The purpose of this paper was to examine the concept of an individual who hangs an exhibition poster from Moderna Museet on their wall and shares it on Instagram. Questions regarding what that individual wants to tell the audience about themselves, their individuality and lifestyle, through sharing it on a public forum have been the main topic. The material was an image of a poster from Moderna Museet in Stockholm (an Andy Warhol exhibition from 1968) hanging inside someone's home. The picture was found amongst Instagram-posts that had been tagged to connect with the account @modernamuseet_butiken. At the basis of the analysis is the theoretical framework of Pierre Bourdieu concerning capital, taste, beauty and museums. The method was a qualitative social semiotic approach that began by looking at the material on a denotative and connotative level, before branching out to the social semiotic level by applying the theoretical framework. The research found that through the content it is possible to make strong connotative readings concerning the person's education, background and awareness of art and art history. A conclusion is made concerning Bourdieus work in a modern day, which says that it is possible to use it to get a fundamental understanding, but it is at the same time important to approach the theories critically, because of the fact that the lines between different social classes are getting more blurred.

Titel - En gallerias kommersiella miljö: Besökarens individuella upplevelse Ämne - Företagsekonomi, kandidatuppsats på C-nivå Författare - Hilda Gustafsson, My Kristiansson & Camilla Romberg Handledare - Dan Halvarsson Frågeställningar - Hur är den individuella besöksupplevelsen i en gallerias kommersiella miljöer, utifrån människans fem sinnen och dess multisensoriska sinnesupplevelse? Vad påverkar den individuella besöksupplevelsen i en gallerias kommersiella miljöer, utifrån människans fem sinnen och dess multisensoriska sinnesupplevelse? Syfte - Syftet med denna studie är att studera och skapa förståelse för hur besökaren uppmärksammar en gallerias kommersiella miljö, samt hur denna miljö påverkar besökarens individuella upplevelse utifrån sinnesmarkandsföring. Detta då få studier inom ämnet i sinnesmarkandsföring har genomförts. Metod - Studien innefattar ett induktivt synsätt och en kvalitativ metod. Studien har fokuserat på två torg som finns i gallerian Emporia i Malmö. Där har det utförts semistrukturerade intervjuer vid insamling av empirisk data. Analys - Utgångspunkten i studien är sinnesmarknadsföring, som handlar om hur olika sinnen enskilt samt i kombination har stimulerat besökare och påverkat deras upplevelse i en galleria. Empirin har sedan sammankopplats med teorier inom sinnesmarknadsföring. Slutsats - Båda torgen väckte stor uppmärksamhet hos intervjupersonerna. Generellt upplevdes det Gröna torget som positivt för intervjupersonerna medan det Blå torget upplevdes som både positivt och negativt. / Title - The servicescape in a shopping mall: The visitors’ individual experience Subject - Business Economics, bachelor thesis Authors - Hilda Gustafsson, My Kristiansson & Camilla Romberg Tutor - Dan Halvarsson Presentation of the questions - How is the visitors’ individual experience in a shopping mall, on the basis of the human five senses and multisensory? What affects the visitors’ individual experience in a shopping malls servicescape, on the basis of the human five senses and multisensory? Purpose - The purpose of this paper is to study and create an understanding of how the visitor recognizes the shopping mall produced servicescapes, and how this servicescapes affects the visitor's individual experience based on sensory marketing. This is because few studies are conducted on the subject sensory marketing. Method - The study includes an inductive approach and a qualitative method. The study have been focused on two servicescapes that are in the shopping mall Emporia in Malmö, where there were used semi-structured interviews to gather empirical data. Analyse - The starting point was based on sensory marketing. It was about how different senses individually and combined had stimulated visitors and affected their experience in a shopping mall. The empirical data has then been linked with theories of sensory marketing. Conclusions - Both of the servicescapes attracted attention from the interviewed people. The interviewed people at the Green servicescape had a positive experience and at the Blue servicescape, did they have both positive and negative experience.

