A reception analysis on Skellefteå Krafts external communication on CSR and sustainable development and in what ways students decode the message. As an effect of today's climate changes and global issues, one of the most important subjects for companies to communicate to consumers and stakeholders is corporate social responsibility (CSR). The purpose of this paper is to investigate in what ways the concept of responsibility in relation to corporate social responsibility and sustainable development infuse meaning in the external communication by the company Skellefteå Kraft. The paper also examines the way three respondent groups of students relate to this message. The theoretical frame stretches from different views on CSR- communication to green brand strategy and sustainable development. The critic on CSR-communication includes the concept of greenwashing. The study also relies on theories within semiotic analysis, reception analysis and Stuart Halls encoding decoding model. Using the method visual semiotic analysis made it possible to reveal what Stuart Hall calls the preferred reading of the company's external communication. To be able to analyze the way students relate to the message qualitative interviews was used. Tools within reception analyze was applied on the material from the interviews. Both the visual semiotic analysis and the analyze of the interviews showed that the external communication did not include the economic side of CSR as much as the social- and environmental aspect. This was to be expected since the campaigns are focused on customers and other stakeholders. The main result was that the respondents in large made a hegemonic read of both the advertising films and the campaign site. They lay focus primarily on the caption and less on the image itself. The respondents could mainly distinguish the communication of social responsibility. This may be because both campaigns focus primarily on the human being and different life styles. When it comes to environmental responsibility the analysis show that Skellefteå Kraft uses ecological arguments in their external communication about energy and electrician, but they do not demonstrate the extraction which does in fact have some negative effects on nature. If Skellefteå Kraft had been more willing to demonstrate the extraction process they probably would have been described as honest and their ecological arguments would have been more comprehensible. This would also be proof that the company has little to hide when it comes to environmental responsibility. The advertising film as well as the campaign site communicates joyfulness and naturally produced electricity.

The use of the social media platform Instagram has increased the fastest and has given the opportunity for the phenomenon of influencer marketing to grow in the fashion industry. The increase of influencer marketing has led marketers to understand that a change of focus is needed. Much of the previous research done in the field has focused on what distinguishes or does not distinguish effective use of influencer marketing for a company. Therefore, it is interesting to study the actual role of influencers in a fashion company’s brand communication and this by studying the fashion companies’ choice of influencers and the way consumers perceive the role of influencers in a fashion company. To operationalize the study, a semiotic analysis has been applied where images have been analyzed to answer the purpose of the study from a business perspective. The results from this are the basis for the design of a qualitative method which is then followed up by a quantitative method for answering the purpose from a consumer perspective. The data was collected through the themes formulated with the support of previous research and theories. These were consumption, the consumer’s approach to influencers and belonging to a group and identity. Within the framework of these themes, the study’s findings showed that influencer marketing is beneficial to use for a company in some areas and in others not. The semiotic analysis showed with certain deficits in the match that the companies choose influencers based on the respondents’ preferences and wishes. / Användningen av det sociala mediet Instagram är den plattform som idag ökar snabbast och har gett möjlighet för fenomenet influencer marketing att växa fram främst inom modebranschen. Ökningen av influencer marketing har lett marknadsförare till att förstå att det behövs ett fokusskifte. Mycket av den tidigare forskning som gjorts inom området har fokuserat på vad som utmärker eller inte utmärker effektiv användning av influencer marketing för ett företag. Därför är det intressant att studera den faktiska rollen av influencers i ett modeföretags varumärkeskommunikation och detta genom att studera modeföretags val av influencers och på vilket sätt konsumenter uppfattar rollen av influencers i ett modeföretag. För att operationalisera studien har en semiotisk analys tillämpats där bilder analyserats för att besvara studiens syfte utifrån ett företagsperspektiv. Resultaten från denna ligger som grund för utformningen av en kvalitativ metod som sedan följs upp av en kvantitativ metod för att besvara syftet utifrån ett konsumentperspektiv. Datan samlades in genom de teman som formulerats med stöd av tidigare forskning och teorier. Dessa var konsumtion, konsumentens förhållningssätt till influencers samt grupptillhörighet och identitet. Inom ramen för dessa teman visade studiens resultat att influencer marketing är gynnsamt att använda för ett företag i vissa avseenden och i andra inte. Bildanalysen visade med vissa brister i matchningen att företagen väljer influencers utifrån respondenternas preferenser och önskemål.

