This essay focuses on a comparative analysis of costume and makeup presented in the two drag queen road-movies To Wong Foo, Thanks for Everything Julie Newmar! (1995) and The Adventures of Priscilla, Queen of the Desert (1994). These movies have similar settings with a group of three drag queens traveling across the country to participate in their big show. The primary main focus of this essay has been to analyze the costumes and makeup that are worn by the three main characters in their drag in each film and what it can say about gender and performativity presented in each film. A semiotic analysis was used as a method to analyze selected sequences and Bordwell and Thompsons (2017) segment about costume and makeup as a part of mise-en-scene was used. The results from each movie were later compared. Other theories that were applied were Judith Butler’s theory (2006) about gender performativity, Richard Dyer (1999) on stereotypes and Laura Mulvey's theory (1999) about the male gaze. The results show that Too Wong Foo focuses more on conforming existing women's gender roles with costumes that could be connected to luxury brands in the connotation, while Priscilla has a more exaggerated approach that was likened to shows on Broadway in the connotation.  The individual project was based on a folder from Samiskt informationscentrum (SIC) and resulted in two short animated movies about Sámi in Sweden and Sápmi.

Uppsatsens syfte är att analysera hur djävulsgestalten används som visuell metafor för depression i den animerade kortfilmen How Have You Been? (2020) skapad av Polly Nor och Adam Baker. Detta med målet att skapa bredare förståelse för hur visuella metaforer kan användas inom visuell kommunikation för att gestalta känslor. Studien utförs med hjälp av en semiotisk analys samt metaforanalys med teoretisk utgångspunkt i semiotik och metaforteori. Uppsatsen resulterade i kunskap kring hur den visuella metaforen förstärks genom personifiering av depression samt en stark relation mellan protagonist o antagonist. Även förvandling av djävulsgestalten har stor betydelse för hur den visuella metaforen tolkas. Ytterligare framkom det att filmskaparna använder symboler samt ickeverbal kommunikation för att förstärka den visuella metaforen. / The purpose of this thesis is to analyze how the devil figure is used as a visual metaphor for depression in the animated short film How Have You Been? (2020) made by Polly Nor and Adam Baker. This with the goal to create a wider understanding about how visual metaphor can be used in the field of visual communication to portray emotions. The study is carried out with the help of a semiotic analysis as well as a metaphor analysis with a theoretical basis in semiotics and metaphor theory. The thesis resulted in knowledge about how the visual metaphor is enhanced through the personification of depression and a strong relationship between the protagonist and the antagonist. The transformation of the devil figure is also of great importance for how the visual metaphor is interpreted. Furthermore, it became clear that the filmmakers use symbols and non-verbal communication to enhance the visual metaphor.

Uppsatsen har gjort i syfte att undersöka porträtteringen av kvinnliga antagonister samt protagonister i två Disneyfilmer för att se om porträtteringen skiljer sig filmerna emellan. De filmer som varit aktuella för undersökningen har varit Snövit och de sju dvärgarna (1937) samt Trassel (2010). Materialet har analyserats utifrån representationsteori med nedstamp i stereotyper, genus samt mise-en-scéne inom animation. De valda metoder för analysen är en narrativ samt semiotisk analys där karaktärernas handlingar samt utseende tolkats för att sedan jämföras. Antagonisterna och protagonisterna från båda filmerna porträtteras likadant och har liknande narrativa funktioner, där antagonisten är kontrasterande och binär gentemot protagonisten som ses som filmens normala. / The purpose of this essay has been to analyze the female antagonists and protagonists in two films from Disney to see if the portrayal of these characters differentiate. The films fitting for the analysis are Snow White and the Seven Dwarfs (1937) and Tangled (2010). The material has been analyzed through a perspective of representation theory as well as stereotypes, gender and mise-en-scéne in animation. The methods chosen for this essay are a narrative analysis and a semiotic analysis where the characters’ actions and appearance  are being interpreted and compared. The antagonists and protagonists from both films are portrayed in a similar way and have narrative functions that are similar, where the antagonists are contrasting and binary opposite the protagonists who are viewed as the normal.

