Syftet med denna studie har varit att undersöka Wapnös hållbarhetskommunikation och ta reda på hur de vill att kommunikationen ska förstås. Vidare har hållbarhetskommunikationen studerats ur ett konsumentperspektiv för att undersöka hur Wapnös konsumenter tolkar företagets hållbarhetskommunikation. Studien ämnar att undersöka vilka faktorer som kan påverka människor att göra olika tolkningar av samma budskap. Hur vill Wapnö att deras hållbarhetskommunikation ska tolkas och förstås? Hur tolkar Wapnös konsumenter företagets hållbarhetskommunikation? Hur kan resultatet förstås utifrån Encoding/decoding-modellen? Utifrån de resultat som framkommit i studien har det visat sig att Wapnö vill framställa sig som ett hållbart företag med en kommunikation som tolkas och förstås som öppen och transparent. Vidare har det framkommit att de olika tolkningar som konsumenterna har gjort av de material som presenterats har berott på faktorer som ålder, intresse och kunskap i en specifik sakfråga.

<P> For over six decades, the theory and design of radar systems have been dominated by probability theory and statistics, information theory, signal processing and control. However, the similar encoding-decoding property that exists between the visual brain and radar has been sadly overlooked in all radar systems. This thesis lays down the foundation of a new generation of radar systems, namely cognitive radar, that was described in a 2006 seminal paper by Haykin. Four essential elements of cognitive radar are Bayesian filtering in the receiver, dynamic programming in the transmitter, memory, and global feedback to facilitate computational intelligence. All these elements excluding the memory compose a well known property of mammalian cortex, the perception-action cycle. As such, the cognitive radar that has only this cycle is named as the basic cognitive radar (BCR). For t racking applications, t his thesis presents the underlying theory of BCR, with emphasis being placed on the cubature Kalman filter to approximate the Bayesian filter in the receiver, dynamic optimization for transmit-waveform selection in the transmitter, and global feedback embodying the transmitter , the radar environment, and the receiver all under one overall feedback loop. </p> <p> Built on the knowledge learnt from the BCR, this thesis expands the basic perception-action cycle to encompass three more properties of human cognition , that is, memory, attention, and intelligence. Specifically, the provision for memory includes the three essential elements, i. e. , the perceptual memory, executive memory, and coordinating perception-action memory that couples the first two memories. Provision of the three memories adds an advanced version of cognitive radar, namely the nested cognitive radar (NCR) in light of the nesting of three memories in the perception-action cycle. </p> <p> In this thesis, extensive computer simulations are also conducted to demonstrate the ability of this new radar concept over a conventional radar structure. Three important scenarios of tracking applications are considered, they are (a), linear target tracking; (b), falling object tracking; and (c), high-dimensional target tracking with continuous-discrete model. All simulation results confirm that cognitive radar outperforms the conventional radar systems significantly. </p> <p> In conducting the simulations, an interesting phenomenon is also observed, which is named the chattering effect. The underlying physics and mathematical model of this effect are discussed. For the purpose of studying the behaviour of cognitive radar in disturbance, demonstrative experiments are further conducted. Simulation results indicate the superiority of NCR over BCR and t he conventional radar in low, moderate and even strong disturbance. </p> / Thesis / Doctor of Philosophy (PhD)

No description available.

<p>Abstract</p><p>Title: The GI- method –bluff or the path to healthy life?</p><p>Number of pages: 41</p><p>Tutor: Lowe Hedman</p><p>Author: Annika Westlund</p><p>Course: Media and Communication Studies C</p><p>Period: Fall 2006</p><p>University: Division of Media and Communications Studies C</p><p>Purpose/Aim: The aim of this essay was to investigate how the site GI viktkoll describes glycemic index on their website. The intention was also to investigate how the media presented GI through articles and how they used doctors and dieticians to appear trustworthy. Another aim was to investigate what effect GI viktkoll could have on its readers.</p><p>Method/Material: I have chosen a qualitative method where I did a discourse analysis of the articles which were presented on the GI viktkolls website during a period of three weeks. This was my main method in the essay. I also did two interviews with educated professionals. The articles on the website were thereby the main material I used in the essay.</p><p>Main results: My result shows that GI viktkoll do have an underlying aim in wanting to influence its readers ina specific way. Therefore my result shows that it is important as a reader, to be aware of that GI viktkoll might not present a critical way of thinking and every aspect of the phenomenon. GI viktkoll also has influence on people because they have power to change peoples mind about the phenomenon GImethod in the society. GI viktkoll only presents the healthy way of living through the GI method, although there still there is a lot of disagreement from other directions such as doctors and dieticians about the actual effects of the GI method on healthy people.</p><p>Keywords: glycemic index, media culture, encoding/decoding, discourse analysis.</p>

