The purpose of this study is to identify how organizational culture is communicated externally in a male dominated industry. Since 2009, the study object Skanska has undergone a change towards a more equal organization, but the work is still moving at a slow pace. The study poses the question of how the culture is communicated externally, what is known as the male dominance and the female minority and how they target a broader competence. The organizational website constitutes the material basis of the study.More specifically, the material deals with Skanska’s values, their views on diversity and inclusion and interviews with employees. The purpose of the study is to visualize how organizational culture that promotes gender equality is communicated in a male dominated industry. To do this, both qualitative and quantitative analysis have been carried out. The qualitative analysis includes a discourse analyses as well as an ideological critical analysis. In addition, the analysis of a quantitative analysis is used to compare what is communicated in the material with the actual reality of the organization. The study's framework is based on organizational culture and gender perspective.The result of the study shows that Skanska’s external communication follows four main topics: breaking norms, teamwork, hierarchy and the desired image of the organization. The organizational culture is described as Skanska’s desired image of the organization rather than the reality. The description of the male dominance and the female minority is problematic and the power configuration in the material benefits Skanska.

This method case study describes how we extracted and analyzed data from Twitter as part of a research project to investigate how users connected climate change to extreme weather events during 2008–2017. The paper describes how the open-source tool, Mecodify, was used as a fundamental part of the method to download data from Twitter and identify key insights through tables, graphs and machine-readable files. The paper goes into detail to describe the steps that were taken from the building the search query to analyzing, aggregating, and visualizing the data used to describe the findings. Although Mecodify facilitated the process significantly, the paper highlights some of the challenges that were confronted during different research stages and how they were overcome. The aim is to provide social media researchers with some useful insights for their own research.

This study examines how three types of extreme events (heat waves, droughts, floods) are mentioned together with climate change on social media. English-language Twitter use during 2008–2017 is analyzed, based on 1,127,996 tweets (including retweets). Frequencies and spikes of activity are compared and theoretically interpreted as reflecting complex relations between the extreme event factor (the occurrence of an extreme event); the media ecology factor (climate-change oriented statements/actions in the overall media landscape) and the digital action factor (activities on Twitter). Flooding was found to be by far the most tweeted of the three in connection to climate change, followed by droughts and heat waves. It also led when comparing spikes of activity. The dominance of floods is highly prevalent from 2014 onwards, triggered by flooding events (extreme event factor), the climate science controversy in US politics (media ecology factor) and the viral power of celebrities’ tweets (digital action factor).

This study has examined the mediatization of the social movement Refugees Welcome to Gothenburg. By identifying social practices at a meso level within Refugees Welcome to Gothenburg, mediation processes have been found. The analysis at a macro level (in relation with the society) have then led to the understanding of the mediation processes. The material selection has been made on social media and on the website of Refugees Welcome to Gothenburg. The analysis is based on a conceptual framework by Alice Mattoni and Emiliano Treré (2014), combined with mediatization theories, and more specifically, the four processes of social change within mediatization by Winfried Schulz (2004) together with the media logics in social media by José van Dijck and Thomas Poell (2013). A qualitative text analysis was used in order to study the material.

The analysis was performed at two levels, firstly, at a meso level to identify the social practices and the mediation processes, and secondly, at a macro level to find the mediatization of Refugees Welcome to Gothenburg. The results showed that Refugees Welcome to Gothenburg has a strong mediatization, but at the same time, not completely. Some social practices have not been mediated. The non-mediated social practices, however, have shown an amalgamation (joining) with the mediated social practices. Finally, the essay has also shown that social movements should be studied from a media perspective even further, to be able to understand functions and changes within them.

Syftet med denna uppsats är att analysera hur män framställs i modebilder. Vi vill med hjälp av en kvalitativ undersökning tolka mäns yttre genom ett analysschema, som vi själva tagit fram. Genom att analysera åtta bilder ur två framstående herrmagasin i Sverige, King of Sweden och Man Magazine, kom vi fram till en framträdande bild av hur män ser ut i modebilder. Vi valde att använda oss av tidningarnas decembernummer, 2008.

Denna undersökning utgjorde även en analysering av vad maskulinitet är och hur det framställs i modebilder för herrmagasin. Urvalet gjordes utifrån oss själva där vi strategiskt valde ut bilderna, och vilka tidningar vi ansåg vara ledande på den svenska marknaden. Därefter valde vi att analysera fyra bilder som var professionellt framställda för ett varumärke och fyra bilder som var redaktionellt utförda. Nästa steg i undersökningen blev att bild för bild undersöka dem utifrån vårt analysschema för att sedan diskutera kring det vi har kommit fram till.

Vi eftersträvade även efter att se vilka likheter och skillnader det fanns mellan de två olika magasinen, om det överhuvudtaget fanns någon skillnad. Förutom det ville få reda på om bilderna hade ett viktigt budskap att säga betraktaren.

Det vi kom fram till i resultatet var att det fanns olika typer av mansideal i herrmagasinen. Beroende på hur vi själva tolkade bilderna framträdde män som vi ansåg var mer maskulina och män som starkt ledde in mot det feminina. Männen i de redaktionella bilderna var dock mer feminint klädda och blev stylade på ett mer feminint sätt exempelvis håret och ögonbrynen. Däremot tyckte vi att de professionella modebilderna var väldigt manliga och riktade sig mot machomännen och de män som är mycket måna om sitt utseende.

To live as you learn

- a study about positioning of communication firms in the region of Jönköping

Companies of today live in a more intricate and complex world then ever before, where the cooperate identity is created from a combination of what they in reality carry out and how this in turn is explained. In the region of Jönköping there is a wide collection of different PR, advertising and communication firms, all with different designations, but with similar services. To be able to differentiate themselves towards their competitors, positioning has become a crucial instrument, and the perceived image of the company has turn out to be one of the most vital factors of survival that determines whether the companies are successful or not. Through this the key to success today lies within the company’s ability to value and communicate their inner and external identity in relation to their sought profile and not through for example quality or technical superiority, the consumers emotions and over all awareness has become the most important differential feature when choosing and creating relations. The financial value can in turn only be ascribed to the brands identity when it contributes in creating a positive and advantageous image of the companies’ products and services.

