Populärmusik i TV-reklam : En kvalitativ undersökning av musiken som betydelsebärande teckensystem

This paper examines a popular music song (Heartbeats by Jose Gonzalez) as a sign system in television advertising. The study was conducted through qualitative questionnaires in connection to an audio-visual method of analysis called Masking. The method facilitates the analysis of isolated parts in the audio-visual spectrum by masking/hiding parts of the audio-visual totality.The survey had seven respondents where a hermeneutic epistemological approach was used. For the analysis Cooper's theory of brand identity (Practical and Symbolic Attitudes to Buying Brands) was used together with an interaction model for music in audio-visual advertising called "Modes of music-image interaction”. The results showed that the music was associated with values as genuine, honest, responsibility, purity, independence and innovation. The music's symbolic values helped to position the brand in a lifestyle context. The music also helped to express the target group’s identity and attitudes by being innovative and independent. It also enhanced the perception of the visual colour rendition in the film. In general the television advertisement perceived more positive and entertaining when the music was present. In other words the music's social and cultural position contributed to raise the film's credibility. A deeper social and cultural value was created in the movie through resonance between symbolic values of the music and symbolic values of the film.

El olvido : Análisis temático de la novela De amor y de sombra

La novela realista De amor y de sombra, por la autora Isabel Allende, describe como dos jóvenes luchan contra la “injusticia legalizada” en un lugar ficticio que alude a Chile bajo la dictadura de Augusto Pinochet. Un tema subyacente pero crucial en la obra es el olvido – individual, colectivo e impuesto. Por consiguiente demostraremos en este análisis cómo se presenta el olvido en la novela De amor y de sombra. La hipótesis que dirige nuestro estudio es que el olvido tiene un propósito mayor – destacar la importancia de recordar el pasado. Haciendo un análisis hermenéutico, nos apoyaremos en tres teorías sobre el olvido y el olvido social, resaltando ejemplos de personajes y acontecimientos de la novela. Por ende, en la conclusión se afirma la hipótesis y que la obra de Isabel Allende hace un llamamiento a recordar el pasado.

Det är värre att inte börja studera än att hoppa av: En fenomenologisk studie om hur icke traditionella studenter upplever studieavhopp från högskoleutbildning

In Sweden we have the highest rate of nontraditional students among Europe. Coincidently, we also have the highest rates of drop outs among OECD. In this particular field, drop out from higher education, there is a need fore more qualitative studies that can support the "statistics". Studies about experiences of drop outs are significant for society, university and individual. The aim of this study is to describe and understand how nontraditional student experiences drop out from higher education. What do they tell regarding their meeting with the university? How is the drop out visible before the decision to quit? How can the way forward to the drop out be described? What does the university mean for them? The theoretical point of departure is the concept lifeworld and the method is phenomenological hermeneutic with narrative interviews with 5 students. The result points out that the meeting with the university implies a meeting with other individuals, and also a "meeting" within the student himself, by inner questioning and reflection. The students’ relationship to the studies is characterized by the experience of understanding. The dropouts are visible through different events. The decision per se has increased over time and the students have also grown personally by the decision. To understand or not understand is crucial for the experience of learning. The drop out can also be seen as a transition and a turning point. The drop out is an effort and takes place without professional staff, therefore needs to be discussed in public.

Immigration, security and the public debate on US language policy : a critical discourse analysis of language attitudes in the United States of America

