Forskning inom marknadskommunikation har traditionellt varit beläget inom den företagsekonomiska disciplinen med fokus på hur företag kommunicerar med sina kunder. Men marknadskommunikation som område innefattar även andra kommunikativa processer vilka berörs inom den medie- och kommunikationsvetenskapliga forskningen, men som inte definieras som marknadskommunikation. Genom att utmana marknadsföringsstrategin country-of-origin ur ett medie- och kommunikationsvetenskapligt perspektiv teorigranskar studien marknadskommunikation som tvärvetenskapligt forskningsfält mellan disciplinerna. Studien är en jämförande case study som synliggör ett samband mellan vilka värden Volvo Cars och Svenska Institutet kommunicerar om Sverige. Volvo Cars värden är definierade utifrån en tematisk funktionell kvalitativ textanalys av reklamfilmen Vintersaga och Svenska Institutets värden är förankrade i deras varumärkesstrategi. Resultatet av jämförelsen, tillsammans med det medie- och kommunikationsvetenskapliga perspektivet, bidrar till en begreppsutveckling av marknadsföringsstrategin country-of-origin. Begreppsutvecklingen kontextualiseras i relation med studiens syfte; hur disciplinerna företagsekonomi och medie- och kommunikationsvetenskap kan förhålla sig till varandra genom marknadskommunikation som ett tvärvetenskapligt forskningsfält. Studien betonar vikten av kommunikativa perspektiv för marknadsföringsforskningen och vikten att ge medie- och kommunikationsvetenskapen ett tydligt område för forskning relaterad till marknader. Studien stipulerar att marknadskommunikation ska erkännas som ett tvärvetenskapligt forskningsfält mellan disciplinerna medie- och kommunikationsvetenskap och företagsekonomi. / Research in marketing communications has mainly been situated within the business administration discipline, focusing on how the company communicates towards its customers. But the marketing communications area includes other communicative processes. Processes which are reviewed in research within media and communication science but not labeled as marketing communications. By challenging the marketing strategy country-of-origin from a media and communication study-perspective this study examines how marketing communications can function as interdisciplinary field between the business administration discipline and media and communication studies. The study is a comparative case study that reveals a connection between the values Volvo Cars and Svenska Institutet communicates about Sweden. Volvo Cars values ​​are defined through a thematic functional qualitative textual analysis of the commercial Vintersaga and Svenska Institutet’s values ​​are rooted in their brand strategy. The result of the comparison, together with the media and communication perspective, contributes to the conceptual development of the marketing strategy country-of-origin. The concept development is then contextualized in relation to the purpose of the study; how business administration and media and communication studies can relate to each other through marketing communications as an interdisciplinary field of research. The study emphasizes the importance of communicative aspects for marketing as well as give media and communication a clear area for research connected to marketing. The study stipulates that marketing communications should be recognized as an interdisciplinary field of research between the disciplines of media and communication studies and business administration.

Under en lång tid har Harlequin-romaner och romantiska fantasier varit populära bland kvinnor. Den klassiska berättelsen om hjältinnan som finner kärleken med den perfekta mannen är specifikt riktad mot kvinnor. Det har forskats kring dessa romantiska fantasier, men det saknas forskning om hur dessa romantiska fantasier representerar maskuliniteten bland de manliga karaktärerna. Målet med det här arbetet är att försöka fylla en del av det tomrummet. Med hjälp av William Labovs narrativa modell och en kvalitativ textanalys har jag analyserat två filmer inom genren chick flick, Bridget Jones’s Diary (2001) och Bridget Jones: Edge of Reason (2004). Min analys visar att maskuliniteterna som framställs i romantiska berättelser följer väldigt stereotypiska maskulina drag. Exempelvis använder sig de manliga karaktärerna ofta av fysiskt våld för att visa sin manliga dominans och genom att vinna i ett slagsmål vill de visa vem som är den bästa mannen för Bridget Jones. / Harlequin novels and romantic fantasies have been popular with women for a number of years. The classic story of the heroine finding her true love with the perfect man is directed specifically to women, for their enjoyment. While there have been studies about the romantic fantasies themselves, there’s a distinct lack of research on how these romantic fantasies portray the male characters and their masculinity. This study is a step towards filling that gap. Using a combination of William Labov’s narrative model, as well as a qualitative textanalysis, to examine two chick flicks, Bridget Jones’s Diary (2001) and Bridget Jones: Edge of Reason (2004), I have found that the masculinities portrayed in romantic fantasies follow very stereotypical male behavior. For example, the male characters will often resort to physical violence to prove their male dominance and by winning a fight they want to prove that they are the right man for Bridget Jones.

