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The European Border and Coast Guard Agency, also known as Frontex, works with issues related to migration and transnational crime via various practical approaches such as: Multilateral cooperation, border surveillance, and information sharing. By viewing these practical approaches as means of power resources, Frontex's ways in dealing with migration and crime becomes interesting to study. Based on Joseph Nye’s theory on Soft Power, this essay focuses on discovering whether Frontex's approach to migration and transnational crime can be compared to soft or hard means of power - which of these theoretical schools is more prominent, or, are there equal aspects from both schools? Using a discourse analysis, I create themes in order to sort signs of soft power versus signs of hard power more easily in the present text material. Thus, the method regards the interpretation of the EU regulation that forms the textual basis for this study, in order to produce useful concepts that constitutes signs of means of power. The results of this study provides a variety of power resources that are similar to either soft power or hard power, that altogether allows for a nuanced view of Frontex’s activity.

Saudi Arabia has been accused of sportswashing, an attempt to improve its reputation through buying the English football club Newcastle United. The purpose of this paper is to explore through a discourse analysis how Saudi Arabia's action to acquire Newcastle United can be seen as an exercise of power, and whether and how the images presented construct and reinforce orientalist discourses about the Saudi state and the region. The discourse analysis is conducted using Laclau and Mouffe's methodology and the theoretical framework applied is Joseph Nye's soft power, Edward Said's Orientalism and hegemony. Based on the international newspaper The Guardian and the human rights organization Amnesty International, orientalist discourses have been identified and the purchase of Newcastle United has resulted in soft disempowerment effects for Saudi Arabia. Local newspaper The Chronicle also constructed orientalist discourses about the state of Saudi Arabia but legitimizes the purchase of Newcastle United making the soft power exercise successful.

Saudi Arabia has been accused of sportswashing, which involves attempting to enhance its reputation by acquiring the English football club, Newcastle United. This study aims to conduct a framing analysis to explore how Saudi Arabia’s acquisition of Newcastle United can be perceived as an exercise of soft power and how the portrayed images in media construct and reinforce orientalist and eurocentric perspectives about Saudi Arabia and the region. This study analyzes the coverage from the media outlets The Guardian, Dagens Nyheter and the Saudi-based Al Arabiya. It focuses on how the media shapes and presents the image of Saudi Arabia in connection with the acquisition of Newcastle United and to what extent orientalist representations are reflected. Furthermore, the study’s findings indicate that orientalist depictions are identified to a certain extent, particularly in the coverage from The Guardian and Dagens Nyheter. The acquisition of Newcastle United has also resulted in increased soft power effects for Saudi Arabia, where the Saudi-newspaper Al Arabiya constructs a more positive narrative around acquisition of the football club, which can impact both local and global perceptions of the event.

Syftet med denna uppsats är att undersöka begreppet ‘mjuk makt’. Mjuk makt är en relativt ny term som myntades av statsvetaren Joseph Nye år 1990. Sedan dess har detta nya begrepp förändrat hur vi ser på internationell makt. Genom användandet av attraktion och lockelse använder sig stater av mjuk makt för att få inflytande. Motsatsen till mjuk makt, hård makt, är ett annat verktyg som stater använder för att genom att hota eller framkalla resultat få inflytande. Dessa två verktyg och deras användbarhet har blivit ett ämne för debatt i den nuvarande diskursen inom internationell politik. Begreppet mjuk makt utvecklas konstant och formas av experter och politiker världen runt som har omfamnat termen. Mjuk makt har sina svagheter; den är svår att mäta och analysera, det är även svårt för en stat att använda mjuk makt aktivt. Men det har blivit ett livsnödvändigt verktyg under detta århundrade för att maximera effektiviteten för en stats utrikespolitik.   Det empiriska materialet i denna uppsats grundas mest på svensk mjuk makt, men det inkluderar även diverse stormakter och deras mjuka makt. Genom att använda kvalitativ textanalys har jag försökt urskilja vad som är relativt för min uppsats och vad som är de viktigaste sakerna att inkludera. / The purpose of this essay is to examine the concept of ‘soft power’. Soft power is a relatively new term that was coined by the political scientist Joseph Nye in the year 1990. Since then this new term has changed how we today perceive international power. Using attraction and appeal actors use soft power to try to gain influence. The opposite of soft power, hard power, is another tool that states use to gain influence by trying to induce or threaten. These two tools and their usefulness for a state have become a topic of debate in the current international politics discourse. The concept of soft power is constantly evolving and it is being shaped by experts and politicians around the world who embrace the term. Soft power does have its weaknesses; it is hard to measure and analyze, and it is also hard for a state to use soft power actively. But it has become a tool that is vital for states in the 21st century to maximize the effectiveness of one’s foreign policy. The empirical material in this essay is partially based on Swedish soft power, but also includes various greater powers and their soft power. Using qualitative content analysis I have tried to discern what is relative to the essay and what are the most vital things to include.

