This study is a content analysis of media content in a 12-month time period in the lives of Jason Wu and Thom Browne, who were the designers of Michelle Obama’s outfit to the second presidential inauguration. In order to discover the increase in awareness and media coverage of these designers due to Michelle Obama’s fashion selection during the second inauguration, which brought about publicity, the researcher compared mentions, tone of stories, and framing of stories concerning these designers 6 months before and after the inauguration. Results indeed gave support to the hypothesis that mentions of these designers increased significantly after that pivotal event, that the mentions were more likely to include Michelle Obama, and that Wu received more mentions than Browne. However, support was not obtained for an increase in positive tone of stories after the inauguration.

The present content analysis was designed to identify the representation of female athletes in the media during the 2012 London Olympics. Coders analyzed 617 mentions of male and female athletes in order to determine the quantity and quality of coverage during the 2012 Olympics. The research mostly supported previous literature concerning the depiction of female athletes in the media, as the study revealed an imbalance in the quantity and quality of coverage of male and female athletes in newspapers. The frequency of mentions of female athletes was lower than the frequency of mentions of male athletes. Furthermore, female athletes were found to be more frequently associated with sexism than male athletes. The exploratory research revealed significant differences in the depiction of female athletes in Western and Eastern countries because female athletes tend to be portrayed in more subordinate roles in Eastern newspapers.

Social media and their accompanying smartphone apps have opened brands to consumers in unprecedented ways. Of these sites, none, with the exception of Facebook, are more popular than Instagram, a social networking app that is image-centric and image-driven. As a free platform for potentially reaching, attracting, and engaging with millions of consumers, Instagram offers brands an unprecedented avenue for free advertising—all on a relatively level playing field. This means that brands, even startups, have the same access to potential followers as larger, more established brands. This advertising is more fluid, more frequent, and more inconspicuous than traditional advertisements; e.g., magazine spreads, billboards, or commercials. To better understand what elements are commonly found in startups image posts on Instagram, as well as to learn if or how those elements translated to engagement, this study employed a content analysis to deconstruct 438 image posts aggregated from the Instagram accounts of ten U.S. startups. Images were coded for salient image features, viral advertising appeals, fundamental image functions, and creative message segments as outlined by Taylor's seminal advertising model, the six-segment message strategy wheel (1999). Likes and comments were recorded during coding in order to measure engagement. Two approaches to analyzing the data were then taken. First, descriptive statistical analyses were applied to the data to determine how frequently elements appeared among startups' image posts. The second approach involved two phases. In Phase 1, crosstabs were conducted to discover what interrelationships exist among these elements. In Phase 2, a qualitative content analysis of the data compiled from the initial content analysis was conducted to determine if certain schema were commonly manifest among posts with high and low engagement in respects to likes and comments. The subsequent findings indicated that object(s) were the most common image feature, informing was the most common function, ration was the most common image function, and humor was the most popular viral advertising appeal, although as a whole, viral advertising appeals were rarely manifest. The qualitative content analyses suggested that more schema negatively affected engagement than schema that positively affected it, though several important themes and base combinations were perceptible among the top 10 percent of posts in relation to engagement.

The following thesis describes and analyses the representation of lung cancer in the Canadian print media. The thesis employs a theoretical framework comprised of Giddens’ theory of reflexivity and Goffman’s theory of framing, to understand the social dynamics of negotiation behind the disease’s portrayal in the media, in a late modern context. Late modernity was defined by institutional reflexivity and a focus on understanding and mitigating risk. The research was conducted through a content analysis and examined quantitative trends that contributed to a subsequent qualitative interpretation. The results show that the coverage of lung cancer decreased over time. The analysis shows a discourse of a biomedical institution that has unsuccessfully controlled the disease, a lack of patient advocacy, particularly among celebrities, and a continued conflation of smoking behaviour and lung cancer, all of which contributed to the decreasing coverage. The framing processes point to a society focused on understanding risk through studying the disease’s causes, as well as one concerned with legislative debate and behavioural prevention. The emergence of a frame focused on the patient’s lived experience might contribute to an improved representation of the disease.

