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.

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Newsmedia is a highly trusted source of information when striving for an understanding of the world, and its ability to reproduce a correct and representative worldview has been examined for years. This study is a contribution to the research field of journalism and community, asking the question whether the frequency of news media reports regarding the Taliban offensive in Afghanistan during 2021 correlates with the number of armed attacks or is driven by other factors. Furthermore, it explores how theories regarding news values are applicable to the assessment made by the news reporters when judging which aspects about the conflicts get published, and which do not. The study conducts a quantitative content analysis on two Swedish newspapers and uses a quantitative data analysis to compare the findings to data regarding the violent incidents executed by either of the parties in the armed conflict in Afghanistan, provided by Uppsala Conflict Data Program (UCDP). The findings are then analyzed using four theories of news values (Galtung & Holmboe Ruge 1965; Harcup & O’Neill 2001;2017; Hvitfelt 1985; Allern 2002) and Entman's framing theory (1993). The study found no significant correlation between the number of news media reports regarding the conflict and number of violent attacks. Rather the news media reports are more dependent on the occurrence of events such as political acts, escalating events, unexpected / sensational events and cultural- and national closeness. The result argues that news media should not be used as a single-handed source of information if one aims to understand armed conflicts around the world.

The covid-19 pandemic suddenly changed the lives of millions of people worldwide. Organizations throughout the globe had to face new working environments with employees shifting away from onsite work to home office.   With this in mind, the following research question was formulated: What impact has home office and remote work had on work performance and work life balance during the coronavirus pandemic 2020- 2021 - the case of development professionals working at the United Nations Industrial Development Organization (UNIDO)   A literature review as well as a qualitative content analysis of semi-structured interviews with respondents from UNIDO were conducted. Interview findings were looked at through the lens of Bruno Latour’s and Michael Callon’s Actor Network Theory (ANT). The ANT framework helped to understand how various actors (new work arrangements, no travel, virtual meetings and new ICTs) affected other network-actors in the organization (managers, staff, groups at Headquarters and in the field).    The  thesis concludes that this unprecedented situation had significantly impacted the performance of individuals and organizations as a whole. It also fundamentally changed the way people work, how they communicate and how they cope with work-life balance. It became evident that the support of staff and their attitudes is  key to the successful change in the organizational work environment.  As many organizations physically return to work, it will become necessary to renegotiate a new office reality.

En studie genomförd om Stockholm Marathons marknadskommunikation på Instagram. Studiens fokus är att analysera marknadskommunikationen på Instagram med hjälp av studier och bakgrundsinformation om tjänstefiering. Syftet med denna uppsats är att undersöka marknadskommunikationens av varumärket Stockholm Marathon. Uppsatsen kommer även undersöka hur Stockholm Marathon genom Instagram belyser aktiviteter utöver loppet/tävlingen, vilket kan förstås som tjänstefiering. Metoden som används i arbetet är en kvalitativ metod, för att analysera inläggen som valts från Stockholm Marathons Instagramsida kommer en semiotiska analys att användas. Resultatet, som sedan utvinns från analysen visar på användandet av tjänstefiering. Ytterligare forskning inom detta område kan vara att undersöka utvecklingen av marknadskommunikation över ett större tidsspann, eventullt att göra denna studie med ett genusperspektiv som fokus.Marknadskommunikation, Tjänstefiering, Sociala medier, Stockholm Marathon, Varumärke

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