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The aim of this essay was to examine what problems, causes and solutions three Swedish governments identified concerning three decisions of cooperation with NATO, and to understand these decisions with constructivism and hard and soft power as theoretical perspectives. The first was the decision to join Partnership for Peace in 1994. The second decision was to join the Euro-Atlantic Partnership Council in 1997. The third decision was to join a host nation support with NATO in 2016. The analysis showed that problems regarding PfP was an unpredictable security situation, caused by the fall of the Soviet Union. This gave rise to new conflicts, e.g. the conflict in Yugoslavia. Russia was identified as a problem also regarding the EAPC, caused by a Russian superpower identity. Problems identified before joining the HNS was that Russia was aggressive and annexed the Ukrainian peninsula Crimea in 2014. This was caused by the Russian leadership prioritizing the defence sector. The identified problems and causes can be understood with the theory of hard power, since the Russian hard power resources are wielded both within and outside of Russia. Constructivism is useful to understand what solutions the governments proposed, since they often express an ambition to build a common identity, while keeping the Swedish identity as non-aligned. Also, soft power resources made the alliance more attractive for the Swedish governments.

This thesis examines India’s exercise of its powers that it utilizes in its foreign policy on the international arena. The aim of the study is to determine what international power India can be classified as, and whether it achieves the goals of either being a great- or superpower. This is done by analysing not only the conventional concept of power, that being the hard power concept, but also the relatively newly conceived concept of soft power, originally conceived by the American political scientist Joseph Nye in the 1990s. Therefore, the research methodology is comprised of a theory consuming case study. The following question is being asked: What kind of international power is India? The conclusions being presented illustrate a foreign policy limited in its scope of influence, plagued mostly by institutional impediments due to limited budgets and thus limited resources in both concepts of power. Consequently, India cannot be classified either as a superpower nor a greatpower, but more as a regional one.

