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Individer som befinner sig mellan olika kulturer upplever ofta utmaningar associerade med dubbelidentitet. Syftet med denna studie var att undersöka hur andra generationens invandrare upplever sin identitet när de har föräldrar med annan etnisk bakgrund än svensk. Studiens två frågeställningar fokuserar på identiteten i sociala och kulturella kontexter. Urvalet gjordes genom ett målinriktat och snöbollsurval, och vidare genomfördes åtta semistrukturerade intervjuer där deltagarna berättade om sina upplevelser. Analysen utfördes utifrån en tematisk analysprocess i sex steg där sju teman identifierades: anpassning i dagliga interaktioner, intern självreflektion av social identitet, social tillhörighet och gemenskap, kulturell dualitet med balansering, fördomar och identitet, språkets roll, och upplevda kulturkrockar. Resultatet visade att deltagarna ständigt förhandlar sin identitet mellan två kulturer för att passa in. Några viktiga diskuterade ämnen var tillhörighet, bikulturell identitet och kulturkrock. Studien kan bidra till framtida forskning om mångkulturella situationer och till en fördjupad förståelse för individers upplevelser kring etniskt ursprung.

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During a short but intensive period stretching from late 2014 to early 2015 a mosque in Lund in southern Sweden was repeatedly vandalised with derogatory graffiti. This occurred simultaneously with many other attacks on Swedish mosques and highlighted an issue which is in need to be elaborated; islamophobic hate crimes. The purpose of this study is to describe how young male Muslims experience the violation of their mosque in Lund and what conclusions they draw from their experiences. This study aims therefore to contribute to a broader understanding of the potential consequences of islamophobic hate crimes. By reducing the empirical material into reoccurring themes and interpret these using social identity theories this study finds that the vandalism reinforces earlier feelings of not belonging. The vandalism is interwoven with earlier discriminatory experiences and further strengthens the feeling of disappointment and mistrust towards the majority society. It also, however, increases the willingness to work for a change by getting involved in youth associations which advocates increased communications with different groups in society to reduce islamophobia. The data in this qualitative study is collected using semi-structured interviews with five young men who regularly visit the mosque. The method of observation is also used to get a broader understanding of the interviewees’ experiences.

This thesis explores the complex link between Latino individuals' self-esteem and media depictions. This thesis was created with the intent to fill a current gap in communication research by providing original data and addressing the lack of quantitative research surrounding the Latino community. The Latino Perceptions of Realism in TV and Film Scale was created as a new tool to measure opinions about ethno-cultural portrayal. This thesis aims to clarify how Latino people's self-esteem is shaped by the perceived realism of media depictions, drawing on Social Identity Theory and Social Learning Theory. This thesis examines how Latinos are portrayed in movies to determine how media exposure affects how the Latino population views their self-esteem. This study uses empirical analysis to further our understanding of the relationship between media portrayal, social identity development, and self-esteem in the Latino community. The thesis offers original quantitative data using a survey-based approach. It introduces the Latino Perceptions of Realism in TV and Film Scale, a new survey tool for gauging perceptions of Latino interpretations of television and film Latino characters. Regression analysis was employed to investigate how media depictions affect the development of self-esteem in the Latino population. Key findings provide insight into the complex relationships between media portrayal and the way Latinos view their ethnic group in film and television. Demographic factors such as age and gender, the amount of media consumption, intellectual capacity, and work ethic were revealed as important determinants impacting the development of Latino self-esteem. This study contributes new data to the discipline of media effects research, extending the conversation on the stereotypical representation of Latinos in television and film. It also provides insight into how Latinos view their self-esteem based on character portrayals in film and television. / MACOM / This thesis examines the complex relationship between how Latino individuals identify and how the media portrays them. By providing new perspectives and addressing the lack of quantitative studies on the Latino population, this thesis aims to close a gap in communication research. The Latino Perceptions of Realism in TV and Film Scale is a new scale designed to gather feedback on how Latino culture is portrayed in media. Based on psychological theories, specifically Social Identity Theory and Social Learning Theory, this thesis explores how media representations affect Latino self-esteem. Through an analysis of the representations of Latinos in television and film, the study investigates how exposure to these representations affects how Latino viewers feel about themselves. This study uses empirical analysis to expand on our knowledge of the relationship between media representation, social identity, and self-esteem in the Latino community. The results provide insight into the complex connections between how Latinos view their own ethnic group in the context of film and television and how they are portrayed in the media. This study reveals a nuanced association between media consumption patterns and the self-esteem of Latinos. Latinos' identity and self-esteem are shaped by various factors, including their views of reality, the quantity of media they consume, and demographic traits. This thesis broadens the discussion on stereotyped portrayals of Latinos in the media. It offers insights into how these representations affect Latino self-esteem by bringing fresh data to the field of media effects research.

