Oatly is a Swedish food company and one of the leading manufacturer of plant based dairy alternatives based on oats. They encourage people to consume their products because they are more environmentally friendly than cows-milk. Oatly’s two new co-owners, China Resources and Blackstone Growth, have caused Oatly tons of criticism since both co-owners have a reputation of not being environmentally friendly. The purpose of this study is to examine how Oatly is using public relations (PR) to meet young adult’s expectations in conjunction with the criticism regarding their new co-owners. The study also strives to investigate if young adults accept Oatly’s PR and therefore if Oatly’s charismatic legitimacy remains. It aims to answer two research questions, which read as follow: 1. How is Oalty using PR to remain their charismatic legitimacy among young adults? - What seems to be the purpose with the PR? 2. Do young adults accept Oatly’s PR? - Is the company’s charismatic legitimacy remaining according to young adults since Oatly’s new co-owners? The study is based on the theory of legitimacy by Max Weber (1938) interpreted by Arild Wæraas (2018), with main focus on the charismatic level of legitimacy. A critical discourse analysis focusing on two texts published by Oalty themselves, complemented by focusgroup discussions will be implemented to achieve the purpose of the study and answer the research questions. The study shows that the participants in the focusgroups don’t accept Oalty ́s PR since they thought Oalty could have responded more professionally to the criticism. Despite this the young adults disagree regarding if Oatly’s charismatic legitimacy remains. The study contributes with knowledge about how young adults think critically about hypocrisy and how this affects their attitude towards a company. Especially due to how they identify themselves with the company.

Problemområdet behandlar myt om turkiskhet i reklamfilmen Burasi Istanbul, tam burasi(2022) och analyseras ur ett kulturellt perspektiv. Denna reklamfilm analyseras med hänsyn till ljudaspekten och följande frågeställning besvaras: Hur uttrycks myt om turkiskhet i reklamfilmen This is Istanbul, right here med fokus på ljudaspekten? Metoden består av kvalitativ analys och litteraturstudier. Teorin består av kunskap om myt, stereotyper, typer, narrativ och ljudteknik. Resultatet innehöll en motsägelse och en myt identifierades som typisk myt om turkiskhet medan de andra resultaten visade på en otypisk myt om turkiskhet. Reklamfilmen innehåller inga stereotypiserade myter om turkiskhet.  Reklamfilmen tilltalar en idé av ett förlorat modernt, frihetligt och individualistisk livsstil i staden Istanbul och väcker därmed även känslan av nostalgi vilket diskuteras i avslutande del.

There is a widespread conception that myths are false and manipulative which is why man must strive to move away from them. Simultaneously they affect our social lives to a high degree, especially political myths. With a starting point of the science of rhetoric needing to complement its understanding of how social meaning is produced, this essay will attempt to develop a theoretical understanding of how political myths functions and produce social meaning. The questions that guide the investigation are how the concept of myth is understood in other scientific contexts, which functions myth fulfills and in which way the concept of myth can supplement the science of rhetoric. The investigation is based on Roland Barthes’, Kenneth Burke’s and Ernst Cassirer’s perspective on political myth. The study concludes that myth often functions to oversimplify diversity to sustain the prevailing political order or to overthrow it. Furthermore, it shows that myth can be understood as a way for man to express emotion and that these myths can be activated by the utterance of a word or sentence. Based on this notion, I argue that one should view myth as a function rather than a definition. I further claim the importance of understanding that mythical expression cannot be met by ‘rational’ or ‘logical’ arguments. I rather propose that rhetorical myth analysis ought to be combined with theories of language’s ethical dimension to be interpreted in an accurate manner.

