Executive summary
Sweden has gone from having the most regulated housing-market in Europe, to having one of the most liberal and market oriented ones in just 30 years. This has a great impact on the everyday life of the many people living in Sweden’s larger cities. When the state no longer controls the housing-market these people become commodities private companies can make great money off, which result in a class-shift in these areas when people are forced to move out due to increased prices and rents. The term gentrification refers to the change these people
observe due to the shift from the working class to the middle class in urban environments. The gentrification process is as mentioned, characterized by increased market prices and rents, but also by a new identity of the neighborhood in question. Typically a working lifestyle
is replaced by a more creative oriented lifestyle in the area.

This study is based on the case of Möllevången in Malmö which according to researchers is undergoing the third stage of gentrification at the time of writing. About thirty years ago Möllevången was portrayed as a neglected area in the city with a very high problem with criminality in the media. Today the media portrays the area as a place with “a crazy high increase in prices” and creative residences with cozy apartments filled with nice flea market-furniture. The critical eye would start to wonder if there is a link between the media’s portrayal of Möllevången and the gentrification process. The purpose of this study is to, from a critical perspective, examine how Möllevången is portrayed during the third stage of the gentrification process in the Swedish press. And through this examination, identify which discourses and ideologies premetates the Swedish press, regarding Möllevången. The research
questions for this essay is therefore, which discourses are found in the Swedish press regarding Möllevången in a gentrification process during the period 1 october 2022 to 31 march 2023? And secondly, Which ideological beliefs premetates the coverage of Möllevången during the third stage of gentrification?

The theoretical framework for this study is critical theory closely linked to the method used in the study, a critical discourse analysis, focusing on theory about power relations, ideology and discourses. The framework also contains theory about the ideology of neoliberalism in
relation to the media as well as the gentrification process. As mentioned the method used in this study is critical discourse analysis based on Norman Faircloughs model ‘CDA’. The analytical scheme contains eight different analytical dimensions which are applied to the material on which this study is based and are the following. The main content and context of the text, the relation between macro and micro in the text, permeating ideology, discursive practices and strategies, the construction of actors in the text, the use of language in the text, the intertextual relations in the text and at last, the ideologies in the text in a historical context. The material which is used for this analysis are four printed articles from the Swedish newspapers Aftonbladet, Sydsvenskan and Skånska Dagbladet. The articles used were selected based on a strategic selection with the purpose of representing the different types of main content found in the articles discussing Möllevången in a gentrification process during the period of time for this study, in the best possible way. All the articles during the period of time for the study were coded based on their main content and resulted in the following main contents, an outsider is observing the area, a resident or alternatively a previous resident is observing the area, a newly moved in business owner and a business owner moving out.

During the analysis the following results were conducted. The aggregated discourses found in the material were the discourse of Möllevången as poor, the discourse of Möllevången populated by the creative class, the discourse of gentrification as a cause for the loss of
creative places in the area. A discourse of criminality and one of nostalgia and in the majority of the articles, the discourse of the good gentrification. The one ideology which is permeating all of the material is the ideology of neoliberalism. The conclusions drawn from these results
in relation to the research questions for this study are first, that the discourses identified in the Swedish press portray of Möllevången in a gentrification process are the ones mentioned above. Secondly, that the ideology permeating the Swedish press coverage of Möllevången
during the third stage of gentrification is neoliberalism.

The generalizability of these conclusions are based on a theoretical generalizability approach which means that the results conducted in the study should be applicable to a theoretical base as well as to previous research, in order to be generalizable to a different context and to be
credible. Throughout the study, many measures have been taken to demonstrate transparency within the analysis of the material with the hope that the reader will find the conclusions credible. There is also a satisfactory overlap between the conclusions drawn in this study and
those drawn in previous research. Which allows an expanding discussion about the power of the media in relation to this case. The results found in this study also indicate that the media obtains a large power in relation to the legitimation and progress of the gentrification process.

Executive summary
The purpose of this essay is to examine women’s perceptions from different generations linked to beauty ideals and the media selection during their childhood. To achieve the purpose of this study, three questions have been formulated to gain a deeper understanding on the
subject. The first question of the study is how women have experienced beauty ideals while growing up. The second question is how women reason about beauty ideals projected by media. The third question is what women think about the role media plays in spreading beauty
ideals.

