crisis Communication Process (PCCP) olungasebenza ezikhungweni zemfundo yamasekhondari eKenya ukuze kugwenywe imibhikisho yabafujni. Kwemukelwaindlela ezigaba zimbili yokuqoqainingwane. Isigaba sokuqala ngokuxoxisana okuyi-12 komuntu ebhekene nomuntu okuthi akuhleleke nje, okwenziwa nothishanhloko bezukhungo zemfundi yamasekhondaribaseMiringane Sub-County, kanti isigaba sesibili sabandakanya izingxoxo eziyisihlanu zamaqembu agxike kokuthile nje, zenziwa nabafundi besikole iRuri Secondary School. Imiphumela yaveza ukuthi imibhikisho ezikhungweni zemfundo yamasekhondari eKenya yabe yanda nokuthi nangaphandle kwalokhu izikhungo lezi zazingenazo izinyathelo ezingazithatha ngaphambi kwesikhathi ukuvimba ukwenziwa kwemibhikisho. Yikho-ke lolu cwaningo luphakamisa uhlaka lwe-PCCP oluncoma izinyathelo ezahlukene okumele zisheshe zithathwe ukugwema imibhikisho yabafundi ezikhungweni zamasekhondari eKenya. / Communication / M.A. (Communication)