Auditors have a big role in society. The question of auditor independence has been debated frequently after the financial crisis. Long auditor tenure with clients has both advantages and disadvantages so the question is hard to solve. One of the traits that are encouraged with auditors is professional skepticism. An important part of professional skepticism is the personal skepticism of the auditor. The purpose of this dissertation is to investigate if a high professional skepticism can increase auditor independence by increasing profession identification and decreasing client identification. Earlier research in Social Identity Theory has shown that client identification is negatively related to auditor independence and that profession identification is positively related to auditor independence. A quantitative method is used in this dissertation. A survey was sent to 1000 qualified Swedish auditor. 273 of those replied. The material was statistically analyzed to test the different hypothesis in the dissertation. Our survey showed that professional skepticism has no relation to client- and profession identification. There is however a weak positive relation between professional skepticism and auditor independence. The conclusion is that more research is needed to investigate if auditor independence really is affected by the auditor ’s professional skepticism. / Revisorer har en stor roll i dagens samhälle. Efter finanskrisen har frågan om revisorns oberoende diskuterats flitigt. Det finns både för- och nackdelar med att en revisor varit länge på ett företag och därför är frågan svårlöst. En av egenskaperna som uppmuntras hos en revisor är professionell skepticism. En viktig del av den professionella skepticismen är revisorns personliga skepticism. Syftet med den här uppsatsen är att påvisa att en hög professionell skepticism hos revisorer kan motverka vissa oberoenderelaterade problem. Mer specifikt undersöks den professionella skepticismens påverkan på revisorns identifikation med klienten och med den egna professionen. Tidigare forskning inom Social Identity Theory har visat att identifikation med klienten är negativt relaterat till oberoende och att identifikation med den egna professionen är positivt relaterat till oberoende. I uppsatsen används en kvantitativ metod. En enkät skickades till 1000 kvalificerade svenska revisorer varav 273 svarade. Detta material analyserades statistiskt för att pröva hypoteserna i uppsatsen. Undersökning visar att professionell skepticism inte har någon påverkan på klient- och professionsidentifikation hos revisorn. Det finns däremot en svag positiv relation mellan professionell skepticism och revisorns oberoende. Slutsatsen blir därför att mer forskning behövs för att undersöka om revisorns oberoende faktiskt påverkas av revisorns professionella skepticism.