Our study consists of a presentation of the strategic brand management of a selected number of communication firms in the region of Jönköping, and how this in turn is perceived and interpreted by their clients. Our objective is in short to present what main messages the firms wants to communicate and how these in turn are perceived by their clients, after which a comparison is made between the conveyed profile and the perceived image. Our results show that a strategically managed brand isn’t synonymous whit success. Our study also implies that profile and image not necessarily need to coherer to create a strong and competitive brand. The study also shows that in our case the core values of the firms are of such a general nature that they can’t distinguish the bureaus from a competitive perspective. To summarize our result show that clients create relations with the employees within the firms and not with the firms themselves, this leaves the firm as a brand, vulnerable when their competitive advantages only lies within the firm’s potential to attract qualified employees.

Today, more or less all organizations use social media. Therefore, it has raised questions of what, how, and why regarding the external communication of public sector organizations (PSOs) and their function in a digital (post) society. The research objective of my dissertation is to examine the communicative challenges of PSOs in the age of social media in terms of creating a sense of public safety. This contributes to the knowledge of how PSOs use strategic communication in their social media in order to maintain authority, control, and presence in today's digital society. To examine this more concretely, the focus will be on the Swedish police's strategic communication to create a sense of public safety on social media. In doing so, this dissertation uses a case study design approach with qualitative methods of semi-structured interviews, photo-elicitation interviews, critical making workshops, framework analysis methods, phenomenography, and hermeneutics to collect and analyze empirical material.

The dissertation consists of a kappa and three academic articles. The first article explores the Swedish police's understanding of their social media and the concept of creating a sense of public safety. The second article examines how the public experiences a sense of public safety from the Swedish Police's official Instagram accounts. The third article focuses on how police officers make sense of their public safety communication via social media by emphasizing a participatory approach.

The preliminary conclusions show that the police (at the organizational and employee level) face challenges in relation to their mission and responsibility in how they communicate (not only share information) on social media. The police also need to know more about how the public experiences their social media. Therefore, police (and other PSOs) need to take their social media seriously and make sense of how they communicate about complex issues such as a sense of public safety. This dissertation contributes to the literature on how PSOs and strategic communication address societal challenges.

In today’s fast-paced digital world, public sector organizations (PSOs) face communication challenges that can impact the public. These challenges depend on the organization’s and its employees’ use, understanding, and knowledge of the purpose of communication and communication platforms. This is particularly true when PSOs use social media to communicate about complex societal issues strategically. In this case, strategic communication about public safety can do good by opening up interaction, further information sharing, and community engagement. On the other hand, it can harm the public by instilling fear, for instance, by using the wrong digital media or steering a narrative that benefits the organization but not society. This is where the friction (disorder and potential) around PSOs’ use of social media lies. This study focuses on the Swedish police as a specific PSO due to their work to create public safety, besides preventing and investigating crimes according to Swedish law. Another reason is due to their extensive use of Facebook and Instagram lately. Therefore, this study aims to investigate how PSO employees, in this case, Swedish police employees, make sense of their use of social media to contribute to public safety. The empirical material is based on 20 qualitative interviews and four critical making workshops with Swedish police officers from one police region in Sweden. The material is analyzed with a hermeneutic approach to understand how employees make sense of their social media communication to contribute to public safety. The results of this study show that employees find it useful to use social media as a strategic communication tool to inform their community, to control the narrative, or to avoid criticism for doing nothing or ignoring it. Police social media links to presence as a strategic communication counterpoint to the difficulty of being present in the non-digital realm. However, the findings also highlight the friction between what needs to be communicated, how, by whom, and across which media channels. This increases the aspect of communication disorder, which has implications for the content of public safety. Furthermore, this stems from avoiding popular social media platforms, inhibiting creativity, and causing communication challenges for employees trying to fulfill their digital communication roles in promoting public safety to diverse audiences. This study adds to the literature on PSO communication, strategic communication, and policing regarding the challenge of communicating complex societal issues in a rapidly changing world.

In August 2019, a large-scale series of fires struck the Amazon rainforest in Brazil and neighboring countries. The event generated great national, transnational (other Amazon region countries), and international commotion. The collective actions were visible in media environments such as WhatsApp, online social networks, and the press. The dispute of meanings was driven by media positioning from various and conflicting local identities, such as indigenous tribes, rural producers, prospectors, loggers, and environmentalists, as well as celebrities and representatives of international governments. Several hashtags permeated the collective actions in this scenario, including the hashtag #PrayforAmazonia, which reached online trending topics worldwide and mobilized international public opinion. The semantic ecosystem of hashtags in this context, including the ubiquitous #PrayforAmazonia, circumscribed political positions in media formats. In this chapter, we aim to understand how the dominant trajectories of hashtags related to the Amazon fires reveal the transmediatic dispute of meanings among different identities. The theoretical framework revolves around concepts such as transmedia identity transmedia mobilization and hashtag activism, and builds on the work done in these areas by previous authors. The methodological approach is twofold. First, there are the data mining procedures with automatic collection on Twitter and in public WhatsApp groups between August 11, 2019, the starting date of the fires, and September 11, 2019, a month later. The corpus is constituted by the trajectory of events connected to the fires, which are associated with hashtags in the national, transnational, and international Twitter trending topics, and related to the most shared themes and images in Brazil in the public WhatsApp groups. Second, there is the analytical phase in which the dispute of meanings is analyzed based on Peircean semiotics, considering the hashtag as a mediator sign of varying positions related to the interpretants generated and the collateral experiences that accompany them. The findings point into the direction that the communicational process permeated by hashtags has a transmediatic nature, singularized by the variety of interpretants generated in tune with the multiple identities that cross the event investigated.

Syftet med vår studie var att se hur iDeal of Sweden kommunicerar med sin målgrupp genom de bilder och texter de publicerar på sitt Instagramkonto. Vi såg ett problem med att företag konstruerar en viss bild av verkligheten som kan komma att påverka unga tjejer. Företaget beskriver sig själva som ett mode- och livsstilsvarumärke som tillverkar tillbehör till mobiltelefoner. Vi ville undersöka hur företaget porträtterar ideal genom olika statussymboler och undersöka hur bildtexterna är konstruerade. Vi har utfört en semiotisk analys med fokus på denotation, konnotation och symboler, och valde att undersöka detta ur ett genusperspektiv.

