La gran cantidad de colaboraciones marca-influencer evidenciadas diariamente en redes sociales, especialmente en la plataforma de Instagram a través de los Stories, son los indicadores de la proliferación de la actividad publicitaria que permite esta herramienta. Los anunciantes buscan estas colaboraciones, pero son los influencers quienes diseñan el contenido digital adaptándolo a las herramientas de la plataforma, sus preferencias y su público. Ante ello, los anunciantes recurren a estrategias de comunicación con diversos estímulos que generan y direccionan el contenido del influencer. Este estudio tiene como objetivo analizar el contenido generado por influencers en Stories de Instagram en el marco del Lanzamiento de la Colección México 2020 de OPI Perú, como respuesta a los diferentes estímulos que formaron parte de la estrategia de comunicación de la marca. La metodología utilizada ha sido de carácter cualitativo y ha supuesto levantar la información de Insta-Stories, identificando las herramientas de la plataforma desde la efectividad que cada una de ellas representa para los anunciantes, generando una sistematización y análisis a profundidad de herramientas digitales actuales y sus beneficios específicos en las colaboraciones con influencers. / The large number of brand-influencer collaborations evidenced daily on social networks, especially on the Instagram platform through Stories, are indicators of the proliferation of advertising activity that this tool allows. Advertisers look for these collaborations, but it is the influencers who design the digital content adapting it to the platform's tools, their preferences and their audience. Given this, advertisers resort to communication strategies with various stimuli that generate and direct the influencer's content. This study aims to analyze the content generated by influencers in Instagram Stories within the framework of the Launch of the Mexico 2020 Collection of OPI Peru, in response to the different stimuli that were part of the brand's communication strategy. The methodology used has been of a qualitative nature and has involved raising the Insta-Stories information, identifying the platform tools from the effectiveness that each one of them represents for advertisers, generating a systematization and in-depth analysis of current digital tools and its specific benefits in collaborations with influencers. / Tesis

Aim - The aim of this study is to examine crisis communication strategies in the banking sector on social media and in sustainability reports, linked to money laundering and anti-corruption to prevent damage at their reputation and legitimacy. Background - The growth of internet and its channels for digital communication has globally become an important tool for companies. Through social media companies can communicate with their stakeholders and produce the image of the company that they prefer to show. Social media has thus become an important platform for companies in crisis communication. In a society where stakeholders are increasingly demanding that companies take their responsibility with regard to economic, environmental and social aspects, CSR has become an area of ​​attention. Similarly, the growth of GRI has now forced companies to report on both positive and negative aspects in their sustainability reports. This means that sustainability reports also are an important source for companies to communicate to their stakeholders. Research problem - How do banks etablated on the Swedish market respond to criticized events and how is it communicated in their sustainability reports and social media? Method - The study primarily uses a quantitative approach as the purpose is to investigate which communication strategies are most common. The study also has qualitative elements through interpretation and analysis of banks' sustainability reports and social media. The data collection consists mainly of secondary data in the form of sustainability reports, social media and scientific articles. Conclusion - The results showed a large variation in the number of used communication strategies. There was one strategy used by all banks in both sustainability reports and on social media and these were corrective actions. The empirical data also showed that strategies for evading of responsibility were common strategies in sustainability reports, while strategies for denial were more common in social media. Furthermore, the study showed that image repair theory and signaling theory could be further developed to cover all essential communication strategies. / Syfte - Syftet med denna studie är att undersöka kriskommunikationsstrategier inom banksektorn på sociala medier och i hållbarhetsrapporter, kopplat till penningtvätt och anti-korruption för att förhindra att rykte och legitimitet skadas. Bakgrund - Framväxten av internet och dess kanaler för digital kommunikation har globalt sett blivit ett viktigt verktyg för företag. Via sociala medier kan företag kommunicera med sina intressenter och framställa den bild av företaget som de själva önskar. Sociala medier har således blivit en viktig plattform för företagens kriskommunikation. Då intressenter i allt högre grad efterfrågar att företag ska ta ansvar med avseende på ekonomiska, miljömässiga och sociala aspekter har CSR blivit ett uppmärksammat område. Likaså har framväxten av GRI gjort att företag numera tvingas att rapportera om både positiva och negativa aspekter i sin hållbarhetsrapportering. Det gör att även hållbarhetsrapporter är en viktig källa för företag att kommunicera till sina intressenter.  Frågeställning - Hur bemöter banker etablerade på den svenska marknaden kritiserade händelser och hur kommuniceras detta i deras hållbarhetsrapporter respektive sociala medier? Metod - Studien använder primärt en kvantitativ ansats då syftet är att undersöka vilka kommunikationsstrategier som är mest förekommande. Studien har även kvalitativa inslag då tolkning och analys gjorts av bankers digitala kanaler. Datainsamlingen består främst av sekundärdata i form av hållbarhetsrapporter, sociala medier och vetenskapliga artiklar. Slutsats - Studien visade en stor variation i antalet använda kommunikationsstrategier. Korrigerande handlingar var den enda strategi som användes av samtliga banker i både hållbarhetsrapporter och på sociala medier. Empirin visade även att strategier för att undvika ansvar för vanligt förekommande i hållbarhetsrapporterna medan strategier för förnekelse var vanligare i sociala medier. Vidare visade studien att image repair theory och signalteorin skulle kunna utvecklas ytterligare för att täcka alla väsentliga kommunikationsstrategier.