A qualitative focus group methodology was chosen for this study as it was the most appropriate for its purpose. The selected women met the criteria of belonging to two different generations, Generation X and Generation Z. In doing so, they also met the requirement for having access to different media while growing up, generation x had access to traditional media and generation Z had access to the internet and social media while growing up.

The results of the study showed that the women from both generations shared similar perspectives on beauty and beauty ideals, despite the fact that they had access to different forms of media during their childhood. Both generations said they saw a recurring portrayal
of beauty in the media as a tall, blonde, thin, and attractive woman. Neither of the generations had critically reflected on these depictions growing up, as there was nothing else, they could compare it to, this suggests that the media plays a significant role in spreading societal ideals of beauty. Both groups also felt that the evolution of the media was largely beneficial to ideals of beauty, as it now accommodates a wider range of looks, thanks to social media and selfpublishing. This in turn reinforces discussions about body positivity and acceptance of
different bodies and appearances.

The primary difference between the two generations was the younger generation’s more negative perception of beauty and beauty ideals compared to the older generation. Based on the responses of the respondents, this may be believed to be due to the younger generation’s constant exposure from a young age to a media content that constantly depicted beauty, an experience that the older generation did not share.

The results of this study contribute to a deeper understanding of beauty and beauty ideals. It’s an important topic, considering the number of people who are negatively affected by the continuous exposure of seemingly perfect women. Future research could replicate this study
with male participants, as during this study it became apparent that there is less research on men’s experiences of societal ideals of beauty

Executive summary
People publicly announcing their search for love is hardly a new phenomenon. Contact ads have existed in newspapers since the 17th century and the concept is still current, albeit now in the remediated form of dating apps. In 2021, every seventh Swedish person in a relationship had found their partner through app- or online dating, with Tinder being the most popular one. Dating apps and other social media, characterized by an asynchronous and mediated form of self-presentation in online profiles, have come to shape what we want to call our “profile society”, where the apps’ design and functions condition how we can present ourselves to others. At the same time, with social media being based on staying in touch with people we know offline, our view on anonymity online has changed. This in turn has influenced how we present ourselves online; the more we are bound to our offline
selves, the more inclined we are to presenting ourselves in accordance with our authentic selves rather than our idealized selves. On dating apps, however, the premise is different from other social media for different reasons. One reason is that the audience is unknown and the users are isolated from an open feed. Another is that the purpose of app dating is for the match online to lead to a meeting offline, making the aim of the dating profile to come across as attractive enough to increase the chances of this happening.

In this study we have examined young adults’ experiences of their own and others’ self-presentation on dating apps. We have focused on examining what different choices of the various components in the profile signal, as well as how different factors are experienced to influence the self-presentation. The first research question aimed to understand how dating app users reason about different choices
(mainly in terms of pictures, text and functions, e.g. interest- and lifestyle markers) in their own and others’ self-presentation, as well as what they experience these choices to signal. The second research
question aimed to understand how dating app users experience their own and others’ self-presentation to be influenced by the motive behind using the app, the apps’ design and the goal of meeting offline. The study was conducted through three semi-structured focus group interviews, consisting of a total of twelve male and female active dating app users aged between 22 and 30. After being recorded and
transcribed, the interviews were analyzed and presented using thematic analysis. The results were analyzed through Goffman’s (1959) theory of impression management, Leary and Kowalski’s (1990) theory of impression motivation and impression construction as well as through the concept of definition of “the situation” and previous research on the subject of self-presentation on dating apps.

The results show that dating app users experience that the choices they and others make in their selfpresentation should aim to mediate an overall picture of the person behind the profile. The ideal profile is one that is balanced, both in terms of the content’s quantity and variation. Their reasoning indicates that the pictures are experienced to be the most important component in a dating profile and that the text can both help and hinder the profile’s overall impression. Functions such as interest- and lifestyle markers were of little or no importance for the self-presentation. Different forms of imbalance in the profiles send different signals, both in terms of the motives, authenticity and personality of the person behind the profile. A too comprehensive profile, however, almost always sends the signal of being too eager to find a partner. Overall, the users’ reasoning indicate that a successful dating profile should be well thought through in terms of the content’s quantity and variation, but it should not give the impression that the person behind it has spent a lot of time or thought on creating it.

