The aim of this thesis is to study how television spot and product placement compare in terms of gaining the target audience’s attention, having control over the marketing message and creating credibility for a product or a brand. The context of the study is Finnish television from advertisers’ point of view. Three major theories used are: AIDA, Generic Communications Process and Two-Step Communications. Twelve hypotheses are built based on the theories, the main hypothesis being: “Although a marketing message sent through product placement gains the target audience’s attention better and creates higher credibility for a product or a brand than a television spot, advertisers are keener on sending the marketing message through a television spot than through product placement because they have more control over the message in a television spot and because it historically has a more stable legal position.” Five experts on the field were interviewed to test the hypotheses. In general, the hypotheses were supported.

Ett undantag från revisionsplikten infördes för mindre aktiebolag den 1 november 2010, som berör ungefär 70 % av de svenska aktiebolagen eller 250 000 bolag. Vid kreditgivningen behöver bankerna information för att minska risken och vikten vid att informationen stämmer är stor. Revisorn är ett sätt för att bekräfta informationen och öka trovärdigheten för räkenskaperna. Detta ledde till vår problemformulering: Förändras trovärdigheten i ett bolags finansiella rapporter om aktiebolaget väljer bort revisionen? Vilka konsekvenser får det för bolagen i relation till bankerna? Syftet är att få en bild av om trovärdigheten hos ett bolag förändras då de väljer bort revisionen och vilka konsekvenser det kan få. Studien har en deduktiv ansats, vilket innebär att vi började med datainsamling och teorier. Sedan har fyra intervjuer genomförts med banker i Örebro stad som sedan har analyserats med hjälp av teorier om revision, intressentmodellen och principal-agentteorin. En majoritet av bankerna säger att trovärdigheten till de finansiella rapporterna påverkas om bolaget avstår från revision. Dock har de inte vidtagit åtgärder på grund av detta och har därför inte fått några konsekvenser för de bolag som inte har revision. / An exemption from the audit requirement was introduced for smaller companies affecting about 70 %, or 250,000, of the Swedish limited companies. When lending, banks need information to reduce the risk. The auditor is a way to confirm the information and increase the credibility of the accounts. This led to our problem: Is the credibility of a company's financial statements changing for the limited companies that choose not to have an auditor? What are the consequences for the companies in relation to the banks? The purpose is to get a view if the credibility of a company changes when they opt out of the audit and the consequences it may have. The study has a deductive approach, which means that we started collecting data and theories. Then, four interviews were conducted with banks in the city of Örebro, which were analyzed using the theories of audit, stakeholder theory and principal-agent theory. A majority of the banks says that the credibility of the financial statements is affected if the company refrains from audit. However, they have not taken action because of this, and it have not had any impact on the companies that do not have audit.

