Syftet med denna uppsats är att undersöka hur unga i åldrarna 16-25 uppfattar dold reklam på Instagram och hur deras inställning är till reklamfenomentet, samt den generella användningen av Instagram som ett socialt medium. I detta fall är den dolda reklamen på Instagramkändisars konton i form av sponsrade tävlingar. Denna studie har genomförts med sex fokusgrupper som metod och har sedan analyserats med hjälp av identitet, uses and gratification, representation, tvåstegshypotesen och medialisering som teoretiskt grund. Resultatet av denna studie är att den dolda reklamen i form av tävlingar på Instagram uppfattas och tolkas som reklam. Inställningen till den dolda reklamen är i första anblick negativ, trots detta har ändå en majoritet av respondenterna deltagit i tävlingar. Är priset tillräckligt bra så försvinner därmed bilden av att dold reklam är något negativt. Utöver detta kan man dra slutsatsen att Instagram som plattform används dagligen, ofta som ett tidsfördriv eller i syfte att få bekräftelse eller att inspireras. / The purpose of this paper is to find out how young people in the ages 16-25 comprehend and perceive native advertising on Instagram and how their attitude is to the advertising phenomenon, as well as the general use of Instagram as a social media. In this case, the hidden advertisement is on Instagram celebrity accounts in the form of sponsored contests. This study has been conducted with six focus groups as a method and has since been analyzed using identity, uses and gratification, representation, two-step flow of communication and mediation as a theoretical basis. The result of this study is that the native advertising in the form of contests is perceived and interpreted as advertising. In the first instance, the attitude of the hidden advertisement is negative, yet a majority of respondents have participated. If the price is good enough, the attitude of native advertising as something negative disappear. In addition, it can be concluded that Instagram as a platform is used daily, often as a pastime or for confirmation or inspiration

Min studie behandlar och diskuterar begreppet modeaktivism, hur mode kan fungera som ett kommunikativt medium i en aktivistisk eller politisk handling. Mitt syfte är att undersöka hur det kan se ut när mode används som uttryck för aktivism eller politisk kommunikation med fokus på Sverige, och kan mode betraktas som ett medium för att kommunicera aktivism? Eftersom modeaktivism är kommunikativt är det också intressant att se vad medialiseringen har haft för inverkan på modeaktivisters beslut. Jag har genomfört kvalitativa forskningsintervjuer med tre modeaktivister som är verksamma inom olika områden i modefältet. Jag har också gjort en semiotisk bildanalys av sex olika bilder, för att få fram tecken på modeaktivism. Jag har i min analys utgått från både min forskningsöversikt och mina valda teorier där jag undersökt medialiseringsteorins inverkan, Bourdieus teori om fält och habitus, Simmels tankar om mode som medium och Barthes semiotiska teori och metod om hur myter och tecken kan påverka representationen. Den huvudsakliga slutsatsen är att mode kan fungera som ett medium för politiska budskap och att svensk modeaktivism främst handlar om att bryta strukturer och förändra normer. / My study deals with, defines and discusses the concept of fashion activism, how fashion can serve as a communicative medium in an activist or political act. My purpose is toinvestigate what it looks like when fashion is used as an activist expression or as politicalcommunication with focus on Sweden. Furthermore, can fashion be considered as amedium to communicate activism? Since fashion activism is communicative is it alsointeresting to examine how the medialization has influenced the decisions of fashionactivists. I have conducted qualitative research interviews with three fashion activists whoare active in various areas of the fashion field. Additionally, I have performed a semioticanalysis of six different images, to obtain signs of fashion activism. My analysis is based oninformation from my literature review as well as my chosen theories where i analyzed theimpact of the medialization theory, Bourdieu's theory regarding field and habitus, Simmel'sthoughts on fashion as a medium and Barthes semiotic theory and method regarding howmyths and signs can affect the representation.The main conclusion is that fashion can act as a medium for political messages and swedish fashion activism deals mainly with breaking structures and changing of norms.