The results also show that motives behind using the app shape the self-presentation’s content in terms of its specificity and scope. Differences in motives are not experienced to affect whether or not users present themselves authentically, however, different motives lead to different levels of sensitivity towards (lack of) authenticity. The reasoning is also that the motive should never be explicitly communicated. Results also indicate that the apps’ design is experienced to shape both how users
create their own profiles and how they perceive others’. A long and comprehensive profile in an app that offers an open space for self-presentation is perceived as overworked, while a similar profile in an
app that controls the user’s way of presenting herself is perceived as reasonable. The goal of meeting offline, finally, is experienced to influence the self-presentation in three specific aspects; presenting
oneself realistically, avoiding too comprehensive presentations and to include steppingstones to the dating process’ next steps in the profile texts.

Our analysis of the results concludes that dating app users’ way of presenting themselves and assessing others’ self-presentation is influenced both by their motives behind using the app and of how
they have defined “the situation”. This indicates that different users will reach different levels of success on dating apps depending on the extent to which they have reached consensus with other users
on how self-presentation should look in the social situation that dating apps constitute. In a bigger perspective, this means that people’s success on dating apps is depending on their knowledge regarding the norms within the context of dating apps and their ability to adapt their self-presentation according to them. Another interesting conclusion is that the result indicates that the content and functions in dating profiles that could, or are designed to, strengthen the authenticity in fact fail to do so. The users’ impression of authenticity rather seems to be heightened by other signals that they themselves interpret as signs thereof. This raises the question on how the dating app companies coulddevelop the apps’ functions to generate authenticity in a way that is appreciated and acknowledged by the users.

Executive summary
The purpose of this bachelor thesis is to delve into the world of docusoaps and explore the fascinating phenomenon of why people watch them. By focusing on the Uses and Gratification framework and the Social Comparison Theory we aim to shed light on the underlying motivations, needs and psychological aspects that attract viewers to this unique genre of television programming.

Through a comprehensive analysis of scholarly research and in-depth interviews in pairs, we will examine the various reasons individuals seek out and engage with docusoaps. We will explore how these shows fulfill specific needs and gratify specific desires, including entertainment, escapism, social comparison, and attitudes. By investigating these underlying factors, we aim to provide valuable insights into the complex interplay between audience preferences and media consumption habits. Moreover, this study will contribute to a broader understanding of the impact of docusoaps on individuals’ perceptions, attitudes, and behaviors.

In the following chapters, we will provide a comprehensive review of relevant literature, discussing key theories and frameworks within the fields of media studies. Furthermore, we will present the research
methodology employed in this study, detailing the steps taken to gather and analyze data. Finally, we will present our findings, offering a nuanced perspective on the uses and gratification and social
comparison aspect of why young women watch docusoaps. As a method for the study, qualitative interviews were used. A total of eight individuals participated in the interviews, which were conducted in pairs. The interviews were based on a semi-structured interview guide designed according to the Uses and Gratification theory, Social Comparison theory, and the purpose of the study.

The study’s results indicate a consumption behavior that suggests ritualized habits where the content of the docusoap is not the main focus. The content of the docusoap has been found to be less important as it primarily serves as background noise while other activities are performed. The study reveals a consumption behavior characterized by multi-screening and TV-multitasking related to the docusoaps.
The results also demonstrate that the docusoap is subject to various comparison processes between viewers and participants. Lastly, the study shows that there is a strong social value in consuming docusoaps.

Executive summary
Digitisation has had tremendous effects on both individuals and society. The people who use social media and consume content on these platforms are exposed to both positive and negative side effects, but they also have the opportunity to influence what is actually published. This can be seen as a great freedom, which to some extent it is, but it is also something that can include serious consequences, both at a societal and individual level. In this regard, it is mainly public figures who are exposed to possible criticism for what they choose to publish on their social channels. Problematic statements, immoral actions or, in the worst case, breaking the law, can result in the person who performed the action, ending up being so-called cancelled.

Cancel culture is a relatively new concept on social media although it is an old phenomenon, which can lead to an uncertain definition of the conception. The aim of this paper was to investigate how users on social media platforms define, justify and value cancellation. Through a qualitative research method, we have conducted interviews to find out how young Swedish social media users, belonging to generation Z, view cancel culture as a phenomenon, but also cancellation as a concept. The previous research on cancel culture is relatively unexplored, which means that there are large research gaps to fill. In this essay, we examine cancel culture from a Swedish perspective and thus fill one of the current research gaps. The results we obtained based on our interviews show that the concept of cancellation is diffuse and that it is largely about how the individual himself values the content that is
published.