The use of the social media platform Instagram has increased the fastest and has given the opportunity for the phenomenon of influencer marketing to grow in the fashion industry. The increase of influencer marketing has led marketers to understand that a change of focus is needed. Much of the previous research done in the field has focused on what distinguishes or does not distinguish effective use of influencer marketing for a company. Therefore, it is interesting to study the actual role of influencers in a fashion company’s brand communication and this by studying the fashion companies’ choice of influencers and the way consumers perceive the role of influencers in a fashion company. To operationalize the study, a semiotic analysis has been applied where images have been analyzed to answer the purpose of the study from a business perspective. The results from this are the basis for the design of a qualitative method which is then followed up by a quantitative method for answering the purpose from a consumer perspective. The data was collected through the themes formulated with the support of previous research and theories. These were consumption, the consumer’s approach to influencers and belonging to a group and identity. Within the framework of these themes, the study’s findings showed that influencer marketing is beneficial to use for a company in some areas and in others not. The semiotic analysis showed with certain deficits in the match that the companies choose influencers based on the respondents’ preferences and wishes. / Användningen av det sociala mediet Instagram är den plattform som idag ökar snabbast och har gett möjlighet för fenomenet influencer marketing att växa fram främst inom modebranschen. Ökningen av influencer marketing har lett marknadsförare till att förstå att det behövs ett fokusskifte. Mycket av den tidigare forskning som gjorts inom området har fokuserat på vad som utmärker eller inte utmärker effektiv användning av influencer marketing för ett företag. Därför är det intressant att studera den faktiska rollen av influencers i ett modeföretags varumärkeskommunikation och detta genom att studera modeföretags val av influencers och på vilket sätt konsumenter uppfattar rollen av influencers i ett modeföretag. För att operationalisera studien har en semiotisk analys tillämpats där bilder analyserats för att besvara studiens syfte utifrån ett företagsperspektiv. Resultaten från denna ligger som grund för utformningen av en kvalitativ metod som sedan följs upp av en kvantitativ metod för att besvara syftet utifrån ett konsumentperspektiv. Datan samlades in genom de teman som formulerats med stöd av tidigare forskning och teorier. Dessa var konsumtion, konsumentens förhållningssätt till influencers samt grupptillhörighet och identitet. Inom ramen för dessa teman visade studiens resultat att influencer marketing är gynnsamt att använda för ett företag i vissa avseenden och i andra inte. Bildanalysen visade med vissa brister i matchningen att företagen väljer influencers utifrån respondenternas preferenser och önskemål.

This essay aims to create a deeper understanding of how the meaning-making of the series Thin Blue Line contributes to the debate of culture, cultural representation and exclusion in contemporary Sweden. Through a popular cultural perspective based on the theory of representation and a survey through the method semiotic analysis answer the following two questions: How is Swedishness represented in the TV series? How does racialized swedes appear in the TV series? The material analyzed is limited to four environments, from four scenes from the series. The analysis of semiotic resources such as the environment and characters show a representation of Swedishness and racialized swedes, confirming Stuart Hall's (1997) theory that racialized swedes are often represented in contexts linked to crime and bad behavior. This is found above all in denotation and connotation which depicts racialized swedes as "the others" in relation to the concept of "Swedishness". In conclusion, I believe that the outcome is due to the creators attempts to present the reality of the population in the city, followed by the lack of swedish research that sheds light on the opposite representation of racialized swedes.

A qualitative study of the Swedish party leader’s presentation on Instagram.  Social media has become a big part of political communication. It makes it possible to spread messages and information directly to its voters without having to go through the traditional media, which they needed to before the age of social media. After finding a research gap about politicians' presentation on Instagram in a Swedish context, this study aims to examine four Swedish party leaders' presentations on Instagram by using qualitative methods where their image and text art studied. The study is based on Goffman's dramaturgical perspective and the phenomenon of personal branding.  The study shows that the party leaders' posts have a clear political focus with varied personal elements in the self-presentation depending on the party leader and the political affiliation. Posts with political content show a prominence that aims to emphasize its role as a leader, which is enhanced by the formal dress and the setting shown in the pictures. These posts are aimed to influence, inform and enlighten. The more private and personal pictures are supposed to present an ordinary side of the party leader and create recognition that the voters can relate to by showing emotions, family life and hobbies. But even though these pictures may feel personal and look like the party leader lets the followers into private life, there is an impression control, where they themselves have chosen what they want to share and highlight the sides in the self that they want to associate their personal brand with.

