Öppna arenor och slutna rum : några kommunikationskonsulter i Dalarna ser på opinionsbildning

Syftet med denna uppsats är att ta reda på hur lokala kommunikationskonsulter i Falun/Borlänge-regionen ser på opinionsbildning via professionella konsulter. De centrala begrepp som avhandlas är PR, opinionsbildning och lobbying.Den teoretiska ram som omger undersökningen består av de teoribyggen som skapats av Jürgen Habermas, James E. Grunig och Larsåke Larsson. Habermas ställer sig tveksam till den demokratiska nyttan av professionell opinionsbildning, Grunig är mer positiv och Larsson ser både för- och nackdelar med PR-verksamheten. Larssons undersökning av opinionskonsulter från 2005 refereras också.Undersökningen bygger på intervjuer med ett antal kommunikationskonsulter verksamma i Falun och Borlänge. Den lokala marknaden för opinionsbildande uppdrag diskuteras, men också huruvida politiska uppdrag förser byråerna med politisk färg. Huruvida medarbetarnas engagemang är viktigt och hur hög statusen på opinionsbildande uppdrag är ventileras, samt vilka arbetsmetoder som används. Intervjuerna behandlar också förekomsten av lobbying på lokal nivå. Till slut redogör de intervjuade för sin syn på hur opinionsbildning, PR och lobbying via konsulter påverkar demokratin.Under slutsatser diskuteras resultatet i relation till den teoretiska ramen. Att PR- och reklambranscherna alltmer växer samman och att opinionsbildning är ett vanligt inslag i många projekt är ett faktum som också skymtat fram i den teoretiska ramen. Men reklam- och PR-metoder integreras också i politiken, på gott och ont. Följaktligen växer den gråzon som finns mellan de olika typerna av kommunikation och mellan opinionsbildande och icke-opinionsbildande uppdrag. Det försvårar gränsdragning och tydlighet, men skapar nya kreativa möjligheter.Att den ökade användningen av kommunikationskonsulter kanske kan bidra till en orättvis fördel för resursstarka organisationer diskuteras. Ny teknik, t.ex. Internet, kan dock eventuellt vara den motvikt som gör det möjligt även för resurssvaga grupper att höras i det offentliga samtalet. Kommunikation som maktfaktor tas även upp utifrån termer som lobbying och medias dagordningsfunktion.Några aspekter av den outnyttjade potential som PR har ventileras också. PR som metod är en outnyttjad resurs på det lokala planet, något som kan bero både på okunskap hos de lokala kunderna och ett traditionellt arbetssätt hos byråerna. Utifrån intervjusvaren framkommer att både byråerna, deras kunder och media på landsorten skulle gynnas av ett större samarbete.Resultaten av intervjuerna stöder mycket i den teoretiska ramen, medan somligt förkastas. Som sammanfattning kan sägas att opinionsbildning via konsulter kan användas för både gott och ont. Vilket som blir resultatet handlar som oftast om etik, ansvar, öppenhet och professionalitet.ABSTRACTThe primary target for this report is to find out how communication consultants in the region of Falun and Borlänge views the practice of establishing public opinions by using professional public relations consultants. The concepts in focus are PR, the moulding of public opinion and lobbying.The theoretical framework surrounding this report is the writings by Jürgen Habermas, James E. Grunig and Larsåke Larsson. Habermas has doubts as to the democratic use of professional consultants working with public opinions, Grunig has a somewhat more positive approach and Larsson sees both advantages and disadvantages in a democratic sense with the PR industry. Larssons research concerning consultants working with the moulding of public opinions from 2005 is also reviewed. The research is carried out by interviewing some communication consultants working in the Falun /Borlänge- area. The local market for commissions concerning public opinions is discussed, but also if and how political commissions are forcing a political stamp upon the firms engaging in such commissions. The importance of personal commitment in the consultants and the level of prominence commissions concerning public opinion has in the business is discussed, but also which methods is used and preferred. The interviews also deal with the practice of lobbying in the local arena. Finally the participants state their views on how the moulding of public opinion, PR and lobbying effects the democracy. Conclusively, the result is put in relation to the theories earlier mentioned. The public relations market is merging with the advertising business, that is a fact, and establishing public opinion is a common element in a lot of projects. But methods used for advertising and PR are also integrated in the political sphere, for good and bad. That has made the distinction between different kinds of communication harder, thereby enhancing the difficulties of establishing boundaries and achieving clarity. Yet at the same time it facilitates new creative opportunities.The growing use of communication consultants may contribute to unfair advantages for organisations with large economic resources. New technical development though, such as the Internet for example, may prove to simplify communication for groups with lesser economic power. Communication as an aspect of power is being discussed in terms of lobbying and the agenda setting power of media.Some aspects of the unused potential that lies within PR are also in focus in this report. PR as a method is an unused resource in the local market, which can be due to the local clients lack of knowledge but also to the traditional work carried out by the communication firms. The findings of the interviews show that both communication firms, their clients and the local media would benefit from greater cooperation.The theoretical base in this work is mostly supported by the interviews, though a few of the findings does not agree. The moulding of public opinions by professional consultants can be used for both good and bad. What the result will be is, not surprisingly, a question of ethics, responsibility, openness and professionalism.