The reasoning around when someone should be canceled was also somewhat unclear. To a large extent, the respondents agreed that the limit for cancellation is when the law is broken. In contrast, it
was more diffuse when it comes to whether someone performed immoral acts, where it was again a more subjective interpretation. The respondents’ values regarding cancellation with consideration to its
advantages and disadvantages were investigated and there, too, the respondents were largely in agreement. The benefits mainly consisted of the fact that the respondents considered it positive that the
individuals who commit mistakes should be punished. Disadvantages, according to respondents, consisted mainly of the fact that they believe there is a risk of individuals being subject to cancellation
on false grounds – much due to false rumors being spread about these individuals on social media.

Based on our results, we analyzed the respondents’ answers and then connected them with the two chosen theories; consumer cancel culture framework (Saldanha et al. 2020) and Stuart Hall’s encoding/decoding theory (Shaw, 2017). During our analysis part, we also brought in our own thoughts and ideas. During the analysis we used Hall’s theory encoding/decoding (Shaw, 2017) which can be implemented on how the respondents believe they define cancellation. Hall’s theory is based on
how a person’s previous experiences play a role in how they interpret and receive information or content on social media, and thus define cancellation. Based on the results and the analysis, we then held a discussion about the phenomenon of cancel culture and cancellation, where we discussed whether our results have been answered in relation to the empirical questions of the work – which we believe it has.

Executive summary
The media plays a vital part of today’s society and has a self-proclaimed responsibility to report what is seen as important for the citizens. The news media is also the biggest source of information for most of the population. At the same time, the news media also struggles with
information overload, and competition for the public’s attention on a daily basis. Thus, they need to decide what’s newsworthy, and what’s not. While the economic situation in most newsrooms is strained, mostly because of the commercialization in journalism and the news
media, sports journalism has developed into a cornerstone for many news media outlets. With the power to attract and engage many people at the same time, and with livestreams and “payper-views”, sports journalism can attract a lot of advertisers, which can be vital for the news outlet.

The football World Cup is one of, if not the biggest, sporting event in the world, and news media outlets need to make place for news about the event in their papers. With that in mind, we ask ourselves, how do the two biggest newspapers in Sweden handle the information overload, competition for attention, while simultaneously reporting about what’s on the public agenda?

This paper examines how the Swedish printed newspapers Aftonbladet and Dagens Nyheter report on the 2022 football World Cup in Qatar, and the 2018 football World Cup in Russia. With extra focus on the criticism mentioned in the articles, and the frequency of subjects
important for people all over the world, namely, migrant workers, political subjects, discrimination, war and conflicts and human rights issues. This has been done through a quantitative content analysis consisting of 531 articles from both newspapers. The time period
for the data gathering is between 2018-06-14 to 2018-07-15, for the World Cup in Russia, and between 2022-11-20 to 2022-12-18, for the World Cup in Qatar. The theories applied to the study are news values, news selection and negative news.

The main findings of this study is that, first of all, the Swedish news media had a very similar news selection between the two World Cups, but at the same time we saw a big difference between the two World Cups in terms of our identified topics. The findings show us that all
our identified topics appeared much more frequently in the 2022 World Cup in Qatar, compared to in the 2018 World Cup in Russia. The same results were shown for how often the host country, the tournament or FIFA, was subject to criticism in the studied news articles.

This concludes that football World Cups could change the way that news selection is made by news outlets, with background in the theory that negative news is the dominant factor for news selection. We also find support for the small number of critical mentions in previous research about sports journalism, where scholars have criticized the sports journalists for not being critical of the powerful figures in the sport they are covering.

Executive summary
In the society of today environmental issues have a major impact on the agenda, which calls for the fact that organisations need to start prioritizing communication that strengthen their environmental profile. Since the demand for environmental friendly products and services
increases the organisations need to work harder to market green products and services. The green marketing also carries a negative part which is the fake and misleading green marketing, greenwashing. Greenwashing is the phenomenon with the use of nature and
environment in advertisements to highlight products or services in a much more environmental friendly way than what they are like in reality.

Therefore it is relevant to study greenwashing from a society perspective since it might undermine consumers trust in green marketing and in organisations in the field. It is also relevant for the society in an ethical and legal perspective hence this marketing can be false both ethically and legally. From an academic perspective this study is also relevant due to the fact that there are studies on greenwashing but none of them from Sweden. We will deal with this lack of knowledge through a content perspective, our study aims to study which common
multimodality features that occur among Swedish greenwashing.