The purpose of this study was to investigate how media has followed the Parken Zoo incident and analyse how media convey the issue about the Parken Zoo incident. The different results have been compared. To answer the purpose of the study three issues has been formulated:  how do the different media relate to the ideal of objectivity? Who come across and get to speak in the different media? What differences and similarities are in the media?    The theories that have been used in this study are mainly McCombs theory of agenda setting, Strömbäck’s theory of framing and theory of media logic, Kovach & Rosenstiel theories of journalism and Manning’s theory of objectivity. The methods that have been used are a combination of a quantitative content analysis and a qualitative semiotic analysis. The material that has been observed in this study is newspaper articles, television news reports and television programs.   The results of the quantitative analysis showed that articles of Eskiltuna Kuriren, news reports of SVT1 and the program Debatt had most objectivity in there reporting. The news reports of TV4 and program Kalla Fakta had most biased reporting of the incident. The qualitative analysis showed that SVT1 news broadcast was more objective and TV4 news broadcast was more biased. The mainly sources in the media that has been used was the other media, the president to Parken Zoo and veterinaries. The newspapers used sources from other media, like the program Kalla Fakta, then also former employees from Parken Zoo and veterinaries. SVT1 and program Debatt used more other sources, more sources from Parken Zoo. In the qualitative analysis the result showed that the news broadcast from TV4 had the focus on how the Parken Zoo takes care of the animals, that they have put to death pumas and that Helena Olsson had lied to TV4. The broadcast from SVT1 focused on the mistakes Parken Zoo had done but also how they are going to fix the problems that they have. The news broadcasts gave different kind of framing effects to the viewers.

I’ve chosen primary to analyze commercial form of advertising by world leading companies; McDonald’s, Coca-Cola and HP due to their implementation of global advertising. The fourth campaign that’s being analyzed is not of commercial type instead it’s characterized as an informative campaign that the ideal organization Amnesty is carring out.  The study has been successful in gathering data that could be presented in correlation with already established theories and then comparing the results. The goal of the research is to create an understanding regarding global advertising as well as the scientific debate that’s going on within the subject. The scientific research has been debated for a long time regarding advertising that’s positioned globally; whether it should be standardized or adapted. This means whether advertising should look the same in all countries or if it should be adapted to a nation’s specific culture. Scientists haven’t yet been successful in establishing what’s considered to be more prominent due to various diverse opinions. By implementing content analysis together with semiotic analysis as a reinforcer, the study was able to examine the global advertising’s design and their common characteristics. Within this study the campaigns have been studied both visually and verbally in addition to their messages and values. The McDonald’s and Coke campaign has been categorized as advertising that reflect specific kinds of lifestyles and therefore characterized as “lifestyle format”. HP campaign on the other hand was using celebrities. This contributed that their global campaign became very personal because the celebrities were reflecting their own personality in the commercials. That’s why HP was categorized as the “personalized format” while Amnesty remained characterized as an informative campaign. Results show that these campaigns’ global form of advertising weren’t only implementing standardized form but also incorporated adapted commercial characteristics as well. This is what the theorizers Hassan, Craft and Kortam call a”hybrid strategy” that’s by their opinion most effective form of global advertising. Another important result was that the “creative strategy” (its promise/statement) is what makes the campaign cohesive. While the “creative tactic” (the visual elements) differs more or less within an advertising campaign. / Jag har valt att främst analysera kommersiella kampanjer från de världsledande företagen McDonald’s, Coca-Cola och HP eftersom de tillämpar global form av reklam.  Den fjärde kampanjen som analyseras är inte av kommersiellt slag då den karaktäriseras som en informativ kampanj som den ideella organisationen Amnesty har genomfört.  Studien har lyckats generera data som kunde sättas i relation med de redan fastställda teorierna och på så vis jämföra resultaten. Forskningens mål är att skapa en förståelse angående global reklam samt den vetenskapliga debatten i ämnet. Den vetenskapliga forskningen har länge debatterat angående om reklam som appliceras globalt borde vara standardiserad eller anpassad, det vill säga om den ska se lika ut i alla länder eller om man borde anpassa den till varje lands individuella kultur. Forskarna har fortfarande inte kommit fram till vad som anses vara mest effektivt då en splittrad syn angående denna fråga uppstår.   Genom kvalitativ innehållsanalys med förstärkning av den semiotiska analysen så kunde studien granska den globala reklamens utformning och dess gemensamma karaktäristiker som uppstår. I denna studie så har reklamkampanjerna granskats både visuellt och språkmässigt samt dess budskap och värderingar. Reklamkampanjerna McDonald’s och Coca-Cola blev kategoriserade som den form av reklam som reflekterar specifika livsstilar och därför karaktäriserades som ”livsstilsformatet”. HP är den reklamkampanj som använde sig av kändisar. Detta gjorde att deras globala reklam blev väldigt personlig då den reflekterade kändisarnas personligheter. Därför kategoriserades HP:s reklamkampanj som det” personifierade formatet” medan Amnesty förblev karaktäriserad som informativ form av kampanj. Resultatet visade att dessa reklamkampanjers globala reklam inte endast implementerade standardiserad form utan likaså integrerade anpassad form. Detta kallar teoretikerna Hassan, Craft och Kortam för ”hybridstrategi” och anses enligt dem vara mest effektivt tillvägagångssätt när det gäller global reklam.  En annan viktig sak som resultatet påvisade var att den ”kreativa strategin” (dess utlovande/påstående) är det som gör kampanjen sammanhängande medan den ”kreativa taktiken” (dess visuella element) mer eller mindre skiljer sig inom en kampanj.

