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Denna studie syftar att belysa hur ett svenskt skidanläggningsföretag multimodalt kommunicerar hållbarhet mot konsumenter respektive intressenter samt att klargöra vilken avsändarroll som företaget försätter sig i vid denna kommunikation.  Studien undersöker det svenska företaget Skistar. Materialet består av Skistars hållbarhetssida och dess undersidor på deras hemsida samt av hållbarhetskapitlet i Skistars årsredovisning från 16 november 2022 som täcker perioden 1 september 2021 – 31 augusti 2022. Materialet delas upp i två kategorier, text och bild. Den textuella delen av materialet analyseras med den interpersonella metafunktionen i systemisk-funktionell grammatik (SFG). Den bildliga delen av materialet analyseras med hjälp av en kvalitativ multimodal analys.  Resultaten visar att Skistar främst kommunicerar hållbarhet genom påståenden ur en givande talarroll. Det förekommer andra språkhandlingar i deras hållbarhetskommunikation, som uppmaningar och erbjudanden, men påståenden är i majoritet. Det är i stort sett enbart när Skistar uppmanar turisten som besöker deras destinationer att agera hållbart som de intar en krävande talarroll. Vidare går det att konstatera att Skistar, som ledande aktör på den nordiska skidanläggningsmarknaden, tydligt kommunicerar sitt hållbarhetsarbete och sina hållbarhetsmål.

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In this study, the Swedish version of the reality-TV show Farmer Wants a Wife is analyzed from an MCDA perspective and method, using theories relating to heteronormativity, romantic relationships, and love. The aim of the study is to discover the connections between societal norms, values, and the text and visual material of the show in order to analyze the reproductions of constructs within the discourse surrounding love and romantic relationships. Through an analysis focusing on different aspects of the show's discourse surrounding the subjects, the result of the study is that the show indeed reproduces societal norms. Love is presented as something most people actively look for and want in their life, and that it is worth the pain of finding it. The show also reproduces the idea that adulthood and maturity is something you achieve through a normative romantic relationship and strengthens the understanding that a normative romantic relationship is critical for a person to be conceived as whole. Jealousy is also presented as a sign of true romantic feelings. In addition to this, the show consciously plays on connotations between itself and love stories, and thus the idea that love is an all-encompassing force existing between reality and dreams. Last but not least, the show reproduces the idea that a fulfilled romantic relationship is more important than the active and free choice to abstain from it.

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I den här studien undersöks representationen av klimataktivism och klimataktivister i de svenska nyhetsmedierna Dagens Nyheter och SVT Nyheter. Genom en kvantitativ innehållsanalys som sträcker sig mellan åren 2007 till 2022, har ett antal gestaltningsformer identifierats och analyserats i det utvalda materialet. Gestaltningsformerna har hämtats från tidigare forskning på området aktivism eftersom de visat sig vara dominanta i bevakningen av aktivism generellt. Vår studie visar däremot på att dessa framträdande mönster generellt inte alls tar samma plats i rapporteringen om klimataktivism hos våra utvalda nyhetsmedier, med ett fåtal undantag. Ett exempel är att där tidigare forskning visar att aktivisters röster tystas ner till förmån för andra mer mäktiga aktörer, visar våra resultat det omvända. Här är det klimataktivisternas röster som uttrycks mest frekvent i rapporteringen. Under 2019 är bilden av klimataktivismen som mest positiv i våra utvalda medier vilket innebär att de generellt negativa mönster som presenteras av tidigare forskning kring klimataktivism inte stämmer överens med rapporteringen hos nyhetsmedierna under detta år. Samtidigt har klimatrörelserna blivit allt radikalare i sina metoder vilket tydligt syns i rapporteringen under 2022. Denna utveckling till trots tyder våra resultat på att nyhetsrapporteringen i våra utvalda medier inte lägger övervägande negativ vikt vid metoderna som klimataktivisterna använder sig av. Därutöver anges motivet till aktionerna i hög utsträckning tillsammans med en tydlig förklaring till aktionen i rapporteringen, oavsett om aktionen är aggressiv och provokativ eller om aktivisterna brukar betydligt lugnare metoder. Observationerna i de undersökta medierna tyder således på att acceptansen för klimataktivism har ökat över tid i det svenska samhället. Mot bakgrund av den tilltagande medvetenheten om klimatkrisen och att antalet aktioner exploderat, tycks det därmed ha blivit allt svårare för medier och makthavare att räkna bort dessa aktörer som viktiga röster i samhällsdebatten.