Utvärdering av mätmetoder för att fastställa lackmängden vid offsettryckning on-line

This project has been made in cooperation with Stora Enso Research Centre Falun (Research). Thebackground of the project is that Research has customers who demand a method to measure the quantityof varnish online in offset printing. The aim with the project is to investigate if any test method correlateswith the quantity of varnish and to improve the understanding of the variables in the varnishingunit. The goal with the project is to develop a functional method. Two printing trials have beenperformed. The aim with the first trial was to investigate how different factors in the printer influencedthe quantity of varnish using reduced factoranalysis. The aim of the second trial was to analyse onlya reduced numbers of factors in the varnishing unit. The methods that were used to measure the varnishingquantity are weighing, IR-analysis, gloss, whiteness and brightness. Results from the projectshow that the weighing method does not work in this study due to basis weight variations of the sheets.The results from weighing did not agree with the results from the other methods. On the other handthere is a strong correation between the IR- and the glossmethods.

Attractive Work Process

Many companies both in Sweden and other parts of the world are since the beginning of the 21st century faceing a lack of work force (1,2,3). The ability to recruit and retain skilled employees is seen as one of the most important questions for the survival and development of the companies (4,5). Labour shortage is seen as the biggest obstacle for expansion for small enterprises in Sweden (5). There is a need for workplaces to be attractive, but how can the attractiveness be increased? Researchers at Högskolan Dalarna have during almost a decennium conducted research concerning attractive work. Based on a modell of qualities that contributes to make a work attractive (6) has a method aiming for raised attractiveness been developed for SME:s. All employees participate by answering a questionnaire about the importance of different qualities and to what degree they are fulfilled. Further discussions at the workplace on what to preserve and what to develop make the base for an action plan.Important experiences:• Discuss and establish the aim of the method with management and employees. • The company must be prepared to follow up and realize the action plan.• Agree about expectations – they must be realistic and practicable.• Reserve time to start the process and to end up in an action plan. • Avoid negative thinking and put problems away. • Take all the time small steps in the right direction.• Keep employees engaged and avoid the manager or process leader to take the command.• Use the strategy with small work groups; it gives better possibilities for participation and outspokenness.• Follow up studies are necessary to keep up the motivation.The most positive aspects of the method is its promoting perspective and that it engages all the employees.1.Rauhut, D. (2002). Arbetskraftsbrist och arbetskraftsinvandring: hot eller möjlighet för ekonomisk tillväxt? Östersund, ITPS, Institutet för tillväxtpolitiska studier.2.Funch, M. and C. Ehrnooth. (2008, 08-10-2008). Labour shortage despite financial crisis? Retrieved 2008-12-16, 2008, from www.norden.org/webb/news/news.asp?id=8113&lang=6. 3.Manpower (2008). Talent Shortage Survey 2008 Global Results: 10. 4.Bakker, A. B. and W. B. Schaufeli (2008). Positive organizational behavior: Engaged employees in flourishing organizations. Journal of Organizational Behavior 29: 147-154.5.Kennemar, J. and L. Jagrén (2008). Småföretagsbarometern. Stockholm, Swedbank Företagarna: 23.6.Åteg, M., A. Hedlund, et al. (2004). Attraktivt arbete. Från anställdas uttalanden till skapandet av en modell. Stockholm, Arbetslivsinstitutet.