In December 2018, two documents central for the European Union’s artificial intelligence policy were released: A Coordinated Plan on Artificial Intelligence by the European Commission, and the High-Level Expert Group on Artificial Intelligence’s Draft Ethics Guidelines for Trustworthy AI.  These two documents are both an internal signal to the member states, but also an international sign about the role the EU aspires to take within the emerging AI development. Moreover, the documents are the research material used for this paper. The question this thesis seeks to answer is: “What role(s) does the European Union aspire to take in the global rise of AI?” The question will be answered by utilizing role theory. The study is conducted by carrying out a qualitative manifest content analysis with deductive approach. The main finding of this study is that the EU’s AI policy reflects the roles the EU has traditionally taken, referring to civilian power, soft power and normative power as roles. The normative power seems to, however, be the dominating role conception within the AI policy.

Syftet med studien är att genom en semiotiskt bildanalys och genusvetenskaplig ansats undersöka hur det kroppspositivistiska bikiniföretaget Elsa and Rose Swimwear framställer kvinnan i sin marknadsföring på Instagram. Då tidigare forskning kring kvinnlig framställning i reklam till stor del fokuserat på endast kroppsstorlek och attraktivitet har vi valt att inkludera analysverktyg som pose, gaze, samt etnicitet och hud. Detta för att bidra med ny kunskap om kvinnlig framställning inom reklam och sociala medier. Genom att studera sju bilder, som alla publicerades under 2018, på Elsa and Rose Swimwears Instagram-konto har vi undersökt hur kvinnan framställs, samt om och hur denna framställning av kvinnan skiljer sig från den normativa kvinnan som vanligtvis syns i media. Studiens resultat visar att ingen av de sju bilder som ingick i analysen demonstrerar “den perfekta kvinnan”, som vanligtvis syns i medier och reklamsammanhang. Ingen av kvinnorna i bilderna innehar alltså alla normativa attribut, som till exempel både en extremt smal kropp och perfekt hud. Bildernas huvudsakliga syfte är således inte att marknadsföra sina produkter med hjälp av normativa kvinnokroppar, utan att genom sin marknadsföring även sprida budskap om att alla kroppar är värda att synas i media, oavsett storlek, hudton och utseendemässiga attribut. Slutligen sänder kvinnorna huvudsakligen signaler av självsäkerhet och kontroll genom sina blickar och poseringar, vilket demonstrerar deras medvetenhet om åskådaren. Resultatet i den här studien visar således att det kroppspositivistiska bikiniföretaget Elsa and Rose Swimwears huvudsakliga framställning av kvinnan skiljer sig från den traditionella och normativa kvinnan som vanligtvis syns i media. / The purpose of the study is to, through semiotic analysis and gender theory, investigate in which way the body-positive bikini company Elsa and Rose Swimwear is representing women in their Instagram marketing. Since earlier research on female representation in advertising is largely focused on body size and attractiveness, we have in this study chosen to include analysis tools such as pose, gaze, as well as ethnicity and skin. This will contribute to new knowledge on female representation in commercials and on social media. By studying seven images, all posted in 2018, on Elsa and Rose Swimwear's Instagram account, we have investigated how women are represented as well as whether and how this representation differs from the normative female image usually seen in media. The result of the study shows that none of the seven images included in the analysis display "the perfect woman" that is usually seen in media and advertising. None of the women in the pictures possess all the normative attributes, such as both an extremely thin body and perfect skin. We find that the main purpose of the images is not to for the company to market their products with normative women's bodies, but rather market their products while spreading a message saying that all bodies are worth being seen in media, regardless of size, skin tone and appearance. Finally, the women in the pictures communicate self-confidence and control through their gazes and poses, and therefore demonstrating their consciousness of the observer. The result of the study shows that the body-positive bikini company Elsa and Rose Swimwear's main representation of women differs from the traditional and normative female image.