Vår uppsats tog avstamp i Goffmans (1979) teorier om Feminine touch, front stage och back stage samt Göthlunds (2010) tema inom bild; Fetischism. Vi gjorde en kvalitativ innehållsanalys med en semiotisk ansats för att studera materialet. För att enklare kunna se om Instagramkontot visade på en viss social status och ett visst ideal valde vi att tematisera symboler som fanns i bilderna, samt undersöka de tillhörande bildtexterna. De bilder som publiceras på företagets Instagramkonto består av exotiska resmål, exklusiva accessoarer och besök på restauranger. I bilder där en kvinna fanns med visade hon på attribut som associeras med kvinnlighet. iDeal of Swedens produkter är inte alltid i fokus på bilderna och i vissa bilder finns produkterna inte med. Det vi kunde se i denna studie är att företaget inte endast säljer mobilaccessoarer utan även säljer en livsstil. En livsstil som inte bara visar på hög social status men också en hög ekonomisk status

The purpose of this study was to investigate the role of information for the risk perception and worry regarding ongoing deadly violence (ODV) that students at Swedish schools experience. The role of information regards behaviours in relation to information seeking, information need and information as a way to reduce worry. In the study, a web survey was conducted in which 120 students at a Swedish school participated. Through a statistical analysis, the research questions were analysed from aspects regarding information consumption, risk perception, trust and worry to investigate the role information plays. The theoretical framework for this study consisted of theories and concepts from the risk communication research field (such as risk perception), but it also consisted of theories and concepts related to information consumption (such as information avoidance, uncertainty reduction theory, and risk information seeking and processing model).

The result of this study indicated that students who worry and seek information about ODV believe that they possess knowledge about the subject. However, no correlation between a higher level of worry and increased information seeking was shown. The individuals that feel a greater responsibility to have knowledge about ODV seek more information. The students in this study have not been given information about ODV from their school, but generally want to get more information and believe that information could make them less worried. Those who trust the school would seek information about ODV from the school, while the ones that do not trust the school tend to seek more information by themselves. Furthermore, we encourage further research that aim to investigate which role the expectations of others regarding expected knowledge play for the level of knowledge that individuals possess about risks and their information consumption.

This thesis revolves around the subreddit r/wallstreetbets (WSB) and how members started buying the GameStop stock (GME) to push up the price. This thesis aims to develop an understanding of how WSB was mobilised through internal discourses and what significance social media had as a communication tool in the mobilisation. This study qualitatively analyses the top comments of moderator hosted threads in WSB through critical discourse analysis. The results of the analysis show that WSB became a social movement in January of 2021 as the subreddit engages in collective action as well as in organised activity, challenges authorities and develops some degree of temporal continuity. The results also account for the discursive developments of an easy-to-personalise action frame in holding GME and participatory ethos’s such as economic profit, punishing the hedge funds, and standing up for the weak. The conclusion state that WSB reached its success by following the logic of connective action. Here, parallels are drawn to the Occupy Movement as the easy-to-personalise action frames and the participatory ethoses of the movements bear resemblance to one another.  Finally, the conclusion emphasises that Reddit as a communication platform facilitated the mobilisation of WSB through stitching mechanisms such as the focus on peer-production by participants and the curation of content by moderators. This allowed for WSB to be self-organised and self-sustained. 

This study aims to research how young women and men aged 20-29 studying at Swedish universities, perceive the reversed gender structures in the film Barbie (Gerwig, 2023). This was done through semi-structured interviews which were then analysed with a thematic analysis. Afterwards, the perceptions of both genders were compared to each other to study what similarities and differences could be found. Many countries have a patriarchy, this contributes to inequality as the female gender is seen as subordinate while the male gender is seen as superior. When movies like Barbie gain traction, the patriarchy that society has normalized can be challenged. The media has power over the audience and can thus influence them on an individual level. If enough people are affected, it can create perceptions in entire societies.

The study showed that in the women's analysis there were two primary themes: Oppressive patriarchy & equal matriarchy and The subordinate perspective. Furthermore, three secondary themes could be identified: Simplified understanding of the problem, Negative feelings, and Exaggerated portrayal. With the men, two primary themes could be seen: Extreme exaggeration and Contradictory views. The secondary themes that could be identified are: The hierarchical perspective and Historical connections. It is also possible to see several similarities and differences in the perceptions of both genders. For example, a similarity was how both genders did not relate to the characters that represent their gender, but they related to the characters that had the same position of power that they themselves have in reality. An example of a difference between the genders was how the men's opinions differed while the women's opinions were more similar to each other.

2022 is election year in Sweden and at the same time we are approaching year 2030 fast. Because of that, it is of interest to analyze how the Swedish government is communicating Agenda 2030 and the SDGs, with a special focus on climate and the environment, on their official Instagram account and website. This thesis performed with a qualitative content analysis aims to analyze and compare the representation of these subjects with the help of the theoretical framework of critical theory and its critical political economy of media and communication. This allows for a critical analysis of how communication is presented on the different platforms and if the main focuses differ between them. Statistics from Internetstiftelsen (2022) shows how Instagram is the main social platform used by first-time voters and therefore it is of importance to analyze the communication posted there. At the same time the Instagram posts refers to the website in some cases, hence, it is important to analyze the communication published there as well to be able to make an accurate comparison between the platforms. 

The collected material consists of articles and Instagram posts that has been coded, thematized and analyzed with the help of software analyze tool. It resulted in an accurate visualization of how large percentage of the coded themes was present in the chosen material. Analyzing the material opened a discussion on how the communication does differ on the two platforms. The communication done on Instagram has a strong focus on what Sweden has done with regards to Agenda 2030 and the SDGs, what they are doing and how well they are performing. Nevertheless, it rarely discusses what Agenda 2030 is, how the SDGs are constructed or what it takes to achieve them. This information can however be found on the website, a platform which is visited less often than Instagram by first-time voters. To increase political interest and knowledge amongst the younger generation, changes in the communication must be done. Otherwise, we might see ourselves in a situation where the interest in making crucial changes decreases and thereby jeopardizes our chances of achieving Agenda 2030. 

Studien fokuserar på hur räddningstjänstens insatsledare och polisregion Öst presstalesperson väljer att kommunicera och hantera media vid en olycksplats. Syftet med uppsatsen är att ge en ökad förståelse för hur räddningstjänstens insatsledare och polisens presstalesperson hanterar kommunikationen med media vid olycksplatser i Jönköpings Län. Studiens empiri har samlats in genom kvalitativa intervjuer med en semi-strukturerad ansats som sedan tolkats genom fenomenologi. Studien är baserad på en teoristyrd analys, där teorierna har varit i fokus vid analysen av materialet. För att analysera resultatet av intervjuerna har vi använt oss av teorierna pliktetik, kriskommunikation och dagordningsteorin. 

Slutsatsen av studien är att räddningstjänstens insatsledare och polisregion Östs presstalesperson hanterar kommunikationen med media på ett liknande sätt. I kommunikationen med media är det viktigt att de håller sig transparenta och endast förmedlar den information som efterfrågas och utan att kränka någons personliga integritet. 

