Studien handlar om unga kvinnors relation till reklambilder. I diskussionen exemplifieras hur idealet internaliseras. Artikeln har sin grund på en undersökning om hur unga kvinnor i fokusgrupper diskuterar och reflekterar kring reklambilder. Den avser att diskutera kvinnors förhållningssätt till idealiserade bilder och om det har en förbindelse till deras kroppsuppfattning och självkänsla. Detta är en empirisk undersökning baserad på fokusgrupper. Materialet har analyserats utifrån en tematisk analys där social jämförelse och objektifiering används för att ge ett underlag till att förklara unga kvinnors relation till mediala bilder.  I diskussionen kan det antas att respondenterna har en förförståelse kring idealets utformning. Respondenterna benämner unga kvinnor som en påverkbar grupp där en del blir mer fixerade vid att följa utseendet hos idealet än andra. Hos de unga kvinnorna fanns en betoning på att kritiskt granska det egna utseendet.

The aim of this paper is to investigate dominant beliefs and approaches to the "cultural entrepreneur" both within a public context, and also among business owners within the cultural field. What happens when ideas and attitudes in the public sector towards culture driven businesses meets the perspective of individual cultural entrepreneurs? This study is based on analysis of political documents about the cultural and creative industries (CCI) from the European union, national level and regional level. Interviews with six business owners in the field of culture and one representative of the Swedish region with the fictive name “Alma” has been conducted. The research is also based on participant observation in public seminars and conferences about the creative industries in Sweden. The paper mainly uses Queer phenomenological theory (Sara Ahmed) to analyze the informants life worlds and how they are oriented in the same. The study is also based on poststructuralist discourse analysis and the logics approach, developed by Jason Glynos and David Howarth when analyzing political documents. This research shows there is a complex and contradictory approach towards the CCI and the cultural entrepreneur based on idealized images about the artist and the businessman, idealized images thats been existing in the discourses over a long time and which created deep structures. The cultural entrepreneurs are being described as the hope and future of the economy and welfare in Europe and its regions and at the same time as something very costly which no one really have faith in. This dual approach is a contributing factor to change being prevented.