Authors: Agnes Källén & Amanda Redin Title: Level: Bachelor of Journalism Location: University of Gothenburg Language: Swedish Number of Pages: 39 With this study we aimed to answer the following questions: has the amount of brand exposure on the Tv4 show “Nyhetsmorgon” increased between the years 2008 and 2013? And if so, how can the increase be explained by well-recognized research in the field? The media industry is changing toward an increasingly commercial content. In television, this change is mainly caused by the growth in shows watched on the web and through time shift, which is the act of watching something on a digital video recorder, or DVR. This gives the viewer the possibility to fast forward through the commercial breaks, and therefore forces the networks as well as the advertizer to find new ways to reach consumers. Hence the plausible growth in product placement and brand exposure. A Swedish new radio and tv law that came into effect in 2010, regulated the previously unregulated area of product placement, which adds an interesting paradox to our above stated questions. Our findings were that the brand exposure indeed had increased, but only slightly. The difference in registered brand exposures was shown to only be about 6.5 procent. However, other findings were that the number of brand exposures increased on Wednesdays, Thursdays and Fridays, as to prepare the viewers for potential purchases during the weekend. Other patterns within the brand exposures were found as well, for example that most exposures were found to be considered as “neutral”, portraying the brand neither positively nor negatively. All findings were then connected to and explained by established research theories.

The world today is not an equal place. We see children starve, people being discriminated and women’s rights being neglected. The media coverage of women’s sports is no exception. In this study we have explored the difference between men’s and women’s media coverage in Swedish sports journalism. This has been done by using quantitative method together with interviews in order to define why the coverage is the way it is. Our theoretical points of departure are gender theories, identification theory and the news value theories gatekeeping and agenda setting. A central part of our study has been to analyze which factors determine how much space women’s sports get in Swedish media today and if it’s possible to change these. Our main research questions have been: – How is the space divided between men’s sports and women’s sports in SVT, TV4, Sportbladet and Sportexpressen? – Why is the space divided the way it is? We found that Swedish media covers women’s sports much less than men’s sports. In general, men’s sports take 80 percent of the media coverage and women’s sports take the remaining 20.The reasons for this could be the lack of female sport journalists, the economic interests of media and/or the overall public interest in women’s sports. These factors depend on each other. Therefor we have come to the conclusion that we need more women in the sports journalism field in Sweden, both as reporters and on the executive posts to make sports and sports media coverage more equal.

Title: “Du är partiledare (…) men inte minst en helt vanlig människa” – En studie av partiledarnas framträdanden i Nyfiken på partiledaren. Authors: Marcus Alakangas and Martin Ridderstolpe Subject: Undergraduate research paper in journalism studies, Dept. of journalism, media and communication (JMG) Gothenburg University Term: Spring 2014 Supervisor: Mats Ekström, JMG, Gothenburg University Purpose: Our main purpose is to examine whether there is a pattern of similarities to which the Swedish party leaders adapt to in their narratives and presentation of self in the television show Nyfiken på partiledaren. Method: Etnographic Content Analysis Procedure: The first part of all eight episodes was transcribed and analyzed from the perspective that the interviewee is doing a presentation of self. Results: There are tendencies that the party leaders adapt to similar patterns in their narratives and presentation of self. The main aspect of that is in the way they portrait themselves as ordinary persons that people can relate to. Another aspect is that the narratives they put forth are in coherence with their political views. The private and political personas of the party leaders intertwine.

The purpose with our study was to see if and how the amount of articles regarding different sports has changed during the last three decades. If it had changed our target was to se how and why it had changed. We have performed a quantitative content analysis. In the analysis we have studied the two national Swedish newspapers Dagens Nyheter and Aftonbladet. In doing so we have created two synthetic weeks in each of the years 1986, 1999 and 2012. In total we coded almost 2000 articles. In our analysis we used the theories about the commercialization of journalism. Our thesis where that an eventual change could have to do with the commercialization of sports journalism, something that has escalated during the last decades. What we found in our study was that two sports dominate Swedish press, football and ice hockey. That was the case in all of the three years in our study. The difference though is that the two sports share was considerably larger in the latter years of our study, with an exception of football in Aftonbladet where we could see a slight decline from 1999 to 2012. That was anyway compensated by the fact that the number of large articles was greater in 2012. Our conclusions was that we could see a change in the share of different sports in the Swedish press but that the change mainly is that the large sports have received even more attention in the press. We cannot be completely sure that the change is an effect of the commercialization of journalism. What we can say though, is that it probably is an effect of the commercialization with support of statistics regarding television ratings and live attendance.

