Kommunal marknadsföring- Competitive identity och institutionell problematik : En komparativ fallstudie om två svenska kommuner och deras marknadsföring

Historiskt sett finns det etablerade normer i samhället som säger att en kommun endast ska bedriva traditionell kommunal verksamhet som innefattar att tillgodose välfärden (vård, skola & omsorg). Dock så har globaliseringen och urbaniseringen skapat en konkurrens om invånare vilket har lett till att kommuner idag bedriver en allt mer utvecklad marknadsföring för att attrahera fler invånare. Den här fallstudien innehåller två objekt (kommuner). Vi vill undersöka den kommunala marknadsföringen genom att fokusera på begreppen competitive identity (CI) och institutionell problematik (IP). Begreppet CI innehåller en teoretisk genomgång av komponenter i kommunal marknadsföring och IP beskriver kommunernas komplexa situation med olika institutionella krav. Genom att analysera dessa begrepp mot praktiska fall kan vi bidra till ökad förståelse om kommunal marknadsföring som är vårt syfte. Vi presenterar även en egen modell i samband med begreppet CI som ger en nyanserad bild av ämnet. Studiens resultat identifierar att kommunerna har speciella målgrupper som likt ett företag varierar beroende på deras ställning på marknaden. Genom skapandet av en CI deklarerar kommunen en önskvärd image där företeelser som inte bidrar till den blir exkluderade. Det gestaltar sig på olika sätt vilket analyseras grundligt i studien. Samtidigt illustreras motsägelsen när respondenterna i fallen säger att det är medborgarna som håller uppe imagen. Studien visar att det inte finns en enhetlig bild hur man som kommun ska hantera den institutionella komplexitet som uppstår. Fallen presenterar två olika synsätt som de finner mer lämpligt.

Language and Identity at School and at Home : Language Shift among Mennonites in Paraguay

This essay has investigated the question of an ongoing language shift from Plattdeutsch and German to Spanish among the Mennonites in Paraguay and the role of the school in this process. The aims of the study were to compare the use of languages among the Mennonites in Asuncion and in the Menno colony and to identify the importance that parents give to the languages and to compare this with a school leader perspective. The aim was also to identify factors that influence the language shift and identify the influence that the shift excerpts on Mennonite values and identity. The results are based on my own observations, interviews with Mennonite women and interviews with key informants who have insight into the school policy issues. The outcome may be used as a basis for educational and language planning. There is a need to consciously sit down and re-define the Mennonite identity and to make the community and the school aware of their responsibility in language maintenance.

Grafisk profilering för butiksmiljö : Creating a visual identity for a store

A new visual identity for the ski store Alpingaraget in Stockholm has been proposed as the result of this thesis. Theproposal includes a new logotype, various printed matters, design planning of the store, interior design, signs and otherapplications.The theory section is within the field of graphic profiling and with some focus on profiling in stores.A clear visual identity is important for a company because what the company communicates internally and externallyshould be kept as consistent as possible. This is especially important nowadays when more and more similar products andstores are available. This means that the visual identity becomes part of the competition with other products and stores.The base elements in a visual identity are logotype, colors and typograpy. Using these elements according to rules andtemplates makes a consistent visual profile.

Corporate identity through graphic design

The degree project has been implemented abroad in Brisbane, Australia. A literature study has beenperformed parallel to the practical work within the subject »Corporate identity through graphicaldesign«. In this study deeper research has been made concerning the establishment and manifestationof a corporate identity and its program. The knowledge given from this study has been put into practicethrough two larger projects.The first project was carried out at De Pasquale, advertising agency in Brisbane, where a corporateidentity program was designed for a new company. The company is a fitness centre, called KnockoutFitness, which specializes in different types of boxing training sessions such as Boxing, Thai Bow andBoxercise but also Aqua aerobics. They needed a full corporate identity program including a logotype,business card, letter paper-paper and address labels.The second project was carried out at Queensland University of Technology in Brisbane. A promotioncampaign was designed for the Department of Visual Arts, which included two information folders andone advertisement. The purpose of the campaign was to promote both the undergraduate and postgraduatecourses offered within the department.

Have You Met Miss Jones? : Identity Construction of a Chick Lit Heroine

Take a random woman in her mid-twenties, with a crazy mother, a lousy job and no sex life, add some insecurity and a lot of alcohol and wrap her up in pink, and congratulations, you have just created your own chick lit heroine.The question is whether a chick lit heroine is this simplistic, or if she carries an important message to the readers. The most important traits in a chick lit novel are the complicated mother-daughter relationship, the career and the love life.Thus, this essay will outline to what extent the postfeminist features are depicted in theidentity of Bridget Jones, as an epitome of later chick lit heroines.