The purpose of this study is to illustrate and examine how The National Agency for Education (Skolverket) and its control documents, more specifically the curriculum for lower secondary school (Lgr11), curriculum for upper secondary school (Gy11) and syllabus for civics, answer to the medialization in society in terms of source criticism and source-critical approach. Furthermore, continued research is exploring in what critical ways mediation and medialization of politics can affect young people’s political participation. While political medialization and media consumption are increasing among young people, media selectivity enhance and the number of adolescents that are avoiding news, despite the increasing media consumption, are increasing.   The research show that both curriculums and syllabus for civics stresses source-critical approach and political participation, in relation to the mediation and medialization of society. The curriculum for lower secondary school does not mention source criticism as a term but emphasizes in other ways the importance of a source-critical approach to, for example, digital technology and tools. The importance of a common frame of reference for political participation is highlighted as central to the political participation and is identified as threatened by the selectivity of the media together with the mediation and medialization of politics.

True crime has established itself as a genre with a huge amount of dedicated viewers worldwide,and has gone from ”trash culture” to big, Emmy award-winning productions. Consumers of thegenre has evolved from passively watching the series on the couch, to actively getting engaged in thecase over internet forums as ”digital detectives”. In combination with the technological developmentand the growth of the media, including the shift in power this has contributed to, we now face newchallenges that society has not yet been able to address. The genres influence on its consumers iswidely debated, as is the influence of today’s media climate on our perception of the world, andstudies that address why we expose ourself to this type of content have been written about anddocumented in numerous ways. However, there is no account of the consumers’ own understandingof the relationship between the media, increased opportunities of communication and the genres'growing popularity. This study aims to investigate how today’s media climate and the digital culturewe live in have contributed to the phenomenon that true crime is, and what factors causethe consumers to evolve from passive to active. The documentary Making a Murderer serves asbasis for the study, it is available in two seasons and depicts the murder of Teresa Halbach.To fulfill the purpose of the study, a qualitative method approach was used. As part of the pilotstudy a focus group was conducted, which was then supplemented with personal interviews. Thedata that emerged in these studies were processed and analyzed thematically with the support of thedocumented theories. From the themes and patterns that were developed, conclusions could bewritten, the sub-questions could be answered and the purpose of the study was fulfilled. I came tothe conclusion that mediatization and convergence culture can be assumed to play a major part inthe emergence of digital detectives, as well as in the development of a relatively new form of spoilerculture in which collective intelligence is used to reform society. Furthermore, I found a concernamong the consumers about how dangerous it can be if media and civilians act as judges insociety, and how the possible lack of source criticism can affect the public’s perception of the world.In order for consumers to evolve from passive to active, and for them to be affected on an emotionallevel, a real and detailed picture of the case needs to be portrayed, with socio-economic factors aswell as an insight into the protagonist’s life.

The aim of this study is to investigate how religious symbols have been used in marketing historically and how the use of religion in advertising may reflect different conceptions of religiosity. In this study, we look at which religions are used in marketing, whether it is possible to see a change in usage over time, and what it is about the religious symbols that makes them favorable to use in advertising. Three newspapers have been selected for this study because they represent three different types of newspapers during the period November 1901 to November 1906. The evening paper Aftonbladet, the morning paper Svenska Dagbladet and the weekly magazine Idun.  For the collection of advertisements, I have used the concept of banal religion from mediatization theory, which together with mediatization constitutes our framework for interpretation of the collected material.  The advertisements where then compiled and analyzed through multimodal discourse analysis. The results show that there are several different religious symbols in the advertisements from different traditions. It is also possible to observe small changes over time during the study's focus period. In an analysis of the material, several different reasons have also emerged why religion in advertising acts as an effective sales tool, including by highlighting properties valued by the present society.

