This thesis project studied how a tourism campaign using the tool of nudging can be created. The objectives of the research were to identify what sustainable practices do the lifestyle entrepreneurs in Iceland conduct, and on the contrary, which activities of tourists they perceive as unsustainable. This was done in order to gain understanding into how tourism organisations can promote the lifestyles of the locals, promote adapting these behaviours as gaining authentic experiences, in order to avoid undesired behaviour of tourists, especially those actions conducted due to lack of education and awareness. The student moreover studied which techniques are the most suitable for the promotion of authentic experiences, and how a campaign of this kind can be adapted by relevant organisations. The research was done using the qualitative research method in combination with desk research and secondary data analysis. The results of the research show that activities such as recycling, eating seasonal and local products, together with experiencing freedom through business activities and closeness to family and community played a dominant role in the lives of the interviewed subjects. Besides that, the student found out it is especially relevant to focus on winter tourists, to promote the campaign through visuals that represent the reality fully and display sustainability in a sustainably managed environment. The overall outcomes of this thesis relate to showcasing the concepts of freedom, mindfulness and thinking local.

Sports journalism has always been a male territory, both in the editorial office and in the media reporting.   This thesis examines how four male, and four female sports journalists look upon sports coverage through a gender equality perspective. The research questions regarded current sport coverage, in a gender equality perspective; why the journalists believe it is that way, what they want to change and what differences could be found between male and female journalists. The study interviewed the journalists and used constant comparative methods to analyse the result through the theories of news valuation, media logic, hierarchy of influences and gender theory. It was found that sports journalists consider current sports coverage unequal. The biggest cause is the interest from the readers, which is far larger for men’s sports. One of the most suggested ways to change the coverage is to try and report a bit more about women's sports than consumers request, to grow reader interest. Additionally, management must prioritize women’s sports higher, in order for the coverage to become more equal. One difference identified between the opinions from male and female sports journalists, is that female journalists emphasized the way sports journalists report about women, which the male journalists didn’t. Their biggest concern is instead how to report more about women’s sports and adhere to readers' interests.                                                                            This study offers an understanding of which parameters affect, and what can be done for a more gender equal sports coverage, through the perspective of active sports journalists.

This thesis examines the role of authorship and agency in the construction of identity within online K-pop standoms. The construction of identity is understood as a continuous discursive and communicative process, in line with historical research on discourse and identity. During the 21st century, Korean pop music has become a worldwide phenomenon, culminating in the band BTS becoming the first South Korean group to top the US Singles chart. The success of K-pop is often attributed to fan-driven, coordinated campaigns on social media platforms. In a world where the self is increasingly constructed through media, and around media objects, it is important to continuously attempt to gain a better understanding of the implications thereof. To capture the deeply mediatised nature of K-pop communities, this study frames their online communicative practices as authorship, to make visible the relationship between authorship and discourse in expressions of identity on social media. A critical discourse analysis is conducted using the discourse-historical approach, exploring the interactive and discursive strategies of so-called BTS stans on Twitter. The combination of authorship and discourse analysis was chosen to capture the initiation and recontextualisation of discourse in the process of communicating via Twitter. The analysis indicates that K-pop stans construct their collective identity through a combination of strategic deployment of discursive strategies and authorial utilising of platform affordances. The construction of collective identity is not one process, but multiple networked and interdependent processes, including but not limited to tweeting and retweeting. Stans of BTS were found to not only construct their individual and collective identities, but the identity of BTS as well.

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Spotify is a global company that has a dominant position in swedish musicstreaming. Through its communication to consumers, the website Loundandclear.byspotify.com strengthens its brand. The reason why we have chosen this topic is because of the criticism that has been directed at the company for several years. In particular looking at the criticism of low royalty payouts in recent years towards royaltyholders. The purpose of the study is therefore to investigate and understand how Spotify communicates through the website Loundandclear.byspotify.com, but also how consumers perceive the company and communication on the website.  This is investigated through a content analysis of Spotify's official website Loudandclear.byspotify.com. But also a survey of how consumers perceive communication on the website and the attitude and trust towards Spotify as a company. We have chosen to limit our selection of respondents to people aged 18 to 25 because statistics indicate that this particular age group are the ones who mainly listen to music through streaming in Sweden.  The results show how the website Loudandclear.byspotify.com presents itself as providing answers regarding its level of compensation. However, you are met by a well visually appealing interactive site that captures the reader's interest without providing a real insight. In order to be able to find any statistics or information, you also need to scroll through a number of steps to be able to obtain this information. Our survey also shows that consumers believe that the credibility of the website is at an average level, while the knowledge about compensation levels is very low.

