Purpose: The main purpose of this study is to examine how the individuals, who is a part of our focus groups, themselves experience their own trust or not trust for media in order to illustrate how it looks for these individuals. This is because we won’t be able to draw a general conclusion.

Method: Qualitative in-depth interviews with five focus groups with four to six members in each group.

Procedure: We put together five focus groups representing the age range which we are focusing on. Thereafter the groups participated in semi structured discussion under our monitoring led by themes regarding their media trust. After that we transcribed and analyzed the material based on
“Intergrative model of organizational trust” by Roger Mayers, James Davis and David Schoormans theory about how to build trust and “Det viktiga institutionsförtroendet” by Sören Holmberg and Lennart Weibull.

Results: How the respondents themselves look at their trust, or lack of it, to the media. How they, in many cases, feel utilized in relation to the media that, in their opinion, only chase clicks on their onlinepages and to sell.
The respondents trust varies depending on content, platform and company. This depends on factors such as the time of the relationship to the media, the reputation of the company in question and if they advertise a lot or not. All respondent sees a connection between the digitalizacion, the hard competition between the companies and their lack of trust for them. They also state that the major source-critical focus they had under their education plays a big role in their attitude.

Purpose: Our purpose is to find out how an audience perceives Instagram posts from influencers that have been reported for improper advertising.

Method: A qualitative research receptions study.

Procedure: A focus group interview that was transcribed and analyzed with mainly Stuart Hall’s Encoding/decoding model.
Results: After analyzing the discussion from our focus group we found out that there is a noticeable difference in the way the audience perceives a photo, compared to a post in its entirety with picture and text combined. That may come into account on whether an audience interpreters an Instagram post as advertising or not.

Purpose: The main purpose of this study is to examine what attitude journalists have to influencers and whether journalists witness that there is a border between journalists and influencers. Also how journalists define the most important ideals, what standards they believe exists in their areas and
what ethical decisions journalists take in their daily work.
Method: Qualitative in-depth interviews with seven Swedish journalists working in the magazine industry. The interviews were thereafter transcribed and analyzed with help by theory.
Theoretic context: To help us explain the results of this study we used Jane B. Singers theory of standards for distinguishing professionals from non-professionals, Deuze and Witschges beyond journalism theory and Matt Carlssons theory of metajournalistic discourse.

Results: It was identified that all of the journalists experienced that there is a so called grey area between themselves and influencers where the audience sometimes confuse the two different groups. They also believe that there may be competition among the professions as a consequence of
the fact that they both act within the same areas and produce similar content. The ideals drives the journalists and serves as a guide in their daily work, but also as something they seek to achieve in the longer term. We also found that journalists mainly use ethics to separate themselves from influencers. Ethics is for instance used as help when it comes to what journalists can and cannot do in terms of collaborations with other companies.

The purpose of this study is to investigate the occurrence of gender stereotypes in the Swedish online news reporting of the 2018 Winter Olympics. The aim is to find out to what extent the Swedish media uses stereotypical attributes and contexts in the portrayal of athletes through a gender perspective. The theoretical frameworks used in this study are mainly the theories of framing and gender. Furthermore, the operationalization of the different attributes, depictions and contexts used in the analysis, are based on previous research in the field.

The mediums that have been examined in this study are Dagens Nyheter, Aftonbladet and SVT Nyheter. This selection was made based on the three different areas of the media landscape that these online news outlets cover. Both a quantitative content analysis and an ethnographical content analysis have been applied in this study. For the former method, a total of 1 221 headlines and leads have been examined. These were chosen as a total sample of the articles published during this year’s Winter Olympics in Pyeongchang. For the latter method, 21 full articles were studied in detail to provide a deeper understanding of underlying messages and nuances. These were chosen as a total sample of the articles containing three or more of the stereotypical depictions.

The findings of the study show that there are no major quantities of gender stereotypes in the Swedish reporting of the Pyeongchang Winter Olympics. However, out of the cases where they do occur, there are certain tendencies worth noting. It is more common for the female athletes to be portrayed with typical female stereotypes, particularly with emotional attributes, than the male athletes. On the contrary, women are attributed typical male stereotypes to the same extent as men. Furthermore, the female athletes are given the typical male attribute of power, in an even higher extent than the male athletes. In a comparison between the three online newspapers, the main difference noted is that Aftonbladet uses female stereotypes much more frequently than Dagens Nyheter and SVT Nyheter.