<p>I’ve chosen primary to analyze commercial form of advertising by world leading companies; <em>McDonald’s, Coca-Cola</em> and <em>HP</em> due to their implementation of global advertising. The fourth campaign that’s being analyzed is not of commercial type instead it’s characterized as an informative campaign that the ideal organization <em>Amnesty</em> is carring out.  The study has been successful in gathering data that could be presented in correlation with already established theories and then comparing the results. The goal of the research is to create an understanding regarding global advertising as well as the scientific debate that’s going on within the subject. The scientific research has been debated for a long time regarding advertising that’s positioned globally; whether it should be standardized or adapted. This means whether advertising should look the same in all countries or if it should be adapted to a nation’s specific culture. Scientists haven’t yet been successful in establishing what’s considered to be more prominent due to various diverse opinions.</p><p>By implementing content analysis together with semiotic analysis as a reinforcer, the study was able to examine the global advertising’s design and their common characteristics. Within this study the campaigns have been studied both visually and verbally in addition to their messages and values. The McDonald’s and Coke campaign has been categorized as advertising that reflect specific kinds of lifestyles and therefore characterized as “lifestyle format”. HP campaign on the other hand was using celebrities. This contributed that their global campaign became very personal because the celebrities were reflecting their own personality in the commercials. That’s why HP was categorized as the “personalized format” while Amnesty remained characterized as an informative campaign. Results show that these campaigns’ global form of advertising weren’t only implementing standardized form but also incorporated adapted commercial characteristics as well. This is what the theorizers Hassan, Craft and Kortam call a”hybrid strategy” that’s by their opinion most effective form of global advertising. Another important result was that the “creative strategy” (its promise/statement) is what makes the campaign cohesive. While the “creative tactic” (the visual elements) differs more or less within an advertising campaign.</p> / <p>Jag har valt att främst analysera kommersiella kampanjer från de världsledande företagen<em> McDonald’s, Coca-Cola</em> och <em>HP</em> eftersom de tillämpar global form av reklam.  Den fjärde kampanjen som analyseras är inte av kommersiellt slag då den karaktäriseras som en informativ kampanj som den ideella organisationen <em>Amnesty</em> har genomfört.  Studien har lyckats generera data som kunde sättas i relation med de redan fastställda teorierna och på så vis jämföra resultaten.</p><p>Forskningens mål är att skapa en förståelse angående global reklam samt den vetenskapliga debatten i ämnet. Den vetenskapliga forskningen har länge debatterat angående om reklam som appliceras globalt borde vara standardiserad eller anpassad, det vill säga om den ska se lika ut i alla länder eller om man borde anpassa den till varje lands individuella kultur. Forskarna har fortfarande inte kommit fram till vad som anses vara mest effektivt då en splittrad syn angående denna fråga uppstår.  </p><p>Genom kvalitativ innehållsanalys med förstärkning av den semiotiska analysen så kunde studien granska den globala reklamens utformning och dess gemensamma karaktäristiker som uppstår. I denna studie så har reklamkampanjerna granskats både visuellt och språkmässigt samt dess budskap och värderingar. Reklamkampanjerna McDonald’s och Coca-Cola blev kategoriserade som den form av reklam som reflekterar specifika livsstilar och därför karaktäriserades som ”livsstilsformatet”. HP är den reklamkampanj som använde sig av kändisar. Detta gjorde att deras globala reklam blev väldigt personlig då den reflekterade kändisarnas personligheter. Därför kategoriserades HP:s reklamkampanj som det” personifierade formatet” medan Amnesty förblev karaktäriserad som informativ form av kampanj. Resultatet visade att dessa reklamkampanjers globala reklam inte endast implementerade standardiserad form utan likaså integrerade anpassad form. Detta kallar teoretikerna Hassan, Craft och Kortam för ”hybridstrategi” och anses enligt dem vara mest effektivt tillvägagångssätt när det gäller global reklam.  En annan viktig sak som resultatet påvisade var att den ”kreativa strategin” (dess utlovande/påstående) är det som gör kampanjen sammanhängande medan den ”kreativa taktiken” (dess visuella element) mer eller mindre skiljer sig inom en kampanj.</p>