Seit Jahren lässt sich in Deutschland und Italien eine Zunahme des Biolebensmittelkonsums beobachten. Die Ursachen für diesen Anstieg werden in den meisten Analysen auf rationales Entscheidungsverhalten oder wissensbasierte Ansätze zurückgeführt. In dieser Arbeit wird hingegen von komplexen, wechselseitigen Zusammenhänge zwischen Handlungen auf individueller sowie kollektiver Ebene und der medialen Berichterstattung ausgegangen: Die gesamtgesellschaftliche und die individuelle Ebene sind durch die mediale Berichterstattung, hier insbesondere durch die Lebensmittelskandale, wechselseitig miteinander verknüpft, indem sie das Naturverhältnis und somit das Konsumverhalten in Bezug auf Essen öffentlich konstruieren. Das gesellschaftliche Naturverhältnis ist auf der einen Seite von sozialen Strukturen und auf der anderen Seite von kulturellen Vorlieben, die zusammen einen bestimmten ‚way of life’ ergeben, abhängig. Diese Annahme geht auf die Cultural Theory von Mary Douglas zurück. Um das Modell zu flexibilisieren und der Komplexität moderner Gesellschaften Rechnung zu tragen wurde der Gruppenbegriff der Cultural Theory in dieser Arbeit durch das Konzept der Netzwerke ersetzt. Aus Sicht der Netzwerkanalyse kann die soziale Umwelt als Muster von Beziehungen zwischen interagierenden Einheiten betrachtet werden. Die sogenannte phänomenologische Netzwerktheorie von Harrison White schenkt dabei aber nicht nur der das Individuum umgebenden Netzwerkstruktur Aufmerksamkeit, sondern auch der phänomenologischen Ebene von symbolischen Deutungsmustern und Praktiken. Durch die Berichterstattung in den Medien entstehen Koppelungen von Naturbildern, die erwarten lassen, dass sich auf der Mikroebene der VerbraucherInnen neue Anschlussmöglichkeiten für ihre Konsumentscheidungen ergeben, die die Grenzen des Biodiskurses über die engen Grenzen einer egalitaristischen ‚alternativen‘ Lebensform hinausschieben helfen. Aus diesem theoretischen Rahmen lässt sich die These der Arbeit ableiten, dass Biolebensmittel nicht mehr nur in den kreisförmigen/egalitären Netzwerken konsumiert werden, sondern der Biolebensmittelkonsum diese Grenzen über sogenannte ‚broker‘ durchbrochen hat. Dadurch wird er zunehmend auch in anderen Netzwerktypen (hierarchisch, sternförmig/indvidualistisch) praktiziert. Je institutionalisierter diese broker sind, um so schneller ist die Verbreitung des Biolebensmittelkonsums. Die These wird anhand einer Netzwerktextanalyse von Lebensmittelskandalen in Deutschland und Italien überprüft. / For many years there has been a rise in the consumption of organic food in Germany and Italy. The causes for this increase are usually illustrated by rational choice theories or knowledge-based approaches. In this research, however, it is assumed that the increase in consumption is based on a complex and reciprocal connection between an action on either an individual level and/or societal level and coverage in the media. The individual and societal levels are interlinked and influence each other while being externally influenced by news coverage, especially food scandals reported in the media, publicly constructing the relationship with nature and behaviour patterns in relation to food consumption. The societal relationship with nature is conditioned, on the one hand, by social structure and by cultural biases on the other, which form together a certain "way of life". These assumptions are based on the Cultural Theory by Mary Douglas. To better cope with the complexity of modern societies and to make the model by Mary Douglas more flexible, the concept of groups has been replaced by the concept of networks. In the perspective of network analysis, the societal environment can be seen as a pattern of relations between interacting entities. Thus the so-called Phenomenological Network Theory by Harrison White pays attention not only to the network structures, but also the phenomenological level of symbolic interpretative patterns and practices. When mass media platforms are coupled with images of nature which are expected to rise on the individual level, provide new connection opportunities for consumers and influence their decision making regarding consumption. These connections transcend the boundaries of egalitarian, ''alternative'' lifestyles. Following this theoretical framework, it can be derived that organic food is no longer consumed only in egalitarian networks, but has also crossed the boundaries into other network types via so-called ‚brokers‘ and is increasingly practiced in these other networks. The more institutionalized the "brokers" are, the faster the spread of organic food consumption becomes. These assumptions are empirically tested on the basis of Network Text Analysis of food scandals in the mass media in Germany and Italy.