Att få ett jobb har betytt mycket : En kvalitativ brukarutvärdering av Krami

In this qualitative user evaluation, users from the Krami-programme in Borlänge have been interviewed on what they consider to have been positive changes in their social situation after participating in the programme. The respondents also point out factors in the programme that have supported these changes. The method consisted of interviews with five men who have undergone the Krami programme. The results show that Krami primarily helps the users to get an employment which results in the repeal of criminogenic factors. This plays an important part in the positive change of the users self-esteem, which tends to lead towards ”unlabeling” of the individual as “criminal”. The study also indicates other factors in the program that the users found helpful in their process of change highlighting the interaction between authorities, the approach of the Krami- staff and also the common rules that the participants has to agree upon. The users also poins out the importance of ones own motivation for changes to take place. 

Från generell bild till individuellt ansikte : att hantera oförståelse och stereotypt bemötande i fyra lågstatusyrken

From general images to individual features: managing lack of understanding and stereotypes in four low-status occupations Individuals shape an image of themselves and their surroundings in relation to how they assume that others regard them. In these situations occupation is essential. Categorizations, valuations and rewards associated with occupations are among the most fundamental instruments used for domination in the social world. Hence it is interesting to study how groups and individuals who experience low occupational status manage their social positions. This article, based upon interviews with workers in food industry, waitresses/waiters, storesmen and dustmen, analyzes how the interviewees handle low respect, here expressed as lack of understanding and stereotyping. Three different positions are distinguished, arguing that one of them implies a stronger identification with the occupation than do the other two, which to a greater extent agree with stereotyped images. In the first position, the workers disagree with stereotypes of low-status jobs as apathetic, heavy or simple, and assert that their occupation has specific values such as self-development, qualifications or advantage to society. In the second position, low recognition is avoided through little identification with the occupation. The interviewees separate themselves and who they are from their jobs, and find it ridiculous to speak about it in terms of self-development or qualifications when so many are able to do the job. In the third position, the interviewees emphasize that their own place of work is less heavy than the job in general. Through the third strategy their particular tasks are seen as exceptional and their identification with the occupation is local rather than embedded in a wider occupational identity.

Kundernas behov i butiksmiljöer : Skillnaderna mellan handlares och kunders uppfattning av kundernas behov i klädbutiker

Konkurrensen inom detaljhandeln blir allt hårdare, både från andra butiker men även från e-handeln, vilket sätter press på fysiska butiker att ha nöjda kunder som fortsätter handla i butiken. Ett tillvägagångssätt för att möta den hårdnande konkurrensen är att ha en butiksmiljö s.k. servicescape som är utformad efter kundernas behov, vilket dock förutsätter att handlarna vet vilka behov sina kunder har. Har handlarna en felaktig uppfattning om kundernas behov föreligger det ett gap som minskar chansen att kunderna blir nöjda och därmed butikens konkurrenskraft. En avgränsning gjordes till klädbutiker, då klädbutiker är bland de butikstyper som är mest konkurrensutsatt. Syftet med uppsatsen var att kartlägga hur kundernas behov överensstämmer eller skiljer sig från handlarnas uppfattning om deras behov. För att uppfylla syftet tillämpades en kvalitativ metod men med en statistisk bearbetning dvs. en kvantitativ bearbetning då resultatet redovisades med hjälp av frekvenser och värden på en skala. Datainsamlingsverktyget som användes var enkäter och utformades efter de tio faktorerna som sammanställdes i den teoretiska referensramen. Enkäterna delades ut till både kunder och handlare i Borlänges stadskärna och Faluns stadskärna. Resultatet av uppsatsen visade att det för faktorerna ljus (4,2), trängsel (4.5) (4.6), Ljud (4.7), toaletter (4.9), (4.10) finns en skillnad ett s.k. gap mellan handlarnas uppfattning om kundernas behov och vad kundernas behov egentligen är. Det framkom även att handlarna ansåg att kunderna har större behov av att faktorerna rent & städat (4.3), (4.4) in & utgångar (4.8) är tillfredsställande än vad kunderna egentligen har. Det framkom precis som behandlades i den teoretiska referensramen att kundernas behov tenderar att variera utifrån deras demografiska faktorer ålder och kön. Om handlarna har en låg, medel eller hög prisnivå påverkade även det hur viktigt det är för kunderna att faktorerna är tillfredsställande. Slutsatsen som författarna identifierade var att det föreligger ett gap mellan handlarnas uppfattning om kundernas behov och vad kunderna anser att deras behov är gällande flera av faktorerna. Detta är dock något som kunderna säger vilket inte behöver stämma överrens med hur de verkligen tycker. Det är dock svårt att urskilja något mönster gällande gapen utan det är nästan enbart tendenser man kan urskilja, vilket gör att varje faktor bör analyseras individuellt.