This study aims to examine how Russia is constructed discursively in the Swedish newspaper Aftonbladet in connection to the re-militarization of the Swedish island Gotland, and if an Orientalistic discourse can be discerned in the coverage. This in turn contributes to theorizing about how the current global hegemony may affect the journalistic profession. To find semiotic patterns in Aftonbladet we used critical discourse analysis (CDA) as the theory and method. The theoretical framework is based on critical discourse analysis theory and Edward Said's postcolonial theory of Orientalism.

The questions in this study are asked to find out how Russia is constructed discursively in the Swedish newspaper Aftonbladet, how different linguistic resources are used in constructing Russia and in what discursive themes Russia is fabricated from an oriental perspective.

The study's methodology is based on analysis concepts drawn from CDA that makes it possible to analyze the empirical material based upon Aftonbladet’s use of language. The analysed linguistic resources in the material fall into four different discursive themes. The first theme is Russia as militarily superior, the second theme is Russia as provocative, the third theme is Russia as erratic and the fourth and most prominent theme is Russia as the antithesis of the West. The study's results suggest that an oriental discourse may be discerned through these four themes.

Today's women are becoming less forgiving and more public with the treatment they receive (Chamberlain, 2016), which we have noticed by increasing numbers of influencers publishing the criticism and the harassment they receive online. In today's society, influencers have come to have an increasingly strong voice and greater social influence (Freberg, Graham, McGaughey & Freberg, 2011). It is therefore important to analyse what criticism and harassment female influencers publish and how they respond to unfair treatment in order to get an understanding of how influencers actions can affect, for example, their followers.

The study is based on the feminist theories cyberfeminism and digital feminism in order to be able to interpret from a feminist perspective how female influencers use Instagram to highlight injustice. Multimodal critical discourse analysis (MCDA) will also be applied as a theory and method for critically analysing influencers’ respond to criticism and harassment.

The female influencers’ choice to publish and respond to the criticism and the harassment they receive is interpreted as a way in which they illuminate and draw attention to different discriminations. The choice of publishing and responding to the criticism and the harassment they receive, results in them both reproducing but also counteracting the patriarchy. The type of criticism and harassment that is published is criticism of action and valuation, sexual harassment, judgmental criticism, criticism of profession and harassment against appearance. The discourses that are reflected in the influencers’ respond can be interpreted as both protecting themselves and the sender, embracing a more masculine behaviour and taking advantage of their role as an influencer to highlight an injustice to educate their audience.

This study examines the representation of homelessness in two Swedish street newspapers: Faktum and Situation Sthlm. The study aims to contribute to theorization of media representations of homelessness and also to increase the understanding of street newspapers as a medium and as a platform for vulnerable people. To achieve the aim, the theoretical framework of the study is based on critical discourse analysis (CDA) and representation of class. The study method uses concepts from CDA, together with concepts from van Leeuwen's taxonomy of representation of social actors. A selection of texts from Faktum and Situation Sthlm has been made to examine the representation of homelessness in street newspapers.

The results show that homeless people are represented within five different discursive themes. In the first one the homeless are constructed as active individuals with human qualities. In the second the opposite image occurs where homeless people are seen as anonymous passive groups. The homeless are also represented as drug-users and criminals. One of the themes includes the representation of causes for homelessness, among them drugs and crimes. Finally an “us” and “them” is constructed where homeless people are seen as opponents to non- homeless people. 

This study will look into public service in Sweden. The background of public service and ethnicity is being presented. The problem which has led to this study derives from the success of xenophobic parties in Sweden, in the recent years. The aim of this study is to investigate how ethnicity is constructed in the morning radio show, Morgonpasset i P3. This is being done in order to see the connection between text and context and to see how different ethnicities are being constructed. The study also contributes to filling the scientific gap which has been revealed by going through previous studies. These studies include local radio, ethnicity and language, and ethnicities in journalism.

To give an insight into this, the material has been handled through a text analysis. This with connection to theory, tools and method. The method that had been chosen for this study is CDA, critical discourse analysis. CDA is not only used as a method, but also as a theory. In the chapter about theories, other theories are added as well. These theories are orientalism, othering and different theories about swedishness. In the analysis multiple transcribed examples are being looked into. Here it is revealed that the show hosts in different ways are constructing swedishness as being different, rejecting and non-ambitious. The result of the study shows that the hosts of the radio show are downgrading swedishness and therefore distancing themselves and those who do not relate to swedishness. This also results in that the already existing swedishness is maintained. Furthermore, this results in that the listeners are being affected by the language and the discourses the hosts are presenting, which also affects society's norms of how ethnicity is beeing constructed.

Denna studie utgår från fältet PR och marknadskommunikation med inriktning mot employer branding. Landstinget i Jönköpings län har nyligen inlett ett arbete med employer branding och som ett led i detta arbete söker de nu kunskap om vad som bör kommuniceras till presumtiva medarbetare för att på så sätt skapa ett attraktivt employer brand.

Syftet med studien var att identifiera de attribut som Landstinget i Jönköpings län med fördel kan lyfta fram i den marknadskommunikation som riktas till presumtiva medarbetare. För att besvara syftet utfördes en kvantitativ enkätundersökning bland studenter vid Högskolan i Jönköping för att få en bild av vilka attribut de ansåg viktiga hos en arbetsgivare samt hur de såg på Landstinget som arbetsgivare. För att få ytterligare substans i studien valde vi att ställa resultaten mot teorier om inre och yttre motivation för att på så sätt undersöka vilken typ av motivaton som de tillfrågade studenterna drivs av när de väljer arbetsgivare.

Studiens resultat ger en tydlig bild av vad som anses vara mest respektive minst attraktivt hos en arbetsgivare, där goda relationer med kollegor är det attribut som värderats högst och förmånersamt bonus värderats lägst av respondenterna. Goda relationer med kollegor är även det attribut som respondenterna ansåg som mest troligt att Landstinget kunde erbjuda som arbetsgivare.

Sammanfattningsvis har studiens resultat visat att psykologiska attribut som kan härledas till inre motivation är de som värderats mest attraktiva. Vidare visar resultatet att de ekonomiska attributen, som kan härledas till yttre motivation, inte anses vara lika attraktiva. Studenterna vid de olika utbildningsprogramen som ingick i studien visade sig värdera attraktivitet och image på ett likvärdigt sätt, vilket har möjliggjort en rekommendation av ett employer value proposition för Landstinget i Jönköpings län.

