English product names and descriptions in two Swedish supermarkets : A quantitative and qualitative analysis

This study aimed to investigate what proportion of two household staples, soap and crispbread products, in two Swedish supermarkets had English product names or descriptions, and attempted a qualitative analysis of the English language used. Out of the Swedish brands, 54-62% of the soap products had names and/or product descriptions containing English, compared to 13-15% of the crispbread; these differences were in line with previous research, suggesting English is used more to market certain product groups than other ones. Earlier studies have also proposed that English could be considered an ‘elite’ language in Sweden, and it might thus be more commonly found on more exclusive/expensive products, or in the supermarket primarily aiming at higher-income customers. However, the differences between the two supermarkets, and between the more and less expensive products, were not great enough for any firm conclusions. When products had a mixture of languages on the label, English was most often used for product names or part of names, not so often for product descriptions. Further studies with a larger amount of data would be required for more reliable conclusions, especially for the qualitative analyses. It would also be interesting to investigate customers’ attitudes towards the use of English on product labels.

Analysis of Structure and Tendencies of Qualified Immigrant Workforce on the Swedish Labor Market

The purpose of this paper is to make quantitative and qualitative analysis of foreign citizens who may participate on the Swedish labor market (in text refers to as ‘immigrants’). This research covers the period 1973-2005 and gives prediction figures of immigrant population, age and gender structure, and education attainment in 2010. To cope with data regarding immigrants from different countries, the population was divided into six groups. The main chapter is divided into two parts. The first part specifies division of immigrants into groups by country of origin according to geographical, ethnical, economical and historical criteria. Brief characteristics and geographic position, dynamic and structure description were given for each group; historical review explain rapid changes in immigrant population. Statistical models for description and estimation future population were given. The second part specifies education and qualification level of the immigrants according to international and Swedish standards. Models for estimating age and gender structure, level of education and professional orientation of immigrants in different groups are given. Inferences were made regarding ethnic, gender and education structure of immigrants; the distribution of immigrants among Swedish counties is given. Discussion part presents the results of the research, gives perspectives for the future brief evaluation of the role of immigrants on the Swedish labor market.

En vältränad och hälsosam kropp - eller bara en täckmantel för vad det egentligen handlar om? : En innehållsanalys av träningstidningarna Body och Fitness

The aim with this Essay is to examine the two most read magazines in Sweden covering the areas of exercising, fitness, bodybuilding, diets and “wellness” –Fitness and Body. Fitness’s target group is predominantly woman, while Body is almost exclusively read by men. The analysis is first done quantitatively, by systematically categorising the contents of the magazines. Then a qualitative analysis is made. Using two different theories, Anja Hirdman’s gender concept along with her constructivistic media perspective and the theory of Symbolic Interactionism, i try to answer the following questions; Does the two magazines term of address and language differ from one and other? And if that is the case, in what way? With point of departure from contents and subject areas, how are the two magazines compounded? How can the underlying message in the different articles be interpreted?The analysis shows that both magazines followed their purpose of writing about exercising in general, diet, fitness and bodybuilding. However, the magazine Fitness writes more often then Body about matters not following the given purpose, and the language in Body is more informative and general in comparison with the language used in Fitness. Still, the messages sent out by the different articles are in majority of the respects similar. Both magazines are portraying body ideals who can be understand as extreme. In Body the message feels fairly straight, “Build bigger muscles and burn more fat”, whereas Fitness willingly use the concept of “wellness” as a cover for what the message really is, namely “get your self a rock hard body through dieting and hard training”!

Recensionernas retorik : Om könsroller i kulturjournalistiken

At the centre of this study lies the question if normative gender thinking affects the way poetry gets reviewed and how the reviews are written, this in relation to both the gender of the reviewer and the poet. The study crosses three academic fields; gender studies, poetry and journalism, and is based on the cultural studies theory of media affecting and even creating the world around it. The study is based on two types of analysis. One quantitative analysis based on the thematic criticism theory about detail studies that shows bigger patterns, this analysis focuses on how the poet and his/hers work are being treated in the reviews in areas such as how much space they´re given in the newspapers, how they are named by the reviewer and the tendency to quote the reviewed work.  And one qualitative analysis based on the new criticism method of close reading, that focuses on the reviewers way of writing and how that may be connected with theories of gender differences, this both connected to the gender of the reviewers and the poets. The material chosen for this study are all the reviews that were published in the same newspapers and that reviewed two specific poetry works by two specific poets chosen with great sensibility to age and career so that their difference in gender would be the most significant difference between them. The works were chosen based on year of publishing, they were supposed to be published as newly as possible and as close to each other in time as possible. The works I ended up with were Dimman av allt (2001) and Svart som silver (2008) by Bruno K. Öijer and Silverskåp (2000) and Nu försvinner vi eller ingår (2007) by Birgitta Lillpers. The results of this study show several differences in how poetry is being judged and how poetry reviews are being written are connected with the gender of the poets and the reviewer. Lillpers got 35% less space in the newspapers and Öijers poetry got quoted a lot more which confirms that female poetry often is considered as less important than the male poetry, and that men in general tends to be judged as more professional than woman. The male reviewers tended to express themselves with greater certainty than the female reviewers who held a more professional tone in their reviews and focused more on the technical aspects of the poetry. This confirms the theory of the male words are being looked upon as the truth but contradicts the theory of women writing more based on personal experience and of women being less skilled in language techniques. In conclusion, there are differences in how poetry gets reviewed and how the reviews are written that are connected to the genders of the poet and the reviewer but these differences are complex and does not show a clear normative way of thinking about gender

The use of the pronouns we, us, and our in political speeches : A comparative study of the inaugural addresses of Bush and Obama

Pronouns carry considerable importance in language. The speaker’s identity and connection to the audience emerges through the consistent use of certain pronouns (De Fina, 1995). This research is about the use of we, us, and our in political discourse. Specifically, their use will be examined in the inaugural addresses of George W. Bush in 2005 and Barack Obama in 2009. The aim of this research is to examine the frequencies and the co-occurrences of these pronouns and then compare their use in these two speeches. More specifically, how do the pronouns examined affect the message and enhance hearer credibility. This is done by applying (a) a quantitative corpus linguistics analysis and (b) qualitative analysis of the context of use. The results show that there is a difference in frequency of pronoun use; however, the usage of pronouns is rather similar in the two speeches