For companies and organizations there's an ongoing battle to maintain reputation, by actively taking a stance in the public debate companies and organizations maintain their position on the market. SJ, Statens Järnvägar, is a Swedish train operating company owned by the Swedish state. In 2017 SJ released the first commercial from their advertising campaign ‘Vem du än är, vart du än ska’ that portray norm-breaking people on their rail travel. The purpose of this essay is to analyze, on the basis of three commercials that are part of SJ's advertising campaign ‘Vem du än är, vart du än ska’ how norms are maintained and challenged through the campaign. The study also aims to investigate how the commercials are being received among younger (22-25 years) and older (58-72 years) age groups, with particular focus on the group's perception of the campaign in relation to norms and corporate responsibility in society. Using tools based in the multimodal analysis we analyzed the commercials and through focus group interviews we gathered thoughts about the commercials from the older and the younger age groups. The theoretical framework based on representation, stereotypes, myths, norms and Corporate Social Responsibility has helped us analyze the commercials and distinguish the respondents thoughts about norms and corporate responsibility. The analysis showed that the respondents understood the message that everyone is welcome to travel with SJ, but they thought the shape of the commercials were weak. Although SJ wants to break norms and stereotypes, we could see that they consolidate certain stereotypes. The respondents stated that they saw a ‘designation’ and meant that by allowing a person to represent a whole group, others within the group may feel designated. The two age groups had similar opinions and we could not determine any major difference based on age. The two age groups did however differ in which subject they discussed most. All respondents expressed how important it was that everyone got a place in the media and that companies have a great responsibility over our social development.

<p>In this report, you will be able to read about how the teacher with the help of others can / should do to support the aggressive pupil towards a more healthy behavior.</p>

In this report, you will be able to read about how the teacher with the help of others can / should do to support the aggressive pupil towards a more healthy behavior.

There are many ways to approach difficult subjects with children in preschool and the main focus in this thesis lays in the work with children and books. The purpose of the work has been to investigate the way teachers work with subjects that break the norm within books together with children in kindergarten. This study is based on four semi-structured interviews with teachers and Claes Nilholms concept of special needs education and Linda Pallas discourse analytic thinking. Furthermore, are the interviews based on eight questions that were open to interpretation and further conversations based on the participants' answers. The results show an awareness amongst the participants about the beneficial side of books as ways for integration. However, there seems to be a common conception that some subjects are only brought up in the group if there is a child that in some way represents the topic.

A growing trend among fashion companies in today’s society is to communicate their take on CSR, Corporate Social Responsibility. This trend stems from the consumers expressing demand that exceeds the products themselves. Due to this, CSR is becoming coherent in fashion companies’ business and business communication (Bartlett et al, 2011:6-12; Grafström et al, 2008:34-39).  The purpose of this study is to evaluate Acne Studios’ CSR efforts by examining their visual image communication, which is represented by their Instagram account. The study is built upon three questions of interest; (1) Which, if any, aspects of CSR has Acne Studios chosen to work with? (2) How does Acne Studios’ take on CSR reflect in their visual image communication on Instagram? (3) What is the message that Acne Studios is trying to convey with their visual image communication?   The theoretical framework of the study consists of: (1) Corporate Social Responsibility and; (2) Public Relations. Furthermore, three methods have been implemented: (1) a qualitative interview; (2) a quantitative content analysis; and (3) a qualitative semiotic analysis. The empirical material consists of an email interview with an employee at Acne Studios Headquarters and an analysis of the images from Acne Studios’ Instagram account.    The results from the interview reveal that the aspects of CSR that Acne Studios engage in are not conveyed in the company’s visual image communication on Instagram. The single CSR aspect that could be identified in both Acne Studios own image of their CSR efforts as well as in the company’s visual image communication on Instagram is that Acne Studios challenges the normative perspectives with regards to playing on masculinity/femininity. The study concludes that Acne Studios’ main message in their visual image communication on Instagram is to challenge normative perspectives in terms of gender roles.

The aim of this study is to examine civic teacher’s perception of the twofold purpose of the Swedish education system. The duality consists of supplying subject knowledge to the pupils and at the same time mediate norms and values specified in the regulatory documents for Swedish upper secondary school. Furthermore, this study aims to contribute to the already existing body of work detailing how teachers view norm-breaking behavior in education. The study is based on a phenomenographic analysis of semi structured interviews conducted with nine civics teachers in upper secondary school. The study revolves around three fundamental questions: 1) how do teachers view the twofold purpose within the regulatory documents, 2) how do they handle pupils that exhibit norm-breaking behavior and 3) how do teachers contribute to the making of good citizens. The material retrieved from the interviews was arranged using a seven step phenomenographic method which resulted in the creation of three general themes based on the aim of the study. The results show there is a wide range of perceptions among civic teachers on the twofold purpose of the Swedish educational system. No unified view on norm-breaking behavior could be found and neither a unified way of dealing with such. The results show us that teachers use a plethora of ways to deal with normbreaking behavior depending on what type of behavior is at hand. The two overarching ways of viewing the norms and values presented in the regulatory documents was either an integrated part of the educational system or as a strain on the profession. The results present four main methods teachers use to deal with pupils exhibiting a norm-breaking behavior. 1) A method of disarming, 2) A method of conversing, 3) A inquisitive method and 4) a method of delegation. Lastly the results show that the teachers operate on three levels in their work against norm-breaking behavior, 1) On a state level in which they interpret the regulatory documents. 2) On a peer level in which they interact with other teachers and their expectations on one another. 3) On a personal level in which the teacher navigates their own norms and values. No definitive answers could be found in this study, but it can contribute to past and future research to give a wider understanding of how teachers handle students exhibit norm-breaking behavior.