2009年底，台灣蘋果日報推出【動新聞】，因為其以3D動畫的方式詳述性侵、暴力等社會新聞，引發輿論批評，而且國家傳播通訊委員（NCC）也明白指出，電視新聞使用3D動畫非真實呈現，換句話說，民間與官方都一致認為電視新聞使用3D動畫恐怕有損新聞的專業性。有鑑於新聞媒體最重要的價值就是「新聞可信度」，因此，本研究遂將一般閱聽眾視研究對象，採取實驗法進行社會新聞使用3D動畫有無，進行新聞可信度差異研究。 　　受測者總計52人，依社會新聞次分類分別為突發新聞、犯罪新聞，又依3D動畫有無，共計分為4組，採t檢定檢驗發現，3D動畫有無不會影響新聞可信度，而且突發、犯罪新聞的新聞可信度也無差異；又採二因子變異數檢定發現，新聞可信度不會因為「社會新聞次類型」、「3D動畫有無」或其交互作用產生差異。此外，二因子變異數的檢驗發現，閱聽眾對於3D動畫的既有態度不會影響新聞可信度評估，最後，人口學變項也不會影響新聞可信度評估。 　　即便本研究初步證實社會新聞使用3D動畫有無，在新聞可信度上並無差異，但相較於沒有使用3D動畫的，有使用的反而獲得較高的平均數。 / At the end of 2009, Taiwan Next Media introduced Animated News, which induced considerable public criticism due to its use of 3D animation to portray social news containing acts of sexual assault and violence. Furthermore, the National Communications Commission (NCC) has clearly pointed out that the 3D animation used in TV news is not a real representation. In other words, both the public and government believe to a large degree that 3D animation used in TV news may harm journalistic professionalism. In view of the fact that the most important value of news media is "news credibility," the study employs experimental methods to determine the difference in the credibility of news in the eyes of research subjects consisting of ordinary viewers that results when social news adopts 3D animation. The total of 52 respondents were divided into four groups viewing news in the two subcategories of breaking news and crime news either with or without 3D animation. Inspection employing the t-test revealed that the presence of 3D animation does not affect the credibility of news, and no effect was observed in the case of either breaking news or crime news. Two-way ANOVA further discovered that the credibility of news does not vary due to "social news subcategory," "presence of 3D animation," or their interaction. In addition, two-way ANOVA also revealed that viewers' existing attitude toward 3D animation does not influence their assessment of the credibility of news. This study not only found that the use of 3D animation and social news does not affect the credibility of the news, but also discovered that compared with news not employing 3D animation, news using animation in fact received relatively high average credibility scores.

El carácter ético es inherente a la praxis comunicativa desde sus orígenes, ya que sin éste no tendría sentido el servicio democrático de los medios de comunicación. En el discurso comunicativo actual, los medios de comunicación deportivos deben tener en cuenta el gran impacto de su información en la fomentación de estados de ánimo y de pasión en los aficionados al deporte. Desde la sociedad se reclama una práctica ética de los medios en la información deportiva, a los que se acusa de subjetividad, sensacionalismo y falta de rigor y credibilidad. En esta investigación nos proponemos analizar el carácter ético de los medios de comunicación deportivos a través del cumplimiento de los códigos deontológicos de la profesión, que son los garantes del derecho de la ciudadanía a una información fidedigna. / The ethical nature is inherent to the communicative praxis from its origins, because without this there would be no sense the democratic service in the mass media. Nowadays, in the current media speech, the sports media must be careful with the great influence of your information in the sports supporters. The society is calling to mass media for a better ethical practice in the sport information, accusing them of subjectivity, sensationalism and ausence of rigor and credibility. In this research we analyze the ethical nature of the sports media through the fulfillment of the professional ethics principles, which are the main guarantee for the citizens´ right to a true information.

Few studies have investigated the credibility of computer simulations, from the user’s perspective. This thesis tackles the credibility question, construed as inextricably linked to the judgments of actors who deal with simulations. The theoretical part of this work consists in a typology of credibility-related judgments pertaining to various media . This analysis leads to the development of a judgment construct applying specifically to interactive simulation, and based on the notion of verisimilitude, the quality of appearing true or real. The empirical part is an exploratory study that investigated the perceptions of potential users of a simulation-based learning environment (the VPLab). This study aimed to show the pertinence of verisimilitude in examining credibility discourse, and to explore themes for future research. Its specific objectives were to uncover: (1) users’ preoccupations and representations relating to the VPLab’s verisimilitude, (2) the cues enabling users to make judgments about the VPLab, and (3) the roles played by such cues in the expression of judgments. Following a qualitative and descriptive approach, the investigation included in-depth interviews with thirteen university science students. As part of the results, several varied research themes were developed and the complex nature of user verisimilitude judgments was highlighted. Furthermore, connections appeared between these judgments and individual traits of users, such as prior use of certain computer applications. The influence of various aspects of the environment on its verisimilitude was also considered. ----- [Version française] ---->>>> Peu d’ouvrages traitent de la crédibilité des simulations informatiques, du point de vue de leurs utilisateurs. Ce mémoire examine cette question sous l’angle des jugements de divers acteurs concernés par ces technologies. Son volet théorique définit une typologie de jugements associés à la crédibilité de divers media et propose un concept de jugement propre aux simulations interactives, fondé sur la notion de vraisemblance. Son volet empirique consiste en une étude exploratoire des perceptions des utilisateurs potentiels d’un environnement d’apprentissage fondé sur la simulation (le laboratoire virtuel de physique). Cette étude visait à démontrer la pertinence du concept de jugement de vraisemblance dans l’analyse de discours traitant de crédibilité, et à explorer des pistes de recherche future dans ce domaine. Les objectifs spécifiques de l’étude étaient de mettre au jour (1) les préoccupations et représentations des utilisateurs à l’égard de la vraisemblance de l’environnement, (2) les repères sur lesquels ils s’appuient pour poser des jugements et (3) les rôles que jouent ces repères dans ceux-ci. L’approche qualitative et descriptive retenue s’appuyait principalement sur des entrevues en profondeur auprès de treize étudiants universitaires. L’étude a permis d’explorer de nombreux thèmes de recherche inédits; ses résultats ont mis en relief le caractère complexe des jugements et fait apparaître des relations entre ces derniers et des caractéristiques des utilisateurs, telles que leurs antécédents en matière d’usage d’applications informatiques. L’influence de divers éléments ou caractéristiques de l’environnement sur les jugements a également été examinée.