Title: Det bortglömda valet? – En kvantitativ undersökning av mediernas bevakning kring Europaparlamentsvalet 2009 Authors: Elin Kullander and Sara Lundin Subject: The media coverage of the election of the European parliament 2009 Term: Spring 2014 Supervisor: Mats Ekström, JMG, Gothenburg University Pages/words: 44/11 065 Purpose: The purpose has been to investigate how great the media coverage was on the European parliament elections in 2009 and then compare the result to previous elections. The discussion is based on media’s role as a multiplier in a democracy. Method: We have used a quantitative method and studied the media coverage in four Swedish newspapers 23 days before the Swedish election on 7th of June 2009. Results: We have come to the conclusion that media is in fact meeting its democratic role as a multiplier, in any case as long as we only take in conclusion the amount of articles that has been published. We have seen that the media coverage for the first time has increased both in number of articles and in how big the articles were. However, we have to take into account that this does not have to mean a “greater” amount of democracy since we have not done a more qualitative analysis of the information. On subjects it seems that the articles more and more concern the low voter turnout and less about different subjects which the parliament is actually deciding about.

This bachelor thesis focuses on metropolitan morning newspapers in Sweden and their relationship with advertisers. Various forces in society have led to changes in partnerships between metropolitan newspapers and advertisers, which have previously only had small amounts of data. In these particular newspapers, it is common to find editorial advertisement supplements. The reason these supplements are included, their benefits and how they can affect the paper’s credibility have not previously been investigated. I have researched how the changed collaborations between the metropolitan morning newspapers and advertisers look today; including the contact, power and dependence they have on one another. I have also examined the newspaper’s advertising departments affect the credibility of the journalistic product linked to the editorial advertisement supplements. I have furthermore examined the trends and tendencies of advertisement in metropolitan newspapers. The purpose of this study is to describe the phenomena I have investigated and based on my findings give an overall perspective of how it looks in general at metropolitan morning newspapers; there similarities, differences and what these depend upon. For the purpose of being objective and not allowing personal opinions ruin the reliability of my research, I have chosen to interview two persons at each of the newspapers that I selected. This is justified by the fact that decisions concerning partnerships with advertisers and evaluations of advertisements potential impact on the credibility are rarely taken by a single employee. The results from my research regarding metropolitan morning newspaper’s relationship with advertisers can, in some cases, be linked to changes that have occurred in society. In other situations, decisions were made internally at the papers regarding their relationships and amount of cooperation. The results, although partly predicted, have shown surprises that were not anticipated. Overall, it provides a picture of how the relationships and the cooperation between the newspapers and advertisers exist today, and to some extent, how it might look in the future.