<p>Antisocial behaviour and alcohol problems are areas of great concern to society, not only associated with personal and emotional costs for the affected individuals and their victims, but also with major societal financial costs. What makes some individuals more likely than others to develop these kinds of problems? The general aim of this thesis was to explore the role of individual characteristics in the development of antisocial behaviour and alcohol problems. More specifically, the research focused on aspects of hyperactive behaviour, personality traits and biological vulnerability indicators in relation to self-reported norm breaking and violent behaviour, registered general criminality and violent offending in particular, and further, on risky alcohol use and drinking offences. The studies were based on both a prospective longitudinal project in which a group of adolescent male lawbreakers and controls were followed from the 1960s into the 1990s, and on more recently collected data on a representative group of Swedish male and female adolescents.</p><p>The results of the thesis supported that neuropsychological deficits, manifested in attention difficulties, and personality traits reflecting disinhibition and negative emotionality, influence the development of antisocial behaviour and risky alcohol use, which in turn increases the risk of subsequent alcohol problems. The findings indicated, furthermore, that these neuropsychological deficits may be associated with an underlying biological vulnerability to various forms of disinhibitory psychopathology. Although the thesis focuses on individual characteristics, the results also support the view that environmental risk factors such as the influence of family and peers and possible stress experiences, play an important role. It was emphasized that individual characteristics continuously interact with environmental conditions in shaping each individual’s developmental course. Results also revealed that adolescent females displaying violent behaviour and engaging in potentially harmful use of alcohol deviated more in personality traits than did the corresponding group of males. Further knowledge of the development of these problems in females is crucial, since most theories in this area have been developed primarily on male samples.</p>

Antisocial behaviour and alcohol problems are areas of great concern to society, not only associated with personal and emotional costs for the affected individuals and their victims, but also with major societal financial costs. What makes some individuals more likely than others to develop these kinds of problems? The general aim of this thesis was to explore the role of individual characteristics in the development of antisocial behaviour and alcohol problems. More specifically, the research focused on aspects of hyperactive behaviour, personality traits and biological vulnerability indicators in relation to self-reported norm breaking and violent behaviour, registered general criminality and violent offending in particular, and further, on risky alcohol use and drinking offences. The studies were based on both a prospective longitudinal project in which a group of adolescent male lawbreakers and controls were followed from the 1960s into the 1990s, and on more recently collected data on a representative group of Swedish male and female adolescents. The results of the thesis supported that neuropsychological deficits, manifested in attention difficulties, and personality traits reflecting disinhibition and negative emotionality, influence the development of antisocial behaviour and risky alcohol use, which in turn increases the risk of subsequent alcohol problems. The findings indicated, furthermore, that these neuropsychological deficits may be associated with an underlying biological vulnerability to various forms of disinhibitory psychopathology. Although the thesis focuses on individual characteristics, the results also support the view that environmental risk factors such as the influence of family and peers and possible stress experiences, play an important role. It was emphasized that individual characteristics continuously interact with environmental conditions in shaping each individual’s developmental course. Results also revealed that adolescent females displaying violent behaviour and engaging in potentially harmful use of alcohol deviated more in personality traits than did the corresponding group of males. Further knowledge of the development of these problems in females is crucial, since most theories in this area have been developed primarily on male samples.

The aim of this study is to investigate how 20 children discusses norm breaking based on a children’s book with a focus on following questions: How do the children discuss norms based on the children’s book? Are there differences in opinions and comments between children with Swedish as their first language and children with Swedish as a second language, and if so, which ones? The investigation is based on four discussions of children’s literature, which are a method Chambers (2004) means enable the children to put their thoughts and feelings about the book into words. The theoretical frame of the study is founded on post-structuralism feminism and particularly Butler (Ambjörnsson, 2010) and Davies (2003) theories about gender and gender roles. The investigation shows, among other things, that the children are basing their discussions on the norms accepted by the society. But it also shows that there are differences in the way that the children with Swedish as a first language and Swedish as a second language discusses norm breaking.

The aim of this study is to understand the risk factors contributing to juvenile delinquency for young men in Sweden. Previous research shows that juvenile delinquency is a theme that exists in all communities and affects several areas of society such as family relations, social relations, academic achievement as well as individual consequences. In this essay, the focus is on identifying risk factors putting young men at greater risk of committing crimes, but also explaining the underlying causes of why these risk factors exist by using theoretical frameworks such as empowerment and life-span theories. The central point of the essay is thus the question of how and why some young men become criminals? The methods used are a systematic literature study combined with semi structured interviews in order to understand why some young men are more vulnerable than others in committing crime. The interviews consist of statements based on professional experience from four different non-governmental organizations in Sweden working with youths. The results of the study show that the environment these young men grow up in plays a major role for both academic achievement and the development of various personality disorders which can contribute to criminal behavior. The results of the interviews also show that social structures make these young men feel powerless in relation to themselves, school and society. This type of feeling of exclusion on a social and individual level tend to increase the risk of criminal behavior and lifestyle for some young men in Sweden.