This master thesis aims to understand whether the connection of visuals and emotions on social media can be utilized by activists to increase awareness of environmental issues. In particular, this thesis discussed if emotional visual content about environmental activism on social media increases recipients' emotional awareness and small-scale activism when embedded in visual framing communication. The work is based on theories like affective visual framing, affective intensity, stickiness and grab, which define the dynamics of emotions online and the merits that come with it, when used for strategic communication. In combination with visual communication on social media and the emotional impact of visuals, environmental imagery develops power for social transformation. Analyzing the organization Greenpeace and the Leonardo DiCaprio Foundation for their emotional strategic communication on Instagram, the research uses mixed-methods to gather data about the reception of emotional visuals. A questionnaire collects data about broad responses to images and seven in-depth interviews focus on deeper motivations and opinions behind the emotional reaction. The research reveals that first of all emotions are generated by emotionally framed visual contents. These emotions also lead to an emotional awareness of environmental issues. Nevertheless, small-scale activism was neither increased by emotional content nor by general emotional awareness. Solely short-term interest in activism could be identified.

Inom loppet av sex månader mördades tre personer i Hudiksvalls kommun. Morden blev uppmärksammade i media och beskrevs som brutala i sitt tillvägagångssätt. En 20-årig man dömdes för mordet på Vanja Nilsson och Kjell List och en 22-årig man dömdes för mordet på Tova Moberg.Ambitionen med uppsatsen var att undersöka hur Hudiksvalls tidning med hjälp av gestaltning och dramaturgi formar en mediebild av en individ. I det här fallet en bild av två män, från att dessa häktats fram tills dess att påföljd meddelats av tingsrätten. Ännu en ambition var att undersöka hur samma tidning förhållit sig enligt det pressetiska ramverket i sin rapportering kring gärningsmännen och dess offer.Teoretiska utgångspunkter aktuella för uppsatsen har varit gestaltningsteori och dramaturgi. Dessa visar hur och med vilka hjälpmedel man framställer händelser och individer i media. Utgångspunkten medier och brott blev en stor tillgång då den fokuserar helt på medierna och dess omättliga aptit för brott och avvikelser. Pressetiken och de pressetiska rekommendationerna var nödvändiga för att se hur Hudiksvalls tidning förhållit sig enligt dessa.Uppsatsen är huvudsakligen kvalitativ men har stärkts med kvantitativ metod.Analysen visade att Hudiksvalls tidning gestaltat gärningsmännen utifrån avvikelser i vederbörandes personlighet och bakgrund. Hos 20-åringen var gestaltningen nyanserad av mannens psykiska ohälsa medan gestaltningen av 22-åringen var influerad av mannens bakgrund med droger och kriminalitet. Pressetiskt visade sig ett ställningstagande från tidningens sida där man gick ut med den ena gärningsmannens identitet i form av både bild och namn, medan den andra gärningsmannen förblev anonym.I analysen med fokus på gärningsmännens offer, var resultatet att namn och bild publicerades på alla tre offren. I fallet Tova Moberg fann jag att det till viss del fanns ett allmänintresse då hon från början var anmäld som försvunnen. I fallet Vanja Nilsson och Kjell List fann jag däremot inget uppenbart allmänintresse i identifierandet av offer, att Hudiksvalls tidning är en lokaltidning visade sig däremot vara av betydelse. / In less than six months three people are murdered in the county of Hudiksvall, Sweden. The homicides were described as brutal and received a lot of media attention. A 20-year-old man was later convicted for the murder of Vanja Nilsson and Kjell List and a 22-year-old man are later convicted for the murder of Tova Moberg. The ambition with this paper has been to examine how Hudiksvalls newspaper, with the help of framing and dramaturgy creates a media image of a person. In this case, an image of two men, from the moment they were arrested, until penalty was given by the district court. Another ambition was to investigate how the same newspaper handled the media coverage in relation with the [Swedish] press ethical framework, both in its reporting about the perpetrators and its victims.Theoretical framework relevant to this essay has been framing theory and dramaturgy. These show how and with which means you make and portray events and individuals in the media. Media and crime were also a big theoretical asset since its main focus is on the relation between media and crimes. The [Swedish] press ethical framework was necessary as a theoretical approach since one of the essays main issues were to see how Hudiksvalls newspaper handled the media coverage in relation to the press ethical guidelines. The essay is mainly qualitative but has been strengthened by quantitative method.The analysis showed that Hudiksvalls newspaper portrayed the perpetrators based on abnormalities in their personality and backgrounds. The image of the 20-year-old man was shaded by the his psychological problems, while the image of the 22-year-old was influenced by his background with drugs and crimes. The analysis also showed that the newspaper revealed the identity of one of the perpetrators’, while the other offender remained anonymous.In the analysis focusing on the perpetrators' victims, the result showed that names and images were published off all three victims. In the case of Tova Moberg, I found that to some extent there was a public interest since she initially was reported as a missing person. However, in the case of Vanja Nilsson and Kjell List I found no obvious public interest in revealing their identity, all though the fact that Hudiksvalls newspaper is a local newspaper, proved to be of importance in the matter.

