I samband med att människor idag är uppkopplade på internet i en större utsträckning har det bidragit till att allt fler människor har anslutit sig till sociala medier, varav Facebook är det största sociala nätverket. Detta har i sin tur resulterat i att företag ökar sina investeringar i Facebook och behövt ändra sin marknadsföringsverksamhet genom att de intressebaserar annonser utifrån konsumenters online-aktiviteter. Detta aktuella fenomen kallas för Online Behavioural Adveritising (OBA) där tidigare forskning har diskuterat problematiken som föreligger. Det råder en brist på kunskap om OBA bland konsumenter och konsumenter upplever även oro kring deras personliga integritet. Det är därmed av intresse att undersöka om en sådan kunskapsbrist är en potentiell risk till konsumenters upplevda oro. Denna studie ämnar att bidra med ökad förståelse för relevansen av kunskap kring Online Behavioural Advertising och hur det i sin tur påverkar konsumenters upplevda oro. Grundtanken är att ur ett konsumentperspektiv belysa kunskapens roll i den upplevda oron OBA skapar kring personlig integritet på Facebook. Utifrån den problematik som har beskrivits har två frågeställning formulerats: Vilken samt hur mycket kunskap har konsumenter på Facebook kring hur Online Behavioural Advertising fungerar? Hur påverkas konsumenters upplevda oro kring Online Behavioural Advertising av deras kunskap? Dessa frågeställningar har besvarats genom en kvalitativ forskningsmetodik där empirin har samlats in utifrån 16 stycken individuella intervjuer. Empirin analyserades därmed med en jämförelse av tidigare forskning och teorier. Resultatet tyder på att konsumenters upplevda oro kan bero på deras kunskap kring OBA. De respondenter som besatt en högre grad av kunskap om OBA kände ingen oro och respondenter som besatt lite kunskap om OBA kände generellt mer oro. / Due to the fact that the majority of people today are connected to the Internet, it has contributed to more and more people joining social media, where Facebook is the largest social network. This has resulted in companies increasing their investments in Facebook and changing their marketing activities by individually targeting their advertisements based on consumers online behaviour. This phenomenon is called Online Behavioral Advertising (OBA), where researchers have discussed existing problems concerning the area. There is a lack of knowledge about OBA among consumers and they also feel concerned about their privacy. Therefore, it is of interest to investigate if such a lack of knowledge is a potential risk to consumers' perceived concern. This study aims to provide with a better understanding of the relevance of knowledge about Online Behavioral Advertising and its effects on perceived concerns regarding OBA. Primarily, the idea is to highlight the role of knowledge in the perceived concerns that OBA creates regarding personal integrity on Facebook. Based on the purpose, the following research questions have been formulated: What and how much knowledge do consumers have on Facebook about how Online Behavioral Advertising works? How are consumer’s privacy concerns about Online Behavioral Advertising affected by their knowledge? These questions have been answered by a qualitative research methodology where empirical findings have been collected based on 16 individual interviews. The empirical data was analyzed by comparing previous research and theories. The results indicate that consumers' perceived concerns may be due to their knowledge regarding OBA. The respondents who possessed a higher degree of knowledge about OBA were not concerned and respondents who possessed little knowledge about OBA felt more concerned in general.