This study aims to examine how the murder of women by a male perpetrator as a result of domestic violence is covered and framed in Swedish news articles. The chosen time period isthe months that followed the Swedish governments new plan consisting of 40 paragraphs to combat and prevent mens violence against women that was presented on the 16th of June 2021. The study also aims to examine if the journalists behind the articles contextualize the murders as a part of a structural societal problem and if the articles include any references to political measures and responsibility generally, and to the swedish governments new plan specifically. The study is based on a qualitative content analysis influenced by framing theory. Our findings indicate that it is more common to frame the murders with an episodic, rather than a thematic, discourse. Very few of the articles that were analyzed contained any references to political measures. None of the articles contained any reference to the government's plan to combat and prevent mens violence against women. This study concludes that investigative journalism is not as common as one may think, and suggests further research into the way journalists actively frame news.

Syftet med denna uppsats är att undersöka hur XXL, Blocket och SJ framställer HBTQ-personer i sina reklamfilmer under 2010-talet. Dessa reklamfilmer dök upp i mainstreammedier efter ett förtryck mot ryska HBTQ-personer 2013. Detta väckte mitt intresse för att studera deras framställning och ta reda på hur dessa tre reklamfilmer kan förstå som ett stöd för den marginaliserade gruppen. Det är en kvalitativ semiotisk analys som studerar konstruktionen och representationen av HBTQ-personer. Denna studie vilar på queerteori, representationsteori och teori om stereotyper. Resultaten visar att alla tre reklamfilmerna har framställt HBTQ-personer i ett homosexuellt förhållande. Den visar också att två av reklamfilmerna visar mångfald genom att skildra HBTQ-personer med olika hudfärg och med olika etnisk bakgrund. Dock finns det även intersektionalitet av klass, ras och ålder. I analysen framkom det att XXL:s och Blockets reklamfilmer har visat på homosexualitet genom ett queeruttryck, men det saknas i SJ:s reklamfilm som presenterar homosexualitet ur ett heteronormativt perspektiv och försöker normalisera HBTQ-normen. Fördomen att dessa reklamfilmer har en avsikt att stödja ryska HBTQ-personer tenderar att vara sann på grund av de ledtrådar som hittats under analysen och pekar på samma förutsägelse.

Through a rhetorical and semiotic analysis of six strategically selected charity campaigns, patterns were found in the way charities packaged and conveyed messages and stories in their campaigns. The strategies that became clear were, among other things, the use of contrasting messages and the campaigns ability to elicit guilt and empathy from the recipient. Strategies that had a bearing on how the message was presented and communicated. It was also shown how the packaging of messages and stories has significance for the recipient's further reflection. And how the campaigns convey feelings like guilt and shock as a way to get on the agenda and gain publicity. The essay presents, discusses and uses the theories Agenda setting, Framing, Intertextuality, Semiotics and Rhetoric as a tool in the analysis and creation of an understanding of the framing of the campaigns.