The results from this study do not strongly correspond with the theories and results of previous studies, which tend to show much larger differences between the sexes. Furthermore, they even break the typical female stereotype of impotence, and therefore go against the tendencies found in previous research. It does, however, correspond with some aspects, regarding the higher frequencies of female stereotypes used for the female athletes.

This bachelor thesis is a quantitative content analysis of the Swedish nazi group Nordiska motståndsrörelsen (NMR), their demonstration in Gothenburg on the 30th of September 2017
and the counter demonstrations against it. Using theories of framing we examined whether the demonstrations were framed in an episodic (event- or exemplar-oriented) or thematic (issueoriented) way, and whether it differed between newspapers. In addition to framing, we used theories of newsworthiness and commercialisation to analyse the results.

The way in which an event is being framed in the media influences how the public perceive the issue at hand and how they form opinions about it. Therefore, it is relevant to study how different events are framed and presented. In total we analysed more than 700 articles from 133 different newspapers published during a two week period before, during and after the demonstrations.

The results showed that the overall coverage of the demonstrations was primarily episodic— specifically episodic event-oriented. However, the counter demonstrations had a higher rate of thematic coverage than the NMR demonstration. Regarding the difference between newspapers, we found that tabloid newspapers to a higher extent framed the events as
episodic rather than thematic. Conversely, the daily newspapers had a higher rate of thematic rather than episodic coverage. However, the results showed no difference between local or national daily newspapers.

Our conclusion is that although the coverage of the NMR demonstration had a higher percentage of episodic framing, it is inaccurate to state that it was entirely the responsibility of
the journalists. Due to the refusal of NMR to speak to the media, journalists were required to turn to official sources such as the police instead. This led to the fact that the majority of the articles were written from a police perspective. As thematic framing often depend on demonstrators offering their point of view, coverage of the NMR demonstration was naturally less thematic.

The aim with this study was to investigate two established newspapers from Sweden and USA, more specifically Aftonbladet and USA Today. We wanted to see how these newspapers portray articles about climate change, which of the articles they chose to post on Facebook and their readers’ comments on the posts.

The study’s aim allowed us to analyze the interaction between the two newspapers and their consumers to see whether there exist any specific traits in Aftonbladet’s and USA Today’s way of constructing Facebook publications that result in a polarized discussion in the comment fields. Could the newspaper’s Facebook publications function as an arena to climate sceptics to openly express their opinions?

We worked with a combination of a quantitative content analysis and a qualitative text analysis to get our results. We estimated that this would be the best way to answer our question formulations and hypotheses. Our analyzing objects were articles about climate change published on Aftonbladet and USA Today during 2017 as well as Facebook posts with links to those climate articles and the audiences’ comments on the posts.

Initially our main hypothesis was that USA Today would publish, both on the website and on Facebook, more articles with a sceptic angle compared to Aftonbladet. We also believed that there would be far more skeptical comments in posts from USA Today. The results show that Aftonbladet had more skeptical comments, although USA Today, had a higher percentage of articles with a sceptic angle.

When analyzing the results, we discovered that articles published with a sceptic angel generated acknowledging response in the comment field and vice versa. How the newspapers choose to frame their articles have a vital impact on how the audience perceive the information.

The result of the essay allows us to draw the conclusion that Facebook publications made by newspapers can function as an arena of discussion to climate sceptics. It also shows that newspapers way of framing their Facebook publications create a significant effect on how the reactions and comments will turn out. The audience does not solely comment on the posts, they oppose.

This study explores how the brand of a newspaper affects the perception of credibility for the content in the article. The idea was to compare a morning paper which the audience generally has a bigger trust in with a tabloid paper that is often perceived as less credible. The study includes articles from the morning paper Dagens Nyheter and the tabloid Aftonbladet.

Large parts of the study are based on previous research on media trust made by Maria Elliot and Oscar Westlund. According to their theories, aspects such as use, knowledge and expectations are factors that can affect trust in general and in media. In addition we also thought that the brand should be amongst these factors and added the expression brand credibility. Our intention was to investigate these aspects to try to find out what it is that affects weather an article is perceived as credible or not.