LOPES, Ana Keyla Carmo. Uma colônia de gêneros anúncios. 2008. 181f. Dissertação (Mestrado em Linguistica) – Universidade Federal do Ceará, Departamento de Letras Vernaculas, Programa de Pós-Graduação em Linguística, Fortaleza-CE, 2008. / Submitted by nazareno mesquita (nazagon36@yahoo.com.br) on 2012-06-21T14:01:32Z No. of bitstreams: 1 2008_diss_AKCLopes.pdf: 3078315 bytes, checksum: a3d785a28d3e55cba38ccf2bf1722ed3 (MD5) / Approved for entry into archive by Maria Josineide Góis(josineide@ufc.br) on 2012-06-21T15:42:14Z (GMT) No. of bitstreams: 1 2008_diss_AKCLopes.pdf: 3078315 bytes, checksum: a3d785a28d3e55cba38ccf2bf1722ed3 (MD5) / Made available in DSpace on 2012-06-21T15:42:14Z (GMT). No. of bitstreams: 1 2008_diss_AKCLopes.pdf: 3078315 bytes, checksum: a3d785a28d3e55cba38ccf2bf1722ed3 (MD5) Previous issue date: 2008 / This research aims at investigating a possible advertisements genres colony through the analyses of communicative purpose, supports and styles categories. In order to characterize the colony under analysis, I adopt Bhatia‟s theoretical and methodological proposal (1993; 2004). I also followed Bakhtin‟s ([1953] 2000), Carvalho‟s (1996), Marcuschi‟s (2003), Askehave & Swales‟s (2001) and Swales‟s (2004) conceptions, to further the development of this investigation. In order to carry out this research, a corpus composed by 72 printed texts was collected which is so distributed: 15 institutional advertisements, 15 classified advertisements, 12 funeral notes, 15 publicity advertisements and 15 publicity reviews. The adoption of Bhatia‟s (1993; 2004) methodology, and the analyses criteria, represented by the communicative purpose, supports and styles categories, has made possible the understanding of the advertisements genres colony phenomenon in which texts maintain a similarity/distinction relationship. On the basis of the mentioned criteria, and, in order to verify if they were part of the genres colony under analysis, nine text types were analysed. These were as follows: 1. publicity advertisements (from magazines), 2. publicity advertisements (from folders), 3. publicity advertisements (from outdoors), 4. institutional advertisements (from magazines), 5. institutional advertisements (from folders), 6. institutional advertisements (from outdoors), 7. funeral advertisements (from newspapers), 8. classified advertisements (from newspapers), 9. publicity reviews (from magazines). As a result of the analysis, the following advertisements genres were identified: publicity advertisement, classified advertisement, funeral advertisement and institutional advertisement. Finally, I opt not to close the advertisements genres colony and suggest its expansion. / Esta pesquisa pretende investigar uma possível colônia de gêneros anúncios, através da análise das categorias propósitos comunicativos, suportes e estilo. Adotamos a proposta teórico-metodológica de Bhatia (1993; 2004), para a caracterização da colônia em estudo. Seguimos também as concepções de Bakhtin ([1953] 2000), Carvalho (1996), Marcuschi (2003), Askehave & Swales (2001) e Swales (2004), para o desenvolvimento desta investigação. Para a realização da pesquisa, coletamos um corpus, composto por 72 textos impressos, assim distribuídos: 15 anúncios institucionais, 15 anúncios classificados, 12 anúncios fúnebres, 15 anúncios publicitários e 15 resenhas publicitárias. A metodologia, adotada de Bhatia (1993; 2004), e os critérios de análise, representados pelas categorias propósitos comunicativos, suportes e estilo, possibilitaram a compreensão do fenômeno da colônia de gêneros anúncios cujos textos mantêm uma relação de distinção e semelhança. Inicialmente, investigamos “nove” textos: 1. anúncio publicitário (de revista), 2. anúncio publicitário (de folder), 3. anúncio publicitário (de outdoor), 4. anúncio institucional (de revista), 5. anúncio institucional (de folder), 6. anúncio institucional (de outdoor), 7. anúncio fúnebre (de jornal), 8. anúncio classificado (de jornal), 9. resenha publicitária (de revista). Como resultado da análise, identificamos os gêneros anúncios seguintes: anúncio publicitário, anúncio classificado, anúncio fúnebre e anúncio institucional. Em suma, não fechamos a colônia de gêneros anúncios e sugerimos a ampliação dessa colônia.

