This study investigates the portrayal of Sweden's five national minorities in textbooks adapted for the Swedish National Curriculum (Lgr11) in grades 7-9. In 2022, the curriculum and syllabi (Lgr22) for compulsory school, compulsory special needs education, Sámi school, and special schools were revised. This, coupled with the varied availability of updated textbooks across Sweden, indicates a risk that the teaching taking place in the subject of social studies in grades 7-9 may present Sweden's five national minorities in a manner inconsistent with Lgr22. To address the study's research questions, a critical multimodal discourse analysis was employed, revealing that textbooks adapted for Lgr11 present the national minorities in a manner incongruent with Lgr22 and highlighting challenges in how the national minorities are represented in the textbooks. There is a need for a more diverse and inclusive treatment of these groups to promote a fairer and more representative portrayal of society. Textbooks must acknowledge and incorporate various perspectives and experiences from national minorities to foster understanding and respect for diversity in society. Thus, it can also be argued that the need for updated textbooks on the subject of social studies is of paramount importance.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The presence and relevance of images in discursive genres of contemporary communication has led to concerns about the formation of visually literate readers. Among the multimodal genres, we foreground the textbook for English learning (LDI), which is typically rich in terms of images. However, the activities suggested in such materials rarely point to the visual language exploration (GRAY, 2010). Thus, in this study, the reading sessions of the Top Notch English textbook series are analyzed, together with the methodological instructions of the Teacher‟s guide, aiming to verify to what extent the reading of the images of the discursive genres is explored and the nature of this reading. A context of genre consumption analysis was carried out in the Brazilian Military School System (SCMB). Within the theoretical framework of Critical Genre Analysis (MOTTA-ROTH, 2008) and using the Grammar of Visual Design (KRESS, van LEEUWEN, 2006) as lexical-grammatical reference, all the ten reading sessions of intermediate level Top Notch textbook were analyzed. These reading sessions are composed of semiotic complexes assembled with verbal written language and images. The analysis showed that 32.8% of the reading activities are offered to be approached multimodally through LDI and Teacher‟s guide instructions and also that 67% of the images of the reading sessions are activated for visual reading, what points to the role of the image as a meaning carrier, not as an illustration. There was a predominance of representational meanings (71%) explored in the multimodal reading activities, majorly placed in the pre reading stage, as a way to prepare for the verbal reading. However, the reading activities of corpus do not promote multimodal critical literacy, once they do not stimulate on the student readers the development of critical consciousness, one which unveils the power relations that occur via the genre and also the relationship between the text and the context where it takes place. In the multiliteracies perspective, we hope to contribute for the development of a broader reading towards the comprehension of represented meanings, not only in written verbal language, but also in the images of multimodal texts. / A presença e relevância de imagens em gêneros discursivos da comunicação contemporânea têm gerado uma preocupação crescente com a formação de leitores visualmente letrados. Dentre os gêneros multimodais destaca-se o livro didático para o ensino da língua inglesa (LDI), tipicamente rico em imagens. Entretanto, as atividades propostas nesses materiais raramente remetem à exploração da linguagem visual (GRAY, 2010). Em vista disso, neste trabalho são analisadas as seções de leitura da série de livros didáticos Top Notch, conjuntamente com as instruções metodológicas do Manual do professor com o objetivo de verificar em que medida a leitura de imagens dos gêneros discursivos apresentados é explorada e qual a natureza dessa leitura. Foi realizada uma análise do contexto de consumo do LDI o Sistema Colégio Militar do Brasil (SCMB). Dentro do enquadramento teórico da Análise Crítica de Gênero (MOTTA-ROTH, 2008) e tendo como base analítica léxico-gramatical a Gramática do Design Visual (KRESS, van LEEUWEN, 2006), foram analisadas todas as dez seções de leitura que constituem o Top Notch intermediário, as quais formam complexos semióticos, compostos de linguagem verbal escrita e de imagens. A análise revelou que 32,8% das atividades de leitura são oferecidas para serem abordadas multimodalmente por meio de instruções no LDI e no Manual do professor e que 67% das imagens das seções de leitura são acionadas para a leitura visual, o que aponta para o papel da imagem como portadora de significado e não como ilustração. Houve uma predominância dos significados representacionais (71%) explorados nas atividades de leitura multimodal, majoritariamente na etapa de pré-leitura, como forma de preparação para a leitura verbal. Entretanto, as atividades de leitura do corpus não promovem o letramento crítico multimodal por não estimularem nos alunos leitores o desenvolvimento de uma consciência crítica, que desvele as relações de poder que ocorrem por meio do gênero e a relação entre o texto e o contexto no qual ocorre. Na perspectiva dos multiletramentos, espera-se contribuir para o desenvolvimento da leitura mais ampla no sentido da compreensão dos significados representados não só na linguagem verbal escrita, mas também nas imagens em textos multimodais.