Denna studie behandlar responsen av feministiska inlägg på Instagram. Inledningsvis redovisas en kvantitativ överblick, vilket sedan övergår till en kvalitativ undersökning. Studien undersöker tre utvalda feministiska inlägg publicerade av profiler med många följare på sina Instagram-konton. Fokus läggs på att analysera kommentarsfälten tillhörande dessa inlägg. Huvudsakligen studeras kön och attityd på kommentarernas avsändare för att se huruvida det framkommer en skillnad i hur män respektive kvinnor reagerar på innehållet, samt för att se om responsen är övervägande positiv eller inte.

Studiens tillvägagångssätt är baserat på receptionsteorin då vi fokuserar på mottagarna av ett budskap, i detta fall det feministiska budskapet i ett Instagram-inlägg. Sedan analyseras inläggen och kommentarerna metodiskt med hjälp av Stuart Halls teori gällande encoding och decoding. Inledningsvis analyseras hur inlägget har kodats av sändaren, för att följaktligen avkoda kommentarernas betydelse och se hur meddelandet mottagits av publiken.

Sammanfattningsvis av de kommentarer vi studerat har responsen på alla de utvalda inläggen varit nästintill uteslutande positiv och till stor del dominerande av kvinnliga avsändare. Resultatet tyder även på att budskapen till stor del har nått fram korrekt till mottagarna och mottagits med överensstämmelse. Vi kan ytterligare se att de utvalda feministiska inläggen fått betydligt större respons jämfört med inlägg utan feministisk karaktär.

This study focuses on the portraitation of transgender people in Swedish television. More specifically, clips from two of the biggest Swedish TV-channels, SVT and TV4, are being analysed. Two clips have been chosen from each channel, one interview and one reporting/news segment. The clips have been chosen strategically to serve the purpose of the study, which means that they in one way or another treats the topic of transgender people. To be able to examine and analyse the portraitation of transgender people, critical discourse analysis (CDA) have been implemented both as a theory and as a method. The study’s theoretical framework is based on queer theory and the theories that branch out from it, for example gender theory.

The approach of the study is based on three different levels, from which the clips are analysed. The first one is analysis of language texts, where linguistic tools are being studied. The second one is analysis of discourse practice, where discourses in the text are being identified. The third and last one is analysis of discursive events as instances of sociocultural practice, where the content is contextualized and is put in relation to a social world.

Four themes are identified in the analysis. The first one, the exposing of a minority in a minority, shows that half the analysis material shows transgender people who have regretted their gender confirmatory treatment, which is not representative for the majority of the group. The second one, heteronormativity as present norm, shows that the heteronorm can be identified in all clips, through discussions, stories and wording. The third theme, transgender people as a vulnerable group, shows a portraitation of transgender people as vulnerable and exposed. The fourth and last theme, HBTQ as education, shows an educational tendency in the material. 

This study regards Celebrity Endorsements, meaning collaborations where celebrities vouch for a product or a company in order to exchange values and hopefully increase sales. Previous research within this field is focused on what a celebrity can provide for the company. This essay examines the phenomena from the other direction, meaning what the company can provide to the celebrity. We want to find out if the swedes, football player Zlatan Ibrahimovic and Robin Carlsson, also known as the pop artist Robyn, through separate celebrity endorsement actions regarding the campaign “Made by Sweden” by Volvo, assumes values from the company. In order to apply our results on existing theoretical frameworks and thereby enabling ourselves to answer our questions, we have chosen to relate to previous research regarding celebrity endorsements, theories regarding how messages are transmitted, for instance the Meaning transfer model, as well as marketing theories regarding brand identity. Through three focus group interviews, we received an image of the two celebrities from the respondents, making the foundation for our analysis. Through comparing the image created by the respondents with the profile of the company, we could determine whether values had been transmitted from the company to the celebrity. Our study concluded that values are not transmitted from company to celebrity. Values encoded by the company were not represented in the image pictured by our respondents regarding the celebrities. The study does however show that a celebrity may gain new values through a celebrity endorsement action. 

During 2016 the marketing strategy influencer marketing, to let influential people share branding messages online in the shape of sponsored content, gained in popularity. This thesis intends to increase the understanding regarding how collaborations between Influencers and companies are constructed on the media platform Instagram. The study aims to examine how Influencers construct their sponsored posts and through that process give an insight into how Influencer marketing is used in Sweden today. Our ambition is to contribute with knowledge within the field marketing communication which companies will be able to use in future collaborations.  

In this qualitative content analysis we are examining sponsored posts from eight different Influencers within four areas of interest: fashion, health, beauty and lifestyle. A strategic selection is used when choosing the Influencers and the Instagram posts. Each post is analysed by the means of an analytic scheme, which is based on theory and previous research within the field. The analytic scheme contains four different themes: visual communication, written communication, laws and branding. All of the themes are designed with the purpose of answering the formulated questions of the study and its overall object.  The theoretical framework is based on branding, influencer marketing, user- and producer generated content as well as visual communication.

The results of the study shows that the way companies and Influencers design their collaborations on Instagram vary, especially in regards to the different areas of interest. The collaborations with Influencers within the areas fashion and health tend to have a professional style that shows of an idealized view on reality. Influencers within the area lifestyle instead choose to focus on true to life images that create intimacy between them and their followers. Based on the study a few deficiency problems that exist in the way influencer marketing is being used today have been establish, for example call to purchase and that companies get to involved in the construction of the posts. The study shows that the key to successful influencer marketing is to be transparent with the collaboration and to let an Influencer, whose interest and tone of voice match up with the brand, convey a genuine and personalized message regarding it.  

The study examines how the teen series 13 Reasons Why portrays its characters through representation of gender, sexual orientation and ethnicity. The selection consists of the series’ fourth season and eleven characters are analyzed. The aim of the study is to contribute with knowledge of how a popular teen series reinforces or goes against prevailing stereotypes about gender, sexual orientation and ethnicity.

The theoretical framework consists of feminist theory, intersectionality, gender theory, representation, stereotypes and counter-stereotypes. The method is a semiotic text analysis and to analyze the result, denotation and connotation has been used with support from the analytical tools icon, index and symbol. By looking at variables such as scene, appearance, behavior, language/speech, sound and body language, conclusions about the series representations have been drawn.

The results of the study show that the series 13 Reasons Why represent women as strong and independent, but that women are still underrepresented in tv-series. Men are portrayed as both stereotypically manly but also as counter-stereotypical through the portrayal of more sensitive men. The series shows a broad representation of different ethnicities with both stereotypical and counter-stereotypical representations. The presentation of sexual orientation shows new perspectives and although some stereotypical representations occur, the series has opened new avenues for representation of bisexuality and homosexuality.