Made available in DSpace on 2015-05-14T12:42:43Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 5599283 bytes, checksum: 5e3f4ab688e9947d93932e4104d408da (MD5) Previous issue date: 2012-05-29 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This paper presents the results of the study on the construction of meaning in drug advertisements found in the O Parahybano newspaper, 1892. It is assumed that every statement in the construction of meaning, is influenced and formed by elements such as structure, content, style, and outside factors such as context, not only in production as in reception of meaning. As a general goal, we tried to analyze a corpus of advertisements relating to drugs taken from the newspaper The Parahybano the year 1892 with a view to understanding the formation/production of meaning in the advertisement genre. To this end, we sought the Theory of Enunciation inspired in the studies developed by Bakhtin and other theorists who follow this perspective, as Barros (2001), Brait (2005), Flowers and Teixeira (2000) and Marcuschi (2003). Other authors were fundamental to the work on the historical contextualization of the newspaper as a vehicle for communication and support, as Nicholas (2009), Martins (1978), Araújo (1986), Gonzales (2003) Chartier (1999a and 1999b), Barbosa (2007 and 2010) among others. The methodology applied in this study consisted in the selection of the corpus - comprising nine drug ads, published in The Journal Parahybano, 1892 -, followed by literature review, in order to make an analysis by a multitheorical approach from the dialectical, inductive and bibliographic and documental research methods. It was observed that the advertisement genre here presented reveals how he aimed to circulate information or promote the sale of products or services in the nineteenth century. Still, it was found that the ad is characterized as a genre by having a relatively stable form as concrete statement and that the question of the meaning/theme of the thematic content, along with the compositional construction and style, marked by the nuances of being a specific human activity in the social-verbal sphere, both characterize and define the discursive genre as they are fundamental of meaning of [re] construction to the process. / Este trabalho apresenta os resultados do estudo realizado sobre a construção do sentido nos anúncios publicitários de remédios encontrados no jornal O Parahybano, de 1892. Partiu-se do princípio de que todo enunciado, na construção do sentido, é influenciado e constituído por elementos como a estrutura, o conteúdo, o estilo, além de fatores exteriores, como o contexto, não só na produção como na recepção do sentido. Como objetivo geral, procurou-se analisar a formação/produção de sentido no gênero anúncio publicitário, a partir de um corpus composto dos anúncios publicitários referentes a remédios encontrados no jornal O Parahybano do ano de 1892. Para tanto, buscou-se a Teoria da Enunciação inspirada nos estudos desenvolvidos por Bakhtin e diversos teóricos, como Barros (2001), Brait (2005) e Flores e Teixeira (2000). Outros autores foram fundamentais à pesquisa relativos à contextualização histórica do jornal como veículo de comunicação e suporte, como: Nicolau (2009), Martins (1978), Araújo (1986), Gonzales (2003), Marcuschi (2003), Chartier (1999a e 1999b), Barbosa (2007 e 2010) dentre outros. A metodologia aplicada neste trabalho consistiu na seleção do corpus composto por nove anúncios de remédios, publicados no jornal em questão , seguida da revisão bibliográfica, para se fazer as análises através de uma abordagem multiteórica, a partir dos métodos dialético, indutivo e de pesquisas bibliográficas e documentais. A análise revelou que o gênero anúncio teve o propósito de circular informações ou promover a venda de produtos ou serviços no século XIX. Ainda constatou-se que o anúncio se caracteriza como um gênero por apresentar uma forma relativamente estável como enunciado concreto e que a questão do conteúdo temático, juntamente com a construção composicional e o estilo, ao serem marcados pelas nuances de uma atividade humana específica na esfera sócio-verbal, tanto caracterizam e definem o gênero discursivo como são fundamentais ao processo de [re]construção de sentido.