Denna studie undersöker hur äldre kvinnor representeras i Lindex och Cellbes reklam. Äldre får sällan synas i reklam och därmed underrepresenteras en stor del av Sveriges befolkning. Lindex och Cellbes är två svenska modeföretag som strävar efter att vara både socialt hållbara och inkluderande. De båda företagen inkluderar även äldre kvinnor i sina reklamkampanjer och uppfyller därmed uppsatsens urvalskrav. En analys genomförs på textuellt och visuellt material, där vi granskar hur äldre kvinnor representeras och konstaterar vilka stereotyper som förekommer i kampanjerna. Vidare analyseras företagens hållbarhetsbeskrivningar, för att sedan ha möjlighet att dra slutsatser om social hållbarhet uppnås i respektive reklamkampanj. Uppsatsen utgår från teorierna och begreppen social hållbarhet, ålderism, representationsteorin och stereotyper. Vi använder oss av metoden multimodal diskursanalys, vilket hjälper oss att synliggöra både underliggande och uppenbara diskurser. Ålderism är den diskurs som ligger i fokus och behandlas genomgående i arbetet. Resultatet visar att Lindex och Cellbes är delvis socialt hållbara och inkluderande gällande äldre kvinnor. Inkluderandet av den äldre kvinnan påvisar en positiv jämlikhetsdiskurs, medan själva representationen av den äldre kvinnan tyder på att underliggande ålderism upprätthålls. Åldersdiskriminering påvisas främst på så sätt att den äldre kvinnan generellt sett framställs med en strävan att efterlikna den yngre kvinnliga stereotypen. Föryngringsknepen kan däremot även innebära att företagen gör ett försök att vända på stereotyperna och visa att även äldre kvinnor kan vilja bry sig om sitt utseende. Analysens resultat visar också att det finns en avsaknad av medelålderskvinnan hos Lindex och en avsaknad av mångfald hos Cellbes. Detta gör att företagens hållbarhetsbeskrivningar inte återspeglas helt i deras reklamkampanjer. / This study research how older women are represented in Lindex and Cellbes advertisements. Older people are rarely seen in advertising and thus a large part of Sweden’s population is underrepresented. Lindex and Cellbes are two Swedish fashion companies striving to be both socially sustainable and inclusive. The two companies also include older women in their advertisement campaigns and therefore meet the thesis' sampling requirements. An analysis is performed on textual and visual material, where we analyze how older women are represented and conclude what stereotypes exist in the campaigns. Further, an examination of the companies' sustainability descriptions is made to conclude whether social sustainability is achieved in each campaign. The thesis is based on the theories and concepts of social sustainability, ageism, the theory of representation, and stereotypes. We use the method multimodal discourse analysis, which helps us visualize both underlying and obvious discourses. Ageism is the discourse in focus and is described throughout the paper. Findings indicate that Lindex and Cellbes are partly socially sustainable and inclusive regarding older women. The inclusion of the older woman shows a positive discourse of equality, while the very representation of the older woman indicates that underlying ageism is maintained. Age discrimination is mainly demonstrated in such a way that the older woman is generally portrayed with an effort to pursue the younger female stereotype. To be portrayed as younger can also mean that the companies try to reverse the stereotypes, showing that also older women may want to care about their appearance. Findings also indicate that there is a lack of middle-aged women at Lindex and a lack of diversity at Cellbes. This means that the companies' sustainability descriptions are not fully reflected in their advertisement campaigns.

In Sweden, the web-TV channel Riks which is a media initiative on YouTube by nationalist political party Sweden Democrats, has gained popularity contributing to the normalization of nationalist discourses. The aim of this study is to analyze how the discursive and visual construction and representation of women on Riks are created in nationalist discourse. Investigating this issue provides insight into the values that are being promoted and their potential consequences. The study was conducted through an intersectional theory and Stuart Hall’s representation theory with a multimodal critical discourse analysis methodology. The study found that women who are assigned the category as ’immigrants’ and ’Muslim’ were portrayed as deviant, having their voices erased and overlooked while simultaneously being portrayed as victims. ’White’ women were also portrayed as victims of the ’mass immigration’, but they were distinctively assigned agency, with the role of doing something about the situation, while ’immigrant women’ were told to ’repatriate’, reflecting their role as not acceptable within the nation.