The aim of this study was to investigate people’s ability to detect deception and if variables such as birth order, personality and suspiciousness affect this ability. The study was conducted at Växjö University with students as participants (n = 278). A film of two people arguing both for and against their own personal opinions was constructed and participants assessed credibility on a categorical scale (Honest/Dishonest). Neither birth order nor level of suspiciousness revealed significant differences as pertains to credibility attribution. In this study, personality traits showed small differences in that a low degree of Conscientiousness and possibly a high degree of Openness can predict lie bias (more correct classified lies). This study also showed that a truth and lie bias is predicted by positive respectively negative opinions. / Syftet med denna studie var att undersöka eventuella skillnader mellan människor och deras förmåga att upptäcka vilseledande information. Syskonplacering, personlighet och misstänksamhet ställdes mot deltagarnas trovärdighetsklassificeringar. Studien genomfördes på Växjö universitet och deltagarna bestod av studenter (n = 278). En film med två personer vilka argumenterade för och emot sina personliga åsikter konstruerades där deltagarna bedömde trovärdighet genom en kategorisk skala (Ärlig/Oärlig). Inga skillnader fanns mellan varken syskonplacering eller misstänksamhet och trovärdighetsbedömning. Personlighet gav små skillnader i trovärdighetsbedömning genom att låg grad av Conscientiousness och eventuellt hög grad av Openness predicerade lögnbias (fler korrekt klassificerade lögner) i denna studie. Studien visade även att sannings- och lögnbias prediceras av positiva respektive negativa åsikter i talarens påståenden.

<p>The aim of this study was to investigate people’s ability to detect deception and if variables such as birth order, personality and suspiciousness affect this ability. The study was conducted at Växjö University with students as participants (n = 278). A film of two people arguing both for and against their own personal opinions was constructed and participants assessed credibility on a categorical scale (Honest/Dishonest). Neither birth order nor level of suspiciousness revealed significant differences as pertains to credibility attribution. In this study, personality traits showed small differences in that a low degree of Conscientiousness and possibly a high degree of Openness can predict lie bias (more correct classified lies). This study also showed that a truth and lie bias is predicted by positive respectively negative opinions.</p> / <p>Syftet med denna studie var att undersöka eventuella skillnader mellan människor och deras förmåga att upptäcka vilseledande information. Syskonplacering, personlighet och misstänksamhet ställdes mot deltagarnas trovärdighetsklassificeringar. Studien genomfördes på Växjö universitet och deltagarna bestod av studenter (n = 278). En film med två personer vilka argumenterade för och emot sina personliga åsikter konstruerades där deltagarna bedömde trovärdighet genom en kategorisk skala (Ärlig/Oärlig). Inga skillnader fanns mellan varken syskonplacering eller misstänksamhet och trovärdighetsbedömning. Personlighet gav små skillnader i trovärdighetsbedömning genom att låg grad av Conscientiousness och eventuellt hög grad av Openness predicerade lögnbias (fler korrekt klassificerade lögner) i denna studie. Studien visade även att sannings- och lögnbias prediceras av positiva respektive negativa åsikter i talarens påståenden.</p>