HR-funktionens förändrade roll : En studie om linjechefers uppfattning av HR-funktionen i Falu och Avesta kommun

Traditionellt har HR-arbetet främst varit fokuserat på administrativa uppgifter och inte ansetts vara tillräckligt effektivt och värdeskapande. För att HR-arbetet ska bli mer strategiskt behöver funktionen organiseras så att den tillgodoser dessa behov (Boglind et al, 2013). Vi menar att HR-funktionens relation till ledare och linjechefer är avgörande för hur framgångsrikt deras arbete blir. Syftet med detta arbete är därför att undersöka hur chefer uppfattar HR-funktionens förändrade roll och vilken typ av stöd de förväntar sig av den. Vi vill också undersöka om uppfattningen av HR-funktionen skiljer sig åt beroende på hur den är organiserad. Undersökningen är baserad på en multipel fallstudie utförd på Falu och Avesta kommun. Totalt har tretton djupintervjuer genomförts, där fem personer representerar HR-avdelningarna och åtta personer representerar linjecheferna. Falu kommun började genomföra en HR-transformation vid årsskiftet 2013/2014, Avesta kommun har inte genomfört en HR-transformation utan har funktionen uppdelad i två team. Av empirin framkommer att linjecheferna i båda kommunerna har en ganska vag uppfattning om HR-funktionens organisation och trots de strukturella skillnaderna mellan kommunerna efterfrågar linjecheferna något mer. I Avesta är samtliga respondenter överens om att en samsyn kring HR-funktionens arbetsuppgifter inte finns på grund av att en tydlig strategi för HR-funktionen saknas. Cheferna i Avesta efterfrågar ett arbete med personalfrågor från grunden samt ett mer strategiskt arbete. I Falun visar empirin att linjechefer och HR-personer har olika åsikter kring huruvida det finns en samsyn. Även om flera linjechefer i Falun anser att HR-funktionen fungerar bättre efter transformationen efterfrågar samtliga en kontakt med en specifik HR-person istället för att kontakta ett HR-center. Trots att de organisationer vi studerat har HR-funktioner som skiljer sig åt i storlek och struktur kan vi konstatera många likheter. Vi drar därför slutsatsen att de problem som linjecheferna beskriver inte är relaterade till HR-avdelningens organisering, utan snarare kan kopplas till en obalans i HR-arbetets inneboende dualitet som uppstått i och med ett mer strategiskt fokus. Vi anser att båda kommunernas HR-funktioner bör ha en tydlig och kontinuerlig dialog med linjecheferna för att maximera värdeskapandet dem emellan. Sammanfattningsvis menar vi att kommunerna bör lägga fokus på att identifiera vilka aspekter av personalarbetet som är värdefulla och unika för just deras organisation samt arbeta strategiskt utifrån dessa.

La noción de lo esencial en la enseñanza de lenguas modernas según los profesores. : Entrevistas con cinco profesores sobre la norma "Todo lo esencial de la enseñanza debe realizarse en la lengua meta" de Gy11.

La tesina investiga cómo cinco profesores interpretan la norma de Gy11 que indica que todo lo esencial de la enseñanza de lenguas modernas debe realizarse en la lengua meta. Las entrevistas semiestructuradas indican que los profesores interpretan la norma de maneras parecidas, es decir, que los profesores deben usar la lengua meta lo máximo posible en la enseñanza. La mayoría de los profesores están de acuerdo con la norma, sin embargo, tienen varias críticas contra Skolverket y la formulación de la norma. Ninguno de los profesores ha cambiado su uso de la lengua meta en el aula debido a la norma.