The aim of this master’s thesis is to examine how Swedish public libraries approach and regard lesbian pulp fiction as a genre, from both a historical and modern perspective, and also to visualize and critique the surrounding discourses that influence the perception and reception of the genre. The method is twofold and consists of qualitative interviews as well as discourse analysis inspired by Foucault. The data consists of interviews with three librarians responsible for library collections, selection and purchase of new library materials which is combined with a survey reading of Biblioteksbladet, the periodical of Svensk Biblioteksförening, from 1945–1990. Michel Foucaults theories on discourses and the principles and mechanisms of exclusion, and Pierre Bourdieus theories on taste and distinction, guide the analysis. The analysis focuses to a great extent on discursive patterns, especially concerning the relationship between popular and quality fiction, and components of Bourdieus field theory and how this contributes to the creation of taste through distinction. Throughout the analysis possible explanations regarding the position of lesbian pulp fiction are given which covers areas from classification and interpretation of literary genres to quality assessment, selection and purchase of literature. The results of the study shows that lesbian pulp fiction is quite invisible in Swedish public libraries which is mainly seen as an effect of discursive practices that surround and influence the genre such as the societal and historical view of homosexuality but also the view on popular literature. Conclusions are that librarians are not making conscious exclusions of lesbian pulp fiction per se, they are if anything quite unaware of the genre’s existence, but that the practices that shape the field of public libraries has contributed to the genre’s position. The study is a two years master’s thesis in Library and Information Science written at Uppsala university.

Syfte med den här avhandlingen är att empiriskt kartlägga framväxten och utvecklingen av varietéunderhållningen i Stockholm 1870-1920, för att kunna förstå både förhållandet till dess transnationella förebilder, ekonomiska dynamik, kulturella dragningskraft, samt förklara hur genren kom att uppfattas i den offentliga debatten. Med teorier hämtade från Antonio Gramsci och Pierre Bourdieu diskuteras varietéerna som ett uttryck för det sena 1800-talets samhällsförändringar och marknadskapitalistiska dynamik, som bl.a. synliggjordes i nya urbana livsstilar och mönster. Resultatet av dessa undersökningar visar hur den tyska, brittiska, amerikanska och franska varietéunderhållningen influerade den svenska motsvarigheten. Samtidigt var faktorer som de nationella och lokala ekonomiska, politiska och sociala förhållandena avgörande i skapandet av de specifika uttrycksformer varietéunderhållning fick i Stockholm. Avhandlingen visar också hur varietésalongernas sociala praktiker, genom en medveten disciplineringssträvan från såväl entreprenörer som politiker, kom att genomgå en förändringsprocess där den sociala samvaron minskade till förmån för en allt starkare fokus på föreställningarnas innehåll. Genom sina samhällsutmanande drag kom varietéunderhållningen även att fungera som plattform varifrån viktiga värden och normer förhandlades och medierades. Detta bidrog till att underhållningsformen blev en måltavla för sedlighets- och nykterhetsrörelsen. Moulin Rouge på svenska är, genom att sätta fokus på hur entreprenörer, artister, skribenter, musikkompositörer och kritiker tänkte och agerade i den framväxande offentliga urbaniteten, ett viktigt bidrag i förståelsen av hur den tidiga svenska massproducerade populärkulturen tog form i slutet av 1800-talet. / The purpose of this dissertation is to chart and analyze the growth and development of variety entertainment in Stockholm 1870-1920 in order to reach an understanding of its transnational models, economic dynamics, and cultural attraction, as well as to explain how this genre was understood in the public debate. With the help of theories derived from Antonio Gramsci and Pierre Bourdieu variety entertainment is discussed as an expression of the social changes and the dynamics of market capitalism that became visible in new urban life styles and patterns at the end of the 19th century. The results of this investigation show how German, British, American and French variety entertainment influenced their Swedish counterparts. At the same time factors such as national and local economics and existing political and social conditions were determinants in the creation of the specific forms of expression that variety entertainment assumed in Stockholm. The dissertation also shows how social practice in the variety halls went through a process of change due to a conscious attempt on the part of both the entrepreneurs and politicians to discipline behaviour. In this process social interaction declined and a sharper focus came to be placed on the content of the performances. Because many of its characteristics challenged social values, variety entertainment came to function as a platform for the mediation of important norms and values. This was a contributing factor in making this form of entertainment a target for the temperance and morality movements. By focussing on how the entrepreneurs, actors, writers, composers and critics thought and acted in the growing public urbanity, Moulin Rouge in Swedish makes an important contribution to understanding how early mass produced Swedish culture took shape in the end of the 19th century.