The Construction of Identity in Edwidge Danticat's The Farming of Bones

The Farming of Bones deals with issues surrounding the dynamic connections between identity and boundary construction in post-colonial context. It will present an analysis of how the novelist problematizes and communicates her idea of social and national identity construction to her readers and how the readers can identify themselves with the struggles and challenges of the protagonist Amabelle who is trying to find her own identity. This essay will show how Danticat’s novel contributes to an understanding of national identity beyond borders and makes the reader take the role of an individual who constructs her identity by uncovering moments of raw humanness. Until now, no literary scholar has examined the protagonist’s therapeutic role in bridging this social and national gap. Instead critics have discussed other issues of the novel like crossing and re-crossing the border, love, dreams, etc. Although this scholarship has been very effective and rewarding, it lacks any focus on the complexity of the characters’ identity construction. Therefore, this paper will reconsider Danticat’s The Farming of Bones with a closer attention to the question of identity.

Women of Substance : The Aspect of Education, Career and Female Identity in Pride and Prejudice and Bridget Jones's Diary

Although two hundred years separate Jane Austen and Helen Fielding and, subsequently, also their portrayals of society, the similarities outweigh the differences. When juxtaposing Pride and Prejudice and Bridget Jones’s Diary in the light of feminism it is evident that both books provide clear examples of the prevailing situation of women in each time and place. The aspects of the study, which are especially important today, show both the development and some degree of stagnation of women’s rights and identities.

Hur ett företag kan uppmärksammas genom en grafisk profil och en gerillamarknadsföring

The purpose of this thesis was to create a visual identity to the café Trädgårdscafét. This was to increase the awareness of the cafe among the population of Borlänge. To make the company's visual identity visible, we also organized a guerrilla marketing. The outcome of the guerrilla marketing were then measured by calculating the number of guests during a certain period of time and also through a survey conducted in Borlänge.Graphic material, such as a graphic identity, business cards, feel good-cards, store signs, standing information folders to place on the tables and pavement board was created. Flyers and posters were also created for the guerrilla marketing. The basis for this was established in the study of literature, focus groups and surveys. We also kept a regular and open contact with the café owners throughout the project.In a similar procedure a broad knowledge about guerrilla marketing was gathered in order to be able to arrange one our selves.The guerrilla marketing was held for one day in the city of Borlänge. To attract attention, groups of outdoor furniture, decorated with green plants, were placed at different locations, while six marketers handed out flyers and spread information about the café. The guerrilla marketing resulted in that the café's customers grew by nearly twice as many on the day of the guerrilla. Surveys made before and after the guerrilla showed that the awareness of the café grew.

Discourse strategies and power roles in student-led distance learning

The assertion of identity and power via computer-mediated communication in the context of distance or web-based learning presents challenges to both teachers and students. When regular, face-to-face classroom interaction is replaced by online chat or group discussion forums, participants must avail themselves of new techniques and tactics for contributing to and furthering interaction, discussion, and learning. During student-only chat sessions, the absence of teacher-led, face-to-face classroom activities requires the students to assume leadership roles and responsibilities normally associated with the teacher. This situation raises the questions of who teaches and who learns; how students discursively negotiate power roles; and whether power emerges as a function of displayed expertise and knowledge or rather the use of authoritative language. This descriptive study represents an examination of a corpus of task-based discussion logs among Vietnamese students of distance learning courses in English linguistics. The data reveal recurring discourse strategies for 1) negotiating the progression of the discussion sessions, 2) asserting and questioning knowledge, and 3) assuming or delegating responsibility. Power is defined ad hoc as the ability to successfully perform these strategies. The data analysis contributes to a better understanding of how working methods and materials can be tailored to students in distance learning courses, and how such students can be empowered by being afforded opportunities and effectively encouraged to assert their knowledge and authority.

A corpus approach to discursive constructions of a hip-hop identity

This chapter is an analysis of a 100,000-word corpus consisting of message-board postings on hip-hop websites. A discourse analysis of this corpus reveals three strategies employed by the posters to identify themselves as members of the hip-hop community in the otherwise anonymous setting of the internet: (1) defined openings and closings, (2) repeated use of slang and taboo terms, and (3) performance of verbal art. Each strategy is characterized by the codification of non-standard grammar and pronunciations characteristic of speech, as well as by the use of non-standard orthography. The purpose of the discourse is shown to be a performance of identity, whereby language is used and recognized as the discursive construction of one’s hip-hop identity.

The Role of Gay Spaces for a Gay Destination : Gay Tourism in Gran Canaria

This thesis has the aim to evaluate the role of gay spaces in Gran Canaria as a gay tourists destination with particular reference to gay exclusive resorts. The validation of the gay identity is a key motivation for homosexuals to travel, in order to connect with other homosexuals and experience the gay life that they might not be able to experience at home. Gay spaces have been defined both as liberated areas as well as ghettos, where the homosexuals are, in a way, restrained. The method chosen, a small number of semi- structured interviews with managers of gay exclusive resorts in Maspalomas, the hub of gay life in Gran Canaria, where major LGBT events are held, there is a gay friendly environment, a thriving gay scene and many gay exclusive resorts. In the case of Gran Canaria the gay-specific offer is complementary to the ‘regular’ tourism offer, as they coexist, complement and at times overlap. Nevertheless the gay centric holiday is still predominant amongst gay men, and it is likely to continue to be according to the informants. This is because gay tourists seek freedom and a sense of inclusion that they would not be able to find in mixed environments.