Students’ Perspectives on Extensive Literature : Using Literature to Enhance Communicative Competence and Cultural Understanding in the EFL-Classroom

The aim of this thesis is to investigate the use of literature within the Swedish Upper Secondary EFL-classroom from the students’ perspective. How do the students in the study relate to literature and its use to enhance and enable their communicative competence and cultural understanding? Also, how do their answers compare with their teacher’s and the adult perspectives and findings from previous international research? The empirical data obtained from the study has been analysed from the perspectives of sociocultural and motivational theory, and the findings show that the participating students believe literature to be a good didactic tool to apply in the EFL-classroom, both in order to enhance their communicative competence and their cultural understanding. The students prefer to have a sociocultural approach to their literature-learning, with group-discussions of various sizes. The key for the students in this respect is interesting, relevant and engaging subject-matter, as well as a positive and motivational teacher. The responses given by the students correlate with those given by their teacher as well as previous international research. The students regard literature as a way of gaining new perspectives, as well as experiencing language in use. Where they diverge somewhat from the international research is in regard to literature’s use for enhancing their competence to speak in class, and that some students seem to think that communication and cultural understanding are separable. Future studies within this field might include the conducting of a larger and more in-depth survey regarding the students’ ideas about literature, culture and communication. Why do so many of the student respondents neither agree nor disagree with the statement concerning communication and cultural understanding being inseparable? This can be an important issue to investigate in today’s global climate of cross-cultural and intercultural experiences, especially in view of the political climate of diverse attitudes towards refugees, immigrants and emigration

User perspectives on the Swedish Maternal Health Care Register

Background: Established in 1999, the Swedish Maternal Health Care Register (MHCR) collects data on pregnancy, birth, and the postpartum period for most pregnant women in Sweden. Antenatal care (ANC) midwives manually enter data into the Web-application that is designed for MHCR. The aim of this study was to investigate midwives? experiences, opinions and use of the MHCR. Method: A national, cross-sectional, questionnaire survey, addressing all Swedish midwives working in ANC, was conducted January to March 2012. The questionnaire included demographic data, preformed statements with six response options ranging from zero to five (0 = totally disagree and 5 = totally agree), and opportunities to add information or further clarification in the form of free text comments. Parametric and non-parametric methods and logistic regression analyses were applied, and content analysis was used for free text comments. Results: The estimated response rate was 53.1%. Most participants were positive towards the Web-application and the included variables in the MHCR. Midwives exclusively engaged in patient-related work tasks perceived the register as burdensome (70.3%) and 44.2% questioned the benefit of the register. The corresponding figures for midwives also engaged in administrative supervision were 37.8% and 18.5%, respectively. Direct electronic transfer of data from the medical records to the MHCR was emphasised as significant future improvement. In addition, the midwives suggested that new variables of interest should be included in the MHCR ? e.g., infertility, outcomes of previous pregnancy and birth, and complications of the index pregnancy. Conclusions: In general, the MHCR was valued positively, although perceived as burdensome. Direct electronic transfer of data from the medical records to the MHCR is a prioritized issue to facilitate the working situation for midwives. Finally, the data suggest that the MHCR is an underused source for operational planning and quality assessment in local ANC centres.

"An on-going individual adjustment" : a qualitative study of midwives' experiences counselling pregnant women on physical activity in Sweden

Background: In Sweden, midwives play prominent supportive role in antenatal care by counselling and promoting healthy lifestyles. This study aimed to explore how Swedish midwives experience the counselling of pregnant women on physical activity, specifically focusing on facilitators and barriers during pregnancy. Also, addressing whether the midwives perceive that their own lifestyle and body shape may influence the content of the counselling they provide. Methods: Eight focus group discussions (FGD) were conducted with 41 midwives working in antenatal care clinics in different parts of Sweden between September 2013 and January 2014. Purposive sampling was applied to ensure a variation in age, work experience, and geographical location. The FGD were digitally recorded, transcribed verbatim, and analyzed using manifest and latent content analysis. Results: The main theme- "An on-going individual adjustment" was built on three categories: "Counselling as a challenge"; "Counselling as walking the thin ice" and "Counselling as an opportunity" reflecting the midwives on-going need to adjust their counselling depending on each woman's specific situation. Furthermore, counselling pregnant women on physical activity was experienced as complex and ambiguous, presenting challenges as well as opportunities. When midwives challenged barriers to physical activity, they risked being rejected by the pregnant women. Despite risking rejection, the midwives tried to promote increased physical activity based on their assessment of individual needs of the pregnant woman. Some participants felt that their own lifestyle and body shape might negatively influence the counselling; however, the majority of participants did not agree with this perspective. Conclusions: Counselling on physical activity during pregnancy may be a challenging task for midwives, characterized by on-going adjustments based on a pregnant woman's individual needs. Midwives strive to find individual solutions to encourage physical activity. However, to improve their counselling, midwives may benefit from further training, also organizational and financial barriers need to be addressed. Such efforts might result in improved opportunities to further support pregnant women's motivation for performance of physical activity.