This thesis examines Swedish values from the perspectives of international and Swedish students residing in Sweden, with the collaboration of the Swedish Institute—a public agency focused on enhancing Sweden’s global image and attractiveness to researchers, students, and talents. The research explores the field of nation branding, public diplomacy, and soft power. The study aims to analyze the interpretation and understanding of Swedish values among individuals with international backgrounds and compare it to the perspective of local students. Drawing upon the framework of Joseph Nye’s concepts of public diplomacy and soft power, the paper emphasizes the importance of understanding how international students perceive Swedish values and how these perceptions are influenced by their experiences. The research questions address the values associated with Sweden before and after students’ arrival, the valence attributed to these values, and the opinions and perceptions of international students regarding the values promoted through studyinsweden.se channels, particularly the concept of "The Swedish Way." A qualitative study employing thematic analysis was conducted, including two focus groups and a survey. Five main themes emerged from the analysis: (1) The Democratic way of Sweden, (2) The Image of Swedes, (3) Conflicting values in Swedish society, (4) Differences in values across regions and over time, and (5) The Idealization of Sweden. Notably, values strongly associated with Sweden were connected to democracy, including Equality, Freedom, Socialism, Individualism, and Collectivism. Other values perceived as Swedish encompassed sustainability, Jante Law, Lagom, calmness, diplomacy, conflict-avoidance, friendship, understanding, politeness, tolerance, and open-mindedness. The findings reveal that international students often hold an idealized view of Sweden, leading to a shift in their perspective upon arrival. Swedish students, on the other hand, note changes in Swedish values over time, with increased perceptions of bigotry and racism and decreased emphasis on inclusivity and openness. While participants generally held positive perspectives on Swedish values, there were also indications of negative perceptions, such as bigotry and racism. Participants expressed some agreement with the values promoted by the Swedish Institute but also pointed out instances where the promotion did not align with the reality of Sweden. This research contributes to understanding how international students perceive Swedish values both before and after their arrival, filling a gap in international students’ perceptions of Sweden. The findings highlight the importance of balancing the promotion of Sweden’s attractive aspects with a realistic portrayal, utilizing milder expressions and focusing on factual evidence of sustainability and equality. By actively examining and addressing perceptions, Sweden can enhance its nation branding efforts and attract a diverse pool of talented individuals. / Den här uppsatsen undersöker svenska värderingar ur perspektivet hos internationella och svenska studenter som vistas i Sverige, i samarbete med det Svenska Institutet - en offentlig myndighet inriktad på att förbättra Sveriges globala bild och attraktivitet för forskare, studenter och talanger. Forskningen utforskar området nation branding, offentlig diplomati, och mjuk makt. Studien syftar till att analysera tolkningen och förståelsen av svenska värderingar hos studenter med internationella bakgrunder och jämföra detta med perspektivet hos lokala studenter. Med utgångspunkt i Joseph Nyes ramverk för public diplomacy och soft power betonar avhandlingen vikten av att förstå hur internationella studenter uppfattar svenska värderingar och hur dessa uppfattningar påverkas av deras erfarenheter. Forskningsfrågorna behandlar de värderingar som associeras med Sverige före och efter studenternas ankomst, valensen som tillskrivs dessa värderingar, samt internationella studenters åsikter och uppfattningar om värderingarna som främjas genom studyinsweden.se kanalerna, med fokus på konceptet "The Swedish Way". En kvalitativ studie med tematisk analys genomfördes, inklusive två fokusgrupper och en enkätundersökning. Fem huvudteman framkom genom analysen: (1) Den Svenska Demokratiska Vägen, (2) Bilden av svenskar, (3) Värderingskonflikter i det svenska samhället, (4) Skillnader i värderingar mellan olika regioner och över tid, samt (5) Idealiseringen av Sverige. De värderingar som var starkt förknippade med Sverige var kopplat till demokrati, till exempel, Jämlikhet, Frihet, Socialism, Individualism och Kollektivism. Andra värderingar som uppfattades som svenska var hållbarhet, Jantelagen, Lagom, lugn, diplomati, undvikande av konflikter, vänskap, förståelse, artighet, tolerans och öppenhet. Resultaten visar att många internationella studenter har en idealiserad syn på Sverige, vilket leder till en förändring i deras perspektiv vid ankomsten. Svenska studenter noterar däremot förändringar i svenska värderingar över tid, med ökad uppfattning om fördomar och rasism samt minskad betoning på inkludering och öppenhet. Även om deltagarna generellt hade positiva perspektiv på svenska värderingar fanns det även indikationer på negativa uppfattningar som fördomar och rasism. Deltagarna uttryckte viss samstämmighet med de värderingar som främjas av det Svenska Institutet men påpekade också situationer där främjandet inte överensstämde med verkligheten i Sverige. Denna forskning bidrar till förståelsen av hur internationella studenter uppfattar svenska värderingar både före och efter deras ankomst och fyller en kunskapslucka kring internationella studenters syn på Sverige. Resultaten understryker vikten av att balansera främjandet av Sveriges attraktiva sidor med en realistisk framställning, genom att använda mildare uttryck och fokusera på konkreta bevis för hållbarhet och jämlikhet. Genom att aktivt undersöka uppfattningarna kan Sverige förbättra sina ansträngningar inom nation branding och locka till sig en mångfald av talangfulla individer.

The development of digitalisation of public administration, also referred to as E-government, effects all actors within today´s society. This thesis aims to analyse whether digitalisation of case management within municipalities contributes to a good interaction between the municipality and business industry. Our main research question is: Does digitalisation contribute to good interaction between the municipality and business industry?  The thesis consists of a qualitative multi-case study of the three municipalities: Gothenburg, Halmstad and Vetlanda, where representatives from both the public administration and local restaurants have been interviewed. The empirical data is furthermore analysed through the thesis analytical tool which is based on a theoretical framework that describes three dimensions of what makes a good interaction: exercise of soft power, interdependence and maintaining of public administration legitimacy.  The results show that digital case management contributes to good interaction between municipalities and the business industry, this through a facilitated interaction that is beneficial for both actors. However, the results also emphasize that digitalization has its challenges due to reduced personal interaction which the study shows valuable for good interaction. Thus, the thesis concludes that digitalization contributes to, but also challenges, good interaction between municipalities and the business industry.