En un mundo donde hay mucha irresponsabilidad en el manejo de los recursos, contaminación desmesurada, consumismo y despreocupación, el mundo se lleva a sí mismo hacia una posible extinción. A diario se ven emisiones de carbono, deforestación, minería ilegal, contaminación del mar, entre otros, y no se ve un sentido de urgencia. Sin embargo, existen distintas empresas que están haciendo un esfuerzo importante para combatir estos problemas y tal es el caso de Patagonia, una marca que no solo busca generar cambios, sino hace que estos sucedan. Para este estudio se tomará un enfoque cualitativo, donde se selecciona a 20 consumidores de Patagonia de las edades de 25 - 35 años para realizarles entrevistas semi estructuradas. El motivo es demostrar la importancia del propósito de las marcas ecológicas y cómo estas influyen en las motivaciones de compra de los consumidores. Cada vez el mundo está migrando con más frecuencia hacia lo ecológico y reutilizable, por lo que se debe comprender cómo este nuevo consumidor piensa y actúa para tomar decisiones más estratégicas como marca. / In a world where there is much irresponsibility in the management of resources, excessive pollution, consumerism and carelessness, we find ourselves leading to a possible extinction. Every day we see carbon emissions, deforestation, illegal mining, sea pollution, among others, and we do not see a sense of urgency. However, there are different companies that are making an important effort to combat these problems and such is the case of Patagonia, a brand that not only seeks to generate changes, but makes them happen. For this study, we will take a qualitative approach where we select 20 consumers in Patagonia between the ages of 25 - 35 to conduct semi-structured interviews. The motive is to demonstrate the importance of the purpose of eco-brands and how they influence consumers' purchase motivations. The world is increasingly migrating to the green and reusable and we must understand how this new consumer thinks and acts in order to make more strategic decisions as a brand. / Trabajo de investigación

The aim for this study is to contribute with knowledge about preschool teachers' ideas about their communication strategies, from an inclusion perspective. To collect information, nine interviews were made with practicing preschool teachers in Sweden. The study is based on empirical data and with a methodological approach. By using interpretative phenomenological analysis as a tool to analyze the collected data, three categories, or also called clusters, on the overall theme communication strategies were found including verbal communication, non-verbal communication and age and specific communication skills. The results show that preschool teachers use different communication strategies to a large extent to include the children. However, it appears to a very small extent how preschool teachers use different communication strategies to offer multilingual children their native language. The preschool teachers mainly express the importance of the children learning the Swedish language, which is also the main communication strategy for the older children in preschool. / Syftet med studien är att bidra med kunskaper om förskollärares föreställningar om deras kommunikationsstrategier, utifrån ett inkluderingsperspektiv. För att samla in data så genomfördes det nio stycken intervjuer med verksamma förskollärare i Sverige. Studien baseras på empirisk data med en metodologisk ansats. Analysen har skett genom metodansatsen interpretativ fenomenologisk analys, där vi tolkat fenomenet kommunikationsstrategier och funnit tre olika kategorier som kallas kluster som är kopplade till fenomenet. Dessa kluster är verbal kommunikation, icke-verbal kommunikation och ålder och specifika kommunikationsmöjligheter. Resultatet visar att förskollärarna använder olika kommunikationsstrategier i stor utsträckning för att inkludera barnen. Dock så framkommer det i väldigt liten utsträckning hur förskollärarna använder olika kommunikationsstrategier för att erbjuda flerspråkiga barn sitt modersmål. Förskollärarna uttrycker främst vikten av att barnen ska lära sig det svenska språket vilket även är den främsta kommunikationsstrategin för de äldre barnen i förskolan.