The narrative of the United States is of a "nation of immigrants" in which the language shift patterns of earlier ethnolinguistic groups have tended towards linguistic assimilation through English. In recent years, however, changes in the demographic landscape and language maintenance by non-English speaking immigrants, particularly Hispanics, have been perceived as threats and have led to calls for an official English language policy.This thesis aims to contribute to the study of language policy making from a societal security perspective as expressed in attitudes regarding language and identity originating in the daily interaction between language groups. The focus is on the role of language and American identity in relation to immigration. The study takes an interdisciplinary approach combining language policy studies, security theory, and critical discourse analysis. The material consists of articles collected from four newspapers, namely USA Today, The New York Times, Los Angeles Times, and San Francisco Chronicle between April 2006 and December 2007.Two discourse types are evident from the analysis namely Loyalty and Efficiency. The former is mainly marked by concerns of national identity and contains speech acts of security related to language shift, choice and English for unity. Immigrants are represented as dehumanised, and harmful. Immigration is given as sovereignty-related, racial, and as war. The discourse type of Efficiency is mainly instrumental and contains speech acts of security related to cost, provision of services, health and safety, and social mobility. Immigrants are further represented as a labour resource. These discourse types reflect how the construction of the linguistic 'we' is expected to be maintained. Loyalty is triggered by arguments that the collective identity is threatened and is itself used in reproducing the collective 'we' through hegemonic expressions of monolingualism in the public space and semi-public space. The denigration of immigrants is used as a tool for enhancing societal security through solidarity and as a possible justification for the denial of minority rights. Also, although language acquisition patterns still follow the historical trend of language shift, factors indicating cultural separateness such as the appearance of speech communities or the use of minority languages in the public space and semi-public space have led to manifestations of intolerance. Examples of discrimination and prejudice towards minority groups indicate that the perception of worth of a shared language differs from the actual worth of dominant language acquisition for integration purposes. The study further indicates that the efficient working of the free market by using minority languages to sell services or buy labour is perceived as conflicting with nation-building notions since it may create separately functioning sub-communities with a new cultural capital recognised as legitimate competence. The discourse types mainly represent securitising moves constructing existential threats. The perception of threat and ideas of national belonging are primarily based on a zero-sum notion favouring monolingualism. Further, the identity of the immigrant individual is seen as dynamic and adaptable to assimilationist measures whereas the identity of the state and its members are perceived as static. Also, the study shows that debates concerning language status are linked to extra-linguistic matters. To conclude, policy makers in the US need to consider the relationship between four factors, namely societal security based on collective identity, individual/human security, human rights, and a changing linguistic demography, for proposed language intervention measures to be successful.

Flit, fylleri och förbundsstatspotential : En undersökning av den nyzeeländska Sverigebilden i samband med skandinaviska emigranters ankomst till Wellington år 1871

This Bachelor’s thesis elucidates the subject of Swedish migration to New Zealand in 1871. Drawing on the work of Anthony Grigg, who has assessed the public opinions regarding the arrival of Scandinavians in 1871-1876, this study aims to highlight the image of Sweden and Swedes conveyed in New Zealand at this time. Through a hermeneutic engagement with newspapers of the day, it is concluded that Swedes in general were being portrayed as industrious, thrifty and well suited for the forestry labour expected of them. It is also shown, however, that Swedes and Sweden to a limited extent were being associated with notorious drinking habits and inferior intellectual abilities. Furthermore, the study highlights what appears to have been a medial difficulty to differentiate between Swedes and Norwegians.

Från kvinnans problem till problemfri kvinna : En undersökning av audiovisuell reklam för sanitetsprodukter till menstruerande kvinnor mellan åren 1970 och 2000

This thesis tries trough qualitative analyzes to illuminate advertising and its didactic aspects, how menstruation and menstruating women are portrayed over time. The method underlying the survey is didactic, diachronic comparative and hermeneutic. There will also be a feminist point of view on the material. The issue is about how the advertisement presents sanitary products and menstruation and how a menstruating woman is portrayed.The conclusion is that the image of a menstruating woman changes slightly while consolidating the ethos that menstruation should not be visible. The menstruating woman is in constant motion, always fresh and fragrant.

Health and quality of care from older peoples' and formal caregivers' perspective

