In this work, the idea of transportation via advertising is explored, specifically, transportation by means of print advertising. Transportation has been demonstrated to occur when one is observing some form of traditional media and becomes “carried away” by the narrative. The concept of transportation itself, an explanation of the idea of grotesque, and the manner and extent to which transportation takes place when viewing certain print ads will be analyzed. Transportation is described as one of three styles (modes) of engagement observed in this study, the other two being identity based and what is termed “immersion”. First, a review of relevant literature on narrative transportation an the use of grotesque imagery (defined below) to facilitate tr3ansportation, or at least a more powerful brand experience in high-end print advertising is provided; then the author develops the research question. Next, a series of depth interviews a survey considers the effects of narrative imagery in drugstore cosmetics print advertising. Findings are discussed, and theoretical explanations are provided. The report concludes with managerial implications and suggestions for future research. / text

Drug use, overdose, and addiction has skyrocketed in the past twenty years (Centers for Disease Control and Prevention, 2020). Negative stigma towards addiction, or otherwise known as substance use disorder (SUD), has only increased since President Nixon declared the "war on drugs" in 1971 (National Public Radio, 2007). Negative public stigma of SUD creates barriers for treatment for those who are suffering, continuing to exacerbate the stigma surrounding SUD. To understand ways to reduce stigma surrounding SUD, this study will look at narrative persuasion through transportation theory to better understand the power of stories and stories of recovery as a method to reduce stigma surrounding SUD among community members. In addition to examining narrative persuasion literature, 21 semi-structured interviews from community stakeholder groups in Virginia's Department of Behavioral Health and Developmental Services region 3, were conducted. To further understand the content in the stakeholder interviews, a qualitative thematic analysis using inductive themes was conducted to determine common themes surrounding substance use disorder, stigma, and ways to reduce stigma surrounding substance use disorder through narrative persuasion. Based on participant interviews, community stakeholders hold negative perceptions of those with SUD based on personal and professional experiences but believe that positive personal narratives of SUD and recovery can reduce public stigma towards those who suffer from the disorder. / Master of Arts / Drug use, overdose, and addiction has skyrocketed in the past twenty years (Centers for Disease Control and Prevention, 2020). Negative stigma towards addiction, or otherwise known as substance use disorder (SUD), has risen since President Nixon declared the "war on drugs" in 1971 (National Public Radio, 2007). Negative public stigma of SUD creates barriers for treatment for those who are suffering, continuing to worsen the stigma surrounding SUD. To understand ways to reduce stigma surrounding SUD, this study will look at persuasive storytelling through transportation theory to better understand the power of stories and stories of recovery as a method to reduce stigma surrounding SUD among community members. In addition to examining narrative persuasion literature, 21 interviews from various community members in region 3 of Virginia were conducted. To further understand the content in the participant interviews, a thematic analysis was conducted to determine common themes and patterns surrounding substance use disorder, stigma, and ways to reduce stigma surrounding substance use disorder through persuasive storytelling. Based on participant interviews, community stakeholders hold negative perceptions of those with SUD through personal and professional experiences but believe that positive personal narratives of SUD and recovery can reduce public stigma towards those who suffer from the disorder.

Det här kandidatarbetet undersöker relationer mellan personer som spelar digitala spel och fiktiva spelkaraktärer och hur de kan påverkas av skuldkänslor. Syftet är att beskriva skuld som känsla och hur man, i ett spelscenario, kan utnyttja hur människor förhåller sig till den för att skapa starkare band mellan den som spelar och en fiktiv karaktär i spelet. För att undersöka problemområdet genomfördes en spelproduktion där vår kunskap kring skuldkänslor användes för att designa och utveckla ett spelscenario ämnat att frambringa skuldkänslor hos spelaren och i förlängning förstärka bandet mellan denne och en fiktiv spelkaraktär. Denna produktion testades sedan mot respondenter och resultatet sammanställdes med reflektioner kring hur skuldkänslor kan användas som ett verktyg i framtida spelproduktioner. / This bachelor thesis studies the relationship between people who play games and fictive game characters and how they can be affected by feelings of guilt. The purpose of the thesis is to describe guilt as a feeling and how game creators could take advantage of the way people relate to it to achieve stronger bonds between the players of the game and the fictive characters in it. To examine the problem area a game production was conducted in which our knowledge about feelings of guilt were used to design and develop a game scenario meant to generate guilty feelings in the player and in extension strengthen the bond between him/her and a fictive game character. This production was then tested on respondents and the results were compiled alongside reflections on how feelings of guilt could be used as a tool in future game productions.

