The newspaper industry has clearly been affected thoroughly by digitalization, and as a result has adapted its traditional practices to accommodate for the numerous possibilities this change presents. The printed paper is becoming less viable each day, while its online counterpart continues to gain recognition. In this thesis, we conduct a case study in order to examine a large-scale local newspaper company which has gone from analog to digital and beyond over the course of what is only a fraction of its lifetime. Qualitative interviews are conducted as part of the case study, providing us with valuable insight into both how the organization works and makes decisions as well as the perspectives of individuals. The results are analyzed through applying a theoretical framework, building on previous research regarding digitalization and convergence. The study reveals that post-digitalization technological practices and investment decisions are heavily influenced by a pre-digitalization mindset on many organizational levels, leading to a utilization of new technological services in a manner which leaves much to be desired. Still, the organization competes very well on their market as the printed issue is able to carry its own weight and more. However, sales decline rapidly, and uncertainty combined with excitement clouds the future as the organization are eager to utilize new technology, yet remain divided in opinion on what strategy to adopt when taking on new challenges in an ever more digital context. This hints of many changes to come, with the most intriguing one being what has been identified as a possible change to the very identity of the company.

Projektet handlar om att utforska hur man läser och skapar en serietidning. Under mitt liv har jag använt mig av min fantasi för att lösa problem. Jag växte upp i en idyllisk och konservativ villaförort i norra Stockholm, där man förväntades vara som normen. Jag hade svårt att passa in och flydde istället in i min fantasi och det var då jag började läsa serietidningar.

Titel: Utvecklingen av marknadsföringsstrategier i digitaliseringens spår - En studie om Bonnier News lokaltidningssegment Nivå: Kandidatuppsats i ämnet Företagsekonomi C Författare: Jesper Arnshed & Fabian Seitz Handledare: Katarina Arbin Datum: Januari 2022 Syfte: Traditionell mediekonsumtion har länge utgått från den fysiska papperstidningen. Med digitaliseringens intåg blev förändringar påtvingade för verksamheter. Tidningars marknadsföringsstrategier behövde flexibla lösningar som överensstämde med samhällets förändrade kravbild och läsarbehov. Syftet med denna studie var att undersöka hur marknadsföringsstrategier för lokaltidningssegmentet förändrats i takt med en ökad digitalisering. Två forskningsfrågor har undersökts, som kretsar kring hur lokaltidningarnas marknadsföringsstrategier har förändrats med den tilltagande digitaliseringen. Samt hur utvecklingen av den fysiska produkten till en digitaliserad tjänst, har påverkat marknadsföringsstrategierna. Metod: Denna studie har tillämpat en kvalitativ metod med en abduktiv ansats. Genom dess fallstudieformat har semistrukturerade intervjuer nyttjats som primär metodik för datainsamling. Intervjuerna har spelats in, transkriberats och analyserats genom en innehållsanalys. Fallstudieobjektet var det marknadsledande mediebolagets Bonnier News lokaltidningssegment. Resultat & Slutsats: Resultatet visade att digitaliseringen har ändrat arbetsflödet hos lokaltidningarna. Allt innehåll produceras först till digitala kanaler som sedan används för att sammanställa papperstidningen. Marknadsföringsstrategierna är subjektivt anpassade på lokaltidningsnivå och formas utifrån de geografiska, psykografiska och beteendemässiga aspekterna som gäller för varje bevakningsområde. Den traditionella tidningsprodukten kan numera anses vara en utvecklad tjänsteprenumeration. Examensarbetets bidrag: Studiens fallstudieformat fyller ett forskningsgap för tidningsbranschen och dess marknadsföringsstrategier under digitaliseringen. Den bidrar med en förståelse till hur subjektivt utformade strategier kan tillämpas under digitaliseringen. Förslag till vidare forskning: En uppföljningsstudie vore intressant för att undersöka papperstidningens betydelse under den fortsatta digitaliseringen. Nyckelord: Media, tidning, lokaltidning, digitalisering, digital transformation, marknadsföring och marknadsföringsstrategier. / Title: The development of marketing strategies in the wake of the digitalization - A study on Bonnier News’s local newspaper segment Level: Bachelor thesis within Business Administration C Author: Jesper Arnshed & Fabian Seitz Supervisor: Katarina Arbin Date: January 2022 Aim: Traditional media consumption has since long been based on the physical newspaper. With the establishment of digitalization, changes became mandatory for businesses. Newspapers’ marketing strategies needed flexible and effective solutions in accordance with society's changing demands and dynamic reading needs. The aim of this study was to investigate how marketing strategies within the local newspaper segment have changed with an increasing digitalization. Two research questions have been examined, which revolve around how the local newspapers' marketing strategies have changed with the increasing digitalization. On the other hand, how the development of the physical product into a digitized service, has affected the marketing strategies. Method: This study has applied a qualitative method with an abductive approach. Through its case study format, semi-structured interviews have been used as the primary methodology for data collection. Interviews have been recorded, transcribed, and analyzed through a content analysis. The case study object was the market-leading media company Bonnier News’s local newspaper segment. Result & Conclusion: The results implied that the digitalization have changed the workflow of the local newspapers. All content is initially produced for digital channels, which then forms the basis for the paper edition. The marketing strategies are subjectively adapted for every local newspaper and are shaped based on the specific geographical, psychological, and behavioral aspects that apply to each coverage area. The traditional newspaper product may now be considered a developed service subscription. Contribution of the thesis: The case study format fills a research gap in the newspaper industry and its marketing strategy during digitalization. It contributes with an understanding of how subjectively formed strategies can be applied during digitalization.  Suggestions for future research: A follow up study would be interesting to investigate the importance of the paper newspaper during ongoing digitalization.  Key words: Media, newspaper, local newspaper, digitization, digital transformation, marketing, and marketing strategies.