This thesis examines how journalistic news values are visualized in crisis reporting in the Swedish television news. The material is chosen with a sampling technique that is referred to as stratified selection, and provides the thesis with 70 newscasts to analyze. A crisis can be defined as a pandemic, act of terror, violence and more. Since the five main crisis situations represented in the thesis differentiate in their characteristics, there has been a distinguishing between acute and developing crisis. Regarding the methodological section, a prestudy with quantitative measurements was made to help the identification of valuable themes, that were later analyzed with a qualitative method to widen the perspective of crisis reporting. To answer the research questions of the thesis, a visual semiotic analysis was added. The use of a visual semiotic analysis contributed to an understanding of four chosen and mainly representative images. By using semiotic tools, such as denotation, connotation, symbolic, index, and iconic, the method helped locate and describe signs with underlying meanings. The thesis concludes that news values, such as elites, cultural closeness and compositing often occurs in acute crisis reporting. Some of the criterias are visualized through shaky videotaping that connotes drama and intensification. This can be explained with the news media's usage of eyewitnessed images in situations where media themselves lack material to portray the very beginning of a chaotic situation. Another result concerns the theme infographic, because of its purpose to create closeness by visually marking distances. Looking at journalistic strategies gives a deeper understanding of journalistic choices concerning their visual crisis reporting.

Knivdådet i Vetlanda inträffade den 3 mars 2021 och strax efteråt, när det framkom att den misstänkte var utländsk medborgare, drabbades invånarna i Vetlanda av en “rasismvåg”. Därför var det vetenskapligt intressant att undersöka hur Vetlanda-Posten gestaltade knivdådet och gärningsmannen bakom attacken samt hur det inledande terrormotivet påverkade rapporteringen. Utifrån ett samhällsvetenskapligt perspektiv var det också relevant att undersöka Vetlanda-Postens dagordning, eftersom den påverkade vilka frågor mottagarna hade åsikter om, men även hur olika sakfrågor, personer eller situationer uppfattades. Syftet med denna studie är således att se hur knivdådet och gärningspersonen gestaltas utifrån det initiala terrormotivet. För att besvara frågeställningarna om hur knivdådet och gärningsmannen bakom attacken gestaltades samt hur det inledande terrormotivet påverkade rapporteringen bestod studien av en kvalitativ textanalys av 40 nyhetsartiklar från stadens lokaltidning Vetlanda- Posten. Utifrån resultatet av den kvalitativa textanalysen var beskrivningen av händelseförloppet saklig och gärningsmannen gestaltades på ett sådant sätt att skildringarna kan bidra till strukturell diskriminering och generell fördomsfullhet. I huvudsak associerades gärningsmannen med psykisk ohälsa och radikalisering, men i andra artiklar framställdes han även som talangfull och optimistisk om ett liv i Sverige. Resultatet, som sträckte sig från 4-10 mars 2021, visade även att det initiala terrormotivet påverkade bevakningen och att rapporteringen trappades ner över tid när det skälet dementerades.

In line with the growing importance of today’s media the concept of mediatization has grown. Mediatization is described as the dynamic relationship between media and politics, and the process of change that has increased the influence of media. When it comes to research about mediatization in politics, it is still a somewhat undiscovered field. The previous research that has been made has for the most part focused on the news media’s coverage of the election campaigns, but not so much in other political contexts such as TV-broadcasted debates. This study has focused on the Swedish public service channel SVT and the commercial newspaper Aftonbladet, and their final debate before the Swedish election in 2022. Why these TV-broadcasted debates were focused on in this study, is because of their big impact on the election’s outcome. This impact is something that has grown bigger and bigger, and in today’s society, the final debates are the ones that have the biggest impact during the election campaigns. Because of this, the study is important and relevant for closing a research gap. The main purpose of the study was to compare the two debates, researching in which ways the debates differ in mediatization and looking into if there are any differences between public service and commercial media. To accomplish this, a quantitative content analysis was made, where several different variables designed according to previous studie’s indications on mediatization were looked at in the debates. All these indications that were studied, are indications on mediatization and are good tools to examine when researching mediatization. The results of the study showed that there were a difference between the two media’s when it comes to mediatization in their final debate before the election. Mediatization occurred in both, but the commercial media, Aftonbladet, were more embossed by mediatization. Of the four examined indications of mediatization, three were in favor of Aftonbladet. Interesting though is that the indication which is how commercialized the debate was, the commercial media (Aftonbladet) and the public service (SVT), almost had no difference between them. But looking at the greater picture, the commercial media’s debate was more mediatized and the difference was in the end significant.