Three research questions have been used to reach the aim of the study. First question aims at studying the denotation and connotation of the sign identified in the commercials. Second question is used to study how the companies use the rhetorical tools ethos, pathos and logos in
commercials to convince recipients of the message. Third question has the aim to research how the seven sins of greenwashing occur in the studied commercials. To be able to answer these research questions a qualitative multimodal analysis is used. The study is built on Arla,
Preem and Svenska Skogens commercials, criticized and acknowledged by Greenpeace Sweden for greenwashing.

The theoretical frame in the study is semiotic with concepts like connotation and denotation. Denotation is the direct meaning in the commercial whereas connotation is the underlying meaning and can be interpreted differently from person to person. We also use the theoretical framework rhetorical analysis which aims to answer the second research question while studying the arguments used in the commercials through the rhetorical tools ethos, pathos and
logos. These two theories are usually called each other´s neighbours, and when using them both they complement each other to see both the meaning of signs and meaningfulness but also in argumentation. This to reach a more thorough understanding of greenwashing.

As earlier mentioned the elected commercials are acknowledged and criticized by the environmental organisation Greenpeace Sweden, which aims at pointing out the responsibility each company and authority have for the environment and their actions. They do this by acknowledging the phenomenon greenwashing and showing what is illegal when it comes to green marketing. Their specific agenda is an important factor in the selection in this study together with their use of the model seven sins of greenwashing. This model consists of seven sins used to identify greenwashing and this study’s third research question is linked to the
model.

The result shows that the commercials have environmental friendliness and sustainability as a central and general theme. It is shown both through verbal and visual elements, through the use of natural colours, scenery from nature and objects related to nature. These signs can be
identified through direct meaning (denotation) like the colour green or a forest (visual elements) but also through underlying meaning (connotation) where environmental friendliness and sustainability often are mirrored. This is also identified through the texts (verbal elements) that contain the central theme environment, since the texts have sharp
colours and distinct fonts.

All commercials in this study have in common that they use illogical and non-fact based arguments, noticed both visually and verbally. This does not strengthen the tool logos. The result also shows that the companies choose particular persons, linked to the rhetorical tool ethos, to strengthen the message in the commercial. Which persons each company has selected varies. In Arla and Svenska Skogen commercials studied experts are chosen and in Preem´s commercial a famous person. But they are all used in an aim to strengthen the credibility. All commercials studied try to focus on positive feelings, such as happiness, liked to the rhetorical tool pathos. Both visual and verbal elements are used through children, family, animals and statement predicting a hope for the future. All the commercials studied have in common that they focus on positive feelings and they avoid negative feelings.

In our study we have also noticed while focusing on the seven sins of greenwashing that all commercials studied commit “sin of hidden trade-off” hence they only focusing on their elected part of environmental issues without taking into consideration other environmental
issues. As an example only highlight that waste from trees function well as a more environmental friendly material despite the fact that cutting down trees has an impact on the biological diversity and the photosynthesis. All of the commercials studied also commit “the
sin of no proof” and “the sin of vagueness” through the lack of evidence and vague arguments for the truth they claim.

Executive summary
Right-wing populism is a political ideology which applies to groups, political parties, and politicians with anti-elitist sentiments which stand in opposition to the establishment. Commonly populists are known for their standpoint against immigration on the basis that
“the people ” and “the elite” are homogeneous and antagonistic groups, thus distancing themselves from the establishment and communicating what the power elite does not dare to express. Right-wing populist movements have been on the rise in recent years and every country in Europe has a populist party represented today. A similar development can be shown in Sweden where The Sweden Democrats have gained increased support in recent decades. Previous research has among other things shown that the news media’s reporting on right-wing populism can be a contributing factor when it comes to normalizing right-wing populist policies. Therefore, this essay is focused on further examining the topic by closer studying how news-media’s reporting on right-wing populist parties in Sweden has developed over time and if it differs depending on media outlet.

This study has shed light upon the role of media in the normalization of right-wing populist politics in Sweden. By researching how the Sweden Democrats are portrayed in two seperate newspapers, the aim of this study is to examine how the portrayal has developed over time
and if it differs between the two media sources. Through a qualitative analysis of the content from two Swedish news media outlets with different ideological positions this essay posed questions regarding how the portrayal of the Sweden Democrats vary depending on media
outlet.