本研究蒐集經濟日報、聯合報及聯合晚報的新聞文章，以中研院的中文斷詞系統進行結構性的處理，研究企業社會責任新聞，對於股價的報酬率是否有正面、負面的影響，而以台灣掛牌的企業為研究的標的(以台灣50為例)。 本研究利用新聞文字，去判斷這個新聞是否與企業社會責任有關，而這次所利用的新聞，是台灣報章媒體的新聞，我們用這些新聞來測試新聞對投資人的投資行為、財富有沒有影響。 本研究發現，正面的企業社會責任新聞帶來不顯著的累積超額負報酬，而負面的企業社會責任新聞，則會帶來顯著的股價宣告效果。這個現象是由於負面的企業社會責任新聞通常較正面的企業社會責任新聞難以被投資人所預期，因此相對正面的企業社會責任新聞，負面的企業責任新聞對於股價宣告效果有較顯著的影響。 接著，本研究依據Michael Porter(2006)的研究，將企業社會責任新聞分為三類(一般、價值維護、價值創造)，我們發現企業社會責任新聞在其中一類，也就是「價值創造」，正面新聞對於股票的報酬有顯著正面影響。在調整了市場報酬並調整交易成本之後，我們發現投資人能利用以下的交易策略獲得超額正報酬。 1. 買入有「價值創造」正面企業社會責任新聞的個股 2. 放空有負面企業社會責任相關新聞、負面企業治理新聞的個股。 綜合以上發現，本論文得到，企業社會責任新聞的傳播，確實影響了股票的報酬率，而投資人也可以因應企業社會責任新聞，來獲得超額正報酬。 / This study is to investigate whether CSR Media coverage has positive and negative impacts on corporate stock returns using Taiwan listed company sample data (0050.TT Taiwan Top 50). We use a simple text-analysis approach to quantify CSR (Corporate Social Responsibility) Chinese news at newspapers to test if CSR news influences investor behavior and shareholder wealth changes. This study discovers that, while positive CSR news bring in insignificant negative cumulative abnormal return, negative CSR news have significant impacts on stock announcement returns. The evidence supports the argument that corporate negative CSR news (compare with positive CSR news) is unexpected by investors and have significant impacts on investor risk concern and results in negative announcement returns. Secondly, we follow Michael Porter (2006), we decompose CSR good news into three categories, and we discover that CSR news related to value creation activities has significant positive stock returns. After we control well-known systematic risk and adjust transaction cost, this study discovers that Investors can earn significant positive returns using either long-only trading strategy for stocks with value-creation CSR good news and short-only trading strategy for bad news on corporate governance issues. Our findings suggest that the CSR information dissemination affects stock returns.