In Sweden, after the Russian invasion of Ukraine 2022, the Social Democrats were inturmoil. Some factions had started openly advocating for Nato membership, while someremained staunchly opposed, favouring the status quo. This shift earned the partycriticism for having abandoned their last claim to any form of ideology. This studyproposes the use of politically aligned newspaper editorials as surrogates for studyingpolitical parties, gleaning insights into how stubborn or malleable the party isideologically, thus determining whether the Social Democrats lean more into idealism orrealism. Eight editorials are analysed and classified as Realist/Idealist andPro-/Anti-Nato. The tendency found is that there is a strong correlation between beingidealist and being against Nato-membership, and vice versa. This correlation is thenapplied to the Social Democrats, who voted for joining the alliance, to ultimately suggestthat the party today is more realist than idealist.

This study examines four different scenes in the documentary Kan vi förlåta Margaux? produced by the Swedish television company SVT. The scenes were studied through a qualitative analysis of the three different film techniques: speech and interaction, editing and setting in relation to how the main character Margaux Dietz is portrayed. Thereafter the results were decoded with the purpose to study the sympathy for Dietz in each scene separately and in relation to each other. The theoretical framework of Bill Nichols book Introduction to Documentary were used as the basis of the analysis as well as Bordwell and Thompsons theories of mise-en-scène and editing. The conclusion of this paper suggested that Margaux Dietz is portrayed dissimilar in the various scenes. This also implied that the sympathy for Dietz throughout the documentary shifts. In the discussion of this study the results and the conclusion was debated in relation to the documentary genre. Media production: How do you speak about a subject as sensitive as sex to a young target group? New studies have shown the negative effect of young people’s exposure to pornography, which lacks consent and has defected gender norms. At the same time, the accurate information is visually dull, avoiding, and childish. RFSU didn’t do the job with their visual communication targeting teens aged 15-20. This was when plej came to life — a sex magazine challenging conventional norms about how sex is taught to teens, focusing on lust, consent, and pleasure. A project by Amanda Lindh, Helena Ljunggren and Jennie Eklund.

The aim of this essay is to examine how boys and girls between 9–14 years old are portrayed in pen pal ads from the latter part of the 20th century. The source material consists of pen pal ads published in the newspaper Expressen during the years 1976–1977 and 1986–1987. With a qualitative content analysisas selected method, and an intersectional perspective with focus on gender and age, the content of the pen pal ads has been studied and analysed. The result shows that themes like sports, music, idols, and animals are a part of the descriptions in almost all the ads. Based on the content of the ads, the themes and other descriptions, different ideals have emerged for boys and girls. The ideals shift between the different periods. For example, the boys’descriptions during 1976–1977 shows that sports are an interest that belongs to an ideal for boys. Not only do they mention sports more often than girls, they also, to some degree, mention different sports than girls. During 1986–1987 the result shows that the girls have increased their interest in sports, and the boys have developed a greater interest for music and idols. The girls also start to mention sportactivities that previously almost only were mentioned by boys. During both periods there are both girls and boys who go against the ideals of their own sex and mentions interests that belong to the ideal of the opposite sex. Age may have had an impact on who within the different sexes that breaks the ideal. There are also some areas within the different themes that are of more interest to a boy or a girl of a certain age. However, gender is the strongest factor, which create the biggest differences between how boys and girls are portrayed in their pen pal ads.