To do this, we conducted an experiment where 132 participants read an article from Dagens Nyheter or Aftonbladet, either with the brand visible or not. They were asked to answer questions about their media habits and their trust in media. After reading the article they answered questions about the article and whether they perceived it as credible or not.

Unfortunately, our study doesn’t show any clear results. The majority did perceive the content of the articles as credible, regardless of the newspapers´ brand. What we could see was when the brand was visible, people tended to perceive the content of the article as less credible. The results also show that the brands impact was different for Dagens Nyheter and Aftonbladet. Despite the low level of trust in Aftonbladet most of the participants perceived the article from Aftonbladet as credible. Also the majority of the ones who read the article from Dagens Nyheter perceived it as credible. Furthermore, they had a high level of trust in Dagens Nyheter despite low usage.

Also when we examined the factors age and gender we discovered that the brands had different impacts. We could see that younger people tend to have a greater trust in the articles from Aftonbladet, whether the brand was visible or not. For the older participants it was the opposite. They perceived the article as less credible when the brand was visible.

Purpose: The main purpose is to examine how four Swedish political commentators lives up to the ideal of objectivity.
Method: Quantitative content analysis

Procedure: Coded all articles produced in printed press during 2017 by political commentators Ewa Stenberg (Dagens Nyheter), Göran Eriksson (Svenska Dagbladet), Lena Mellin
(Aftonbladet) and K-G Bergström (Expressen). Analyzed the results by developments of Jörgen Westerståls model of objectivity and applying framing theory to see what tendencies we could find regarding objectivity.

Results: Results are pointing to that there are a great deal of coverage that live up to the ideal of objectivity, but there are some concerns. We find that the display of politics as a game and the imbalance between parties concerning this question are pointing to a lack of objectivity. Although we would say that the Swedish political commentators strive to uphold the objectivity, they need to work harder to uphold it in the future
and strive to help the citizens understand the complexity of Swedish politics in a better way.

This bachelor thesis is an analytical quantitative content analysis of the media’s reporting of the Swedish government’s decision to move several authorities from Stockholm to other parts of the country. The main purpose of the study was to examine the media’s approach and discourse in the articles, and to find out whether there is a norm, that the media is taking a Stockholm-point-of-view in the reporting.

Through collecting written articles by Swedish web-based news media concerning the relocation of governmental authorities between June 2016 and April 2018, in total 1129 articles, we can draw conclusions about what picture that met the public. We analysed the material after content and perspective as well as the articles valuation of the relocation. We could then discuss the reasons behind the results and how they affect the reader.

We find that most of the articles published are written by TT news agency. We also find many signs of a Stockholm norm in their reporting, writing from Stockholm with people from Stockholm being interviewed, using their point of views and values. The media in the areas to where a government authority was being moved did point out positive local aspects of the decisions, but also came with different criticism then national media. These local perspectives tend to not reach the rest of the country and most readers get a one-sided picture of the decision to relocate authorities. This picture is that the government does this to get closer to the citizens and stop the centralization to Stockholm, but that the relocation itself is problematic and painful for both the authority and the people working there and at the same time an expensive solution for the citizens. The reporting tends to stop there and not do a follow up in the city to where the authority was relocated. In the end this risk to create a distance between the centre/Stockholm and the periphery/rest of the country. A sense that there is an us- versus them, a difference between people and the way they see the world.

Purpose: The main purpose of this study is to determine if gender-typing occurs in the editorial pages of five of Sweden’s biggest daily newspapers on two levels; the
composition of the editorial desk and the subjects which male and female editorial journalists write about.

Method: Quantitative content analysis. Procedure: We have used Moss Kanter’s theory about gender-typing and Löfgren
Nilsson’s theory about hard subjects that are traditionally covered by male journalists and soft subjects that are traditionally covered by female journalists to analyse 177
editorial articles from Dagens Nyheter, Expressen, Aftonbladet, Svenska Dagbladet and Göteborgs-Posten.

Results: Gender-typing does not occur in the editorial pages of analysed newspapers, neither in the composition of the editorial desk nor in the subjects which male and female journalists write about. However, we found strong tendencies that women still cover more of the soft subjects than men and men cover the biggest part of the hard subjects.