Sustainable development has in recent years increased and is a topic that is seen as a solution to the current climate crisis the world is facing. In order for the subject to be noticed in society, it is required that organizations communicate the message of the climate crisis. However, there are no clear definitions for how the communication should be constructed. The purpose of this study is to, from an exploratory point of view, examine the visual and rhetorical elements that are used by the Swedish non-profit organization Swedish Tourist Association to construct sustainability in communication and how the elements interact with each other in the construction. At the same time, the study contributes with further knowledge about the relationship between non-profit organizations, sustainability, communication and social media.

The empirical material of the study consists of five Instagram posts that are analyzed through a semiotic image analysis and a rhetorical text analysis. The result showed that the objects that was visible in the images contextualized the image and anchored the message. The results also showed that the rhetoric elements ethos and logos were involved in the textual communication while pathos could not be found. The interplay in the construction of sustainability was visible between the connotation-bearing objects that was found in the images and rhetoric element ethos that was found in the text.

The purpose of this study is, from a journalistic perspective, to examine how the Swedish newspapers reported and presented Ikea and the knife attack that took place at the company's department store in Västerås, Sweden, on August 10, 2015. Eight news articles from the websites of the Swedish newspapers Aftonbladet and Expressen have been analyzed. Using a qualitative content analysis with a hermeneutic strategy the news articles has been analyzed in detail by their main headlines, leads, intermediate headlines and body texts. The News Value theory and the Media Dramaturgy of the Media Logic theory were used as analytic tools for this study.

The result shows that the Swedish newspapers reported about the knife attack at Ikea by fulfilling seven out of eight news criterias from the News Value theory. The news reports presented, among other things, cultural and geographical proximity between the event and the audience. The news reports were also focused on how witnesses (including Ikeas staff) experienced the knife attack, and how Ikea took action after the event. Another result shows that the Media Logic Dramaturgy portrayed Ikea as another victim in the context of the event, since Ikea was portrayed as shocked and empathic. The knife attack was portrayed as unpredictable and shocking. Based on the results, one conclusion is that the unique and shocking knife attack at Ikea were newsworthy and therefore appraised as an interesting event for the audience to read about. Ikea was not presented in a critical way because Ikea acted empathetic and responsible immediately after the event.

This study examines whether the tobacco brand VELO, which positions itself as sustainable, conveys this through its visual communication on Instagram. The aim was to investigate and compare how VELO Sweden and VELO global communicate sustainable messages and whether the sustainability discourse is a way for the brand to legitimize its operations. The study was done through a comparative analysis of VELO's two Instagram accounts. The analytical tools used were denotation and connotation and Taylor's Six-Segment Strategy Wheel. The results show that VELO-Sweden's and VELO-global's communication differs both in the use of social and ecological elements but also in the choice of communication strategies. VELO-Sweden conveys an ecologically sustainable image in the form of environmental elements, recycling and waste management, while VELO-global conveys social benefits such as joy and community focus. The conclusion of the study was that both the Swedish and the global account use strategies that can be interpreted as greenwashing, and therefore the brand's communication does not correspond with their stated brand promise.

Studien syftar på att undersöka hur det svenska damlandslaget porträtteras i Aftonbladet ochExpressens sportbilagor. Uppsatsen analyserar krönikor som är publicerade i samband medvärldsmästerskapen i fotboll år 2003, 2011 samt 2019.

Studien har utgått från tre teorier för att kunna förklarar det resultat som analysen visar.Dessa teorier är gestaltningsteorin, genus samt retorik som teori. För att svara påfrågeställningarna har vi applicerat två metoder på vårt material. Van Dijks diskursanalys därmaterialet har analyserats på två olika nivåer, mikro och makro. En retorisk analys haranvänts för att analysera hur krönikörerna använder logos och pathos.

I vårt resultat har vi kunnat hitta fem teman. Dessa teman är prestationer, prisade spelare,retorik för att porträttera, landslag som ställs mot varandra och könsmarkering. Diskursenom prestationer belyser att damlandslaget porträtteras som kompetenta och talangfulla menpresterar dåligt. Detta var tydligast i början av turneringen. Diskursen prisade spelare fokuslägga på en eller ett fåtal spelare betonas. Detta kan resultera i att läsarna tror att endast någraspelare är viktiga. Den retoriska analysen visar på att krönikörerna använder logos och pathosför att porträttera fotbollsspelarna. Vår analys visar på att det är ett vanligt förekommande attjämföra svenska damlandslaget med andra lag i turneringen, men inte med herrlandslaget.Till sist går vår studie mot den tidigare forskningen och visar på att det är få könsmarkeringari krönikorna

In the context of the constitutive approach to CSR Communication, this thesis seeks to investigate how BDP S.A.M. perceives and implements its CSR communication strategies in relation to its Sustainable Corporate Identity. This approach focuses on how communication shapes and defines corporate identity rather than merely reflecting it. Through semi-structured interviews with the Communication Department of the bank, in-depth insights were gathered from their understanding and practices. These interviews provide a nuanced empirical perspective on how the bank integrates and communicates its sustainability efforts, and how these efforts align with its corporate identity. First, internalizing sustainability among all stakeholders by disseminating information and raising awareness, maintaining a strong and close relationship with its clients, assisting them in transitioning towards sustainability and additionally, the bank ensures coherence between its actions and communications, given that sustainability is embedded at the core of the institution. However, they still lack the consideration of stakeholder’s perceptions on this construction of meaning. Nevertheless, CSR communication and the bank's Sustainable Corporate Identity are interrelated, as communication serves to reflect the bank's actions in terms of sustainability, raise awareness about sustainability, and act as both a promoter and contributor to sustainable practices. Additionally, the communication process itself is upheld sustainably. 

This thesis aims to study if communication from Sametinget contribute to the construction of unequal power relations between Sámi people and the Swedish government. In a critical discourse analysis comment letters and press releases from Sametinget where analysed with a focus on how both of the actors’ knowledge and scope of action is depicted. The thesis’ theoretical framework consists of discourse theory, theory of representation and postcolonial theory. 

The results show four main themes in Sametinget’s discourse: Distance from a passive government and proximity to the active Sametinget; The Sámi people has a specific culture and unique knowledge that is not sufficiently observed by the government; The government’s actions and power are not legitimate and The current politics of predatory animals is a problem that needs to be solved. Furthermore, the themes show that knowledge of the Sámi people is depicted differently from the government’s knowledge. The Sámi people’s unique knowledge is depicted as something that should, make up the foundation for political decisions and legislation. Meanwhile, the government’s knowledge is depicted to be unfounded and insufficient. The same goes for the depiction of scope of action, where the actors scope of action is depicted differently. The Sámi people’s and Sametinget’s scope of action is often depicted as limited while the government’s scope of action is depicted as being to large. Lastly, the thesis concludes that Sametinget questions the current power relation between the Sámi people and the government and is therefore generally not contributing to the maintaining of current power relations.