RESUMO Neste trabalho procurei retratar resumidamente a diáspora judaica, desde a destruição do Segundo Templo até a expulsão dos judeus da Europa cristã, culminando com o seu refúgio no leste europeu, especialmente na Polônia e Lituânia. Estes dois reinos, que foram unificados em 1569, passaram para o total domínio russo em 1815. Nesta ocasião os judeus ficaram sujeitos aos novos mandatários e foram confinados no assim chamado Distrito de Residência, em algumas cidades e em aldeias denominadas de shteitlach, na Europa Oriental. Em seguida, apresentei a biografia de alguns poetas populares que viveram nessa região onde houve um enorme desenvolvimento cultural e literário da língua ídiche. (século XIX e começo do século XX). Eles foram especialmente escolhidos por seus trabalhos, que resultaram em canções populares, as quais se espalharam pelo mundo judaico, levando as mensagens do judeu dos shteilach da Europa Oriental do seu modo de vida, de sua religiosidade, seus dramas, as perseguições sofridas e também suas alegrias e suas esperanças. Seguem-se quarenta e sete canções transliteradas e traduzidas para o português, bem como algumas delas devidamente comentadas. Depois, sete canções são analisadas com base na lingüística e semiótica, revelando fatos históricos do povo judeu. O capítulo 4, “O fim do shteitl e as canções do gueto", com sete canções, retrata o inferno vivido pelos judeus europeus durante a Segunda Guerra Mundial, que se encerra com o bárbaro assassinato de seis milhões de judeus pelos nazistas, marcando quase que em definitivo, o final da literatura poética em língua ídiche. Por fim, uma vasta bibliografia, os créditos relativos às ilustrações utilizadas, bem como um glossário, para melhor entendimento do texto. São apresentados também dois anexos: no Anexo A, um catálogo de seissentas músicas judaicas e, no Anexo B, um livreto com doze músicas, na lingua original,transliteradas e traduzidas para o português, alem das partituras e um CD com as respectivas canções. / ABSTRACT I tried to portray, concisely, the Jewish Diaspora from the destruction of the Second Temple till the expulsion of the Jews from Christian Europe, that obliged then to be refuge in the western Europe specially in Poland and Lithuania. Both Kingdoms were unified in 1569 and after annexed to the Russian Empire in 1815 that forcing the Jews to live in Pales and inside villages called shteitlach, in Oriental Europe. In the sequence I presented some popular poets biographies, specially chosen by their work, which resulted in popular songs that spread through out the jewish world and showed their way of life, their religiosity, their dilemmas, their persecutions, their happiness and their dreams. Forty-seven songs transliterated and translated to Portuguese (some of that properly commented) are presented. Also seven songs analyzed using linguistics and semiotics methods, from which emerge historical facts of the Jewish people. The Fourth Chapter: “The end of the Shteitl and the Ghetto’s Songs," containing seven songs, portrays the Holocaust of the Second World War, the murder of six million Jews, which led to the Yiddish poetic literature ending. Finally., there are a large bibliography, credits to the illustrations, and a Glossary, for a better understanding of the text. There are, also, two enclosures: In Enclosure A: A Six-hundred Jewish Songs Catalog. In Enclosure B: A song book and one CD containing Yiddish songs.

