Denna studie undersöker hur begravningsbyrån Fonus valde att bemöta en kritisk artikel, publicerad i Aftonbladet, med ett pressmeddelande som lades upp på den egna hemsidan. Uppsatsen undersöker först vilka retoriska verktyg som har använts i skapandet av detta meddelande, och sett från Benoits teori om Image Repair, vilka strategier som använts och hur användningen av dessa har sett ut. Därefter söker studien att praktiskt undersöka detta budskap genom att låta en utvald grupp respondenter ta del av materialet samtidigt som de i personliga intervjuer får svara på frågor om det de läst. Här utsätts respondenterna först för negativa påståenden riktade mot Fonus för att färga deras åsikt om företaget innan de får ta del av pressmeddelandet. Syftet är att undersöka om Fonus textbaserade kriskommunikation kan påverka respondenterna och deras attityd mot företaget i en positiv riktning. Undersökningens slutsats är att ett budskap som utformats med en väl balanserad retorik och ett väl avvägt bruk av Benoits strategier, utgör ett fruktbart sätt att påverka mottagaren i den önskade riktningen. / This paper examines how the Swedish funeral agency Fonus chose to respond to a critical article published in Aftonbladet, with a press release posted on their website. The paper first examines the rhetorical tools used in the creation of this message, and in relation to Benoit's Theory of Image Repair, which strategies that were used and how they were used. Thereafter the paper examines the effectiveness of these messages by exposing a selected group of respondents to the material whilst having them answering questions performed in an interview about what they are reading. Firstly the respondents are exposed to negative statements directed against Fonus in an attempt to tarnish their opinion of the company before they are allowed to read Fonus  press release. The aim is to investigate whether this text-based crisis communication can influence the respondents and their attitude towards the company in a positive direction. The essay concludes that a message designed with varied rhetorical tools and a balanced use of Benoit's strategies is a fruitful way to influence the recipient in the desired direction.

The 1760's and 1770's saw the emergence of numerous clubs, orders and societies in Stockholm. One of the most extraordinary expressions of this phenomenon was Carl Michael Bellman's Bacchi Orden, a series of semi-public dramatic entertainments chronicling the exploits of the members of Bacchi Orden, a fictional society enrolling several of Stockholm's most notorious drunkards and dedicated to the celebration of Bacchus. Bellman's parodic perspective stands in marked contrast to the self-professed virtuous undertakings of Stockholm's contemporary clubs and orders, whose members were recruited from the social and economic elites and professional and artisanal classes. The main purpose of the dissertation was to study the ceremonial rhetorical practices of Bacchi Orden - speeches, processions and other features designed to enhance the members' loyalty to the society's chosen ideal - and compare them to similar rhetorical traits in several orders and societies of the era in Stockholm to understand what made Bellman's parody work as an entertainment. The dissertation consists of three chapters. The first chapter introduces Bacchi Orden as a parodic and dramatic work and the eighteenth-century associations as cultural and social institutions. The second chapter outlines the use of ceremonial rhetoric in a number of orders and societies in Stockholm contemporary with Bacchi Orden. Through a combined chronological and thematic approach, the third chapter examines recurring rhetorical patterns in Bellman's parody and the rhetorical implications these patterns might have signaled to his audicence. The ceremonial rhetorical practices of Bacchi Orden may be interpreted as parodying rhetorical commonplaces occuring in all the examined orders' pledges to uphold certain virtues for the benefit of the Swedish nation. This system of virtues - with moderation, patriotism and diligence as cornerstones - is put to parodic use in Bacchi Orden through the different breaches of decorum Bellman allows his characters to act out in their doomed endeavors to combine ceremonial protocol and severe intoxication. As a contrast, friendly and frank companionship among the selected few is the one positive virtue that Bellman's audience can infer from his mock-society. This particular tenet became central to subsequent social clubs, which used Bellman's fiction as a template for their ceremonies.