Abstract   Authors:                           Emmy Davidsson and Fredrik Doohan Pehrman Title:                                  What’s on TV tonight? Swedish title:                  Vad är det på tv ikväll? Level:                                BA Thesis in Media and Communication Studies Language:                                             Swedish Number of pages:          53   Aim: The purpose of this study is to chart and explain Swedish high school students’ TV viewing and their attitude towards the TV medium. The aim is also to discuss the students’ views on news and citizenship. The purpose is also to, through the term habitus, explore how the background of a person reflects on their choice of TV content, in what way they watch television and on their purpose of TV viewing. What similarities and differences can we discover in different groups’ TV viewing and attitude towards the TV medium and how can these similarities and differences be explained? Method: The used method is a qualitative method of investigation, divided in three parts. The first part is a TV diary, in which the respondents document different aspects of their TV viewing during a week. The second part of the method is focus groups and the last part is a survey concerning the background environment of the respondents.   Main result: In our study we have determined that Swedish high school students still, in some aspects, watch television in a traditional manner. They mainly watch entertaining content, but the varieties of entertainment vary depending on habitus, especially gender. We have also discovered that TV viewing is fragmented, but also formalized depending on which level; general, group or individual level, we choose to study. The main aspect of habitus that influence the behavior concerning TV viewing is gender, but also other aspects of habitus, for example education and place to live. We have studied a rather homogenous group of students, which result in differences in attitude towards the TV medium, mostly based on gender. However, we have also discovered subtleties in attitude between the different groups of respondents depending on lifestyle and taste. The results concerning TV use and attitude towards television can not alone determine if Swedish high school students are enlightened members of society or not. However, through habitus and the influence of parenthood and schooling, the students gain opportunities to create habits and a behavior surrounding news consumption that will make them take their social responsibility later in life. Program:                          The Program for Information and Communication Studies Location:                          Linnaeus University, Växjö Period:                              March – May 2012 Assessor:                        Magnus Eriksson Examinor:                        Malin Hjorth   Keywords:                       media use · TV · TV viewing · habitus · capital · identity · taste ·                           lifestyle · social responsibility · individualization · fragmentation

Syfte: Uppsatsen syftar till att undersöka utvecklingen av sinnesmarknadsföring genom att ta reda på hur det används av företag inom dagligvarubranschen.   Metod: Studien har en kvalitativ forskningsstrategi. Fem intervjuer och tio observationer utfördes som metod i undersökningen. Intervjuerna utfördes på fem anställda på olika dagligvarubutiker i Solna, och samma butiker observerades under två tillfällen. Urvalet valdes utifrån ett bekvämlighetsurval.   Slutsatser: Sinnesmarknadsföring är ett relativt okänt begrepp. Synen är människans största sinne och därför riktas marknadsföringen främst mot visuella uttryck. I den här undersökningen har det visat sig att lukten är ett lika viktigt sinne, eftersom att dofter har förmågan att väcka minnen och även stimulera de övriga sinnena. ICA Maxi var den enda butik av samtliga undersökta, som skapade en multisensorisk varumärkesupplevelse där alla sinnen samarbetade. / Purpose: The purpose of this study is to examine Sensory marketing by finding out how it is used by companies in the retail industry. Method: The study has a qualitative research strategy. Five interviews and ten observations were carried out as method for the research. The interviews were conducted with five employee at various grocery stores in Solna, the stores were also observed during two occasions. They were selected based on a convenience sample. Conclusion: Sensory marketing is a relatively unknown term. The sight is our biggest sense, therefore are marketers primarily targeting visual expressions. This study has shown that the smell is an important sense, because its ability to evoke memories and stimulate the other senses as well. ICA Maxi was the only store of all investigated who had created a multisensory brand experience where all senses cooperated.