Envisageant le réseau social d’entreprise comme un dispositif info-communicationnel hybride, cette thèse vise à saisir les différents discours qui le traversent, dans une position critique du modèle managérial qui est supposé mener à son intégration dans les organisations. Ce dispositif étant situé dans un contexte professionnel, la recherche menée réinterroge également la notion d’activité à l’aune de la représentation du réseau social d’entreprise en tant que nouvel outil collaboratif et de gestion des connaissances. Afin d’observer et de comprendre les interactions qui ont cours entre les différents éléments de ce dispositif, une méthodologie plurielle, essentiellement qualitative, a été mise en place. Celle-ci a permis de recueillir, examiner et rapprocher à la fois des publications, des entretiens (individuels et collectif) et des écrits d’écran, par une analyse discursive et sémiotique. Car l’une des particularités de ce dispositif est qu’il semble véhiculer un certain nombre de contradictions, voire provoquer des paradoxes pragmatiques, du fait notamment que son principal mécanisme repose sur une visibilité permanente / Considering the enterprise social network as an hybrid info-communicational apparatus, this thesis aims to capture the different discourses that cross it, in a critical position of the managerial model that is supposed to lead to its integration into organizations. As this apparatus is located in a professional context, the research also reinterprets the notion of activity in the light of the representation of the enterprise social network as a new collaborative and knowledge management tool. In order to observe and understand the interactions that take place between the various elements of this apparatus, a plural methodology, essentially qualitative, has been put in place. This enabled to collect, examine and reconcile at the same time publications, interviews (individual and collective) and screen writings, by a discursive and semiotic analysis. Because one of the peculiarities of this apparatus is that it seems to convey a certain number of contradictions, even to cause pragmatic paradoxes, in particular because its principal mechanism rests on a permanent visibility.

Livsstilsmagasinen Café och Veckorevyn sägs fungera som inspiration för läsaren till att förbättra sitt liv och illustrera hur kvinnor och män ska se ut och vara. Idealet som tidningarna bygger upp i bild och text är däremot endast en normativ värdering av hur kvinnor och män bör vara. utifrån det samhälle som vi lever i idag - ett samhälle där vår vardag präglas av olika stereotypa ideal, där det skapats ett “vi och dom tänk”. Det är dessa bilder som ses återkommande i det virtuella medielandskapet, som uppvisar en begränsad syn av kvinnor och män, vilket ger upphov till gruppering bland individer. Uppsatsen behandlar hur bilden av kvinnligt och manligt återskapas utefter de normer som redan existerar. De livsstilsmagasin som användes till studien representerar genus och könsmaktsordningen och studiens material består av 13 stycken omslagsbilder från de två ledande livsstilsmagasinen i Sverige. Bilden av kvinnligt och manligt och det som kallas könsmaktsordning grundar sig på ett västerländskt synsätt att se på ideal och resultatet vill hur pass tydligt detta förekommer och även påvisa att om idealet bevarats i detta material också förespråkar en enhetlig och normativ bild av kön. Syftet med denna uppsats är att genom semiotisk bildanalys titta på hur Veckorevyns och Cafés omslagsbilder under 2017 och januari 2018 upprätthåller könsmaktsordningen.

Made available in DSpace on 2016-04-26T18:15:56Z (GMT). No. of bitstreams: 1 COS - Caio Prisco STNR Colombo.pdf: 1149028 bytes, checksum: 6e390cf194e0206dcb4c66b3e8378c05 (MD5) Previous issue date: 2006-10-23 / Objective: Understand how the japanese brand Yamaha worldwide motorcycle and scooter maker construct its corporate brand among the brazilian target-costumer, with publicities released in the Moto magazine in 2005. Justification: The importance of branding studies in the corporate market on the 21th century. Hipothesis: The power of Yamaha brand has its origin in the construction of symbolic and intangible values attributed or associated to the company and its products. Methodology: Peircean semiotics. Results: The hipothesis was confirmed. The power of Yamaha brand in the brazilian market results from the symbolic values attributed to the company it self by publicity / Objetivo: Compreender como a empresa japonesa Yamaha fabricante mundial de motocicletas e motonetas constrói a sua marca corporativa junto ao público consumidor brasileiro, por meio de publicidades veiculadas na revista Moto em 2005. Justificativa: A importância estratégica do estudo da construção de marcas no mercado empresarial do século XXI. Hipótese: O poder da marca Yamaha tem sua origem na construção de valores simbólicos e intangíveis atribuídos ou associados à empresa e seus produtos. Metodologia: Semiótica peirceana. Resultados: A hipótese foi comprovada. O poder da marca Yamaha no mercado brasileiro é resultado dos valores simbólicos atribuídos ao fabricante pela publicidade