Icke vinstdrivande organisationers förtroendeskapande webbkommunikation är en undersökning som syftar till att öka förståelsen för hur icke vinstdrivande organisationer etablerar förtroende i sin kommunikation på webben. Genom att analysera hur de tre icke vinstdrivande organisationerna Forest Stewardship Council (FSC), KRAV och Fairtrade skapar förtroende i textmaterial presenterat på respektive organisations hemsida söker uppsatsen belysa hur olika förtroendeskapande grepp används av icke vinstdrivande organisationer för att etablera förtroende mot allmänheten. Analysen visar att det mest förekommande sättet att skapa förtroende mot allmänheten bland de studerade icke vinstdrivande organisationerna är att framhäva sin expertis på det område organisationen verkar. Uppsatsen öppnar upp för ett nytt forskningsområde med fokus på hur den icke vinstdrivande organisationen etablerar förtroende på webben. För vidare forskning kan det vara intressantatt öka antalet analyserade organisationer för att öka möljligheten att fastslå samband mellan hur stor grad av förtroende allmänheten upplever sig ha för en organisation och vilken typ av förtroendeskapande kommunikationen organisation använder sig av.

Digital marketing has been changing continuously and rapidly since the introduction of Web 2.0 ten years ago (Lin, Li, Deng, & Lee, 2013). Companies are now engaging their users in their digital marketing by providing with interactive contents in digital campaigns. The digital campaigns are getting more converge with SNS (social networking sites) in order to let the user share the content with others and therefore the e-WOM (electronic word of mouth) helps the companies digital campaigns to be shared by more users (Moran, Muzellec, & Nolan, 2014). The interactive content in the digital campaigns have shown to provide for engaged users and therefore leads to loyal users. The reason for this has its roots in the culture of consumption that has brought our everyday consumption to a whole new level where we no longer just consumes a product, we are the brand (Davis, 2013). The study, Click here for solidarity, aims to explain the interactive phases and rhetorical elements that companies use to engage the user to interact with the content of the digital campaigns. The study is based on four digital campaigns in four different market areas in order to provide with an overall picture of how companies work with interactive and rhetorical elements. Thus the study falls into the area of marketing and branding. The study is conducted with a qualitative content analysis and a rhetorical analysis in order to interpret the interactive and rhetorical elements in the four digital campaigns. Our goal for this study is therefore not to see to what the digital campaigns in the study has failed on, neither to create a new theoretical framework. Finally, a few conclusions of the interactive and rhetorical elements are drawn. First of all, the study showed that in order to engage users in digital campaigns the content needs to respond fast. The interactive parts, such as toolbars and various clickable icons, needs to engage the user. Also, the digital campaigns in the study all showed the rhetorical element pathos, which appeared in their attempts to persuade the user. Thus makes the rhetorical elements in the digital campaigns important so that the users will feel an urge to engage with the content.

With inspiration from Bitzers situational analysis a phenomenografic method has been used, influenced by Brown & Levinsons´s theory of politeness, to find perceptions concerning constraints (in Bitzer´s sense in his model of the rhetorical situation) in Internet-based communication. Based on three qualitative interviews, this essay has found that the perceptions are closely linked to views of what constitutes formal and informal contexts, varying due to the gender or age of the informant. Netspeak is not considered appropriate, with some exceptions, in any formal situation. However, the perceptions regarding decorum in informal situations differ in nature, based mainly on what kinds of associations and connotations are produced by elements found in netspeak. Since perceptions regarding informal situations vary, there is a large risk of misunderstanding, which this essay aims to survey.