Bakgrund: Konstruktioner av ensamkommande barn har undersökts till viss del. Föreställningar om barnen i bland annat medier och policydokument har studerats. Hur barnen konstrueras inom en "vardagskontext", i form av ett öppet diskussionsforum online (Flashback Forum), och hur konstruktioner däri görs trovärdiga, bedöms eftersatt. Syfte: Syftet med föreliggande studie var att identifiera olika inom Flashback Forum förekommande diskurser kring ensamkommande barn, med avseende på deras retoriska organisering. Med diskurs avsågs ett sätt att tala om och förstå världen som konstruerar ett objekt eller företeelse på ett särskilt sätt. Metod: För att besvara syftet användes en diskurspsykologisk ansats vilken fokuserar på hur trovärdighet och sanning skapas i kommunikation. Utifrån en teoretisk modell, innefattande de fyra retoriska teknikerna category entitlement, empirisk repertoar, konsensus och extremfallsformuleringar, undersöktes hur skribenter på forumet skapade sanning och bemötte andras föreställningar om barnen. Resultat: Resultatet visade att ensamkommande barn omges av diskurserna de vuxna, barnen, våldtäktsmännen, de särbehandlade, de sexuellt utsatta samt diskursen om de biologiskt manliga könet. Diskurserna användes parallellt i talen och underbyggde argumenteringar på forumet. Skribenterna använde de studerade retoriska teknikerna för att skapa trovärdighet i uttalanden. Med särskilda uttrycksformer skapades fakta om ensamkommande barn. / Background: Constructions of unaccompanied children have been researched to some extent. Concepts of the children have been studied in media and policy documents amongst others. How the children are constructed within an "everyday context", in form of an open online discussion forum (Flashback Forum), and how the constructions become credible, are regarded as under-researched. Aim: The aim of the present study was to identify different discourses concerning unaccompanied children on the Flashback Forum, with regard to their rhetorical organization. Discourse is meant as a way to talk about and understand the world that constructs an object or phenomenon in a particular way. Method: To answer the aim, a discursive psychological approach was used, which focuses on how credibility and truth are created in communication. Based on a theoretical model, including the four rhetorical techniques category entitlement, empirical repertoire, consensus and extreme case formulations, it was examined how the writers at the forum created truth and responded to others' beliefs about the children. Result: The results showed that unaccompanied children are surrounded by the discourses: the adults, the children, the rapists, the special treated, the sexually vulnerable and the discourse of the biologically male sex. Discourses were used in parallel in the speeches and to back up arguments at the forum. The writers used the studied rhetorical techniques to build credibility in the statements. With specific expression, facts about unaccompanied children were created.

This thesis is called “Citation needed – the perceived credibility of Wikipedia among higheducation students”. The purpose of this thesis is to discover the opinions about the credibilityof Wikipedia among high education students. The assumption is that students are aware ofbeing source criticizing and do not directly cite Wikipedia in academic works. The main research question is: what are the views of the perceived credibility of theinformation on Wikipedia among high education students? The theoretical framework is made out of previous research specific related to Wikipediabut also theories around memory creation, assessment of sources and credibility. The method used is qualitative, with semi-structured interviews. The material consists ofinterviews with nine participants. Their answers are transcribed and presented in themes andthen analyzed. The main results are that the perceived credibility of the information on Wikipedia amongthe students is that it is fairly credible and their views of the encyclopedia are that it is fastupdated and neutral. They also believe that Wikipedia isn’t for academic usage so in allaspects the students do not make a thoroughly assessment of the encyclopedia’s credibility. Further implications are that Wikipedia would be ruined if anyone tried to make itacademic. Wikipedia fulfills an educational tool for the public even though it is not alwayscorrect. It is important to be reminded that Wikipedia contains errors but no other source iscompletely flawless either. In that sense it would be smarter to start a new encyclopedia, ifthere is such a need, perhaps open for professors only and would in the end only containvetted information, however mostly/only in academic fields. The length of the thesis is 56 pages in total and approximately 21 000 words. Keywords: Wikipedia, encyclopedias, source criticism, credibility, Nationalencyclopedin,students, in-depth interviews.