<p>Abstract</p><p>Title: What TV-glasses do you wear? A study in how party-political people decode the TVshow Scooby Doo (Vilka tv-glasögon har du? En studie i hur partipolitiskt aktiva personer tolkar tv-serien Scooby Doo)</p><p>Number of pages: 47 (54 including enclosures)</p><p>Author: Christopher Landstedt</p><p>Tutor: Amelie Hössjer</p><p>Course: Media and Communication Studies C</p><p>Period: Autumn term 2007</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University.</p><p>Purpose/Aim: The aim of this essay is to make a study in how party-political people, 18-25 years old, both female and male, decode the messages in the TV-show Scooby Doo from 1969. Do they decode the show differently because of their political view, their gender or, and their social background? Is there a pattern in the decoding or is it based on a more individual level?</p><p>Material/Method: A qualitative method containing a total number of 16 individual interviews with young adults, 18-25 years old, half of them female, the other half male, were used. All of the participants are members of political youth parties/organizations, equally divided in left and right wing parties. Scooby Doo was chosen thanks to the lack of political meanings and messages in the show and its objective aura. The respondents got to see a preselected episode from the first season ever of Scooby Doo. After they finished watching the show, the interview took place. The interview contained questions on a deeper lever regardingthe episode. Stuart Hall’s all time classic encoding-decoding theory is used as the main theory with the support from other theories in the same field.</p><p>Main results: The degree of active reading is overall equal among the young adults that participated in the study. Differences can be found in the way they decode the sender’s messages and what values they put into the message. The leftwing respondents tended to decode the show in more oppositional way than the rightwing people who tended to read the messages dominant. There is an exception to every rule, also in this case. To sum it all up in one last sentence it should be said that some people’s personal values shine through, and aremore obvious than others.</p><p>Keywords: encoding-decoding, gender, television, interpretation, Scooby Doo, political view, leftwing and rightwing</p>

The development of communication technology has also created new structures, able to challenge the traditional power roles of the communicative process. Social media have become a fruitful arena of this change due to their users having the possibility to respond to the producers’ messages. Thus, the traditional lineal structure turns to an interactional one and consequently, the lines become blurred between the roles of the dominant and dominated as assumed by the senders/producers and the receivers respectively. Controversial issues shed light on this ‘battle for power’, such as the sustainability actions and reporting of Zara and H&amp;M. These companies are the leaders of the fast fashion industry; one of the most ‘unsustainable’ fields. Through a critical discourse analysis of the posts that the companies launch on their Facebook-sponsored accounts as well as the comments related to sustainability that they obtain from their users, the communicative process occurring in social media can be assessed. The aim of this analysis is to provide an insight into how the communicative process between sender and receiver in social media creates public opinion and affects the development of sustainability discourse. It has been shown that users have found in social media a powerful tool to challenge the companies’ power: they can comment on the informative product in question. Also the users have taken the sustainability discourse as the required ‘object’ when questioning a product’s reliability. The latter is in some way another means with which to challenge the companies’ power.

Abstract
  Title:Systembolaget och unga - En studie om hur Systembolagets reklamfilmers budskap tas emot  Authors: Frida Johnsson, Evelina Josefsson, Minda Landgren  Aim: The aim with this essay is to analyze how the target audience 18-19-year olds, and consumers of Systembolaget, the target audience of 20- 25-year olds, are affected by two specific commercials named “Systrar” and “Bröder” and furthermore examine whether the commercials have a deterrent effect on the audience or not. The questions the essay answers are “How do 18-19-year olds perceive that they are affected by the campaign films?” and “How do 20-25-year olds perceive that they are affected by the campaign films?”. This essay uses the methods qualitative analysis and focus group interviewand is based on the theoryEncoding/Decoding. In conclusion Systembolaget uses emotions to convey their message. To the audiences the commercials are not as deterrent as one might first imagine.   Number of pages: 56 Course: Media and Communication studies C Department: Department of Informatics and Media University: Uppsala University Period: Autumn 2018 Tutor: Per Gunnar Holmlöv Keywords: Ungdomar, Systembolaget, Alkohol, Reklamfilm, Encoding/Decoding, Teman, Koder, Kontext