The dissertation addresses the negative consequences of the generally positive democratic ambition behind social planning: the good purpose may conceal less good actions. The aim is to study the thought-style of social planning and its most powerful topos, the denial of discrepancies. The focus of the dissertation is to exemplify how the denial of discrepancies and the consequences of denial become manifest. With emphasis on continuity and history, is shown how a Cartesian legacy shapes the thought-style of social planning, which is animated and upheld by the planning-collective: the integration of policy and science in planning. The planning-collective’s voice has become hegemonic through maintaining a harmony of illusions. The result is a lack of responsiveness to people’s varied modes of expression; voices that differ from the hegemonic thought-style are thus perceived as dissonance. Discrepancies in the form of differences of opinion and lack of consensus thus appear as sources of anxiety.  The mode of planning is based on a set of habitual thoughts and actions, topoi, that have become taken-for-granted. The result is an objectification of that which we call living, and the study shows through a number of examples, including “social economy”, how this form of objectification occurs. The epistemological frame of reference of the dissertation is constituted by Ludwik Fleck’s theory of thought-collectives, thought-styles and migrations of thought, and José Luis Ramírez’s action-theory, focused on language as action. Michel Foucault’s works on disciplining, political technologies, and discursive struggles are applied to create understanding of how the planning approach to representing people’s life activities has been shaped and how it influences them.

Stockholm den 7 april 2017, klockan 14:59: rapporter om en lastbil som körde på människor längs Drottninggatan i centrala Stockholm, nådde allmänheten. Det konstaterades snabbt vara en terrorattack. Kort efter attacken började uppgifter om skottlossning på olika platser runt Stockholm att spridas. Ryktena cirkulerade i drygt en timme innan polisen kunde dementera dem, efter att ha avsatt resurser för att undersöka de påstådda skjutningarna. Skottlossning hade aldrig inträffat.             Studiens syfte var att undersöka retoriska dimensioner och persuasiva funktioner hos fake news samt vilka konsekvenser fake news kan få vid en krissituation. Visuell retorisk analys var den metodologiska utgångspunkten som, genom en abduktiv forskningsstrategi, kombinerades med teoretiska perspektiv för kris, ethos, vividness och fake news. Analysmaterialet utgjordes av fyra nyhetsutdrag: SvT Nyheter, Dagens Nyheter (2 st.) och Expressen var källorna bakom dessa.             Analysen visade att nyheterna om skottlossning mottogs som visuella intryck, som i kombination med starka ethos och högt förtroende för nyhetskällorna, utgjorde trovärdiga nyheter som allmänheten accepterade som sanna. Därtill konkluderades att fake news kan förstås som mentala bilder. / Stockholm, 7th of April 2017, 2:59 pm, reports said a lorry had hit several people along the pedestrian street Drottninggatan in the city centre, which was quickly labelled a terrorist attack. Shortly afterwards, news flashes warned people of alleged open gunfire observed at several other spots in the city. The rumours circulated for over one hour before the Police were able to refute them, after firstly having investigated the claims themselves. There had been no shootings.          The purpose of this study was to explore the rhetorical dimensions and persuasive functions of fake news and which consequences these can lead to in a crisis. Visual rhetorical analysis has been the methodological approach which, through an abductive research strategy, was combined with the theoretical perspectives of crisis, ethos, vividness and fake news. The material analysed consisted of four news excerpts: SvT Nyheter, Dagens Nyheter (2) and Expressen.             The analysis showed that the news of the alleged gunfire were perceived as visual impressions which, in combination with strong ethos and high trust for the source of news, were deemed as credible and therefore true by the readers. In addition, it was concluded that fake news can be understood as mental pictures.