Hur bidrar reklamfilmer till att producera och reproducera klimatdiskurser i samhället? Genom att undersöka tre svenska reklamfilmer som marknadsför elbilar syftar studien till att öka förståelsen för hur reklam samspelar med allmänhetens åsikter om miljöfrågor. De aktuella bilmärkena är Kia, Volkswagen och Volvo. Utifrån teoretiska perspektiv om grön kapitalism, gröna utopier och industriell fatalism strävar studien efter att avslöja de diskurser som är aktuella i reklamfilmerna, samt att avslöja de strategier som fordonsindustrin använder för att positionera elbilar som lösning på klimatkrisen. Studien använder en kritisk multimodal diskursanalys för att analysera reklamfilmernas visuella, auditiva och textuella element. Resultaten erbjuder värdefulla insikter för marknadsförare, beslutsfattare och forskare som är intresserade av samspelet mellan reklam och hållbara diskurser, samt bidrar till fältet för miljökommunikation. / How do commercials contribute to producing and reproducing climate discourses in society? By examining three Swedish commercials that market electric cars, the study aims to increase the understanding of how advertising interacts with the public's views on environmental issues. The car brands are Kia, Volkswagen and Volvo. Based on theoretical perspectives on green capitalism, green utopias and industrial fatalism, the study aims to reveal the discourses that are embedded in the commercials, as well as to reveal the strategies that the automotive industry uses to position electric cars as a solution to the climate crisis. The study uses a critical multimodal discourse analysis to analyze the commercials' visual, auditory and textual elements. The results offer valuable insights for marketers, policy makers and researchers interested in the interplay between advertising and sustainability discourses, as well as contributing to the field of environmental communication.

In this thesis, we leverage Edgar Schein’s (1992) organizational culture framework alongside multimodal discourse analysis to identify textual and visual cues that reveal CEOs’ organizational culture mindsets. We analyze 72 LinkedIn posts from Swedish unicorn startup CEOs in 2022-2023 to explore whether the scholarly assumptions about organizational culture mindsets of successful startup leaders will be reflected in our analysis. Our findings indicate that our developed novel analytical framework effectively identifies how CEOs’ LinkedIn communication reveals their innovation, growth-oriented, visionary, equality, hierarchical and appreciation mindsets. We also discover inconsistencies between text and image communication in our data. By making the process of how CEOs implement various textual and visual tools to construct their posts explicit, we help CEOs and their stakeholders gain a better understanding of the effects of these choices and the implicit meanings that are created in this process. Finally, we open the door for further research on organizational culture mindsets that are revealed through CEO communication, contributing a new dimension to research on CEO communication on social media.

This dissertation aimed to expand the current literature's understanding of Indigenous epistemology within contemporary social media environments. The qualitative study used social descriptive analysis from forty TikTok videos and comment threads. The descriptive analysis captured major cultural themes, common informal learning behaviors, and perceptions of Indigenous culture. The findings revealed that Indigenous creators and audiences engaged in questions and answers, personal experience sharing, evaluative feedback, and expressed forms of appreciation to learn with TikTok content. Although the audience perceived Indigenous culture and content positively, community guideline considerations and power challenges to making cultural content available in social media environments still exist.