In this study, two commercials have been reviewed and analyzed with a semiotic analysis method, where denotation, connotation and myths have the main focus. After the analysis, the two commercials where compared. The main theoretical framework used in this study is based on semiotics and previously mentioned terms, but focus has also been on context, symbols, icon and index. The two commercials, who have been analyzed, are both produced by the state company Svenska Spel. The commercials both advertise the same product, Stryktipset.

In the study the commercials have been reviewed partly to analyze the manifest messages but also to bring forward the hidden messages underneath. The purpose for doing the analysis was to look into how the myth about football supporters was produced in commercials for gambling with a strong connection to football. Later, the myth presented in the different commercials are compared to each other to see how it has changed between 2009 and 2017. Since Svenska Spel is a state company it’s important that their own policy about showing all the good sides that comes with sport and its supporters are noticeable in the commercials.

The result of the study shows that the presented myth differs between the two commercials. The main difference is in where the focus of the supporters is, on the team or on the sport itself. The myth presented also have some similarities and they both fit into the general myth about football supporters in society today. There are also signs that are connected to hooliganism but they don’t play a big role in the commercials.

Ämnet för denna uppsats är retorik under en pågående kris. Studien syftar till att undersöka de retoriska elementen i den nationella pandemigruppens budskap under de samordnade pressträffarna till följd av covid-19-pandemin. Detta med avseende att ta reda på hur Sveriges ovanliga val av strategi för att hantera krisen legitimerades av talarna under pressträffarna. Genom en retorisk analys, av 35 pressträffar under perioden mars till och med november 2020, kommer studiens frågeställningar att besvaras. Frågorna är kopplade till de tre appellformer (ethos, logos och pathos) som återfinns i retorikvetenskapen, då studien ämnar ta reda på hur dessa används under pressträffarna för att nå fram med ett visst budskap, samt genom vilka argument detta görs. Studiens teoretiska utgångspunkter är myndigheters kriskommunikation och retorik. För att analysera materialet används en retorisk analys med en hermeneutisk ansats, där talet analyseras utifrån ethos, logos och pathos och den argumentation som ligger till grund för dessa. I analysen framgår det att precis som i den klassiska myndighetskommunikationen består talen under pressträffarna till stor del av att stärka myndigheternas logos. Det vill säga, talarna använder sig av argument baserade på fakta för att nå fram med budskapet. Talarna använder sig av upprepningar och spelar sällan på publikens känslor. I analysen framgår det dessutom att talarna bygger upp ett starkt ethos genom att visa på egen kunskap och föregå med gott exempel. Sveriges valda strategi under pandemin, som under perioden för studien är att ge medborgarna frihet under ansvar, legitimeras av talarna genom att upprepa de framtagna rekommendationerna och att skapa en gemenskap genom uttryck som “tillsammans kan vi stoppa smittspridningen”.

Showing a dream life on social media where everything must be nice, glamorous, and perfect has become the norm. The problem with this is that it creates pressure to show a fun and eventful life, which have shown that it can lead to comparisons. In 2020, the new app BeReal was launched whose basic idea is to break this norm. This study aims to investigate how users present themselves on BeReal and examine their experiences of the app in comparison to other social media platforms. 

As it has shown that girls are affected most by comparisons, the study's sample is girls aged 18-25. The study has been carried out through ten qualitative conversational interviews which have then been analysed through a thematic analysis. The theories that have been used in this study is Goffman's two concepts, front stage and backstage, uses and gratification theory and the theory of social comparison. Additional previous research that is used to answer the purpose of the study are studies made on comparison on social media, self-presentation, how images are managed, social media structure and norms on social media.

The thematic analyses have identified five main themes which are: Social media satisfies needs, Presentation differs on different social media, comparisons on social media, BeReal is more realistic and Perfect picture. The results show that the app does not show an accurate representation of the user’s life, but that the image is more accurate than the representation shown on Instagram. One conclusion that can be drawn is that BeReal's users take advantage of the features that have been designed into the new app. This is done by strategically publishing content that shows one's life as better and more eventful than it really is.

The study strives to clarify and problematize the construction of love in a Swedish produced tv series for youths with homosexual main characters. It examines the six episodes of the Netflix show Young Royals, which premiered in 2021 and has been acknowledged for its depiction of homosexual characters. With help from multimodal discourse analysis and the analytical tools lexical choices, emotionally charged words, attributes and settings the study examines how homosexual love is constructed in the show and how norms about sexuality and masculinity are expressed in this depiction. The study uses the theories “Heteronormativity” and “Hegemonic masculinity” in order to help see the different discourses from the series.

The results show four different thematic discourses connected to the construction of love between the main characters; inner conflict of sexuality, loneliness, power relationships as obstacles to romantic relationships and invincible love. The conclusions drawn are that love is not constructed in the stereotypic way which is common for homosexual relationships in media. The love is rather constructed like in typical romantic movies and shows in which the main characters are heterosexual.      

Denna uppsats behandlar dagens mediala samhälle där det blir allt svårare för marknadskommunikatörer att nå ut med sitt budskap och skapa en mening hos mottagarna. De som lever i dagens samhälle har utvecklat en reklambarriär som gör att vi inte längre uppmärksammar reklam så som vi gjorde för ett antal år sedan. Okonventionella förhållningssätt är ibland lösningen för att nå ut och förbi reklambarriären hos konsumenter som tröttnat på traditionell reklam. I takt med att medielandskapet ständigt utvecklas blir konsumenten svårare att attrahera. Det har lett till att reklambranschen har blivit tvungna att utveckla sina metoder och tillvägagångssätt för att nå ut.

Olika faktorer som målgrupp, trender, kunder och varumärkesassociationen spelar roll då en kampanj ska formas. Ett förhållningssätt som är viktigt att kunna behandla och ha kunskap om är gerillareklam. Liksom traditionell reklam har gerillareklam sina för- och nackdelar. I denna studie har vi i avsikt att reda ut de eventuella frågetecken som finns kring gerillareklam. Vi vill även försöka se vilken framtida roll gerillareklam kommer att ha.

Det relativt nya fenomenet gerillareklam har fått en allt större betydelse för marknadsförare. Gerillareklam innebär att man investerar i en större mängd kreativitet, energi och engagemang än i pengar.