The journalist’s responsibility to the public is to deliver objective and impartial news, but during the height of the societal and feminist Metoo-movement, the content of newspaper publications varied significantly. This variation was influenced partially  by the human factor, ownership, and established guidelines regarding the publication of names at the newspapers.  This study aims to clarify the ethical deliberations behind the publication of names in the news media, specifically at four of Sweden's largest newspapers, Dagens Nyheter, Svenska Dagbladet, Aftonbladet and Expressen. For this, a qualitative interview and a qualitative text analysis method has been used, the answers were subsequently analyzed based on the agenda setting-theory, consequence neutrality and the social responsibility methodology. One respondent was chosen from each newspaper and was asked about ethical deliberations, what makes a name publication viable, what consequences might come of it and how they interpret the newspapers’ actions surrounding the publications about Benny Fredriksson. The case of Benny Fredriksson is used as a concrete example whereas it led to extensive ethical discussions in the Swedish press. The study also examines how newspapers’ publications and ethical deliberations differ from each other. The conclusion comes to that there is a difference between them, not only in how they published 2017, but additionally how they argue now. Dagens Nyheter, Aftonbladet and Svenska Dagbladet, all base their arguments in a social responsibility theory, while Expressen lean towards a consequences neutrality perspective.

This report shows a qualitative study on how six young adults in the ages between 20-30 who are students at Linnaeus University in Kalmar percieve their news consumption habits and their use of news media on digital platforms. The aim of the study is to examine whether the six students feel the strogest connection with the press where they were raised or where they currently live, why they choose to use the media platforms they do and what meaning the use of the media bare to the students. We have seen a lack of information concerning why young people choose to consume news online instead of in printed media. The study is focused on theories concerning what affects people in their choice of media platforms and channels. This report shows that geographic nature, the quality of the content and which political ideology the daily press is founded on does not affect the respondents choice of media. Our study shows that the most important factor for the respondents is that the platform is easily accesssible and flexible. We can also see that the dissapering of the printed newspaper is connected to generations and techonology.

News value assessment has been done forever in the news media industry and is today often done in real-time without any documentation. Editors take a lot of different qualitative aspects into consideration when deciding what news stories will make it to the first page. This thesis explores how the complex news value assessment process can be translated into a quantitative model, and also how those news values can be predicted in an effective way using machine learning and NLP. Two models for news value were constructed, for which the correlation between modeled and manual news values was measured, and the results show that the more complex model gives a higher correlation. For prediction, different types of features are extracted, Random Forest and SVM are used, and the predictions are evaluated with accuracy, F1-score, RMSE, and MAE. Random Forest shows the best results for all metrics on all datasets, the best result being on the largest dataset, probably due to the smaller datasets having a less even distribution between classes.

The free press is an invaluable part of the democratic society and a pillar stone in the creation of ideas, opinions and norms. According to theories such as agenda-setting and framing the media have a significant influence on people’s perspectives and opinions. With this view of media along with the gender system provided by Yvonne Hirdman as a framework, this study intends to examine the gender representation in Swedish domestic news journalism. The study consists of a quantitative analysis of two major Swedish morning papers, Dagens Nyheter and Svenska Dagbladet, where the gender representation regarding journalists, main news sources and pictures are being accounted for. The material being used consists of a total of 241 articles taken from the first domestic news article in each third paper 2012. Furthermore the study contains a supplementary qualitative part consisting of two interviews with female journalists working on the examined newspapers. The analysis of these interviews takes on a Bourdieuan approach, which focuses on the journalistic field, it’s doxa and the symbolic values within the field. The questions at issue in this study are whether it exists a male interpretive precedence within the Swedish domestic news, what type of norms within the journalistic culture that potentially can affect the representation regarding journalists and main sources and lastly we intend to assess the impact of the gender system on the media and subsequently the medias reproductive affect on the gender system as a whole. The core, quantitative, study indicates a substantial difference regarding gender related representation within the examined material concerning journalists, pictures and main sources. The results reveal a significant female underrepresentation both amongst journalists (36,5 percent) and main sources (34,9 percent). Our quantitative study as well as our interviews prove a pattern where an elite orientated praxis, when it comes to choosing sources, is dominant. Since the elite sources are predominantly male this has a negative impact on the female representation amongst the sources. The underrepresentation of women, both as sources and journalists, combined with theories such as agenda-setting and framing indicates the presence of a male interpretive precedence. The gender related structures of society are reflected in the media, and as a consequence of this occurrence the structures themselves are also reproduced, and consolidated, through medias impact on popular values and opinions.