Receptor-mediated phosphoinositide hydrolysis was studied in 3H-myo-inositol labelled rat cerebral cortical slices. Several CNS neurotransmitter receptor agonists stimulated the hydrolysis of inositol phospholipid(s). Maximal responses to receptor stimulation showed the order, muscarinic cholinergic > adrenergic > serotonergic > histaminergic. Potassium ion depolarisation and a Ca2+ ionophore also stimulated the accumulation of 3H-inositol phosphate(s). The metabolic sequence of muscarinic receptor-mediated phosphoinositide breakdown was examined in detail. Carbachol stimulated the sustained accumulation (> 45 min.) of 3H-Ins P1, 3H-Ins P1, 3H-Ins P2, 3H-Ins P3 and of a novel 3H-inositol phosphate identified as Ins-1,3,4,5-P4. Kinetic studies showed that muscarinic receptor activation results in the rapid (< 5 sec.) increased accumulation of 3H-Ins P2, 3H-Ins P3 and 3H-Ins P4 while the onset of 3H-Ins P1 accumulation is delayed. Using hplc, the Ins P3 fraction was resolved into two components with the retention times of Ins-1,3,4-P3 and Ins-1,4,5-P3. Stimulated accumulation of Ins-1,3,4-P3 was preceded by that of the other polyphosphates. The probable formation of Ins-1,3,4-P3 via Ins-1,3,4,5-P4 dephosphorylation is discussed. A phospholipid precursor for Ins-1,3,4,5-P4 could not be identified but production of this molecule via an ATP-dependent, Ins-1,4,5-P3 3-kinase was confirmed. Studies of the rates at which the separate 3H-inositol phosphates are hydrolysed in stimulated tissue suggest considerable flux through this kinase reaction and indicate that the majority of the 3H-Ins P1, and 3H-Ins P2 accumulating in response to agonist result from 3H-tris- and 3H-tetrakisphosphate metabolism. Pharmacological data support these conclusions for conditions of both high and low receptor occupancy. Lithium ions markedly affected muscarinic receptor-mediated 3H-inositol phosphate metabolism, dose-dependently potentiating stimulated 3H-Ins P3, and 3H-Ins P2 accumulations while concomitantly attenuating those of 3H-Ins P3 and particularly 3H-Ins P4. The latter effects were half-maximal at 1 mM Li+, exhibited a delayed onset, were not related to receptor desensitization but may be indirect consequences of Ins P1 phosphomonoesterase inhibition. The significance of these actions is discussed in the context of the potential second messenger roles of Ins-1,4,5-P3 and Ins-1,3,4,5-P4.

Purpose/method: The purpose of this research is to investigate how and if football supporters’ and non-supporters’ attitude towards football clubs is affected when they read about football related events on social media. To research this phenomenon a quantitative method constituting a survey was used to find parallels and to find patterns of the impact on different persons and what situations have the greatest impact on people. Conclusion: To conclude, this research shows that posts about football related events have a strong impact on the most hardcore supporters but also on people who are not interested in football at all. Furthermore, negative events such as hooliganism during football matches are one of few incidents which have the greatest impact on people. However, there are incidents that have positive effects on people when they spread on social media as well, for example sport success. The credibility of social media was relative high which in turn leads to more people being affected of what they read since they believe that what they read is also true. Contribution: The practical contribution of this essay is to help Swedish football clubs in their work with social media and to understand the impact of social media on their club. In addition the research will guide clubs on which details are most important to work with to build a good relationship with supporters and possible supporters on social media. The theoretical contribution is to get a deeper understanding of how the attitude of supporters and non-supporters can be affected when they read different news on social media.

published_or_final_version / abstract / Chinese Medicine / Master / Master of Philosophy

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The study examined the ways in which individuals manage inconsistent information about actors and fictional character that the actors play. Previous research suggested that people tend to attribute characters' characteristics to the actors. Therefore, actor-character inconsistency might be deemed as hypocritical and undermine the effects of the media content. However, this effect was hypothesized to be moderated by information processing mode. Specifically, when viewers transport into the narrative, namely, become absorbed in the story, they are not able to integrate actor information with character information. Similarly, when processing the message heuristically, viewers lack sufficient cognitive resources to integrate actor information. Thus, it was hypothesized that character incongruence will only diminish media effects when viewers process the media content critically. These hypotheses were explored in the context of perceptions of cosmetic surgery and sexual objectification of women. Participants read a fictitious interview in which the actor Raymond Romano expressed either approval of breast augmentation procedures or criticized this practice. Then, participants watched an edited segment from an Everybody Loves Raymond episode in which Romano played the role of a character that encouraged his wife to undergo cosmetic surgery. Viewers were requested to engage in issue elaboration, encouraged to transport into the show (narrative elaboration) or had to complete a distraction task while watching (heuristic processing). They listed all the thoughts they had during the media exposure and completed questionnaires assessing attitudes towards cosmetic surgery and sexual objectification of women. The same measures were completed again, one week after the lab session. Analysis of viewers' reported thoughts indicated that the manipulation successfully induced the different types of processing. Further, participants in the issue elaboration condition tended to generate both message consistent thoughts and counter-augments, whereas participants in the narrative elaboration condition generated few counter-arguments. In the heuristic processing condition, viewers listed very few thoughts, and did not counter-argue with the message. However, narrative consistent or inconsistent thoughts did not affect persuasion. Finally, incongruence between the actor and the character did not reduce persuasiveness of the message or hinder actor's likability, suggesting that viewers successfully maintain separate actor and character schemas.

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