The thesis analyses the continuously changing discourse of cultural diversity. The focus of this study is the ways in which this discourse is shaped within contemporary Swedish cultural politics in general, and how it unfolds and further changes through the specific activities performed by a cultural institution in Stockholm – Södra teatern. Where as the cultural diversity inspired cultural politics seems to be caught in the tension between defending the autonomous position of culture in society and arguing for the supposed positive integrative consequences of such a perspective the Södra teatern mirrors a similar complexity in their ways of performing cultural diversity. This complexity is expressed through the three aspects of cultural diversity the thesis analyses – the real, the good and the cool cultural diversity. Each of the three aspects expresses a search for authenticity as well as a resistance towards the very same notion; a belief in the enlightenment of knowledge at the same time as the content of the very same knowledge is questioned; and finally that ethnic differences some times is enforced through utterances that stresses tradition where as the supposed hybrid forms in other situations is celebrated. The three aspects of cultural diversity analysed here all express how cultural diversity works as a hyper complex concept within cultural policy where no single possible meaning erases other potential meanings. On the contrary: different and even contradictory meanings of the concept exist side by side. Thus the thesis argues that the discourse of cultural diversity expresses a hyper complex problem. / Avhandlingen analyserer hvordan mangfoldsdiskursen formes på det kulturpolitiske området ved å studere hvordan denne formes i så vel Södra teaterns virksomhet som i den statlige kulturpolitikken. Mens den statlige mangfoldsorienterte kulturpolitikken preges av en spenning mellom på den ene siden å forsvare kulturens autonome stilling og på en andre siden å forsvare det man kan kalle for integrasjonspolitiske hensyn, så uttrykker Södra teaterns arbeid med kulturelt mangfold en lignende kompleksitet. Denne kompleksiteten uttrykks gjennom de tre ulike aspekter av den mangfoldsdiskursen avhandlingen analyserer – det ekte, det gode og det coole mangfoldet. De tre aspektene uttrykker hver for seg både en søken etter autentisitet og en motstand mot autentisitet; en opplysningstro så vel som en selvrefleksivitet i forhold til hva det opplyses om; og til slutt at etnisitetsforskjeller i visse situasjoner forsterkes gjennom ytringer som vektlegger tradisjon, mens andre ytringer snarere hyller det som oppfattes som hybride uttrykk. Disse tre delanalysene visere hvordan kulturelt mangfold fungerer som et hyperkomplekst begrep innenfor kulturpolitikken da tilsynelatende ulike og motsigelsesfulle tolkninger kan eksistere side ved side. Således argumenterer avhandlingen for at mangfoldsdiskursen uttrykker et hyperkomplekst problem.

Architectural ornamentation has historically been referred to as feminine, making out the non-structural surplus but also the sublime beauty in a building. By gendering the ornament female, it has become subjected to the same sets of prejudices and moralization as the women of the time.  Modernism escalated the misogynist rhetoric regarding ornamentation to such a degree that it was abolished from the architectural practice. Their dismissal of ornament painted the will to adorn as both infantile projection and erotic deception, the same clashing dualities found in female stereotypes.The contemporary discipline is still affected by the constraints introduced on aesthetics a decade ago and attempts of reclaiming the ornamental have been met by contradicting critique on if- and what contemporary ornamentation should be.  The thesis examines the contemporary debate regarding the definition, utility and application of ornament, as well as a brief historical background focused on late 19th and early 20th century architecture. By examining the decade before ornamentation became taboo, the research highlights the correlating evolution of female archetypes and ornament and how these reacted to the moralization of beauty, leading up to the abolishment of the ornament through Adolf Loos' Ornament and Crime. Reviewing a wide selection of literature on taste, ornamentation and gender, the thesis argues for the return of ornamentation as a tool in a feminist architectural practice. Through the feminized ornament, the project hopes to initiate a discussion on how one could emasculate architectural aesthetics by promoting a more inclusive and diverse morphology. Such a development would not only benefit the built environment cosmetically but improve the visual legibility and create less stress-inducing spaces.