Esta dissertação busca analisar processos de produção de sentidos sobre bebidas alcoólicas, utilizando os princípios da Semântica Histórica da Enunciação e da Análise de Discurso. Os usos da língua e os sentidos relacionados às bebidas alcoólicas são socialmente relevantes porque a produção e o consumo de bebidas alcoólicas constituem um setor significativo da economia, além de seus aspectos culturais, ou seja, o consumo tradicional de bebidas alcoólicas em certas ocasiões sociais, a polêmica sobre saúde e álcool e o simbolismo de algumas bebidas como bebidas nacionais. Para realizar nosso objetivo, selecionamos e analisamos um corpus de comerciais brasileiros e britânicos de bebidas alcoólicas para TV. Notando que os comerciais constituem sentidos evidentemente positivos para as bebidas, também incluímos um corpus de textos jurídicos brasileiros e britânicos, cujos sentidos tendem a apresentar as bebidas alcoólicas como perigosas. Para a Semântica Histórica da Enunciação, o sentido é constituído numa interação social que é historicamente determinada. Assim, os conceitos de designação (o sentido de um nome como relação histórico-lingüística) e enunciação (o acontecimento constituído pelo uso da língua), são importantes para esta análise. Apoiamo-nos, também, no diálogo estabelecido entre a Semântica Histórica com a Análise de Discurso, que busca (entre outras conexões) explicar a constituição do sujeito como um posicionamento do sujeito no interdiscurso ou memória discursiva. Este é um estudo contrastivo. Há uma comparação do funcionamento semânticodiscursivo de comerciais de TV que são produzidos e assistidos em duas sociedades diferentes. Portanto, os efeitos de sentido são muito diversos em alguns casos e semelhantes em outros. No caso dos textos jurídicos sobre álcool, também há algumas diferenças. No contraste entre os comerciais brasileiros e britânicos, observamos variações claras no modo de constituição de algumas posições de sujeito. Por exemplo, as posições de sujeito para homem e mulher. A posição de sujeito do consumidor de bebida alcoólica também está presente nos comerciais. Ambos os corpora tendem a sugerir um consumo intenso, mas o fazem de modos distintos. Os comerciais brasileiros apresentam o ato de beber principalmente como parte de celebrações coletivas. Os britânicos enfatizam mais um beber individual e utilizam efeitos especiais com mais freqüência. Analisamos outros aspectos dos comerciais com a inclusão dos códigos de auto-regulamentação publicitária na análise. O discurso jurídico funciona como uma espécie de contraponto ao discurso publicitário sobre a bebida alcoólica. O conflito das leis com os comerciais é sugerido, pois as leis brasileiras e britânicas punem certos casos de consumo e venda de bebidas alcoólicas, embora as infrações a essas leis no Reino Unido pareçam ter conseqüências ligeiramente diferentes no Brasil. A produção de sentidos nos corpora que analisamos é variável. A constituição de sentidos depende (entre outras razões) das relações interdiscursivas que se estabelecem. Destarte, os papéis e relações entre os discursos que analisamos podem ser interpretados de outras formas. / This dissertation aims at analysing the production of meaning about alcoholic drinks relying on the principles of Historical Semantics of the Utterance as well as those of Discourse Analysis. Language uses and meanings related to alcoholic drinks are socially relevant, as the production and consumption of alcoholic drinks are part of a significant sector of the economy, besides other aspects, i. e., the traditionally established consumption of alcohol on certain social occasions, the controversy over health and alcohol and the symbolic positioning of some alcoholic beverages as national drinks. To fulfill our purpose we selected and analysed a corpus of Brazilian and British alcoholic drink TV ads. Upon realization that the ads attached overwhelmingly positive meanings to the drinks, we also included a corpus of Brazilian and British legal texts whose meanings about alcoholic drinks tend to present them as dangerous. For Historical Semantics of the Utterance, meaning is constituted out of social interaction which is historically determined. Thus, the concepts of designation (meaning of a name as a linguistic, historical relation) and utterance production (the \"happening\" constituted by the use of language) are important for this analysis. This historical semantics establishes a dialog with Discourse Analysis as it (among other connections) seeks to account for the constitution of the subject as the occupation of a position in the interdiscourse or discursive memory. This study is contrastive in nature. It compares the semantic and discursive functioning of TV ads that are produced and viewed in two different societies. Therefore the meaning effects are sometimes similar and sometimes greatly different. In the case of legal texts about alcohol there are also some differences. In the contrast between Brazilian and British TV ads, we could observe clear variation in the way some subject positions are constituted, for instance, the subject positions for man and woman. The subject position of alcohol consumer is also at stake in the ads. Both TV ad corpora tend to suggestively stimulate intense consumption, but they do so in different ways. The Brazilian ads present the act of drinking, mainly as part of collective celebrations, whereas the British ads place more emphasis on individual drinking and use visual effects more frequently. Some other features of the ads are heeded as the Brazilian and British advertising self-regulated codes are included in the analysis. The laws function as a kind of counter-discourse to the advertising discourse about alcohol. The conflict of the laws with the ads is suggested as Brazilian and British laws punish certain instances of alcohol consumption and sale, although the consequences of breaching these laws in the UK seem slightly different in Brazil. The meaning production about alcoholic drinks in the corpora that we analysed are variable as meaning in general depends on the interdiscursive relations which are established, so that the roles and relations between the discourses that we analysed can be interpreted in other ways.