Memes have long been an integral part of internet culture, constantly evolving in humor and perpetuated by the individuals who create and share them. What may be funny today can quickly become stale and forgotten, as determined by the very same people. It is not surprising, therefore, that gender roles and societal expectations pertaining to women, men, and nonbinary individuals find their way into internet memes. These memes can serve various purposes, ranging from pure comedy to the reinforcement of sexism disguised as mere jokes. Given the multifaceted nature of memes, they possess the capacity to convey diverse meanings. In this study, the focus is on exploring 50 Tiktok videos that revolve around the internet meme, identity, and phenomenon known as sigma males. The aim is to examine what these videos communicate about contemporary gender norms, the historical context of the alt- right movement in relation to this identity, and how the memes can be seen as a form of resistance, challenging prevailing gender norms.  To analyze the data, a multimodal critical discourse analysis (MCDA) will be used. The sample consists of 50 Tiktok videos, each associated with one of five different hashtags (with 10 videos per hashtag), thereby providing a comprehensive overview of the subject matter. Through this analysis, four distinct categories emerged, shedding light on the themes present in these videos: Personation, non-normative gender ideals, discursive struggles in the sigma males discourse and masculine collective communities.

AbstractAuthors: Emma Möller and Malin Leithe Title: Fashion, Awareness and Environment - Qualitative study on Djerf Avenue's sustainability communication and its impact on brand identity. Language: Swedish Pages: 56 By examining Djerf Avenue, an influencer-owned fashion brand, this qualitative study aims to explore the role of sustainability communication and its impact on female consumers' perceptions and attitudes. The study addresses a knowledge gap by focusing on the interaction between brand identity and ecological sustainability communication, providing a deeper understanding of the role of influencer-owned brands in sustainability marketing communication and its effects on consumer behavior.  The study utilized a qualitative method with interviews of eight female consumers who follow Djerf Avenue on Instagram and have purchased from the brand. These interviews were thematically analyzed with the support of theoretical frameworks such as green market communication and Aaker's brand identity model. The results of the study show that Djerf Avenue's communication strategies, which emphasize timeless design and sustainability measures, shape consumers' view of the brand and their purchasing behavior. The study highlights a certain skepticism about the brand's credibility in sustainability communication. The results indicate that influencer communication, especially from Matilda Djerf, plays a central factor in forming consumers' perception of sustainable fashion and their buying habits. Djerf Avenue, as an influencer-owned brand, faces the challenge of striking a balance between economic incentives and authentic sustainability communication, necessitating transparency and credibility to avoid skepticism and credibility issues. In conclusion, provides valuable insights into how influencer-owned brands like Djerf Avenue should handle their sustainability communication to meet consumers' growing awareness and expectations regarding environmental issues within the fashion industry.   Keywords: Djerf Avenue, ecological sustainability, brand identity, Matilda Djerf, green marketing communication

This thesis conducts a qualitative content analysis of The Boeing Company's crisis communication during the 737 MAX crisis in 2019, with a focus on the crisis involving Boeing's 737 MAX aircraft, Ethiopian Airlines Flight 302. Applying the Situational Crisis Communication Theory (SCCT) and an ethical framework, the study examines Boeing's crisis communication and how the organization deals with ethical and moral dilemmas and how these are expressed. Utilizing qualitative content analysis, a structured analytical framework was created to facilitate and guide the analysis. The analysis framework included the identification of central themes, patterns, and key concepts that emerged in Boeing's crisis communication during the 737 MAX crisis. By carefully defining coding categories and relationships within the material, the research could reveal and understand various aspects of Boeing's communicative strategies and emphasized messages. The results indicate that Boeing initially attributed high responsibility for the crisis, and its handling of the preventable crisis posed a serious threat to the company's reputation. A connection between high trust and the ability to protect reputations without complete responsibility emerges throughout the study. The organization's cooperative structure likely influences its strategies and perceptions of responsibility. Through concrete actions, Boeing demonstrates a willingness to learn and improve, strengthening the impression of honesty and responsibility. The analysis also highlights the importance of empathetic, ethical, and morally appropriate communication to build and maintain trust. Boeing manifests ethical and moral positions by acknowledging mistakes and showing compassion, in almost all materials. By applying SCCT and an ethical theory, shortcomings in communication to the general public are revealed. Finally, continued research is suggested regarding Boeing's handling of crisis communication on social media and investigations into how the organization's internal communication may have affected employee morale and engagement during the crisis period. Through these insights, the thesis aims to contribute to a deeper understanding of crisis communication in the context of the Boeing crisis and in broader contexts of crisis management and communication. Keywords: Boeing crisis, ethics and morality, crisis, crisis communication, Situational Crisis Communication Theory.