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Studien behandlar frågan, varför inte fotboll och ishockey, i samma stad och förening, kan korrelera med varandra samtidigt? Frågan täcker en bred trend som syns i flera städer och föreningen i Sverige, AIK, Djurgårdens IF, Växjö Lakers HC och Östers IF, HV71 och Jönköping Södra IF, för att nämna några. Genom kvalitativa intervjuer på relevanta person inom ett av dessa fallen, AIK, har faktorer kring trenden kunnat identifieras. En person från Sportbladet har också intervjuat för att en bild av problemet från en person utanför föreningen. Studien har explorativ ansats och breda frågeställningar ställs därefter. Det teoretiska ramverket blir också brett och kretsar kring faktorer som kan förklara varför denna trend har uppstått.  Resultatet från studien på AIK Hockey och AIK Fotboll visar att det skilde sig mycket mellan de två sporterna. Trots att de ingår i samma förening så är de helt uppdelade, det enda som för dem samman är namnet AIK. Deras förutsättningar är också helt olika från start, där fotbollssektionen har den största fördelen. Det främsta som har lett till detta är att fotbollssektionen har gjorts till en prioritering inom föreningen. De har även lyckats bättre sportsligt, vilket har lett till bättre sponsringsförutsättningar. högre publiksnitt, för att nämna två av många fördelar fotbollen har.  Studien mynnade ut i tre olika slutsatser. Dessa slutsatser grundas i studiens utgångsfråga, varför kan inte fotboll och ishockey korrelera med varandra i samma stad. Den första slutsatsen blev att folk drar sig till den sport och lag som levererar bäst resultat. Den andra slutsatsen blev att det lätt skapas rivalitet mellan sporterna då de slåss om bland annat publik och sponsorer, detta trots att de i vissa fall ingår i samma förening. Den sista slutsatsen studien drog var att bilden som skapas i media inte reflekterar verkligheten, som för AIK Hockey. De kan inte jämföras med AIK Fotboll då de är av helt olika storlekar och prioriteras inte tillräckligt mycket för att säkerställa framgång. Därför är det fel att anta att de borde lyckas lika bra som deras fotbollssektion. / The study deals with the question, why can't football and ice hockey, in the same city and association, correlate with each other at the same time? The question covers a broad trend seen in several cities and the association in Sweden, AIK, Djurgårdens IF, Växjö Lakers HC and Östers IF, HV71 and Jönköping Södra IF, to name a few. Through qualitative interviews with relevant people within one of these cases, AIK, factors surrounding the trend have been identified. A person from Sportbladet has also interviewed to get a picture of the problem from a person outside the association. The study has an exploratory approach and broad questions are asked accordingly. The theoretical framework also becomes broad and revolves around factors that can explain why this trend has arisen. The results from the studies at AIK Hockey and AIK Soccer show that there was a lot of difference between the two sports. Although they are part of the same association, they are completely divided, the only thing that brings them together is the name AIK. Their conditions are also completely different from the start, with the football section having the biggest advantage. The main thing that has led to this is that the football section has been made a priority within the association. They have also succeeded better sportingly, which has led to better sponsorship conditions. higher audience averages, to name two of the many advantages football has. The study resulted in three different conclusions. These conclusions are based on the starting question of the study, why can't football and ice hockey correlate with each other in the same city. The first conclusion was that people gravitate to the sport and team that deliver the best results. The second conclusion was that rivalry is easily created between the sports as they fight for, among other things, audiences and sponsors, despite the fact that in some cases they are part of the same association. The last conclusion studied the drug was that creating that is created in the media does not reflect reality, as for AIK Hockey. They cannot be compared to AIK Football as they are of completely different sizes and are not prioritized much to confirm success. Therefore, it is wrong to assume that they should succeed as well as their football section.