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Public service har en uppgift gentemot medborgarna att folkbilda och finnas tillgängliga för alla. Sveriges radio P3 har tidigare klassats som den ”unga kanalen” och har haft en tablå med olika programtitlar utspridda över dagen. I januari 2020 valde Sveriges radio P3 att göra en omstrukturering i tablån där programtitlarna togs bort och målgruppen omdefinierades. Genom semistrukturerade intervjuer med anställda på P3 som har varit involverade i omstruktureringen, söks det svar på hur P3 ser på publiken genom den omstrukturerade tablån, den omdefinierade målgruppen samt synen på publiken i framtiden. I analysen ställs svaren mot teorier om public service, digitalisering, fragmentering, mediekonvergensprocessen och synen på publiken. I teman som hittades bland svaren råder det delade meningar hos intervjupersonerna, exempelvis hur stor påverkan publiken har på innehållet. Resultat som presenteras i studien är bland annat att P3 vill ta sitt samhällsansvar i form av public service-företag samt att de vill nå den publik som faktiskt är intresserad av att lyssna på kanalen. / Public service has a duty towards citizens to educate and be accessible to all. Sweden's radio P3 has previously been classified as the "young channel" and has had a tabloid with various program titles spread throughout the day. In January 2020, the Swedish public service radio channel “P3” chose to restructure a tableau where the program titles were removed, and the target group redefined. Through semi-structured interviews with employees at P3 who have been involved in the restructuring, an answer is sought for how P3 views the audience through the restructured tableau, the redefined target group and the view of the audience in the future. In the analysis, the answers are set against theories of public service, digitization, fragmentation, media convergence and the view of the public. In themes that were found among the answers, there is a shared opinion among the interviewees, for example how much the audience has on the content. The results presented in the study include that P3 wants to take its social responsibility in the form of public service companies and that they want to reach the audience who are actually interested in listening to the channel.

The aim of this study was to examine how digital discourses about eating disorders can be understood from a perspective of gender. Through a qualitative method the study was based of an online forum dedicated to the internet based pro-anorexia community. The study was divided into three categories: beauty ideals, self-fulfilment and the body. How was opposition and conformity exerted? How was femininity created and re-created? The results showed that the members of the community were engaged in discursive work that was mainly oppositional to general societal norms, and ideals and conventions surrounding the female body. The community created alternative meanings to practices such as starving oneself and maintaining a low body weight. Keywords: pro-ana, eating disorders, online communities, feminist media theory, critical discourse analysis

This thesis examines personal branding practices by Swedish sports journalists on the social media platform Twitter using Goffman’s theatre metaphor, Brems et al’s four dilemmas’ journalists face by branding the self and Mellado & Hermidas model for journalistic roles on social media. More closely, it examines how Swedish sports journalists build their personal brand on Twitter, and which of the modern journalistic roles is the most occurring among Swedish sports journalists on the same platform. It does so by combining a quantitative content analysis with four in qualitative interviews with sports journalists. The content analysis was performed on the ten most followed Swedish sports journalists, analyzing ten tweets per person, making the total number of tweets 100. The interviews were semi structured and varied between 30 and 40 minutes. Previous research has shown Sweden to be a good place for these types of studies, considering the use of the internet and digital media is amongst the highest in the world, and the Swedish media has been early to adopt new technologies.  The study shows that most Swedish sports journalists build their personal brand mostly by adapting a professional role on Twitter, mainly sharing their journalistic content, and interacting with their followers. One of the main results is also the hard-to-find balance between personal and professional for sports journalists on Twitter, considering most of them work with their personal interest.  Keywords: Personal branding, sports journalism, Twitter

This thesis aims to shed light on how contemporary Egyptian culture is represented in video games. Egypt, being part of the Middle East, and given its ancient history, has become subject to many stereotypes and tropes and falling into the realm of Orientalism. This thesis builds on previous works concerning representations of the Middle East, focusing on the representation of contemporary Egypt. In light of the problematic nature of stereotypes and Orientalism towards the Othering of the minorities, I conducted a close reading of two games depicting Egypt, Call of Duty: Black Ops 3 from a western perspective and The Race 2: The Last Chase from a native perspective, comparing them in the process, to highlight the different approaches native and non-native designers used in their representation of contemporary Egypt. The analysis shows that the American game, although it tried to give an “accurate” representation of Egypt by modeling a close replica of the Ramses Station in Cairo, still managed to use Orientalist visuals and stereotypical elements in its depiction. On the other hand, the Egyptian game relied on everyday life aspects and references relating to the native. Finally, I suggest a few guidelines for game designers wanting to achieve respectful representation to follow to avoid alienation of the represented Other.