Med syfte att undersöka hur pedagoger i förskolan resonerar kring ett källkritiskt förhållningssätt med fokus på bokläsning i förskolan, har vi valt att göra en kvalitativ studie med socialkonstruktionism som teoretisk utgångspunkt. För att kunna besvara vår forskningsfråga som lyder: “Vilka tolkningsrepertoarer framträder i pedagogernas resonemang?” har vi använt oss av fokusgruppssamtal som metod. Totalt 14 pedagoger ingick i tre fokusgruppssamtal. De tolkningsrepertoarer som framträdde i pedagogernas resonemang påvisar att barn i förskolan anses vara för små för att utmanas i ett källkritiskt förhållningssätt eftersom de ännu inte kan läsa. Barnen anses även vara utsatta och ömtåliga och pedagogerna lägger därmed ansvaret på sig själva som de som borde vara källkritiska eftersom det är de som läser för barnen. Det påvisas även en ”sanning” som bör förmedlas till barnen men detta problematiseras genom en avsaknad av lämpliga strategier och redskap som pedagogerna kan använda sig av för att kunna erbjuda barnen detta källkritiska förhållningssätt. Resultatet belyser även att ett källkritiskt förhållningssätt är något som blir viktigt först senare i skolåldern.

In my study I will examine how students in grades 4-6 experience oral presentations, howteachers understand the students´ experiences and which factors they think affect these experiences.Finally I will look at how teachers teach about oral presentation and what adjustmentsthey make in relation to the studens´needs.I have used questionnaire forms that includes both multiple choice answers and open questions.These questionnaire forms have been given out to 36 students in grades 4, 5 and 6 attwo different schools. I have also had one on one interviews with three teachers who teachSwedish in grades 4-6.The results shows that the majority of the participating students experience negative feelingsconnected to oral presentations. The other participating students felt positive or neural aboutoral presentations. The factors that affects the experience of oral presentations for students´according to my study is: students´ earlier experiences, the class climate, how the audience actduring the presentation and how much time and teaching time is being directed towards thetools that students need to make a good presentation. The teachers teach in different ways buthave some elements in common. They all use examples to show good and bad presentations,then let the students practice different presentation skills and they try to give all the studentspractice in talking in front of the class as often as possible. The teachers make adjustments bytelling the students that many people find oral presentations challenging but with practice youcan feel better about this. They also make adjustments in how many and which people someof the students have to make the presentations in front of. The teachers worked with the wholeclass about how you are a good audience. / Min studie har som syfte att undersöka hur elever upplever muntliga redovisningar. Hur lärare uppfattar elevers upplevelser av muntliga redovisningar, vilka faktorer som påverkar deras upplevelser samt hur lärarna undervisar och anpassar sin undervisning till elevernas behov. Jag har använt mig av enkäter med flervalsfrågor där deltagarna hade möjlighet att ge egna kommentarer. Dessa enkäter har jag delat ut till 36 elever i årskurserna 4-6 på två olika skolor. Jag har också haft enskilda intervjuer med tre lärare. Resultaten från studien visar att majoriteten av eleverna upplever negativa känslor kopplade till muntliga redovisningar. Resterande upplever dem som positiva eller okej. Lärarna bekräf- tar detta genom sina iakttagelser. De faktorer som lärarna anser påverka eleverna upplevelser är elevernas tidigare erfarenheter, klassklimatet, hur åhörarna beter sig under redovisningarna samt hur mycket tid och undervisning som läggs på verktygen som behövs för att genomföra en bra redovisning. Lärarna arbetar olika, men några gemensamma nämnare är att visa visu- ella exempel på bra och mindre bra redovisningar, att träna olika delar och att stegvis bygga upp elevernas kunskaper. Anpassningarna som görs är bland annat att medvetandegöra elever om att många tycker att detta är jobbigt, anpassa gruppen som lyssnar eller låta eleven göra redovisningen för bara läraren. Vidare arbetar lärarna mycket med hela klassen om hur man är en bra och respektfull publik. Sammanfattningsvis görs vissa anpassningar för hela gruppen och andra görs på individnivå.

Uppsatsen behandlar Swedish Match, och undersöker om och i så fall hur företaget genom dygder etablerar ett gott ethos på sin hemsida, trots sin oetiska verksamhet. En topikanalys genomförs för att klargöra om, var och hur ethos etableras genom dygder. Resultatet visar att dygderna kommer till uttryck olika mycket under olika rubriker, vilket leder till en diskussion om företaget riktat sig till olika publiker under olika delar av hemsidan.