Esta pesquisa investiga construções-se em anúncios publicitários de revistas paulistanas dos anos de 1890 a 1920. A passagem do século XIX para o XX é um momento de transformações na cidade de São Paulo, na publicidade e no Português Brasileiro (PB). Estudos têm mostrado que, desde esse período, a gramática do PB não produz a construção-se passiva, mas a ativa, sem concordância entre verbo e argumento interno. Neste trabalho, descrevemos e analisamos as sentenças com se não como unidades isoladas, mas em relação aos demais elementos do anúncio (verbais e não verbais) e ao contexto sócio-histórico e cultural de produção do corpus. A leitura do anúncio como um todo revelou que a concordância nas construções-se se deu entre o verbo e um tópico, coindexado a um sujeito nulo e referindo-se a um elemento realçado tipograficamente na publicidade. Esse tipo de exame possibilitou a identificação de estruturas tanto ativas quanto passivas; em ambos os casos, o se tinha a função de apontar que o agente semântico era humano e indeterminado. Os anúncios ainda mostraram que a oscilação entre a Pessoalidade (significando distinção e hierarquia) e a Impessoalidade, uma característica estrutural da sociedade paulistana de então, atingia também o domínio linguístico, e isso se tornou visível pelo emprego dos diferentes tipos de construção-se. / This research investigates constructions with the pronoun se in advertisements published in magazines from 1890 to 1920. At the turn of the 20th century, many changes took place in the city of São Paulo, in advertising and in Brazilian Portuguese (BP). Studies have shown that, from that moment on, instead of producing the socalled passive-se, BP has been using the active construction with se, in which the verb does not agree with the internal argument. In the present analysis, the linguistic phenomenon is not taken as an isolated part of the advertisements, but is observed in relation to the other verbal and non-verbal elements of the text and also the social, historical and cultural context. Reading the advertisements as a whole showed that the verb agreed with a topic, co-indexed with a null subject, which referred to a typographically salient element in the page. Through this type of examination, we could identify both active and passive structures; at the same time, the pronoun se denoted that the semantic agent was human and indefinite. The different kinds of constructions with se also revealed that a social structural feature of São Paulo, viz. the alternation between hierarchical and impersonal relationships, could reach the linguistic domain. Keywords:

Submitted by Geandra Rodrigues (geandrar@gmail.com) on 2018-05-04T13:03:12Z No. of bitstreams: 1 viniciusborgesgomes.pdf: 1328500 bytes, checksum: 0e596e7e81e2f85718226cce4938b965 (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2018-05-07T15:22:05Z (GMT) No. of bitstreams: 1 viniciusborgesgomes.pdf: 1328500 bytes, checksum: 0e596e7e81e2f85718226cce4938b965 (MD5) / Made available in DSpace on 2018-05-07T15:22:05Z (GMT). No. of bitstreams: 1 viniciusborgesgomes.pdf: 1328500 bytes, checksum: 0e596e7e81e2f85718226cce4938b965 (MD5) Previous issue date: 2018-02-28 / Os campos da comunicação e da política tiveram suas fronteiras cada vez mais indefinidas, na medida em que se desenvolveu um espaço midiático, sobretudo com o crescimento da mídia massiva e de grande alcance. A midiatização da sociedade implica novas formas de relação e interdependência, que certamente altera a arena política – o fluxo de informações e a construção das imagens passa por uma