In this study we examine how the image of women, through framing and stereotyping in interviews, is constructed in the Swedish television morning show Gomorron Sverige on International Women’s Day. Our study is based on qualitative method, using the ECA (Ethnographic Content Analysis) model. Our main theoretical assumptions are that media contributes to constructing the images of reality we see in our heads, and that the images of women mediated through television are stereotypes which are displayed in the presenter’s questions and in the respondent’s answers. By defining the problems related to International Women’s Day, showing causal connections, making moral judgments and presenting solutions, television contributes to the viewer’s perception of what is important, why it is important, what is wrong and how to make it right. Based on our theoretical assumptions we have divided our study into three analytical themes: 1. Topics – our framing analysis based study shows that the agenda of Gomorron Sverige is dependent on whether you speak of women as individuals or as part of a collective. When the woman is portrayed as an individual the common topics are success, equality, feminism and gender roles, whilst the agenda focuses on employment issues, equality, violence against women and international questions of women’s rights when the woman is seen as part of a collective. 2. Stereotypes – our conversation analysis based study shows that the presenter’s questions help maintain images of women and portray them in a stereotypical way. We use three labels to categorize different stereotypes used in Gomorron Sverige: the first woman, the woman as an outsider and the woman of reality. 3. Identity – through conversation analysis we were able to show that, even though the women had power, they were reluctant to accept their influence when introduced by the presenter as powerful women. Our conclusions are the following: When speaking of the women’s collective, the woman is not present, but rather spoken of as a third person. When she is framed as an individual, however, she is present in the studio. Women who are successful in male-dominated areas have to distance themselves from their gender in order to fit within the male standard. The gender of the presenter is of great significance when it comes to the image of women mediated on the International Women’s Day. The only shows with a female presenter are those which spend a majority of the air time talking about topics related to International Women’s Day.

Authors: Patrik Jäverbo & Jon Lindhe Title: Greener on the other side Level: Bachelor of Journalism Location: University of Gothenburg Language: Swedish In later years the strict laws and policies surrounding cannabis use have been questioned around the world by several influential leaders, among them US president Barack Obama and former UN secretary general Kofi Annan. It has been argued that the “War on Drugs” has done more harm than good and in some American states and a number of European countries the drug have been legalized or decriminalized. Everybody does not agree however, that legalization is the best course of action and in Sweden the emotions have sometimes run high in the discussions taking place in television shows and newspapers. The purpose of this study is to examine the image media portrays of cannabis; based on the theory that mass media is an important influence on the individual and the way in which he or she views the world. To put the result into a context the Swedish media image will be compared with the one in Denmark and Norway. The main goal is to investigate if there is any difference in the way cannabis is portrayed. To accomplice this task we performed a quantitative content analysis and a framing analysis of 354 articles published online in 9 different newspapers, three for each country. The articles where published in March 2013 and March 2014 and the selection was made using the search engine Mediearkivet, and a search string composed of the three most common words for the drug: cannabis, hasch and marijuana. We found that although the frequency of articles about cannabis and the position of cannabis in the news differed between the countries, the overall image were quite consistent. We found four general ways in which cannabis was framed: a crime frame, a danger frame, a legalization frame and a glorification frame. We also saw that cannabis users where described differently depending on their age and position in society and that cannabis was understood in one way in some articles and in a completely different way in other articles. We argue that this makes the overall image of cannabis in Scandinavian newspapers a fragmented one.

Authors: Fanny Edstam & Joacim Kettil Title: Between Askim and Angered. A quantitative research of media’s presentation of individuals in different socio-economic residential areas. Level: Bachelor of Journalism Location: University of Gothenburg Language: Swedish Number of pages: 41 Gothenburg is a city that struggles with the issues of segregation. Residential areas like Askim are poorly integrated and areas like Angered have a high amount of immigrated inhabitants. Our hypothesis, with this in mind, is that one can assume media reports from different socio economic residential areas in different ways. The assumed difference in reporting can have an effect in the readers beliefs that an area can be better or worse than it actually is. In this way media can reinforce or cement an already substantial belief on what residential areas and their inhabitants are like, when the truth can be more balanced. If you only hear positive stories from one area, or on the other hand only negative ones from another, the reader is primed to connect the residents to the same issues. Therefore, the study aims to evaluate how people are portrayed in local media depending on what socio-economic residential area they reside in. A quantitative content analysis on three local newspapers was conducted during the year of 2013 with a total of 633 coded and analyzed units of articles who mention the residential areas. The residential area Nordost and its inhabitants are portrayed in a more negative way compared to the residential areas Centrumväst and Sydväst. The findings are connected to different media theories like framing and priming. It is concluded that our results on the whole match our hypothesis and our theories. But it is problematic to draw any definite conclusions because of the comparatively small amount of variables we analyzed.