Syftet med denna studie var att undersöka hur de svenska skönhetsföretagen CAIA Cosmetics, Rebecca Stella Beauty, Indy beauty och Viva La Diva använder sig av budskap som hyllar kvinnor på sina webbsidor. Denna typ av budskap kallas för femvertising och definieras som ”marknadsföring vilken använder sig av olika budskap om att stärka kvinnor och bryter mot stereotypa framställningar av kvinnor” (Åkestam et al., 2017, s. 795). Studien har specifikt fokuserat på att studera hur femvertising framställs. Syftet har besvarats med frågeställningen: Hur framställer CAIA Cosmetics, Indy beauty, Viva La Divas & Rebecca Stella Beauty femvertising på sina webbsidor och hur förhåller det sig till budskapen i webbsidans headerbild och produktbild? Det teoretiska ramverk som utgör grunden till studien består av femvertising som begrepp, det närliggande begreppet commodity feminism samt postfeminism. Den tidigare forskning vilken studien baseras på utgörs bland annat av forskning på femvertising, gällande attityder (Åkestam med flera (2014)) och problematisering av femvertising-budskap (Gill & Elias, 2004). Studiens urvalsprocess resulterade i analys av fyra webbsidor utifrån tre delar: headerbild, femvertising-sektion och produktbild. Dessa analyserades med hjälp av metoderna socialsemiotik och visuell socialsemiotik. Socialsemiotiken studerade de semiotiska resurser som användes i femvertising-sektionerna för att framställa femvertising. Den visuella socialsemiotiken användes för att analysera headerbilder och produktbild. Analysen nådde ett resultat av att det kunde identifieras ett antal teman för webbsidorna i hur de framställde femvertising. Gemensamt återfanns det att företagen framställde femvertising med temat skönhet kommer inifrån. Detta resultat är intressant då företagen uppmuntrar kvinnor till att älska sig själva samtidigt som de erbjuder smink som ett verktyg för att kvinnan ska ta fram sin inre skönhet. Detta tyder på att de företag som använder femvertising inte har fullständig kunskap om begreppets innebörd. Tillsammans med detta uppmuntras kvinnor att jobba med sitt inre och vara på ett visst vis och lovas genom det att känna sig vacker. Genom en sådan framställning skapar femvertising (vars egentliga syfte är att bryta rådande ideal) fler och nya ideal för kvinnor istället för att bryta de redan existerande. Det lyfts även frågor i relation till skönhetsföretag och femvertising, kan skönhetsföretag (vars försäljning består av smink skapat efter skönhetsideal) vilja bekämpa de ideal som gör att deras smink säljer? Slutligen, kanske den viktigaste frågan av dem alla: blir vårt samhälle mer jämställt av dessa budskap? / The purpose of this study was to investigate how Swedish beauty companies use femvertising on their websites. Femvertising refers to the use of advertising messages that serve to empower women and the questioning of traditional female gender stereotypes found in advertising. Due to the fact that Sweden is considered to be one of the most equal countries in the world in terms of gender, the objects of study were the Swedish companies: CAIA Cosmetics, Rebecca Stella Beauty, Indy beauty and Viva La Diva. The study has focused on studying in what ways femvertising was expressed on their websites. Besides this purpose, the study also investigated how the femvertising expressed reoccurs in other parts of the website. For that purpose, the websites’ header and product images were studied. The study’s research question was: How does CAIA Cosmetics, Indy beauty, Viva La Divas and Rebecca Stella Beauty express femvertising on their websites and in what ways do these messages reoccur in the websites’ header and product image?                       The theoretical framework used in the study involves the concept of femvertising, post feminism and commodity feminism, which is a concept closely related to femvertising. In addition to that, previous research done on the subject of femvertising is presented, e.g. about attitudes towards femvertising (Åkestam, Dahlén & Rosengren, 2014), problem areas and critics regarding femvertising (Gill & Elias, 2004) but also studies of specific femvertising campaigns (Murray, 2013).                       The selection process resulted in the study of four websites’ parts: header, section containing femvertising and product images. Social semiotics were used to study the semiotic resources used in the phrases expressing femvertising, while the visual social semiotics were used to study similarities, differences and hidden meanings expressed in the images studied. The result of the analysis showed that a number of themes could be identified in the way that these websites expressed femvertising. One common theme expressed in all four websites were beauty comes from within. This theme is particular interesting because beauty companies sell make-up that (according to the study’s results) work as an outer tool to release the woman’s inner beauty. The results of the study show that beauty companies by their use of femvertising, actually establishes new standards for women regarding their thoughts, feelings and behaviors. The concept of femvertising is meant to challenge traditional female advertising stereotypes, but in this case the results show that these companies instead of challenging stereotypes – add new standards for women. Finally, are questions are raised whether these messages contribute to a more equal world?

The focus of the study is the representation in the Swedish Printed Media, of a group of Romanian beggars, living in Sweden. This research explores the relationship between the visibility of Romanian beggars in the Swedish media and its perceived effects on that group.The study has two dimensions; one which examines the dominant media discourse on Romanian beggars (from the viewpoint of the printed media), and the other, which examines a group of Romanian beggars’ sense-making of their media representation (the Romanian beggars’ angle). It is the first study to research media representation of Romanian beggars from the beggars’ view. The study has academic relevance because it helps understand better how the Romanian beggars in Sweden live and relate to all the media exposure they have. The findings of the study add to the scarce body of media&communication literature about the beggars from Sweden. The study used methods, such as the content analysis of media frames and visual ethnography, as well the analytical category of visibility, as proposed by Brighenti (2007), as its overarching theoretical framework. It also employed second level agenda setting and framing theoretical concepts to complement the Visibility Theory and to develop a customised theoretical model of media visibility for the issue of Romanian beggars. The study’s results reveal that the dominant media discourse uses a mainly negative tone of voice, which elicits an aggressive emotional response from the reader. Furthermore, other findings in the study also suggest that the participants in the study were mostly unaware of their media visibility. Those, who were aware of the power of media visibility, better perceived the potential effects of it, both positive and negative.