<p><p>Under sommaren och hösten 2009 fick Apolivas reklamfilm stor uppmärksamhet av såväl det svenska folket som i media. Uppståndelsen grundades i att en stor andel människor som tagit del av reklamen uppfattade den som skrämmande, medan Apolivas avsikt var att skildra de svenska, något melankoliska, väderförhållandena.</p><p>Syftet med denna uppsats är att undersöka tolkningsskedet av Apolivas reklamfilm, hos flickor i nionde klass. Vår specifika frågeställning utvecklades till att ta reda på om den utvalda gruppen tolkar budskapet och känslan som förmedlas i reklamfilmen, på det sätt som Apoliva avsett, med utgångspunkt i Halls (2009) encoding/decoding-teori. Enligt denna modell finns tre olika sätt att tolka ett budskap; dominant, oppositionell eller förhandlande tolkning. I en dominant tolkning godtar mottagaren budskapet, medan den oppositionella tolkningen innebär att mottagaren vänder sig mot budskapet. I den förhandlande tolkningen godtar mottagaren budskapet till viss del i en mix av tvivel. Intervjuerna inleddes med en visning av Apolivas reklamfilm, därefter ställdes frågor med tyngdpunkten på att ta reda på vilka känslor och budskap som respondenterna upplevde av reklamen.</p><p>Undersökningen genomfördes med hjälp av kvalitativa intervjuer på åtta stycken flickor i årskurs nio.</p><p>Respondenternas svar analyserades med hjälp av Halls (2009) encoding/decoding-teori, och under arbetets gång kom vi till insikt att modellen behövde modifieras. Detta blev nödvändigt då vi i analysen märkte att en stor del av de intervjuade missuppfattat det inkodade budskapet. Trots att vissa respondenter inte tolkat budskapet som avsändaren planerat, var det inte otänkbart att dessa ändå godtog det uppfattade budskapet till viss del. Således delades modellen in i olika kategorier av egenuppfattningar.</p><p>Svaret på huvudfrågan som ställdes till materialet;<em> Med utgångspunkt i Halls teori om encoding/decoding, tolkar kvinnliga elever i årskurs 9 budskapet och känslan som kommuniceras i reklamfilmen, på det sätt som avsändaren avser? </em>är att flickorna inte kan anses tolka reklamens budskap och känsla på avsett sätt. Endast en respondent kunde bedömas göra en dominant tolkning av Apolivas reklamfilm. Påtagligt är istället hur många som faktiskt gjort en annan tolkning av budskapet, än vad Apoliva avsåg sända ut.</p><p> </p></p>

The study aims to gain a better understanding and explore how a selected group (receivers) perceive two elected advertising images from Indiska and Vila and then compare their opinions to what Indiska and Vila themselves want to communicate. We base the study on theories of encoding / decoding, which deals with how the companies charge their advertising images with values and how recipients decodes these values. A qualitative study was carried out based on analytical induction (planning, collection and analysis). Through the analytical method of induction, we created categories based on the collected data and put them in relation to each other. The result showed that the overall impression of the images' and the context are of great importance for how our respondents perceive the advertising images. The overall impressions convey emotion that reinforces the expression and the message. The respondents partially perceived the transmitters' message in the pictures, but some elements did not match the transmitters' intention. We also made a reception analysis to find out whether the nursery place of our respondents made a difference in how they interpreted the advertising images. Although we could not reveal any significant difference between these groups, we still believe that social, cultural and economic background matters when it comes to interpretation.

<p> </p><p> </p><p><p>The study aims to gain a better understanding and explore how a selected group (receivers) perceive two elected advertising images from Indiska and Vila and then compare their opinions to what Indiska and Vila themselves want to communicate. We base the study on theories of encoding / decoding, which deals with how the companies charge their advertising images with values and how recipients decodes these values.</p><p>A qualitative study was carried out based on analytical induction (planning, collection and analysis). Through the analytical method of induction, we created categories based on the collected data and put them in relation to each other. The result showed that the overall impression of the images' and the context are of great importance for how our respondents perceive the advertising images. The overall impressions convey emotion that reinforces the expression and the message. The respondents partially perceived the transmitters' message in the pictures, but some elements did not match the transmitters' intention.</p><p>We also made a reception analysis to find out whether the nursery place of our respondents made a difference in how they interpreted the advertising images. Although we could not reveal any significant difference between these groups, we still believe that social, cultural and economic background matters when it comes to interpretation.</p></p>