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Journalistikforskning visar att traditionella myter och arketyper återfinns i alltifrån sportreferat till rapportering av brott. Denna forskning är i huvudsak baserad på engelskspråkig journalistik, vilket gör det lämpligt att bedriva motsvarande studier i en svensk kontext. Studier visar nämligen hur den journalistiska praktiken skiljer sig nationer emellan, vilket resulterar i en kunskapslucka hur dessa mytologiska föreställningar används i svenska medier. Genom att studera representationen av två gärningsmän, Rakhmat Akilov och Anton Lundin Pettersson, vars dåd resulterat i omfattande svenska mediala produkter, undersöker vi förekomsten och användningen av mytologiska föreställningar. Detta gör vi genom att kvalitativt studera tio webbartiklar per gärningsman i kvällstidningen Aftonbladet. För att studera representationen av gärningsmännens – vilka myter och arketyper som används – utförs kritisk diskursanalys (CDA) med semiotiska begrepp. Med denna metod analyseras artiklarna både på en översiktlig och detaljerad nivå. I denna analys knyts det an till etablerade journalistiska teorier om hur myter och arketyper används i medier i stort, vilket hjälper oss att ta reda på hur just dessa mytologiska föreställningar förekommer i representationen av Akilov och Lundin Pettersson. Analysen visar att flertalet mytologiska föreställningar används i representationen av de två gärningsmännen, främst i syftet av att distansera denne från det kollektiv inom vilken texten produceras och konsumeras. Akilov, å ena sidan, representeras som en stereotypisk islamistisk terrorist, där de religiösa och ideologiska aspekterna av denna islamism är tillräckligt främmande för att positionera denne utanför det normativa. Således behövs inga ytterligare karaktäristika eller attribut för att distansera Akilov från majoritetssamhället. Denna distansering sker genom att representera Akilov i enlighet med myter och arketyper som förstärker denna bild. Även Akilovs jihadistiska motiv får i rapporteringen närmare mytologiska proportioner, där Akilov ansluts till den våg av islamistiska terrordåd som dragit över Europa det senaste decenniet. Lundin Pettersson, å andra sidan, är inte lika enkelt och entydigt representerad som något avvikande. Representationen av Lundin Pettersson består istället av flertalet faktorer som placerar honom utanför det normala: högerextremism, subkulturell tillhörighet, psykisk ohälsa och ensamhet. Lundin Pettersson kopplas genom representationen – och intertextuellt – till andra högerextrema gärningsmän och skolskjutare. Dessa faktorer sammantagna möjliggör en distansering via mytologiska föreställningar på samma sätt som i representationen av Akilov. Det finns även en skillnad i hur Lundin Pettersson i högre grad tillåts representeras som ett offer för sina omständigheter, vilket är en möjlighet Akilov inte får. Sammantaget indikerar denna studie att myter och arketyper – i dessa två fall – fungerar som journalistiska verktyg ämnade att göra en alltför komplicerad verklighet mer hanterbar. / Studies of journalism show that archetypal myths exist in everything from sports news to stories of crime. This research is mainly based on English language journalism, which makes it adequate to study this phenomenon in a Swedish context to broaden the research field. Studies also show that the journalistic practice differs between nations and cultures, therefore a knowledge gap exists regarding the use of archetypal myths in Swedish media. By studying the media representation of two well-known Swedish perpetrators, Rakhmat Akilov and Anton Lundin Pettersson, we examine the usage of these myths and archetypes in twenty online news articles (ten articles each) from the Swedish tabloid magazine Aftonbladet. To study the newspaper’s representation of the perpetrators – and how these archetypal myths are present in the representation of them – Critical Discourse Analysis (CDA) combined with semiotic concepts are used. This method allows us to analyse the overall theme and subjects of the articles, as well as their specific use of language. To further examine how traditional myths and archetypes are used in the representation of Akilov and Lundin Pettersson, this analysis ties in to well-known theories of how archetypal myths figure in journalistic products. The study shows that a lot of myths and archetypes can be seen in the representations of both cases, mainly to create distance between the perpetrators and the majority in the context in which the text is both produced and consumed. Akilov, on the one hand, is represented as a stereotypical islamist terrorist, where the religious and ideological aspects of his beliefs are intimidating enough on its own to create a character which has its place far from the norm. Therefore, there is no need for more attributes or descriptions to distance Akilov from what we consider to be ourselves and ours. This creation of distance is effectively increased by the myths and archetypes in the representation of Akilov. Even Akilov’s jihadistic motive gets mythological proportions, were Akilov is placed in the context of other islamist terrorist; the wave of jihadistic terror that has raged through Europe in the last decade. Lundin Pettersson, on the other hand, is not as simple and clearly represented as abnormal. The representation of this perpetrator is instead created by multiple factors such as right-wing extremism, subcultural interests, mental illness and social alienation. The newspaper’s representation of Lundin Pettersson also gets intertextually connected to other right-wing perpetrators and school shooters. All these factors offset the perpetrator from the collective in which the texts are produced and consumed and intensifies through myths and archetypes, which is similar to the case of Akilov. There is also a big difference in how Lundin Pettersson to a higher degree is portrayed as a victim to his surroundings, which the representation of Akilov lacks. Finally, the study indicates that these archetypal myths work as journalistic tools made to make a complicated reality more manageable for both the producers and the consumers.

The subject of this Master’s thesis is the process of change in a public library context, the implementation of the Stockholm City Library’s homepage Biblioteket.se. The aim is to examine the factors that influence this particular change and how they affect the process and extent of change in practice. The study designed as a qualitative case study is based primarily on document analysis, and supplemented by an interview. DiMaggio’s and Powell’s three mechanisms of change; coercive, mimetic and normative isomorphism, is applied. In conclusion, the library is adapting through an institutional process of homogenization which takes place in the field where similar organizations exist. The analysis shows that the coercive factors in the form of laws and expectations in society impact the process of change, by demands for increased electronic interactivity in the context of the economic policy developments, which simultaneously leads to a more market oriented approach. Also factors related to the organization affect the library which as an institution, imitates more powerful organizations, but also trends in the field. An important hypothesis put forward is that institutional change takes place only on a symbolic level. Finally, the norms of the librarian profession indirectly act as a motivator for the implementation of the homepage, even though that results in an increase in demand management that is incompatible with public library values. In fact, the librarian profession is itself under the influence of pressure of both the society and the organization’s propensity to imitate successful organizations and other trends in the environment.