Made available in DSpace on 2016-04-26T18:16:01Z (GMT). No. of bitstreams: 1 COS - Lawrence Chung Koo.pdf: 3365336 bytes, checksum: 00db0c515693982cdd765c7d1f84f228 (MD5) Previous issue date: 2006-12-19 / The reality of digital world is closely related to our daily life in such a way that the cyber culture footsteps are marked digitally in all the aspects of our life. These facts can also be applied to our relationships, transforming physical contact into virtual hypermidiatic connections. A large quantity of virtual community is added to cyber space each day, however, significant part of them lose their attractiveness soon after they are launched to the market. We would like to understand the reasons why the failure of these sites happen, and list the main factors which have to be considered in the design phase. The semiotic qualitative analysis performed in this research work has the objective to demonstrate how the attractiveness and communicability of the relationship site such as Orkut and LinkedIn is one of the key factors to drive the successful construction of virtual networks and create loyalty to the users. The methodology that we will apply to this research work is based in the General Theory of Signs from Charles Peirce. We chose the Orkut and LinkedIn relationship sites as study objects / A realidade do mundo digital está intimamente relacionada ao nosso cotidiano fazendo com que a permeabilidade da cibercultura torne o nosso viver impregnado de traços digitais. Esse fato aplica-se também aos nossos relacionamentos que se dão cada vez mais por meio de conexões hipermidiáticas. Constata-se, por um lado, que uma grande quantidade de comunidades virtuais nasce nos meios de comunicação internet, por outro, que grande parte dessas comunidades perde atratividade prematuramente. Queremos ampliar o conhecimento sobre esse tema, entender como e por que se dá o fenômeno da perda da atratividade e conseqüente falência das comunidades virtuais. Os fatores relevantes a serem considerados nessa pesquisa são os predominantemente ligados às áreas das comunidades virtuais, cibercultura e comunicação imagética A análise qualitativa semiótica realizada neste trabalho tem por finalidade demonstrar que a atratividade e a comunicabilidade dos sítios de relacionamento por meio da internet são fatores decisivos para potencializar a formação de redes virtuais e possibilitar a fidelização dos seus usuários. A metodologia utilizada está baseada na Teoria Geral dos Signos de Charles Peirce. Foram selecionados os sítios Orkut e LinkedIn como objetos da nossa pesquisa

The main concern of the thesis is the ability of the media to construct the image of criminals and it is demonstrated on the case of Jiří Kajínek. Criminality is a special topic most of the population has no personal experience with, and, therefore, they have to rely completely on the information offered by media. Jiří Kajínek is the most famous czech prisoner and, in its practical part, the thesis tries to explore the way the publicistic titles presented his case to public in 2010. Most of the examined titles takes Kajínek's side and does not offer balanced information regarding the case. This partiality is reflected mainly in the way of signification associated with Kajínek, in the framing and in the form of particular articles. The thesis then observes the influence of the Kajínek movie on his media presentment and its development. It focuses at the amount of media space given as well as at the way of the representation itself. Differences in both aspects have been found in particular titles.