<p>Uppsatsens syfte är att se hur homosexuella diskurser är framställda i utvalda japanska tecknade TV-serier för barn, samt hur dessa ändrats när dessa TV-serier importerats till USA.</p><p>Med utgångspunkt från Norman Faircloughs diskursanalytiska modell har nyckelscener från de utvalda TV-serierna Cardcaptor Sakura och Sailor Moon analyserats från ett queerteoretiskt perspektiv.</p><p>I de anime jag analyserat är homosexuella respektfullt gestaltade och det är sällan fokuserat på homosexualiteten. Dock förekommer vissa heteronormativa mönster som att maskulint och feminint kompletterar varandra även i samkönade par. Homosexualitet är dessutom inte alltid så tydligt framställt vilket kan tyda på osynliggörande eller inkludering på samma villkor som heterosexualitet. I de amerikanska versionerna har homosexualitet helt censurerats genom klipp i scener och ändrade dialoger. I ett fall har en man gjorts om till kvinna så att förhållandet istället blivit heterosexuellt och i ett annat fall har ett kärlekspar gjorts om till kusiner.</p> / <p>The purpose of the thesis is to explore how homosexual discourses are represented in chosen japanese children’s cartoons (anime) and how these have been altered when imported to the USA.</p><p>With benchmark of Norman Fairclough’s discourse analysis model, key scenes from the chosen anime Cardcaptor Sakura and Sailor Moon have been analysed from a queer theoretical perspective.</p><p>In the anime I have studied, homosexual characters are represented with respect and it's rarely focused on homosexuality. However, some heteronormative patterns appear in the sense of masculinity and femininity being supplements also when it comes to same-sex couples. Moreover homosexuality is not always obvious in it's representations, which can either be a sign of trying to make it invisible or include it on the same conditions as heterosexuality. In the American versions, homosexuality has been totally censored with methods such as scene cuts and altered dialouges. In one case a man was made into a woman, making the relationship heterosexual. In another case a couple was made into cousins instead of lovers.</p>

<p>This dissertation, by presenting comprehensive analyses of six poems by the Hungarian poet Sándor Weöres, investigates the poetical forms and the poetical philosophies in these texts. The poems represent specific philosophic spheres of Weöres' poetry. The analyses emerge from the formal elements, and aim to shed light upon the structural coherences between the texts and their philosophical contexts. This method of analysis also complies with Weöres' views on the aesthetics of poetics and his method of writing, where form and structure always played an outstandingly important role. The complex methods used in the analyses are very much influenced by the views and methods of a text stylistics that looks at the literary work as a global entity. Taken together, these analyses illustrate the focal points of a remarkable poetical form and a most profound philosophical context in the poems of an outstanding Hungarian poet.</p>

This dissertation, by presenting comprehensive analyses of six poems by the Hungarian poet Sándor Weöres, investigates the poetical forms and the poetical philosophies in these texts. The poems represent specific philosophic spheres of Weöres' poetry. The analyses emerge from the formal elements, and aim to shed light upon the structural coherences between the texts and their philosophical contexts. This method of analysis also complies with Weöres' views on the aesthetics of poetics and his method of writing, where form and structure always played an outstandingly important role. The complex methods used in the analyses are very much influenced by the views and methods of a text stylistics that looks at the literary work as a global entity. Taken together, these analyses illustrate the focal points of a remarkable poetical form and a most profound philosophical context in the poems of an outstanding Hungarian poet.

The aim of this thesis is to determine how English-language teaching in Sweden influences the subject-based communicative competence and language development in Swedish of upper secondary students. The focus is thus on the students’ mother tongue, i.e. the language which gets limited in the teaching practice within so-called content- and language-integrated learning (CLIL). Data was primarily collected by participatory observation in two science program classes, one taught in English and one in Swedish, during their three years in upper secondary school. Additional data was collected through interviews, questionnaires, audio taping of classroom interaction and writing tasks. This created conditions for a comprehensive and nuanced description and interpretation of the linguistic behaviour of teachers and students in the CLIL practice, as well as of the experiences and perceptions they report. Studies were carried out on classroom practice, student texts, and teacher and student experiences of CLIL instruction. These were linked to activity analysis, systemic-functional linguistics and ethnography of communication, i.e. research areas that emphasise the interplay between language, communication and social situation. The general conclusions are: (1) CLIL students use less relevant subject-based language in speech and writing than do control students. This holds for all subjects except Swedish, where both CLIL and control students share linguistic conditions; (2) Swedish is a prerequisite for the students’ own active, subject-based participation in classroom interaction. There is almost no interaction when the language of instruction is English; (3) English is an obstacle, and is also considered as such. The students avoid using English, and the teachers consistently use code-switching strategies in response to the policy that “language should not be an obstacle”. The results suggest that the CLIL environment is less conducive to learning, given current learning theories that focus on active participation. In the already teacher-dominated classroom, the linguistic and interactional demands that come with CLIL teaching seem to add to the challenge of assimilating advanced subject instruction.