Aim: The overall aim of this thesis was to gain a deeper understanding of older people's view of health and care while dependent on community care. Furthermore to describe and compare formal caregivers' perceptions of quality of care, working conditions, competence, general health, and factors associated with quality of care from the caregivers' perspective. Method: Qualitative interviews were conducted with 19 older people in community care who were asked to describe what health and ill health((I), good and bad care meant for them (II). Data were analyzed using content analysis (I) and a phenomenological analysis (II). The formal caregivers; 70 nursing assistants (NAs) 163 enrolled nurses (ENs) and 198 registered nurses (RNs), answered a questionnaire consisting of five instruments: quality of care from the patient's perspective modified to formal caregivers, creative climate questionnaire, stress of conscience, health index, sense of coherence and items on education and competence (III). Statistical analyses were performed containing descriptive statistics, and comparisons between the occupational groups were made using Kruskal-Wallis ANOVA, Mann-Whitney U-test and Pearson's Chi-square test (III). Pearson's  product moment correlation analysis and multiple regression analysis were performed studying the associations between organizational climate, stress of conscience, competence, general health and sense of coherence with quality of care (IV). Results: The older people's health and well-being were related to their own ability to adapt to and compensate for their disabilities and was described as negative and positive poles of autonomy vs. dependence, togetherness vs. being an onlooker, security vs. insecurity and tranquility vs. disturbance (I).  The meaning of good care (II) was that the formal caregivers respected the older people as unique individuals, having the opportunity to live their lives as usual and receiving a safe and secure care. Good care could be experienced when the formal caregivers had adequate knowledge and competence in caring for older people, adequate time and continuity in the care organization (II). Formal caregivers reported higher perceived quality of care in the dimensions medical-technical competence and physical-technical conditions than in identity-oriented approach and socio-cultural atmosphere (III). In the organizational climate three of the dimensions were close to the value of a creative climate and in seven near a stagnant climate. The formal caregivers reported low rate of stress of conscience. The RNs reported to a higher degree than the NAs/ENs a need to gain more knowledge, but the NAs and the ENs more often received training during working hours. The RNs reported lower emotional well-being than the NAs/ENs (III). The formal caregivers' occupation, organizational climate and stress of conscience were associated with perceived quality of care (IV). Implications: The formal caregivers should have an awareness of the importance of kindness and respect, supporting the older people to retain control over their lives. The nursing managers should employ highly competent and adequate numbers of skilled formal caregivers, organize formal caregivers having round the clock continuity. Improvements of organizational climate and stress of conscience are of importance for good quality of care.

Film som kommunikation : En studie av gymnasieungdomars filmarbete

The starting point for this work was a discussion between my supervisor and myself during my teaching training. The discussion concerned the appropriateness of allowing students make films with sexual content. Film gives young people the opportunity to express their feelings and broaden their views. If the film then disseminates to unknown people via in-ternet, which it most likely will do, maybe it is no longer so positive. The aim of this study is to shed light on various aspects of identity and ethics that are important to keep in mind when young people in school make films. These aspects are to avoid making young people vulnerable to abuse and improper influence. One aim is also to highlight the advantages of making films in school. The study is inspired by hermeneutic interpretive and based on qualitative interviews. The informants are four students at the age of 18-19 at two different schools in one municipality in Sweden.The results of the study show that it is important for the informants that the films are pro-duced in an aesthetically good way so that it appeals to the audience. Two of the infor-mants have a specific audience and make more conscious choices, so that the audience will understand what is said. The study shows that the more a filmmaker considers the audi-ence, the more consciously he or she uses film as communication. To get positive feedback is important, but it is mostly friends of the filmmakers that actually comment. To get nega-tive comments is regarded as a disadvantage when placing material on the internet. Howev-er, none of the informants in the study have received negative comments on what has been posted. The opinions about what the informants believe is inappropriate to post on inter-net or to make films about regards sexuality and violations. Earlier studies show that mate-rial can, because it is interesting to other people, become widespread. For this reason it is important for teachers to have conversations with students about their preferences and opinions on various issues. Adults need to interfere in the young people's world, while be-ing open to their opinions. Then the young people's value system will be built up and give them a safe tool that helps them to avoid improper influence.

La picaresca en Mortadelo y Filemón

Mort and Phil (Mortadelo y Filemón) are one of the most famous Spanish comics in thehistory. As some of the characters of Spanish comic they have been sometimes described aspicaresque. The objective of our study is finding out if Mort and Phil play the role of thepicaro. Our study follows the hermeneutic method, taking into consideration the role of thecomic in Spanish society and the concept of picaresque novel. In order to carry out theanalysis, we will look for the characteristics of the picaresque in three stories of theadventures of Mort and Phil. Along the study we will notice the lack of consensus in order todecide what it can be considered a picaresque novel or what not besides showing allcharacteristics of picaresque are not present in this comic. Therefore, we conclude that Mortand Phil can not be considered a picaresque novel but it could be understood as a work ofpicaresque spirit.