In this study we examine four Swedish newspapers’ visual coverage of the Tunisian and Egyptian uprisings in 2010 and 2011 – commonly known as the “Arab Spring Revolution”, the “Jasmine revolution” and in Sweden also the “Women’s revolution” – focusing on three main perspectives: news values and framing, postcolonialism, and gender. By means of a comprehensive content analysis and an in-depth semiotic analysis, the purpose of this study is to investigate how Swedish written media frames the revolution and its initiators and partakers through news photographs, headlines, lead paragraphs and photograph bylines, and to determine whether or not it reproduces earlier trends of media coverage and framing of non-Westerners and non-Western societies. The purpose of the extensive content analysis is to attain data for empirical research of the visual portrayal of the uprisings’ first twelve weeks in Sweden’s four largest newspapers Dagens Nyheter, Svenska Dagbladet, Aftonbladet and Expressen. The analysis reveals that episodic framing is regularly used in all four newspapers, and that media demonizes Tunisians and Egyptians by constructing them as a brutal, uncivilized and threatening group which almost exclusively consists of men, and whose members are neither quoted nor named. It also shows that women are symbolically annihilated by media and that the very few women who do occur are gender stereotyped in accordance with established media conventions and postcolonial tradition, with the interesting exception of women being quoted to a larger extent than men. The analysis furthermore confirms the low occurrence of female journalists in Swedish foreign reporting, as well as demonstrates that the gender of the journalists does not influence what types of stories are written or how they are framed. The variable frequencies obtained from the content analysis provide indicators which are subsequently explored in the semiotic analysis of four news photographs. The qualitative study establishes that the North African uprisings are represented and framed as being conducted by a group of angry, uncontrolled and unstoppable men. In conclusion, the results of this study indicates that Sweden’s four largest newspapers use a colonial discourse which threatens to establish and reproduce the idea of Tunisians and Egyptians as the Arabic “Others”.

Ce mémoire propose une analyse sémio-narrative d’un corpus de dix-neuf contes merveilleux recueillis auprès des conteurs canadiens-français et canadiens-hurons par l’anthropologue Charles-Marius Barbeau, au début du XXe siècle. Après avoir passé en revue les principales théories dans l’approche sémiotique du conte à partir de Vladimir Propp jusqu’à nos jours, nous avons procédé à une étude narrative du corpus selon la méthode du grand folkloriste russe : cela nous a permis d’en montrer la valeur exceptionnelle mais aussi les limites. Nous avons constaté ainsi que le travail sur un corpus inédit peut mener à l’identification de nouveaux éléments dans la structure du conte merveilleux. En poursuivant nos recherches sur les dix-neuf contes recueillis par Barbeau, nous sommes passée du schéma linéaire, syntagmatique de Propp aux modèles logiques de ses continuateurs, particulièrement celui élaboré par Guy Laflèche. Nos analyses ont mis en évidence non seulement le fait que la structure en miroir est un modèle valide auquel une partie des contes merveilleux se plie parfaitement (d’emblée l’exclusivité du schéma de Propp est mise en question, sinon infirmée), mais aussi que tout conte merveilleux est exceptionnellement organisé, structuré (ce qui confirme la théorie de Claude Bremond conformément à laquelle le récit narratif est une alternance de dégradations et d’améliorations). Enfin, la dernière partie du mémoire est une analyse sémio-discursive de notre corpus qui, au lieu d’être une simple accumulation de listes de mots, d’expressions et de figures, tente d’aborder la structure idéologique, grâce à une étude en parallèle d’un conte du corpus et de deux versions littéraires. / This memoir proposes a semio-narrative analysis of a nineteen-fairy tales corpus collected among French-Canadian and Huron-Canadian storytellers by the anthropologist Charles-Marius Barbeau at the beginning of the XXth century. Firstly, we present the major theories used in the semiotic approach of a fairy tale, starting with Vladimir Propp’s up to the present-day ones; then, by following the method of the great Russian folklorist, we carried out a narrative study of the corpus, which allows us to see both its exceptional value and its limits. Thus, the analysis of a different corpus may lead us to identify new elements in the structure of the fairy tale. Pursuing our research into the nineteen fairy tales of Barbeau’s corpus, we move from the linear, syntagmatic of Propp’s pattern to the logical models of his followers, especially the one developed by Guy Laflèche. Our analyses prove the validity of the mirror-image model that some fairy tales perfectly comply to; thus, the hegemony of Propp’s method is questioned, maybe even invalidated. Furthermore, they prove that every fairy tale is exceptionally well organized, structured (confirming Claude Bremond’s theory according to which a narrative is an alternation of deteriorations and improvements). Finally, the last part of the memoir is a semio-discursive analysis of our corpus that, instead of being a simple accumulation of lists of words, expressions and figures, it tries to tackle the ideological structure through a parallel study of an oral fairy tale and two literary versions.