How emotions resonate: A comparative multimodal critical discourse analysis of the campaigns Det är inte för sent and Jag lovar, det är inte värt det. This study aims to identify communication strategies in campaigns against children in gang violence, which is relevant as the challenge shows an increasing tendency in Sweden. This is done by using a multimodal critical discourse analysis on the Det är inte för sent campaign from 2023 by the Swedish non-profit association Bris and Jag lovar, det är inte värt det from 2023 by the Swedish Police. The empirical data has been analyzed through a theoretical framework and chosen analytical tools such as modality, connotation and interaction.Based on the multimodal critical discourse analysis, it has been possible to identify different communication strategies in the campaigns. The result from the analysis shows that there are both similarities and differences between the campaigns. Both campaigns feature accounts from people who have experienced the consequences of gang violence, evoking emotions such as sadness and empathy in the viewer. The main difference between the campaigns is based on its framing. In Det är inte för sent, the message is framed around the idea that young people are affected by gang crime and are not considered perpetrators, while Jag lovar, det är inte värt det.

Диссертационное исследование обращено к проблеме изучения языковой личности. В работе реализована концепция описания языковой личности как лингвокультурного типажа. Объект исследования – языковая личность шоумена Сергея Светлакова. На первом этапе исследования на основе текстового материала, выбранного из Национального корпуса русского языка, проведен анализ лингвокультурных типажей простака и шутника, лежащих в основе речевых масок С.Светлакова, выявлены понятийные, образные и оценочные характеристики типажей. На втором этапе исследования описаны речевые маски простака и шутника С. Светлакова в коммуникативно-прагматическом аспекте. В работе были проанализированы коммуникативные стратегии и тактики речевой маски весельчака, которую «надевает» С. Светлаков в программе «Прожекторперисхилтон», а также типичного просторечника в скетч-шоу «Наша Russia». / This dissertation considers the problem of studying a linguistic personality. The work describes the concept of linguistic personality as a linguistic-cultural type. The object of research is the linguistic personality of a showman Sergei Svetlakov. The first phase of the work bases on « Russian National corpus» texts. We analyze linguistic-cultural types of the simpleton and the joker underlying Sergei Svetlakov’s speech masks. We also identified conceptual, imaginative and evaluative characteristics of the types. The second chapter describes speech masks of Sergei Svetlakov in the communicative-pragmatic aspect. The work analyzes the communication strategies and tactics of speech mask humorist, which «wears» Sergei Svetlakov in the TV program «Prozhektorperishilton», and typical of the representative of the vernacular type of culture in the sketch show «Our Russia».

Syftet med studien var att utifrån specifika frågeställningar systematiskt granska vetenskapliga studier av audiologisk grupprehabilitering. I studien undersöktes själva definitionen av audiologisk grupprehabilitering, hur olika variabler påverkar resultatet, hur utvärderingen bör ske samt hur den förhåller sig till de uppställda målen.     Den metod som tillämpats är litteraturstudie. För litteratursökningen till denna studie användes databaserna PubMed och Cinahl. Vissa artiklar söktes även från vetenskapliga studiers referenslistor samt tips från handledare.       Resultaten från de olika studierna visar att nytta med rehabilitering varierar då många aspekter spelar in och påverkar utgången av rehabiliteringsinsatsen. Rehabiliteringen bör ses som en patientcentrerad problemlösande process för att nå alla individers önskemål. När patienten själv är mer aktiv i utvärderingen ökar möjligheten att uppnå målen gällande grupprehabilitering. Hänsyn måste tas till varje enskild individs sociala bakgrund för att skapa ett audiologiskt rehabiliteringsprogram som möter deras krav vid lyssnande och kommunikation. Individens livsstil, kommunikationsvanor, krav och egenheter interagerar med fysiska begrepp såsom graden och formen på hörselnedsättningen.    Audiologisk grupprehabilitering är en åtgärd för att förbättra eller lindra problem vid hörselnedsättning och de olika studierna visar på varierande resultat. Grupprehabiliteringens mål skall möta patientens behov. För att nå dit behövs utvärderingsmetoder som är personcentrerade och problemlösande. Användandet av öppna frågeformulär är ett sätt att nå det kriteriet. / The purpose with this study was to systematically examine scientific studies of audiologic group rehabilitation. The definition of audiological rehabilitation was explored, different variables that influence the result and how the outcome measures should be done and its relationship with the goals of audiologic rehabilitation.    The method used was a literature study. Pubmed and Cinahl were used for the search of literature. Some articles were searched from scientific studies reference lists and also advice from the supervisor.   The result from the different studies shows that the effect of rehabilitation varies as there are many aspects that have an affect on the outcome measure. Rehabilitation should be seen as a patient centered problem solving process in order to reach the goals of all the individuals. When the patient is more active in the outcome measure procedure the goals also comply with the group rehabilitation. Consideration must be taken to social background of each and every individual in order to create an audiological rehabilitation program that meets their hearing and communication requirements.  The lifestyle, communication habits and singularity of the individual interact with physical conceptions as well as the grade and shape of the hearing impairment.   Audiological group rehabilitation is a mean to improve or relieve problems due to hearing impairment and the different studies show that the result varies. The goals of group rehabilitation should meet the need of the patient. In doing so there is a need of outcome measures that are person centered and problem solving. Using open questionnaires is a method to reach that criterion. / <p>Examensarbete inom audionomprogrammet, Göteborgs universitet. </p>