I denna uppsats har vi gjort en studie där syftet är att undersöka hur tobaksföretaget Philip Morris använder marknadskommunikationen i sin kommunikation av varumärket Marlboro och deras produkter. Denna uppsats är uppbyggd på tre frågeställningar: Hur marknadskommunicerar Philip Morris sitt varumärke och produkter? Vilka aspekter är det konsumenterna tänker på när de ska köpa cigaretter? Upplever konsumenterna någon påverkan från tobaksföretagens marknadskommunikation? I vår studie har vi valt att en kvantitativ studie som genomfördes i form av en enkätstudie och den besvarades endast av rökare. Respondenterna som besvarade vår enkät hittade vi i sociala medier, i tobaksforum på internet och genom att ta kontakt med personer som precis hade köpt cigaretter på ICA Luthagen i Uppsala.Huvudresultaten i uppsatsen är att Philip Morris har trots restriktiva lagar- och förordningar hittat nya sätt att vistas bland potentiella och redan existerande kunder. De flesta började röka för att det var socialt. Smaken, rutinen och varumärket var de tre viktigaste aspekterna när respondenterna köpte cigaretter. Av de 113 respondenterna så rökte 73 av dem Camel, Lucky Strike eller Marlboro. Trots detta så upplevde majoriteten av respondenterna ingen påverkan av tobaksföretagens marknadsföring/kommunikation. Vi har även kommit till slutsatsen att det är rökarna som är de största reklampelarna för tobaksföretagen. De som dag in och dag ut röker cigaretter på allmänna platser. Vi har även kunnat visa på ett glapp i upplevelsen angående frågan ”Upplever du någon påverkan från tobaksföretagens marknadsföring?” och de preferenser rökare har. De flesta av respondenterna svarade att de rökte Camel, Lucky Strike eller Marlboro och att de ansåg att varumärket spelade stor roll i köpet. Trots detta upplevde majoriteten av respondenterna ingen påverkan av tobaksföretagens marknadsföring. / Title: Tobacco in the 21st century – the marketing and perception of Philip Morris Author: Tobias Aronson & Stina Örwén Tutor: Anne-Marie Morhed Purpose: The purpose of this thesis was to study Philip Morris marketing, the perception of the brand and the reason why smokers buy certain cigarettes. How they market their brands in the 21st century. The key questions we are aiming to resolve in this essay is how Philip Morris market their own brand and their products, what aspects do consumers think about when they purchase cigarettes, and if the consumers experience the influence from the tobacco companies marketing. Method/Material: The material being used in this study was a survey that consisted of 113 people who purchased cigarettes at different grocery stores in Uppsala and an online-survey that only people whom smokes filled out. This survey consisted of 113 respondents. Main results: The main results that are demonstrated in our study is that the majority of people started smoking because it was social. The taste, routine and brand were the three most important aspects when purchasing cigarettes. Out of the 113 respondents from the survey, 73 of them smoked Camel, Lucky Strike or Marlboro which in conclusion proves that the brand plays an important role when purchasing cigarettes. We have also come to the conclusion that it is the smokers themselves that are the main source for marketing of cigarettes. The most interesting conclusion is the gap between smokers who think the brand plays an important role in the choice of cigarettes and their own attitude towards the tobacco companies. Our study demonstrates that the respondents believes that the brand is important in the choice of cigarettes but they do not experience any influence from the tobacco companies. Another result is the on about the paradox of Philip Morris will to grow as a company and the engaging in anti-smoking campaigns is a way of marketing and branding their own brand. Number of pages: 61 Course: Media and Communication studies C University: Division of Media and Communication, Department of Information Science, Uppsala University Period: Fall 2013 Keywords: Philip Morris, Tobacco, branding, corporate social performance, viral communication.

Syftet med studien är att undersöka hur lagerarbetare i ett svenskt grossistföretag uppfattar arbetsplatsidentitet och hur betydelsen av det påverkar upplevelsen av arbetet och välbefinnandet på arbetsplatsen. Vidare är syftet i studien att undersöka hur arbetsplatsidentitet påverkas av hur arbete och arbetsuppgifter är organiserade. Uppsatsens övergripande frågeställning är Hur påverkas arbetsplatsidentitet av hur arbete och arbetsuppgifter är organiserade? Social identity theory och Need to belong theory har använts i studien för att få en djupare förståelse om begreppet arbetsplatsidentitet. I studien tillämpas kvalitativ forskning genom sju semistrukturerade intervjuer för att samla in empiriskt material. Respondenterna i studien är lagerarbetare som har arbetat i minst ett år på grossistföretaget och har hunnit skapa en uppfattning om arbetsplatsen. Resultatet i studien visar att arbetsplatsidentitet är förknippad med känsla av tillhörighet till andra individer och till arbetsuppgifter. Ytterligare visar resultatet att arbetsplatsidentitet är betydelsefull för lagerarbetarnas välmående och inställning till arbetet. Vidare visar resultatet att arbetsplatsidentitet är kontextberoende och har större betydelse i arbeten som utförs i grupp. / The purpose of this study is to explore how workplace identity is perceived by warehouse workers in a Swedish wholesale company and how it affects their experience of work and wellbeing in the workplace. Furthermore, the purpose of this study is to explore how organizing work and work tasks affects workplace identity. This study's general issue is How is workplace identity affected by how work and tasks are organized? To gain a deeper understanding of the concept of workplace identity we have applied Social Identity Theory and Need to belong theory. To collect empirical material a qualitative research was applied in the study by doing seven semi-structured interviews. The respondents in our study consists of people working as warehouse workers, who had at least one year of experience in the company and developed an opinion about the workplace. The study results show that workplace identity is associated with a sense of belonging with other individuals and a sense of belonging to work tasks. Furthermore, the results show that workplace identity is of importance to warehouse employees wellbeing and work attitudes. Finally, the result shows that workplace identity is specific to the context and of greater importance in work that is performed in groups.