Film och mening : En receptionsstudie om spelfilm, filmpublik och existentiella frågor

In what ways and under what circumstances can a movie be a resource for individuals and their thoughts about existential matters? This central research question has been investigated using a both quantitative and qualitative approach. First, a questionnaire was distributed amongst 179 Swedish students to provide a preliminary overview of film habits. The questionnaire was also used as a tool for selecting respondents to individual interviews. Second, thirteen interviews were conducted, with viewers choosing their favourite movie of all time. In the study socio-cognitive theory and a schema-based theoretical tool is adopted to analyze how different viewers make use of movies as cultural products in an interplay between culture and cognition in three contexts; a socio-historic process, a socio-cultural interaction with the world and inner psychological processes. Summarizing the interviews some existential matters dominated. Matters of immanent orientation were in the foreground. Transcendental questions received much less attention. Summarizing the schema-based theoretical question, assessing which cognitive schema structures the narratives were processed through, the study found an emphasis on a combination of two main cognitive structures, person schema and self schema. Detailed person schematic cognitive processes about fictitious characters on the screen and their role model behaviour were combined by the respondents with dynamic cross-references to detailed self schematic introspections about their own characteristics, related to existential matters at some very specific moments in their lives. The viewers in the study seem to be inspired by movies as a mediated cultural resource, promoting the development of a personal moral framework with references to values deeply fostered by a humanistic tradition. It is argued that these findings support theories discussing individualised meaning making, developing ‘self-expression values’ and ‘altruistic individualism’ in contemporary western society.

Att inte spänna kärran framför hästen : precisering av Meads ”rollövertagande”

Not to put the cart before the horse: clarification of Mead’s ”role taking” George Herbert Mead’s “role taking” is subject to many interpretations. Some dominant definitions restrict role taking to reflective people trying to understand each other and taking on each others' roles. Other definitions restrict role taking to the stage of a developed language. Against these two types of definitions I assert that Meads concept is explanatory, not merely descriptive, functionally as well as existentially. It has a value also on elementary levels of human development, where man is socially similar to other primates. Swedish sociologists have contributed fruitfully to straighten the debate. My intention is to clarify it further, and to explicate my own interpretation. Basic role taking is a non-reflective activity going on in any place where living entities influence each other with gestures in similar ways. In human beings it gives rise to conscious discursive reflectivity, and it coincides phylogenetically and ontogenetically with development of language, rather than being created by it. Role taking emanates from breaking automatic responsivity. It introduces distance and reflectivity and results in conscious social behavior, rather than being produced by such. In this way, role taking is a major step in the development of intelligence on earth.

Manoeuvring between anxiety and control : Patients experience of learning to live with diabetes: a lifeworld phenomenological study

Research shows that people with diabetes want their lives to proceed as normally as possible, but some patients experience difficulty in reaching their desired goals with treatment. The learning process is a complex phenomenon interwoven into every facet of life. Patients and healthcare providers often have different perspectives in care which gives different expectations on what the patients need to learn and cope with. The aim of this study, therefore, is to describe the experience of learning to live with diabetes. Interviews were conducted with 12 patients afflicted with type 1 or type 2 diabetes. The interviews were then analysed with reference to the reflective lifeworld research approach. The analysis shows that when the afflicted realize that their bodies undergo changes and that blood sugar levels are not always balanced as earlier in life, they can adjust to their new conditions early. The afflicted must take responsibility for balancing their blood sugar levels and incorporating the illness into their lives. Achieving such goals necessitates knowledge. The search for knowledge and sensitivity to changes are constant requirements for people with diabetes. Learning is driven by the tension caused by the need for and dependence on safe blood sugar control, the fear of losing such control, and the fear of future complications. The most important responsibilities for these patients are aspiring to understand their bodies as lived bodies, ensuring safety and security, and acquiring the knowledge essential to making conscious choices.