The main questions of the essay were designed to function in a contributing way to one another with the purpose of getting a complete overview of the portrayal and development of
the reporting surrounding the Sweden Democrats within a specific timeframe. Question number one therefore asked how right-wing populist parties are portrayed in Swedish news media, in order to get an overview of how media outlets portray and frame the party in
different ways. Secondly it was asked how the portrayal of right-wing populist parties developed over time in Swedish news media, in order to get a further understanding of how the reporting has changed over time and potentially contributed to a normalization. The third
and final question asks if the portrayal of right-wing populist parties differ between various types of Swedish news media, in order to closely examine how different news outlets may vary in their reporting of right-wing populist parties. Moreover, it is worth pointing out that
there is a potential that the two media outlets may show different developments of normalization. Perhaps change such as normalization has happened in one but not the other outlet, which may be explained by the source’s ideological disposition. Methodically this essay implements the theories of discourse analysis with a framing perspective. The discourse analysis allowed a closer analysis of the linguistic aspects of the articles in order to further examine how this may contribute to a certain frame thus highlighting differences and
similarities between the newspapers portrayal of the Sweden Democrats.

The analysis of this study identified six different generic frames that were used in the newspapers reporting of the Sweden Democrats, however the frames were used at different amounts depending on time, the newspaper and their ideological positions. Moreover, the
analysis of the empirical material could establish that there is a change in how the Sweden Democrats were portrayed during the years 2012, 2016 and 2020. Overall, the newspapers included more frames over time and therefore the reporting became more nuanced. Lastly, the study also discovered a number of differences in the attitude towards the Sweden Democrats where Svenska Dagbladet used a larger number of frames to describe the party, resulting in a more nuanced presentation. In contrast, Aftonbladet generally maintained a more consistently negative line in the presentation of the Sweden Democrats through the use of frames.

Executive summary
In 2021, Swedish people in the age group 15-24 spent almost eight hours a day on some kind of media, making them the predominant media users in the country. However, this age group and their media use has been somewhat overlooked in research over the last decade.
Establishing what kind of media is being used and how often seems to be the main focus in earlier studies when it comes to this age group, leading to a lack of research that aims to discover how this age group evaluate and feel about their media use. The same research gap
seems to apply to gender differences; although previous research has looked at differences between the sexes regarding media use, factors such as feelings and emotions are often missing. We believe, in accordance with our theoretical framework, that there should be more
attention drawn to these psychological experiences of media use, in order to further discover this contemporary social phenomenon.

Research on why people use media, and how the media can be used to fulfill different needs, has been established through the theory of Uses and gratifications, which works as a foundation for this paper. In this study we also relied on research which identifies different
moral aspects of media use, why and how modern media users limit their usage of digital media and differences between media generations.

The purpose of this study was to examine how men and women in their twenties motivate and value their media use and which emotions navigate towards, are evoked, and managed by certain media, usage of media or media content. In order to capture different aspects of this
subject, we divided the purpose into three different questions, of which were designed to discover the following: which media, media use or media content that in some way were considered as “bad” or “good”, how specific emotions change the perceptions and utilization
of the media, and lastly, if there were any differences between how the male and the female respondents negotiated and felt about their media use. To explore this, we conducted ten qualitative interviews with men and women in their twenties. We have chosen a qualitative
method through interviews since interviews are the best way to let the respondent describe their thoughts, values, and habits about what is being investigated. This also aligns with the purpose of the study which is to gain clarity on how people in their twenties reason and feel
about their media choices and media use.

Our results show that the interviewees defined “good” or “valuable” media use as media ormedia content that teaches you something, makes you emotionally engaged and/or allows you to be active, social and productive. For example, the interviewees would talk about podcasts, high quality movies and books. When asked about media use they in some way considered as “bad” or “shameful”, on the other hand, the interviewees answered rather cohesively. Social media such as Tiktok and Instagram, were predominantly seen as causes for negative emotions and experiences including stress and comparison with others, but also as a time-thief and an enabler of addiction to meaningless content.

When looking into how emotions impact the motivation to use certain media, we found that feelings, emotions or moods often affected which media content the interviewees turned to. For instance, our interviewees had a complicated relationship with the news, which they
associated with guilt and responsibility due to the often negative nature of the content. In this context, we also found that emotions, particularly anger and sadness, were reinforced through music, but diverted through other kinds of media use such as TV shows or social media feeds.