本研究以網際網路做為企業行銷溝通之互動性媒介為觀點，以內容分析法進行兩部分之研究。第一部份以分析跨國運動商品企業網站首頁為題；第二部分則測度傳播策略呈現在跨文化運動商品網頁中的標準化程度，以期對跨國運動商品企業建置各國家地區網站與網頁之現況有一概括性的瞭解。 第一部份將運動商品企業網站首頁劃分為「內容」與「設計」兩項架構，分析12家跨國運動商品企業在美國、中國與台灣共計33個首頁樣本，發現中國與台灣併計為大中華地區所列載之內容項目與功能設計，與美國運動商品網站首頁之差異不大；但在線上購物機制上則仍未有成熟的環境與建置，此結果可呼應於其他跨文化行銷傳播研究的相關論述。 第二部分研究植基於傳統廣告內容的分析技術，變項涵括：「資訊內容」、「文化價值」與「創意策略」等三面向，檢測跨國運動商品企業設置於美國、中國與台灣地區共計211個網頁樣本。結果發現運動商品網頁確實是涉入度高、資訊承載量大的互動性媒體，偏向使用「獨立性文化價值」以傳達個體性而非集體性的文化概念。然而大中華區在廣告運用與網路媒體的開放性，複雜紛呈的文化價值表現，亦造成運動商品網頁的跨文化差異化。創意策略則使用商品的論點與細節，結合象徵性聯想與品牌熟悉度的方式，同時傳達品牌名稱、商標符號與名人代言的情境，以行銷每一季推陳出新的運動商品。 / This study regards the Internet as an interactive medium of corporate marketing communication, engages in two parts of studies by content analysis method. The first part analyzes sports-commodity multinational corporations’ home pages; the second part evaluates the degree of standardizations’ online communication strategies across differing cultures. And to comprehend summarized about how the sports-commodity MNCs set up regional websites. Divides into two frames of “content” and “design” categories, the first part analyzes 33 home-page samples in 12 sports-commodity MNCs among USA, China, and Taiwan. So that sports-commodity home pages’ content items and design functions have no remarkable difference. But the systems of online shopping environment are not mature in China and Taiwan. The result is coherent with past cross-cultural studies that compared marketing communications. On the basis of traditional advertising content study techniques, three explanatory variables are conducted, i.e. “information content”, “culture value” and “creative strategies”. Examining the 211 web-page samples in sports-commodity MNCs among USA, China, and Taiwan, the finding suggests that the high involvement nature of interactive medium is closely related to the informative web pages. And the predominant usage of “independent culture value” conveys individualism but collectivism cultural concepts. However, the liberalization of the Internet media and advertising usage; representation of complicated culture values, are the reasons to cause the cross-cultural diversity between localized sports-commodity MNCs’ web pages. To weed through the old to bring forth the new sports commodity every season, the MNCs have adapted their web creative strategies by products’ arguments and specifics, and integrating symbolic association and brand familiarization, with context of brand name, trademark and celebrity endorsers.