Denna studie undersöker hur skolbibliotekarier och bibliotekariestudenter ser på skönlitteraturens empatifrämjande effekter. Främst ligger fokuset på effekter på barn, unga och elever på skolor. Motivationen bakom detta arbete är att undersöka vilka utmaningar och möjligheter respondenterna ser kring ämnet. Detta för att kunna ge underlag till hur man kan arbeta i framtiden för att ytterligare undersöka och främja dessa effekter. De diskuterade empatifrämjande effekterna kan verka positivt i vårt nuvarande skolklimat där det fortfarande råder diskriminering av bland annat marginaliserade grupper. Studien genomfördes med hjälp av semistrukturerade intervjuer med totalt fem personer. Resultatet tematiserades hermeneutiskt och analyserades genom en modell som bygger på transportation theory. Modellen förutsätter att läsandet kan ses som en simulering av erfarenheter vilket kan leda till starkare empati även i verkligheten. Resultatet visar att det finns både möjligheter och utmaningar med att arbeta empatifrämjande med litteratur. En stor del av problemen relaterar till att få en läsare att ta sig an materialet. Något som skiljer sig från den teoretiska bakgrundens förståelse. Detta kan peka på att man behöver fokusera på läsfrämjande arbete, behöver mer resurser och det kan vara nödvändigt att prioritera det lustfyllda läsandet. Eventuellt kan detta i längden kunna leda till empatifrämjande effekter. / This study examines how school librarians and library science students view the empathy-enhancing effects of fiction. The focus is mainly on effects on children, young people and students in schools. The motivation behind this work is to investigate what the respondents view as challenges and opportunities relating to the subject. This is done to provide a basis to further investigate and promote this effect. The empathy-promoting effects could have a positive effect in our current school climate, where there is still discrimination against, among others, marginalized groups. The study was conducted using semi-structured interviews with a total of five people. The result was gone through hermeneutically and through a model based on transportation theory. The model assumes that reading can be seen as a simulation of experiences, which can lead to stronger empathy in the real world. The results show that there are both opportunities and challenges in working with literature to promote empathy. A large part of the problems relates to getting a reader to engage with the material. This differs from the understanding in the theoretical background. This may indicate that what is needed is a focus on working to promote reading, more resources and to prioritize enjoyable reading. Possibly, this would in the long run lead to empathy-promoting effects.

The aim of this study is to compare how transmedia narrative transportation theory (TNT) can be used on social plattform by influencers to how they are doing it. Social platforms are a relatively new phenomenon that is constant evolving both technical and how it´s used by the society. It therefore needs more and deeper research on the subject for increased and broader understanding. Our study investigates solely social platforms where the TNT theory has not previously been implemented.  During the studies we used a netnographic approach to observe two influencers who uses different types of social media platforms to connect with stakeholders in different ways. Our aim of this study is to answer the question “How do influencers use social platforms and can it compare to TNT in their interactions with stakeholders and what value this generate?”.  What our study reveals is that social platforms with their design and several functions creates a space for communication and interaction, which is a basis for influencers to achieve stakeholder engagement and co-creation of meaning. Both influencers who we observed during the study, works with social platforms in a way that can be compared to how TNT is used. Our study also shows that an influencer with a storyworld that share stories with a clearer start, climax and ending, generate more stakeholder engagement.

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