<p>This essay is called In the head of Garibaldi – a study about the portrayal of Garibaldi in biographies and focuses on the literary portrayal of Garibaldi in biographies published in the early 20th century and the early 21st century. The purpose of the essay is to describe the possible changes in the way of portraying Garibaldi in biographies and compare the portraying to the portrayal of Garibaldi that Garibaldi himself gives in the American translation of his memoirs, which were published in New York 1859.I have in this study used a constructivist approach with focus on the attributes, ideals and roles of Garibaldi. Research and thoughts from a wide field of science has been used, for example the works on nationalism by Elie Kedourie and Ernest Gellner. The thoughts on biographies as a scientific genre as described in the anthologies Att skriva människan (Ambjörnsson, Ringby & Åkerman red.) and Med livet som insats (Rosengren & Östling red.) has also been of the utmost importance of the study.The results of the study shows that there has been changes in the way of portraying Garibaldi in biographies, as showed in the more unbiased portrayals in the newer biographies. A larger focus on criticism of the sources is also apparent in the newer biographies. In a comparison between the biographies and Garibaldi‟s memoirs it stands clear that the memoirs and the biographies portrays and depicts the myth of Garibaldi, with more or less focus on fiction.</p>

”The myth of Palme- a textual analysis of the documentary Palme and its description of the social memory of Olof Palme as a norm or anomaly” by Emma Svanström aims to analyze how the directors of the documentary Palme choose to present Olof Palme to the future generations. Also the goal is to find out if their version presents Palme as a person who followed the norms or was divergent. To this purpose the thesis use textual analysis combined with a quantitative method in search of which persons the directors give the right to form the myth of Palme and which keywords they use to do describe him. To view the film as a social memory in the transformation to a myth the thesis use Jan Assmans theory of social memory and to find out if the documentary describes Palme as following the norms or divergent it uses Mary Douglas theory of anomaly. The results show that it is mainly the narrator and Olof Palme that gets to form the myth of him but also his family, friends, fellow employees and other persons that met him or was affected by his actions. Palme is discribed as special, intelligent, interested in social politics and able to act as he saw fit even if it was against the norms. He is above all described as a complex person with many and sometimes contradicting sides. Some of these actions and characteristics’ are viewed as following the norms while others are shown as anomalies.

IDENTITY In search of identity construction through the narrative of the pearl necklace   Lina Pihl   Can one reach an understanding of identity through the narrative of the pearl necklace?   The pearl necklace plays the role of the main character as well as the attribute in portraying identity in this dissertation. By looking at the pearl necklace as an object through its social context, it is possible to open it up for an understanding of its relation and impact on the individual. The world is not constructed of entities, but on relations. Thus it makes no sense to try to understand it through the notion of a predefined entity.   Through the investigation of the pearl necklace as a signified, and myth in the modern Western society, its relation to and affect on the subject when worn and the creation of a new context within the performance – a system for how we can see and look upon identity takes form, in which they both, myth and signified, play a part in the construction of identities. The myth of the pearl necklace makes it into a strong, signified that is used to manifest social belonging: by wearing the pearl necklace one becomes a part of the myth and its signified, which creates a new form, where the subject-object is the signified in action, a performance that makes the myth present and an active, living part of a society.   This proves that by taking an everyday object such as the pearl necklace and understanding it in a social context and in relation to the body and individuals, we can reach a deep and complex understanding of what identity is, how it is constructed and what potentials it possesses.

Jag har i den här uppsatsen analyserat Baba Jaga je snijela jajes (2008) hybridlika struktur genom att göra en postmodernistisk analys. Under uppsatsens gång har jag läst och tolkat vad olika teoretiker har skrivit om postmoderna begrepp; såsom hybriditetsbegreppet, det ontologiska tvivlet samt även med att definiera myten och fiktionen. Jag har genom citat och analys gjort en personlig tolkning och skildrat detta i analysen. I min uppsats har jag visat att romanen har en hybridliknande struktur genom häxan Baba Jaga som saknar egenskaper och genom myten som saknar kärna. Jag har även visat detta genom den lekfulla berättarstrukturen och genreblandningen. Detta tydliggörs framförallt genom karaktärena i romanen som alla saknar identiteskärnor samt genom att författaren hävdar att alla kvinnor kan vara potentiella Baba Jagor.