Attraktivt arbete ur enhetschefers perspektiv : En kvalitativ studie genomförd i Falu kommun

Sedan 1990- talet har de offentliga organisationerna genomgått flera stora förändringar som medfört att enhetschefer inom den kommunala verksamheten fått ökat ansvar och befogenheter, vilket gör enhetschefsrollen mer komplext. Rapporter visar på svårigheter att rekrytera och behålla chefer, därför är viktigt att undersöka hur enhetschefens arbete ska kunna utvecklas till ett mer attraktivt arbete. Ett attraktivt arbete skapas genom att ge medarbetarna bra förutsättningar inom arbetsinnehåll, arbetstillfredsställelse, samt arbetsförhållanden. I chefsyrket ingår tre roller varav en är medarbetarrollen som enligt teorin inte är speciellt prioriterad eller synliggjord. Studiens syfte är att identifiera vad som gör enhetschefyrket till ett attraktivt arbete samt hur det kan utvecklas. I studien har en kvalitativ forskningsmetod används för att uppnå en djupare förståelse kring enhetschefernas arbetssituation. Detta har bidragit till att ett hermeneutiska synsätt valts, då vi strävar efter att få en ökad förståelse. Studien genomfördes på Falu kommun, där sex enhetschefer inom omvårdnadsförvaltningen intervjuades. Resultatet visar att enhetscheferna är tillfredsställda med sin arbetssituation och upplever arbetet som attraktivt. Faktorer som varierande, handlingsfrihet, problemlösning, sociala kontakter och delar av erkänsla hör till attraktivitetsfaktorer i yrket. Enhetscheferna beskriver tre utvecklingsområden för att öka attraktiviteten. Det första innefattar ledarskapet i organisationen där brister förekommer inom kommunikation och planering. Andra utvecklingsområdet handlar om arbetstakten genom att individanpassa arbetsgruppernas storlek samt tid för reflektion och återhämtning. Tredje utvecklingsområdet enhetscheferna belyser är bristen på erkänsla från organisationen. Utöver enhetschefernas brister har vi identifierat ytterligare ett utvecklingsområde för att öka attraktiviteten. Under intervjuerna har det framkommit att det råder stor avsaknad av kollegor att "bolla idéer" med vilket i sin tur medför att arbetet upplevs som ensamt. För att motverka ensamheten är chefsgruppshandledning ett alternativ, där reflektion och feedback ingår. Forskningen visar att detta även leder till ökad självkänsla, engagemang.

Personlighetsbedömning i samband med rekrytering : En studie om bemanningsbranschens personlighetsbedömning vid en rekrytering

Att medarbetare är av existentiell betydelse för en organisations överlevnad är sedan länge känt. Därmed är rekrytering en av de viktigaste funktionerna inom HR för att attrahera rätt kompetens till organisationen då en misslyckad rekrytering vanligen leder till bortkastad tid och dyra rekryteringsprocesser. Något som kommit att få allt större betydelse vid urvalet och bedömningen av nya medarbetare är kandidaters personlighet. Forskning visar att personlighetsdrag spelar en stor roll när det kommer till framtida arbetsprestationer och förmågan att göra rätt bedömningar av människor är därför central. Teorier om synen på personlighet, kompetens, kompetensbaserad rekrytering och urval samt bedömningsmetoder och personlighetsbedömning används för att analysera studiens resultat. Denna kvalitativa studies övergripande syfte var att öka förståelsen för hur rekryterare bedömer en kandidats personlighet vid en rekryteringsprocess inom bemanningsföretag. Bemanningsföretag är företag som ständigt arbetar med rekrytering och uthyrning av personal, varför ett proaktivt bemanningsarbete krävs för att skapa en konkurrensfördel på marknaden. Inför denna fallstudie kontaktades tre av den svenska bemanningsbranschens största aktörer varav två rekryterare på vardera företag deltog i semistrukturerade intervjuer. Personlighet ansågs generellt som något viktigt som samtliga rekryterare lade stor vikt vid under hela processens gång, från utformandet av kravprofilen till avslutande bedömning. Bedömningen skedde genom såväl test som intervju och referenstagning. Samtliga poängterade vikten av att alltid göra en helhetsbedömning av kandidaten och att det därmed var svårt att vikta exempelvis formella kompetenser mot personliga egenskaper. Resultatet visar att bemanningsbranschens arbete med personlighetsbedömning vid rekrytering utgår ifrån strukturerade bedömningsmetoder. Deras gedigna och proaktiva arbete med rekrytering lever upp till påståendet om att personalen är en organisations viktigaste resurs och vikten av att förstå innebörden av personlighetens betydelse i uttrycket ”rätt person på rätt plats”.