[ES] La COVID-19 ha acelerado el proceso de adaptación al trabajo telemático donde el entorno académico también ha sufrido cambios. La comunidad investigadora ha normalizado la participación en congresos a través del ordenador. El objetivo de este estudio es analizar los elementos que intervienen en el discurso oral en las comunicaciones en congresos digitales académicos para identificar los patrones de comunicación más empleados por los investigadores. Desde inicios del siglo XXI, diversos autores han explorado este género discursivo al considerarlo el homólogo oral del artículo científico. Estos mismos autores demandan más atención a los géneros orales, al considerarlos infraestudiados en comparación con los géneros académicos escritos. Para el análisis se utiliza el Análisis del Discurso Multimodal (ADM). Esta metodología entiende que, solo considerando todos los elementos del discurso se puede tener una idea global de cómo es la comunicación. De este modo, considerar únicamente lo que se dice (el lenguaje) no permite descifrar todo el significado. Por ello, los autores del ADM proponen analizar elementos del aspecto visual, el lenguaje o los gestos del orador. Entre los resultados, destaca el protagonismo de las diapositivas en el discurso, el desarrollo de un patrón para la estructura del discurso y la poca relevancia de los gestos, que apenas son percibidos por la cámara. Estos datos permiten conocer los modelos de comunicación en los congresos digitales, así como atender a los elementos más urgentes que hay que tratar para mejorar la comunicación efectiva a través del ordenador y la cámara web. / [CA] La COVID-19 ha accelerat el procés d'adaptació al treball telemàtic on l'entorn acadèmic també ha patit canvis. La comunitat investigadora ha normalitzat la participació en congressos a través de l'ordinador. L'objectiu d'aquest estudi és analitzar els elements que intervenen en el discurs oral en les comunicacions en congressos digitals acadèmics per a identificar els patrons de comunicació més utilitzats pels investigadors. Des d'inicis del segle XXI, diversos autors han explorat aquest gènere discursiu al considerar-lo l'homòleg oral de l'article científic. Aquests mateixos autors demanden més atenció als gèneres orals, en considerar-los poc estudiats en comparació amb els gèneres acadèmics escrits. Per a l'anàlisi s'utilitza l'Anàlisi del Discurs Multimodal (ADM). Aquesta metodologia entén que, només considerant tots els elements del discurs es pot tindre una idea global de com és la comunicació. D'aquesta manera, considerar únicament el que es diu (el llenguatge) no permet desxifrar tot el significat. Per això, els autors de l'ADM proposen analitzar elements com l'aspecte visual, el llenguatge o els gestos de l'orador. Entre els resultats, destaca el protagonisme de les diapositives a les comunicacions, el desenvolupament d'un patró per a l'estructura del discurs i la poca rellevància dels gestos, que a penes són percebuts per la càmera. Aquestes dades permeten conèixer els models de comunicació en els congressos digitals, així com atendre els elements més urgents que cal tractar per a millorar la comunicació efectiva a través de l'ordinador i la càmera web. / [EN] The Covid-19 pandemic has accelerated the adaptation to remote work, leading to significant changes in the academic environment. The academic community has normalized participation in conferences through computer screens. The aim of this study is to analyze the elements involved in oral discourse during digital conference papers to identify the communication patterns most commonly used by researchers. Since the early 21st century, several authors have explored this discursive genre, considering it the oral counterpart of scientific articles. These authors advocate for more attention to oral genres, considering them understudied in comparison to written academic genres. This study employs Multimodal Discourse Analysis (MDA). This methodology understands that a comprehensive understanding of communication can only be achieved by considering all elements of discourse. Merely focusing on what is said (language) does not reveal the full meaning. Therefore, MDA advocates for the analysis of visual aspects, language, and gestures of the speaker. The results highlight the prominence of slides in discourse, the development of a pattern for discourse structure, and the limited relevance of gestures, which are barely perceived by the camera. These findings provide insights into communication models in digital conferences and draw attention to the most pressing elements that need to be addressed to enhance effective communication through computers and webcams. / López Navarrete, AJ. (2024). ¿Cómo se comunica la investigación a través de la pantalla? Análisis del discurso multimodal en las comunicaciones en congresos digitales en el área de comunicación [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/202718

During the last decade, the Swedish Armed Forces have been struggling to achieve recruitment goals and to retain military personnel. To attract more people to join the agency, and to increase the knowledge about the agency’s role and function in society, the Swedish Armed Forces continuously run campaigns. Furthermore, the Swedish Armed Forces is a government agency with a mission that is determined by the Swedish government through government decisions. It can therefore be argued that it is important that the campaigns portray the agency’s mission in a correct and truthful way. The purpose of this study has been to investigate how the Swedish Armed Forces portray their mission in their campaign films, and to what extent it corresponds with the agency’s official mission. The research questions are thereby: (1) How is the mission of the Swedish Armed Forces portrayed in two campaign films from 2018 and 2020? (2) To what extent does the Swedish Armed Forces' communication about the agency's mission correspond with their official mission presented in the government decision? (3) Based on identified semiotic resources, and with a neo-institutional perspective on strategic communication, what type of communication has been allowed to take place in the Swedish Armed Forces' campaign films? To answer the research questions, a qualitative data analysis was conducted on a government decision constituting the overall direction of the Swedish Armed Forces, and a multimodal critical discourse analysis was conducted on two campaign films produced by the agency The results were compared, and analyzed through the lens of a neo-institutional perspective on strategic communication. In summary, it can be stated that the study finds that the Swedish Armed Forces, in the two campaign films, portray their mission in a way that greatly corresponds with their official mission as presented in the government decision.