Insamlingen av data gjordes genom e-postintervjuer med människor som har kunskap ocherfarenhet inom området från arbetslivet. Studien visar tydligt vilka gerillareklamens fördelar är, den är kostnads effektiv, den är oväntad, dess kreativitet samt dess förmåga att skapa PR och buzz. Gerillareklamen har även sina nackdelar, dess risk att bli otydlig samt dess snäva räckvidd.

After the attacks by Hamas on Israel on October 7th and the offensive on Palestine that followed, a group of young Palestinians have taken the role of sharing witness of the ongoing genocide through social media. This thesis investigates how these citizen journalists are bearing witness to the ongoing genocide and how social media audiences are reacting to these images. By analyzing the discourses present in their posts through a Multimodal Critical Discourse Analysis (MCDA) and systematically observing the comments under said posts through a thematic analysis, this thesis demonstrates that there is a relation between shared discourses and audience reactions. The study argues that vulnerability is being used as an act of resistance, and that discourses involving vulnerability and eye-witnessing are common in these posts and inspire emotional reactions and sentiments of resistance in the audiences, and further demonstrates how the analyzed citizen journalists seem to share similar discourses and feelings while using several modes of address in variating ways from post to post. All these findings show that the current Palestinian conflict may be contributing to changes in the ways war and conflicts are mediatized due to their use of social media to create a more connective citizen journalism where audiences become closer with the distant suffering. 

This study examines political PR in Systembolaget's film-commercials. This study aims at investigating how and when Systembolaget expresses their public service mission in their film-commercials. We have done this by means of a qualitative content analysis, with the help from semiotics connotation and denotation the study was able to extract messages from the film-commercials. As Systembolaget is a non-profit-driven organisation we became curious to see that they act on the commercial market. We analyse the commercials through different PR perspectives aimed at identifying messages. The result shows that only some of the messages correspond with Systembolaget's public service mission. Preventing alcohol dealing, selling responsibly and informing the risks of alcohol, are the messages that are consistent with Systembolaget's public service mission. The result also shows that Systembolaget partly compromises from its public service mission.

As the media landscape is constantly changing, the marketing strategy influencer marketing has become a common tool to obtain the attention of both current and potential customers as well as building long lasting customer relations. The purpose of this study is to examine how students see and perceive influencer marketing. Our ambition is to contribute with knowledge and data about student attitudes within this relatively new field of research. This study uses a quantitative research approach and data from 241 students have been collected through an online survey. The questionnaire has 19 questions that are based upon Michael Solomon’s ABC-model, used with the purpose to understand students’ attitudes and to distinguish more specific target groups. The results from the survey were analyzed using the theories of user-generated content and Lazarfelds’ and Katz’s Two-step flow-model. The result from this study indicates that students generally have a rather neutral attitude towards influencer marketing but still consider it to be more interesting than traditional marketing. More than half of the respondents have either bought a product or used a discount code that they received from an influencer. Students think that product recommendations that are written by other consumers are more interesting than those written by companies or organizations. Women is the group that tends to follow more influencers, utilize more offers and has adapted a more positive attitude towards influencer marketing. Overall, we can distinguish a correlation where higher user frequency, an interest in influencers and the idea that influencers are seen as a source of inspiration are factors that create a more positive attitude towards influencer marketing. 

Climate migration (climate refugees) has been debated in Sweden and globally over the past few decades. This paper is a critical discourse analysis of the presentation of climate migration in Swedish news media, using Fairclough's three-dimensional model as the foundation. The study aims to identify and analyze the different discourses surrounding climate migration that are presented in news media. This critical discourse further intends to analyze how these discourses are constructed in news articles. By reviewing seven articles from various Swedish newspapers, we have identified three discourses within the phenomenon of climate migration. These discourses revolve around portraying climate migration as a problem, a potential solution, and a complex economic injustice. Based on constructive journalism, the discourses are constructed both with a negative and consequence-focused approach but also emphasize solutions that advocate a humanitarian point of view. Furthermore, we have identified that these constructions advocate an impatience regarding the situation directed towards those in position of power.

Sociala medier har de senaste åren expanderat med en enorm kraft. Facebook som startades år 2004 är idag världens största sociala media och har i dagsläget över 500 miljoner användare. Om ökningen av användare fortsätter som den gjorde under år 2010 så kommer det år 2012 finnas fler Facebookanvändare än det finns invånare i Europa. Detta gör att det känns oerhört intressant och relevant för oss som medie- och kommuni-kationsvetare att undersöka området.

Syftet med uppsatsen är att med hjälp av aktiva samtal i fokusgrupper undersöka användningen av sociala medier via den nya tidens mobiltelefoner (smartphones). Detta är viktigt att studera på grund av att fenomenet sociala medier har blivit en viktig del för oss medie- och kommunikationsvetare och kommer vara en stor del i kommunikationsbran-schens framtid.

Vi har använt oss av aktiva fokusgruppssamtal för att få fram svar på våra frågeställningar.

Fokusgrupperna genererade ett tydligt resultat som visade att användarna ser den ökade tillgängligheten som den största faktorn till förändringen i deras användning. Dessutom har tillgängligheten skapat ett ständigt pågående samtal på de sociala medierna som tidigare inte fanns där. Den ökade användningen har även medfört ett behov att hålla sig uppdaterad på de sociala medierna.

The study ”Let’s stay on the ground” aims to analyse how the company SJ construct their sustainability communication and if the greenwashing phenomenon is seen in their advertising, and if so, to what extent. Greenwashing is stated when a company disseminates misleading information to make the company appear more sustainable than what they really are, to attract consumers. Companies have a responsibility not only to present an environmentally responsible image, but also to act in practice. SJ has won an award for being one of Sweden’s greenest brands, but at the same time has been condemned for appearing greener than they really are. The study is conducted through a qualitative semiotic analysis and a theoretical framework based on semiotics, greenwashing, advertising theory and image rhetoric. The results show that SJ adapts their sustainability communication based on emotions to attract and develop relationships and communities, rather than lifting their service based on problems and solutions. The connotations showed a dominant use of nature images, recognition factors and a sensory message. Through SJ’s strong and consistent pathos arguments in their communication, which are based on closeness and emotions, the advertising appears at first sight to be sustainable in the context to recently mentioned connotations. Ethos influences the visual material with the help of SJ’s strong position in the transport industry and through their well-known logo. The text slogan ” the future way for travelling” represents the concept of the communication and a logos argument that is in line with SJ’s work with sustainability. These aspects indicate tendencies towards greenwashing and the so-called ”green product advertising”.