rede de influências e modos comunicativos diversos. Desta forma, as instituições políticas, inclusive os partidos, desenvolvem suas narrativas numa ambiência midiatizada, que coloca em xeque a própria importância dos mesmos como instrumentos de representação. Esse questionamento é conjuntural no Brasil. Desde 2014, ano de eleições presidenciais, aprofunda-se uma crise política e institucional de proporções históricas. O impeachment da presidenta eleita Dilma Rousseff alterou a normalidade democrática do País e foi acompanhado de um descontentamento generalizado da população para com a classe política – processo de insatisfação popular iniciado desde as Jornadas de 2013. Neste sentido, este trabalho questiona como os partidos mais tradicionais do país construíram suas narrativas no espaço da Propaganda Partidária Gratuita (PPG) – se em função da crise de representação, eles buscaram resgatar aspectos ligados à memória histórica como instrumentos de legitimação de suas ações. O corpus de análise seleciona todas as propagandas exibidas entre 2014 e 2017 do Partido dos Trabalhadores (PT), Partido da Social Democracia Brasileira (PSDB) e Partido do Movimento Democrático Brasileiro (PMDB). A aplicação da Análise de Conteúdo (BARDIN, 1977) se dá numa vertente qualitativa e quantitativa. Dentre outros assuntos e correntes teóricas abordadas, faz-se um estudo do conceito de campanha permanente, aqui aferido sob o ponto de vista das disputas de poder para além das eleições. Também se discute o conceito de representação e a crise do presidencialismo de coalizão, que tem ligação direto ao contexto analisado. / The communication and political fields have had their boundaries increasingly indefinite, as a media space has developed, above all with the growth of a massive and far-reaching media. The mediatization of society implies new relationships and interdependence forms, which certainly alters the political arena – the information flux and images construction goes through an influences and diverse communicative modes network. In this way, political institutions, including political parties, developed their narratives in a mediatized environment, which questions their very importance as representation instruments. This question is conjunctural in Brazil. Since 2014, the year of presidential elections, a political and institutional crisis of historical proportions has deepened. The impeachment of elect-president Dilma Rouseff altered the country’s democratic normality and was followed by a general displeasure by the population towards the political class - popular dissatisfaction process initiated since the 2013 Days. In this respect, this study questions how the most traditional political parties of the country built their narratives in the Free Party Advertisements (FPA) – if, by reason of the representation crisis, they sought to rescue aspects related to historical memory, as instruments of legimation of their actions. The analysis contents selects all featured advertisements from 2014 to 2017 of “Partido dos Trabalhadores (PT)”, “Partido da Social Democracia Brasileira (PSDB)” and “Partido do Movimento Democrático Brasileiro (PMDB)”. The application of Content Analysis (BARDIN, 1977), takes place in a qualitive and quantitative strand. Among other subjects and theoretical currents approached, a study of permanent campaign concept is made, from de point of view of power disputes, beyond the elections. It’s also discussed the concept of representation and the crisis of coalition presidentialism, which has a direct link to the analyzed context.