The main purpose of this study is to examine how the media representation of the war in Ukraine is portrayed in Balenciaga’s runway for "Summer 23" collection in Paris Fashion Week 2022. To reach the objective of this study I used an approach based on a qualitative method with support from theories concerning socio-semiotics, Pierre Bourdieu’s theory of capital, provocation and taste. The material, based on video sequences and screenshots from the runway-show, are analyzed in correlation to the contemporary social and cultural context of a westernized perspective. The outcome of this study indicates that Balenciaga, as a luxurious brand with high levels of all forms of capital, alludes to the media’s representation of war as a means of provocation, which makes the "good taste" that they possess change. / The primary aim with my Media Production is to create a visual material whose purpose is to emotionally touch the intended target group to click on the Action for Happiness website and to learn more about how one can live to achieve a happier life. My animated introductory video is meant to be an entry to the "10 Key Words for a Happier Life" page on the website.

Inledning: En marknadsföringsstrategi som används i de fysiska dagligvaruhandelsbutikerna är sinnesmarknadsföring, men det finns för nuvarande kunskapsluckor vad det gäller att använda strategin vid e-handel. Syftet med studien är därav att få en djupare förståelse av hur svenska dagligvaruhandelsföretag arbetar med sinnesmarknadsföring vid e-handel och hur denna marknadsföringsstrategi påverkar kundens helhetsupplevelse.  Teori: Digitaliseringen har lett till att e-handeln fått stor betydelse. Det är därav avstor vikt att företagen genererar en positiv kundupplevelse, vilket förutsätter att förstå kundens beteende. Genom att använda sig av sinnesmarknadsföring stimuleras människans fem sinnen och det skapas möjligheter till att tillfredsställa samtliga kunder.  Metod: För att samla in teoretiskt och empiriskt material till denna kvalitativa studie har flera olika metoder använts i kombination. Semistrukturerade intervjuer med respondenter från ICA och Coop har exempelvis kombinerats med metoden “tänka högt” för att få med kundernas perspektiv.  Empiri: Respondenterna från ICA och Coop vill att det ska vara enkelt att navigera på deras e-handel, men kunderna i studien uppfattar det inte lika enkelt. Vidare upplevdes sinnena på olika sätt.  Analys: ICA och Coop arbetar mycket med synen. Både teorin och kunderna i studien bekräftar att synen blir det första som uppmärksammas. Företagen arbetar mer med smaken än känseln, medans kunderna stimuleras mer av känseln än smaken. Dock har de samma uppfattning om doften. Därefter kommer hörseln, vilket inte var en lika avgörande faktor vid ett köpbeslut.  Slutsats: Företagen arbetar främst med synen genom noga utvalda bilder och recept, vilket påverkade kunderna på olika sätt. Mottagandet av leveransen var viktig för helhetsupplevelsen för kunden, dock påverkades kunden inte av svårigheterna med navigeringen på e- handeln. Det är sinnena i kombination som utgör upplevelsen för kunden. / Introduction: A marketing strategy in the physical grocery stores is sensory marketing, but for now there is a knowledge gap applicable to the strategy used online. The purpose of the study is to get a deeper understanding of how Swedish grocery companies are working with sensory marketing in e-commerce and how this marketing strategy affects the customers' whole experience.  Theory: Digitalization has led to e-commerce becoming very important. It is therefore of great importance for companies to generate a positive customer experience, which assumes to understand the customers behavior. To use sensory marketing and stimulate the humans five senses creates possibilities to satisfy all customers.  Method: To gather theoretical and empirical data to this qualitative study several different methods were used in combination. Semi- structured interviews with respondents from ICA and Coop have for example been combined with “think aloud” to be able to bring the customer's perspective.  Empirical investigation: The respondents from ICA and Coop want their e-commerce investigation to be easy to navigate. However, customers do not perceive it as easily. Furthermore, the senses were experienced in different ways.  Analysis: ICA and Coop work with the sight. Both the theory and the customers that participated in the study confirms that the sight sense is the first that is noticed. The companies work more with the taste than the touch, while the customers are stimulated more by the touch than the taste. They both had the same perception about the scent. The hearing is not a crucial factor in a purchase decision. Conclusion: The companies work mostly with the sight with carefully chosen pictures and recipes. The receiving of the delivery was important for the holistic experience, but the difficulties of navigation on the e-commerce did not affect them that much. It is finally the senses in combination with each other that formed the experience for the customer.