Contrary to our expectations, we merely found minor differences between which media the male and female respondents used and how they contemplated their media usage. However, we did find that the male interviewees were gaming a lot more than the female interviewees, and that there were many motivations behind this media usage. There was also a difference in how the male and female respondents reasoned when it came to feelings of loneliness. We
found that the female respondents turned to media that reminded them of social interaction when managing loneliness, such as listening to podcasts or seeing what their friends were up to on social media. The male respondents, on the other hand, turned to media in the hopes of being distracted from the feelings of loneliness, for example by watching movies alone. Our female respondents also described more feelings of guilt and shame in relation to their media use, and a feeling that they had to “earn” the time they spend on entertainment media. This was not a common perception among our male respondents, who seemed to have an easier time indulging in entertaining media content.

Based on the few discoveries we found that separated the genders, we draw the conclusion
that age, rather than gender, seems to have had a greater impact on how different kinds of
media and media content were valued and motivated based on feelings and emotions.

PR, short for public relations, has become a word associated with manipulation, propaganda and often characterized by low trust and low credibility according to research. Associating PR with lies or tricks is perceived to be a pattern, simultaneously PR practitioners are
portrayed in popular culture as glamorous and social individuals. PR seems to be desirable but at the same time obnoxious. Social media and influencers contribute to a new media environment, although there is a lack of new research on credibility and trust towards PR in
this new environment. Previous research has focused on quantitative studies, these often carried out in an Anglo-Saxon perspective. In other words, there are no recent studies, nor Swedish and qualitative studies on this subject. This article intends to fill this gap in research
and aims to study how people reason about trust and the credibility of PR consultants and their messages, as well as possible factors according to individuals that contribute to these assessments.

Following study is completed with seven qualitative interviews and theories about trust and credibility. Furthermore the study aims to answer four main questions about how people reason about credibility and trust in relation to PR consultants and messages, and factors they
believe has contributed to their perceptions. Additionally, these questions concentrate on aspects individuals perceive as important for credibility and whether PR meets these aspects. They also focus on how credible PR is perceived, what previous experiences individuals have with PR, what individuals find important to feel trust, and if PR meets these aspects of trust. Social and heuristics also come to be of importance in strategies of credibility evaluation.

The results show that PR is a concept that the respondents do not fully understand, yet there is an idea of what they do. PR is often associated with marketing, advertising and relations according to the respondents. An aspect which causes a two-sided relationship towards PR, PR is generally perceived as credible and trustworthy, although, in aspects regarding advertising and partiality, trust and credibility seems to take damage. Moreover previous experiences and individuals’ opinions influence how they perceive PR, some for instance perceive PR as better than advertising. Even though PR is associated as such, it is still
comprehended as generally trustworthy and credible. This seems to be a result of vital aspects of trust and credibility according to individuals, which PR mostly succeeds to achieve.

Individuals mention aspects such as truth, honesty, protecting the consumer, integrity, knowledge and experience as important, and fulfilled by PR. In the respondents’ credibility assessments, they proceed from the strategies reputation heuristics, consistency heuristics, interpersonal recommendations and persuasive intent. Which can be thought to be one of the reasons why PR in the selling and advertising aspect is judged to be less credible in some cases, but more credible in other cases where the individual has heard of PR in positive terms. However, important aspects for credibility are not always met. Aspects like partiality, transparency and objectivity may be lacking in PR since PR works with advertising and wants to benefit companies for example. With this, a double standard is portrayed among the respondents.

Similar aspects are highlighted as important for gaining trust. It is evident that a source requires to be credible during a longer period of time to achieve trust, something that PR according to this study manages to do. Generally respondents claim to trust PR, but as with
credibility some aspects may not be fully achieved in which trust can be broken. Although, results indicate that attitudes and cognitive patterns of individuals have an impact on perceived trust and credibility. So to say, it is not always the fault of PR when it sometimes is viewed negatively. PR is expected to work with advertising and to some extent biased. Therefore, it is not a surprise when PR does these things. The expectations do not get broken, instead these aspects seem to be accepted by individuals. And if they sometimes do not find an ad, or campaign trustworthy or credible, they have the opportunity to ignore it. Therefore, the general trust and credibility of PR remains steady.
Keywords: PR, public relations, trust, credibilit