本研究主要探討Facebook企業粉絲頁進行危機溝通之效果。由於企業粉絲頁在訊息與互動策略上都與傳統官方網站截然不同，其中如同朋友般對話口吻的「人性化語調」（conversational human voice），可說是現今國內企業粉絲頁的主要溝通特色。然而，在危機溝通的情境下，企業粉絲頁卻往往採用官方口吻，使用較傳統的新聞稿模式，似乎未因應粉絲頁特性而採取相適的溝通策略，其溝通效果如何值得加以探討。同時，綜觀過去危機溝通文獻，多數研究仍聚焦於驗證危機情境與回應策略間對應關係，預測危機溝通效果的實用性，並未深入討論訊息策略的內容，也尚未有粉絲頁平台上的效果研究。因此，本論文即以「人性化語調」的概念切入，檢視該訊息策略於危機情境中的溝通效果，以探討企業於粉絲專頁上進行危機溝通的可能之有效策略，以及企業於社群媒體進行危機溝通之可行性。 實驗設計主要以「產品瑕疵」為危機情境，三個操弄變項包含危機責任程度（小╱大）、回應策略（遞減╱重建）、與人性化語調（低╱高），以2 × 2 × 2之組間設計實驗設計，驗證危機溝通的效果（組織聲譽，正負面口碑行為意向）。 研究結果發現，不論組織責任大小，重建策略皆帶來正面溝通效果；而人性化語調雖然在組織聲譽、正面口碑行為意向上無顯著的效益，但能有效減緩負面口碑行為意向，尤其在危機責任大的情境下，採取重建策略與人性化語調高的溝通組合能更加強其緩和負面口碑行為之成效。顯示危機回應策略相關理論在企業粉絲專頁的情境依然適用，但在具體溝通策略與內容的設計上，必須進一步考量危機情境與所使用之溝通平台，也表示國內企業對於社群媒體之公關管理必須加以重視。 / “Conversational human voice” is one of the key features in how Taiwan’s corporations communicate on their Facebook fanpages, which is quite different from how they communicate on their corporate websites. And yet, how such communication strategies work during a time of crisis remains unknown; thus, the current study aims to investigate the effect of conversational human voice in the scope of crisis communication. In the experimental design, the independent variables included: human voice (low/high), crisis responsibility (low/high), and crisis communication strategy (diminish/rebuild); the dependent variables included corporate reputation and word-of-mouth (WOM) intentions. The key finding included positive effects of constructive strategies on corporate reputation and WOM intentions, which is consistent with past literature. Although human voice was found with no main effects on reputation or WOM intentions, human voice was effective in reducing negative WOM, when the crisis responsibility was high and constructive communication strategy was employed. This implies that consumers who are exposed to more human-tone messages on the fanpages are less likely to boycott the product should there be a relevant crisis, and thus, social media play an important role in crisis communication and should be valued and managed in corporate public relations efforts.

在使用外國語言表達的時候，語言學習者經常會遇到不會說的單字。為了使溝通能夠繼續下去，語言學習者經常會採用溝通表達策略(C.S)來幫助自己表達意見。除了口語之外，人們還可以用書面語來溝通。但目前尚未有研究關於溝通表達策略在這兩種語言形式中有何異同之處。比較溝通表達策略在這兩種語言形式中有何不同之處是我們其中的一個目標。另外，我們還檢視受試者說的能力(speaking ability)與寫的能力(writing ability)如何影響兩種形式的溝通表達策略。結果顯示只有情境策略(situation strategy)和同義字策略(synonym strategy)在兩種語言形式中呈現顯著差異。受試者說的能力只會影響策略數量上(number)的使用，並不會影響到種類上(type)的選擇。而寫的能力則與策略數量上(number)的使用以及種類上(type)的選擇都沒有關聯。策略種類上(type)的選擇不會隨著說的能力或寫的能力增加的結果使我們提出英文老師應該加強學生溝通表達策略的概念與使用的建議，期使學生提升他們的溝通能力。 / Communication strategies (C.S.) are the strategies used by language learners to deal with lexical problems when they are using a target language for communication. In addition to oral language, people can also communicate in written language. However, no study has looked into the similarities and differences of the C.S. used in the two modes. An aim of our study is to compare the use of C.S. in the two modes. The second aim is to examine the use of C.S. in the two modes through speaking proficiency and writing proficiency respectively. Subjects were asked to express prompted words to the native English interlocutor and then to write down the same set of the prompted words without using the exact words. Results shows that only situation strategy and synonym strategy display significant differences in the two modes. Besides, speaking proficiency influences the number of C.S. but is unrelated to the types of C.S. Writing proficiency does not affect the number and the types of C.S. The result that the types of C.S. do not increase according to proficiency level makes us suggest English teachers to enhance learners’ awareness of C.S. with an aim to developing learners’ communicative competence.