The purpose of this essay was to investigate and highlight the strengths and shortcomings of Critical Discourse Analysis and Feminist Critical Discourse Analysis when used as an analytical tool. By comparing the representation of women and men in print advertisements, and how there may be a difference in language being used to describe both genders, including the use of sexist language, a critique of CDA and FCDA could be established. In order to establish this all areas of the advertisements had to be taken into account, including layout and images used. The ads were read and interpreted through CDA and FCDA in order to investigate and identify the strengths, and any shortcomings, of the theories. The investigation shows that, although CDA and FCDA scholars could argue that women tended to be described in a more sexist manner overall, a counterargument could also be made on most accounts. The argument which supported sexism was especially observable through how women’s bodies were more often fragmented in images and positioned in more sexual positions, but also how the advertisements not only reinforced stereotypes as well as using distinctly negative language in their descriptions. However, gender stereotyping against men in the ads was also prevalent, which allowed an argument against CDA and FCDA’s theories about existing power struggles. Although the investigation did manage to substantiate the critique regarding how CDA and FCDA view the differences in gender representations, therefore fulfilling its aim, perhaps a more accurate result would have been possible to achieve if more print advertisements had been used in the investigation. However, this was not possible due to the qualitative nature of the investigation.

This essay is a study which is intended to explore how public service announcements in broadcast media use humour as a method of conveying their core messages in a manner which is both memorable and persuasive; to consider why humour is chosen as a strategy; and to identify the similarities and differences in the use of humour in PSAs and commercial broadcast advertising. Six video commercials were analysed in total: three PSAs and three advertisements. The analysis identified semantic and stylistic features including metaphors, puns, idioms, vagueness, polysemes, homonyms, homographs and homophones, as well as visual metaphors. It continued on to investigate how PSAs contextualise their messages, applying Grice's co-operative principle, as well as the principles of relevance, as proposed by Sperber and Wilson (1986). The results revealed that the PSAs examined appear to show the application of a range of linguistic devices that contribute to making their content humorous. Ambiguity, mostly generated by verbal and visual metaphors, vagueness and polysemy, appears to be the most common strategy for stimulating interest and engaging the viewer. It was observed that viewers must possess the ability to recover meaning through non-linguistic signifiers, such as body language, and through contextual cues. It was also established that similar linguistic devices tend to be used in the production of PSAs and advertisements to create humorous content, but to a different extent.

No description available.

Synen på professionen grundlärare i fritidshem undersöks genom en kvantitativ undersökning där platsannonser med tjänster riktade mot lärare i fritidshem studeras. Vidare görs även en kvalitativ undersökning där rektorer intervjuas för att få ett skolledarperspektiv på fritidshemmet och lärarna som arbetar där. Studien syftar till att undersöka om en välavgränsad och sammanhållen yrkesidentitet är görlig utifrån de förväntningar som finns och de förutsättningar som ges och diskuterar hur betydelsen av dessa möjligheter och hinder kan tolkas utifrån relevanta makt- och professionsstudier. Trots alla försök till flexibilitet genom att försöka hitta sin plats i organisationens olika delar är det uppenbart svårt att skapa en välavgränsad och sammanhållen yrkesidentitet när många av arbetsuppgifterna inte kommer organiskt, sprungna ur ett fritidspedagogiskt perspektiv på lärande. Istället är de pålagor där den obligatoriska skolundervisningen är norm vilket innebär att fritidshemslärarna hamnar i underläge. / The view of the profession of primary school teachers in leisure centers is examined through a quantitative study in which job advertisements with services aimed at teachers in leisure centers are studied. Furthermore, a qualitative study is also conducted where principals are interviewed to get a school leader perspective on the leisure center and the teachers who work there. The study aims to investigate whether a well-defined and cohesive professional identity is feasible based on the expectations that exist and the conditions that are given and discusses how the significance of these opportunities and obstacles can be interpreted based on relevant power- and professional studies. Despite all attempts at flexibility by trying to find their place in the different parts of the organization, it is obviously difficult to create a well-defined and cohesive professional identity when many of the tasks do not come organically, sprung from a leisure pedagogical perspective on learning. Instead, they are levies where compulsory schooling is the norm which means that the primary school teachers in leisure centers ends up at a disadvantage.