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.

Beroende eller oberoende? : En kvalitativ studie av hur äldre hjälptagare ser på att ha hjälp och stöd

Dependency or independence? A qualitative study of how elderly home-help recipients regard having help and support Knowledge on elderly people’s understandings of dependence and independence is relatively scarce even though there is plenty of gerontological research on related topics. Although we know how to define and measure different types of dependency, we know, in fact, very little about how elderly home-help recipients themselves regard their situation in terms of dependency, independence and autonomy. This article aims to shed light on home-help recipients’ understandings of these constructs and on how they make sense of their situation. The analysis is based on 29 semi-structured interviews with people between the ages of 77 and 93. The findings show how these home help recipients differentiate between having help and support and being dependent on other people. Through the separation of aspects of these understandings, such as the reason why they accept help and support and how they regard the situation of being helped and assisted, three ways of regarding the situation have been identified, which stress the variability of the social construction of dependency and independence that these elders uphold. Some home-help recipients construct themselves as independent, others as autonomous and able selves, while a third group construct themselves as powerless.

Överviktens betydelser

Meanings of overweight In societal discourses overweight is defined as a growing individual and a social problem leading to sickness and disability, mental distress, increased use of health care and reduced economic productivity. A strong normative pressure is directed at the overweight but relatively few succeed in reducing their weight. Therefore, the overweight need to manage a double stigma; the overweight body per se and their inability to conform to norms about bodyweight. This article investigates how individuals present their overweight to their social environment. Empirical data was collected as part of an evaluation study of a keep-fit project directed at home-care staff. Qualitative interviews were conducted with 49 participants and 30 of them had either tried or were trying to reduce their weight. The analysis shows that the informants presented a divided self consisting of a biological body, with its own drives, and a mind that is aware of the body and its social meanings. They portrayed their lives as a battle between these two sides. Their presentations of the divided self can be analysed as a defence of their social selves. The overweight can account for the kilos by blaming the biological drives, which leaves the core of themselves – their minds – unblemished. They can express an intention to loose weight and thereby conform to norms about bodyweight. When they fail to loose weight, the responsibility can be attributed to the unruly body.

Det är enklare i teorin… Om skolutveckling i praktiken : En fallstudie av ett skolutvecklingsprojekt i en gymnasieskola

This dissertation is a case study dealing with a school development project that took place in an upper secondary school as a result of a merger of two schools with different cultures. The project used a method called “Frirumsmodellen” and was planned to be conducted in three steps. The first was to carry out a cultural analysis in order to map the preconditions to start a school development project. The second was to carry out concrete actions and finally study eventual effects from such activities by doing a second cultural analysis. My role was to be a supervisor in the school development work, but at the same time study how this work was conducted and its impact in the ordinary school day. The dissertation takes its departure in the fact that schools are political governed. The mission of schools is never neutral; it is always an expression of behind laying social forces, ideologies and ideals of the contemporary society. Of this reason, there is a close connection between the macro political level and the micro political level. Another point of departure is the transition from a modern to a post modern society that gives the character to the changes that take place in schools. Steering of schools has partly been treated as a technical implementation problem. Schools contain on going conflicts between different interest groups that, more or less regularly, end up in educational reforms. These reforms generate school development activities in the single school. Undoubtedly, this makes school development to a complex process. At a rather late stage of the study I decided not to fulfil my task to follow the original plan. I instead let the school development project as a model to be in focus. The over all purpose was formulated: How is it possible to understand what happened in the school development project in the Falkgymnasiet and why was it not possible to carry it out as it was said in the project plan? To interpret what took place during the project I did create an interpretation frame of implementation and complexity theory that also made it possible to critically scrutinise the “Frirumsmodellen”. Already in an early stage of the process it was obvious that the “Frirumsmodellen” did not supply any tools to use and it became disconnected from the project. The project in it selves was marginalised and made invisible. The headmaster used the situation to change things she thought were important to develop. As a result, things happened, but most of the involved people did not at first hand connect this to the project. It is, of course, difficult in detail to say what caused what. The complexity theory successively made the hidden patterns revealed, hidden unofficial potentates visible, as well as unpredictable conditions that generated reactions from the personnel in front of a development work. Together this was rather efficient obstacles for not changing this school. I also discuss school development and implementation problems on a general level, for example, the possibility to transform a top-down initiated project to be bottom-up driven and using project as a tool for school development work. It was obvious that headmasters and teachers must be prepared to handle the ideological dimensions of problems schools have to face. Consequently, development work is about making problems visible and to handle these in the intersection point between the intentions of educational policies, pedagogical researchers, school administrators, headmasters, teachers and pupils. The ideological dimension also contains an existential issue. Do I as a teacher share the intentions for the development work? If not, how must I act?