This is a multimodal discourse analytical study about national identity in russian film posters specifically in regards to four themes, posters that demonstrates wars, conflicts, violence or weapons. The aim of the study is to illustrate how national identity is portrayed in russian film posters, in relation to these four above themes from the start of the Soviet union 1922, until the end of the union 1991, plus four years ahead. This is studied by looking at how these four above themes are emphasized during different time periods, how the common history is described during different time periods, which similarities and differences that can be deduced from this, and how the question “who are we as a nation?” can be deduced from the pictures. The study also discusses the problem regarding media and its potential to influence, with a focus on the film media and the film poster, since these mediums have a huge potential to create a certain imagined community. For this reason it becomes important to understand who controls the media, since the one with control also beholds the power to decide what the nation identity should consist of, and how it should be portrayed. The study shows that the national identity in russian film posters is portrayed with a strong interconnection to wars, conflicts, violence and weapons during the whole investigation period, but how these themes are portrayed differs between the early/mid Soviet period and the late/post-Soviet period. The early/mid period puts a focus mainly on a strong patriotism where the soldier and the hero are frequently used motifs, which could be interpreted as motifs that are meant to eliminate questions about death in relation to wars. This could be seen as a result of an autocratic state controlled media. The late/post period instead emphasizes a criticism interconnected with conflicts with a focus on motifs like blood and dead bodies, that could be interpreted as motifs that demonstrate the tragic consequences of a violence. This could instead be seen as a result of a media that has been affected by a public sphere that has opened up, where the citizens are allowed to voice their opinions. The similarities is henceforth that the whole investigation period emphasizes a russian hegemony that puts a focus on the “russian” of the nation. The study recommends further studies in the area, either by investigating more themes in regards to film posters and national identity, or by investigating how another country portrays the national identity or the common history, there amongst war memories, in a media material. / Det här är en multimodal diskursanalytisk studie om gestaltning av nationell identitet i ryska filmaffischer, specifikt kopplat till fyra teman, affischer som gestaltar krig, konflikter, våld eller vapen. Studien har som syfte att illustrera hur nationell identitet uttrycks i ryska filmaffischer, kopplat till dessa fyra ovan teman från Sovjetunionens start 1922, till efter dess fall 1991, och fyra år framåt. Detta studeras genom att titta på hur dessa fyra ovan teman har betonats under olika tidsperioder, hur den gemensamma historieskrivningen har gestaltats under olika tidsperioder, vilka likheter och skillnader som går att utläsa från detta, samt hur frågan om “vem är vi som nation?” kan utläsas ur bilderna. Studien diskuterar även problematiken kring media och dess påverkanspotential i speciellt avseende till filmmediet och filmaffischen, då dessa medium har potential att skapa en viss föreställd gemenskap. Problematiken blir därmed vem som har kontroll över filmmediet, då den som har kontroll är den som besitter makten att bestämma vad nationsidentiteten ska bestå av och hur den ska gestaltas. Studien visar att den nationella identiteten uppvisar en stark koppling till krig, konflikter, våld och vapen under hela undersökningsperioden, men hur dessa teman gestaltas skiljer sig dock åt från tidiga/mitt Sovjettiden till sena/post-Sovjet tiden. Den tidiga/mitt perioden lägger främst fokus på en stark patriotism där soldaten och hjälten är vanligt förekommande motiv, som kan tolkas som motiv som ska eliminera frågor om död i samband med krig. Detta kan vidare tolkas som ett resultat av att en autokratisk stat har kontrollerat media. Den sena/post perioden betonar istället en kritik i samband med konflikter genom ett fokus på motiv som blod och döda kroppar, som kan tolkas demonstrera de tragiska konsekvenserna av ett våld. Detta kan istället tolkas som ett resultat av att media har påverkats av att en offentlig sfär har öppnats upp, där medborgare får lov att uttrycka sina åsikter. Likheterna är dock att hela undersökningsperioden betonar en rysk hegemoni som lägger fokus på det “ryska” i nationen. Studien rekommenderar fortsatt forskning av området, antingen genom att undersöka fler teman kopplat till nationell identitet i filmaffischerna, eller genom undersökning av hur andra länder länder gestaltar den nationella identiteten eller den gemensamma historien, däribland krigsminnen, i ett medialt material.