Syfte Vårt syfte med uppsatsen är att skapa en djupare förståelse för problematiken och möjligheterna som finns gällande klädföretags arbete med miljövänliga kläder. För att uppnå detta på ett effektivt sätt har vi tagit fram två delsyften. Vi ämnar analysera och undersöka: • Vilka faktorer som påverkar konsumenters intresse för miljövänliga kläder. • Hur marknadskommunikationen av miljövänliga kläder kan vara utformad för att tilltala konsumenterna. Vidare har en forskningsfråga tagits fram som lyder: • På vilka sätt kan klädföretag arbeta med grön marknadsföring för att öka intresset för miljövänliga kläder? Metod Vi har utgått från den kvalitativa undersökningsmetoden då vi ville uppnå en djupgående förståelse för vårt valda forskningsområde samt ha möjligheten att göra subjektiva analyser och tolkningar. Det empiriska materialet samlades in genom sju djupgående intervjuer. Tre av dessa genomfördes med experter inom hållbarhetsområdet medan fyra av dessa genomfördes med företagsrepresentanter som arbetar med hållbart framtagna kläder. Slutsatser Utifrån vår teoretiska och empiriska analys har vi kommit fram till ett antal slutsatser som kan vägleda företag i deras arbete med grön marknadsföring. En av dessa är att företag bör integrera miljöfrågan i hela affärsverksamheten istället för att ha en särskild avdelning som arbetar med detta. Vidare bör företag undvika greenwash och endast kommunicera det företaget faktiskt gör. Vi har vidare kommit fram till att företag som arbetar med attraktiva miljövänliga kläder måste bli bättre på att marknadsföra den miljövänliga aspekten. Företag kan med fördel använda sig av sociala medier och kändisar för att skapa engagemang och word of mouth. Även företagets anställda kan spela en viktig roll gällande marknadsföringen av de miljövänliga plaggen. Till sist har vi funnit att det är av yttersta vikt att företag som arbetar med miljövänliga kläder förstår hur konsumenter resonerar och prioriterar vid köpbeslut för att sedan agera utifrån detta i sin marknadsföring. / Our purpose with this paper is to create a deeper understanding of how clothing companies can work with green marketing in order to increase the interest in environmentally friendly garment. We intend to do this by working with two specific aims. We will analyze and investigate: • What the factors are that influence consumers interest of environmentally friendly clothing. • How marketing communication of environmentally friendly clothing can be designed to appeal to consumers. Furthermore, we have defined the following research question: • In which ways can clothing companies work with green marketing in order to make environmentally friendly clothing more interesting? We used the qualitative research method since we wanted to achieve an in-depth understanding of our chosen research area that was open to subjective analysis and interpretation. The empirical material was collected through seven in-depth interviews. Based on our theoretical and empirical analysis, we have identified a number of conclusions that can guide companies in their green marketing efforts. One of these is that companies should integrate the environment into the business strategy instead of having a separate department dealing with this. Furthermore, companies should avoid greenwash and only communicate the activities that the company actually performs. We have further concluded that companies working with attractive environmentally friendly clothes need to be better at marketing the environmentally friendly aspect. Companies can also benefit from using social media and celebrities to create engagement and word of mouth. The company’s employees play an important role when marketing environmentally friendly garments. Finally, we have found that it is imperative that companies working with environmentally friendly clothing understand how consumers think and prioritize their purchase decision and act accordingly in their marketing.