This study examines the framing of Syria fighters in Swedish newspapers during selected time periods of 2016 and 2017. Syria Fighters refer to individuals who travel to Syria to join the ongoing conflict, an occurrence commonly known as Foreign Fighters. Using framing analysis and framing theory the study finds that Syria fighters and their actions are framed mainly as problematic and as a negative social phenomenon. The study also makes a comparison to similar, previous research of Dutch and Flemish newspapers and finds clear similarities as well as differences.

The following thesis describes and analyses the representation of lung cancer in the Canadian print media. The thesis employs a theoretical framework comprised of Giddens’ theory of reflexivity and Goffman’s theory of framing, to understand the social dynamics of negotiation behind the disease’s portrayal in the media, in a late modern context. Late modernity was defined by institutional reflexivity and a focus on understanding and mitigating risk. The research was conducted through a content analysis and examined quantitative trends that contributed to a subsequent qualitative interpretation. The results show that the coverage of lung cancer decreased over time. The analysis shows a discourse of a biomedical institution that has unsuccessfully controlled the disease, a lack of patient advocacy, particularly among celebrities, and a continued conflation of smoking behaviour and lung cancer, all of which contributed to the decreasing coverage. The framing processes point to a society focused on understanding risk through studying the disease’s causes, as well as one concerned with legislative debate and behavioural prevention. The emergence of a frame focused on the patient’s lived experience might contribute to an improved representation of the disease.

Considering the massive role that media plays in our lives, it can be interesting to wonder how different movements have adapted and become one with this new reality. A reality where most information we receive seems filtered through some form of media input, be it popular culture, social media or the news. Focusing on one of the most relevant movements of our time, the LGBT movement. This study attempts to explore the movements relationship with the Swedish news-media through a reading of Frame Theory, picking out certain Swedish news-articles published in 2019, and asking the research question: Do the selected articles tend to prioritize certain perspectives on LGBT activism, through their framing? With the perspectives analyzed and understood through queer theory, this study found that the selected articles tended to prioritize certain perspectives over others, perspectives that came with several heteronormative and other problematic tendencies.

For the first time in almost 80 years, a war has broken out in Europe. On February 24 2022 Russia invaded Ukraine. Even though this in fact is the first big scale war in Europe since the Second World War ended in 1945, Europe has been part of the consequences of war on a more common occasion.  Immigration has, in some regard, been the number one topic of the debate in both Swedish politics and media since the big refugee flows from the Syrian war started reaching Europe. It has been a heated debate. Some say that the media is framing the debate in favor of Ukrainian refugees and that the journalists in the Swedish news industry are affecting the audience to a more welcoming attitude towards Ukrainians than Syrians, through the narrative the media has created.   This study aimed to understand which narrative was used in Dagens Nyeter to describe the people fleeing each war. Our research material about Syrians consisted of articles published in Dagens Nyheter between September 2nd and October 2nd 2015 and articles about Ukrainians published between February 24th and March 24th 2022. Through agenda-setting theory, framing theory and news evaluation theory this study clarified what described the two wars and in which way the audience later got to experience and evaluate the news.  The result confirmed our original hypothesis. People fleeing the war in Ukraine are described with personalized and humbling circumstances, such as pregnant women and children. In contrast, people fleeing Syria were described as refugees and migrants, which on one hand is accurate, but doesn't affect the audience in the same way as more personalized descriptions. Moreover, the results in combination with earlier studies, show that the portraying that takes place in the media does affect how the audience later tends to create their perception of reality.