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  • 1.
    Collini, Sofie
    Mälardalens högskola, Akademin för innovation, design och teknik.
    När myndigheter twittrar: Att ta fram en stil för det offentliga språket på Twitter2011Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    In November 2010, The Swedish Association of Local Authorities and Regions (Sveriges Kommuner och Landsting) distributed a survey where 53 % of the responding municipalities declared that they use Twitter. Out of the municipalities that declared they did not use social media, 49 % answered that they were planning on using it but that they had not gotten started. The purpose with social media was primarily declared to be maintaining dialogue with citizens and a channel for information.

    The informal “twittersphere” is a new environment for the conventionally formal government communication, and with it comes an entirely new set of demands on the style and content of texts, compared to other media. The purpose of my work was to present a style proposal for the public sector’s communication on Twitter, with the help of theory and empirical data.

    My methods consisted of text analysis and qualitative interviews. I analyzed eight selected municipalities on Twitter and interviewed four informants who held different perspectives on the subject, to get a deeper understanding. Chosen topics in both methods were e.g. formality, address, dialogue and visibility of the writer. 

    The analysis results showed that the municipalities were neither present, personal, nor inviting – and my conclusion was that they therefore did not strive for dialogue, at least not on Twitter. The interviews focused mainly on how the municipalities should use Twitter, and what surfaced in the interviews took great part in my style proposal and the accompanying guidelines.

    From the results of both methods, I created a style proposal consisting of 20 tweets, that formed a tweet style, along with a set of guidelines for good civil-servant tweeting. The style I’m presenting tries to address the purpose of dialogue in a better, more suitable way, by being personal, engaged, present and clear.

    Fulltekst (pdf)
    fulltext
  • 2.
    Lindblom, Jonas
    et al.
    Mälardalens högskola, Akademin för hälsa, vård och välfärd, Hälsa och välfärd.
    Qaderi, Josef
    Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, Industriell ekonomi och organisation.
    Mass media's handling of scientific critique of Ritalin, concerta & strattcra: A social constructionist perspective on psychotropic agents2017Inngår i: Sociologisk forskning, ISSN 0038-0342, E-ISSN 2002-066X, Vol. 54, nr 3, s. 181-208Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    This article aims to examine how scientific critique of pharmacological treatment with Ritalin, Concerta and Strattera for ADHD (Attention-Deficit Hyperactivity Disorder) is handled in eight of the largest newspapers in Sweden, 2002-2015 (n=183 articles). The media study explores the terminology used; the depiction of long-Term harmful effects; the actors given space to express their views; the attention displayed to alternative treatments; the representation of pharmaceutical studies; the role of news and debate articles; the significance of conflicts of interest; and whether ADHD is portrayed as a medical condition. The results show that mass media, in numerous ways, neglects or undermines the critique of pharmacological interventions for ADHD put forward in the scientific literature. In the article a social constructionist approach to psychotropic agents is developed, highlighting the significance of what the authors call "psy- chopharmacological elasticity." The concept illustrates that the boundary between medicines and harmful agents, such as drugs, is flexible from a scientific standpoint and depends on collective definitional processes in society.

  • 3.
    Rozenveld, Marc
    et al.
    Mälardalens högskola, Akademin för ekonomi, samhälle och teknik.
    Heinonen, Tapio
    Mälardalens högskola, Akademin för ekonomi, samhälle och teknik.
    Challenges facing the advertising world in the digital era:  A comparison between Dutch and Swedish advertising agencies2013Independent thesis Advanced level (degree of Master (One Year)), 40 poäng / 60 hpOppgave
    Abstract [en]

    Date:

    June 7th of 2013

    Level:

    Master thesis in marketing, 15 ECTS

    Institution:

    School of Business, Society and Engineering, Mälardalen University

    Authors:

    Tapio Heinonen & Marc Rozenveld

    18

    thof November 1988 & 16th

    of June 1990

    Title:

    Challenges facing the advertising world in the digital era.

    Subtitle:

    A comparison between Dutch and Swedish advertising agencies.

    Tutor:

    Peter Selegård

    Keywords:

    media logic, advertising industry, advertising agencies, advertising and digital marketing

    Research question:

    How are professionals in advertising agencies in Sweden and the Netherlands experiencing and addressing the challenges of the on-going Internet era?

    Purpose:

    The purpose of this research, its primary concern, is both descriptive and predictive: to examine the challenges of the evolving digital era faced upon the advertising world, especially the advertising agencies and their professionals. It is focused on the way professionals behave and adjust to this fast changing environment. In order to shed light on this, a model provided and re-interpreted by Deuze is used as a fundament in this research.

    Method:

    The qualitative study is based on secondary data from books and articles within the subject of advertising. Interviews, conducted in Sweden and the Netherlands, are used as a source of primary data. Throughout the research, an interpretative approach is the main methodological stance.

    Fulltekst (pdf)
    CHALLENGES FACING THE ADVERTISING WORLD IN THE DIGITAL ERA
  • 4.
    Swenberg, Thorbjörn
    et al.
    Dalarna University, Sweden.
    Eriksson, Yvonne
    Mälardalens högskola, Akademin för innovation, design och teknik, Innovation och produktrealisering.
    Film and Television Production as Audiovisual Design2018Inngår i: International Journal of Visual Design, ISSN 2325-1581, nr 1, s. 39-51Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    Industrial film and television production (FTP) includes many elements of creative work on sounds and images that are best addressed as audiovisual design. Two paradigmatic understandings of design, “design-as-problem-solving” and “design-as-meaning-creation”, have a bearing on these elements. The issues dealt with during FTP work processes, as well as the problems to be solved and the characteristics of the work processes used, resemble issues, problems, and process characteristics within design work. From the perspective of audiovisual communication, both the design and production aspects of a process are considered to make an important impact on a message. In FTP, these aspects are blurred. This paper discusses the benefits of approaching FTP as creation of audiovisual communication, in which design is an integrated part of that process. The benefits of considering FTP as audiovisual design are proposed from a design research perspective.

  • 5.
    Viitasalo, Madeleine
    Mälardalens högskola, Akademin för utbildning, kultur och kommunikation.
    För unga för att vara gamla: En analys av betydelser och ideal i skönhetsannonser som riktar sig till äldre kvinnor.2018Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Syftet med den här studien är att ta reda på hur reklamannonser som riktar sig till äldre kvinnor utformas för att förstå vilka betydelser och normer äldre kvinnor tillskrivs, med andra ord vilka budskap äldre kvinnor möts av i livsstilsmagasin. Syftet är också att ta reda på om dessa ideal stämmer överens med de budskap som, enligt tidigare forskning, framställs genom retoriken i tidningen M-magasin. Till denna kvalitativa undersökning har delar av Björkvalls analysmetod för visuella texter använts (2003, 2009), tillsammans med Kress och van Leeuwens teorier om ”visuell grammatik” (2003). Resultatet visar bland annat att skönhetsannonsernas modelläsare ses som passiva och mycket samarbetsorienterade, samt att inre lycka kan kopplas till ett ungt utseende. Resultatet visar också att reklamens budskap skiljer sig från tidningens retorik när det gäller vissa betydelser som tillskrivs målgruppen. En slutsats är att de äldre kvinnorna möts av dubbla budskap och att ålderskategoriseringar ofta är motsägelsefulla. 

    Fulltekst (pdf)
    fulltext
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