This thesis aims to examine different independent fashion audience reactions to the covers of UK Vogue April 2021, which featured four upcoming models of color: Mona Tougaard, Janaye Furman, Achenrin Madit, and Precious Lee. The study focuses on responses gathered from two fashion sources: The Instagram account Diet Prada, and a fashion forum called The Fashion Spot. In addition, the design has been extended by The Fashion Spot fashion crowd’s reactions to the Vogue Italia July 2008 also known as “The Black Issue”.  The thesis intends to associate the main research problem with the magazine industry and digital world of fashion, media producers and advertisers, the issue of power, and female models diversity on the covers of Vogue. The study employs a method of qualitative content analysis. Additionally, Stuart Hall’s encoding and decoding model has been implemented to define the message displayed on the fashion magazine covers and to examine the readers' reactions based on the collected data.  The findings show that even though the UK Vogue April 2021 covers met with positive reactions and approval from independent industry voices, some concerns have appeared. While British Vogue has been praised for its decision to feature four black models on the covers, it has been mentioned that other international editions of Vogue did not decide to follow this idea. Moreover, the lack of more diverse fashion producers, such as fashion photographers or stylists has been pointed out. A comparative analysis of the reaction data studied also showed that the audiences of the two independent fashion platforms tend to differ in terms of reactions to the covers. Furthermore, an additional comparison between the Vogue Italia July 2008 and UK Vogue April 2021 has highlighted the differences between the social and cultural changes as well as the perception of a fashion magazine as a media.

Syftet med analysen har varit att kartlägga relationer mellan mänskliga karaktärer och derasspöken i Mike Flanagans skräckserie The Haunting of Hill House (2018). Avsikten har varitatt undersöka användandet av spöken som berättarkomponent, hur många former de gestaltasi och vad de symboliserar. Analysen har avsett undersöka spökenas karaktärsfunktion utifrånsemiotiska och meningsskapande metoder, hur de interagerar med seriens narrativ och hur depåverkar de mänskliga karaktärernas utveckling. Analysen argumenterar för attt MikeFlanagan använder spöken som symboliska budbärare inom ett gestaltande ramverk, vilketkan appliceras inom andra genrer och att ge uttryck för ett gemensamt budskap. Spökenasdominanta påverkan tvingar de mänskliga karaktärerna att inse orsaken till deras existens,vilket bevisar att spökena i The Haunting of Hill House varken är människornas antagonistereller fiender; det är de själva som är det.

Older adults are typically seen as passive consumers of content rather than active contributors, andlittle is known about their digital content creation practices. This ethnographic study explores thepresence of people over 60 as content creators on TikTok, an emerging social media app favored byteenagers in the US. Drawing on the Uses and Gratifications approach and the concept of affordance,this research is a first step in understanding the motivations older adults have for producing videoson TikTok and how the specific affordances of the app support creators in fostering new socialconnections. The study identifies several distinct motivations related to initial and sustainedcontribution and shows how older adults use TikTok not only for fun and recreation, but also for civicengagement and community building. Additionally, parallels emerge between older adults’motivation to blog and to produce TikTok videos, suggesting that the gratifications they derive fromshort-form, audiovisual content are similar to those received from long-form, written content. It isfurther argued that TikTok’s algorithm and the Duet feature are among the features that help olderadults to forge new connections, while Live Streams and Questions-and-Answers play a big role indeepening the dialogue and maintaining these relationships.

This master's thesis aims to explore why and how TikTok users engage in viral behavior towards music artists' videos. The study addresses the gap in knowledge in this area and seeks to identify the factors and categories of virality for music artists on TikTok. To achieve the research objective, the study utilizes the interpretivism philosophy and an inductive research approach. The study collects qualitative data from individuals' perceptions and infers theories from the observations made. The research will utilize current theories and concepts of virality to explain why and how individuals engage in viral behaviors on TikTok. This thesis aims to provide an understanding of the factors influencing the vitality of TikTok videos, drawing from the perspectives shared by the participants interviewed. By exploring the interplay between relatability, emotions, self-enhancement, attraction, uses and gratification theory and social proof in relation to viral behaviors, the researchers aim to contribute to the growing body of knowledge on the dynamics of TikTok. The findings from this research will shed light on the factors that drive viewers' engagement and inform content creators, marketers, and platform designers in optimizing TikTok content for enhanced vitality and user satisfaction.

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