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.

Authors: Sofia Eriksson and Malin Wändahl Title: To swim with sharks -­‐ a qualitative study of female journalists work situation in Cape Town due to gender Level: Bachelor of Journalism. Autumn 2013 Location: University of Gothenburg Although the distribution of sex in the South African media houses is equal, research shows that the work conditions for women and men are unequal. Therefore, we have studied how the situation looks like beyond the statistics. The aim of our thesis is to examine, due to gender, how female journalists in Cape Town experience and cope with their work situation in a profession traditionally dominated by men. To achieve the purpose we had a qualitative approach with interview as method. We interviewed six female journalists at newspaper houses in Cape Town. In the analysis we applied the concepts of journalistic field, doxa, journalistic culture as well as strategies and tactics to get a further understanding of the collected material. We have found that journalists’ work conditions, which are deeply influenced by gender, are determined by unequal structures created for men. In contrast to statistics, there are more female journalists than male journalists in the newspaper rooms in Cape Town. The journalists experience a lot of stress in their profession, due to a heavy workload and understaffed newsrooms and due to expectations of overtime and the need to produce many articles per day. Newsrooms in Cape Town are characterized by structures that are designed for men, which make it impossible for female journalist with children to advance in any significant way. The work conditions make it difficult to combine work and family since women are expected to be responsible for children and household. The journalists perceive sexism in the field, both at the office and in interview situations, and to handle it they reduce and deny the truth of its impact. The doxa, which contains values and norms that are perceived as the truth by the journalists in the field, emphasize masculine values and the man is the invisible baseline. The doxa is reproduced by the journalists themselves but also by the managers in the media house who does not provide entry for ”girly-­‐girls”. In order to handle the very stressful work situation the journalists give their role as a journalist a higher value, in order to justify the sacrifices they have to make. Their personal life is strongly affected negatively by their work situation. As a result, half of the journalists in the study do not see a future in journalism.

The person in focus – A study of the changing role of individuals’ on the newspaper’s front pages over the last 50 years Written by: Victor Kennmark, Fredrik Palmqvist & Anders Wollner Bachelor’s degree of Journalism Department of Journalism, Media and Communication Autumn term 2013 University of Gothenburg Our purpose with this study is to examine if and how the person-centeredness and personalization has changed on the front pages in the four biggest newspapers in Sweden over the last five decades; 1962-2012. Our angle is to look at the changes to see if the tabloidization, commercialization, and marketization having a bigger impact on our media landscape, and media content, in current years compared to earlier years. ! We have used both Swedish and international studies and theories. When it comes to commercialization we have mainly focused on studies by Ingela Wadbring, and Sigurd Allern. We have used Sigurd Allern’s, Ingela Wadbring’s and Josefine Sternvik’s theories on tabloidization. We’ve also include Marina Ghersetti’s theories about sensational journalism, personalization and news values. For the theories about medialization, personalization and agenda setting we’ve used Jesper Strömbäck’s studies. Ulrika Andersson and Jenny Wiik’s theories about marketization is also included in our study. ! The study has carried out in a quantative content analysis, by coding 1788 articles and using 16 different variables. We have examined four different newspapers, two tabloids – Aftonbladet and Expressen, and two morning papers – Dagens Nyheter and Svenska Dagbladet. These are the four biggest newspapers in terms of a national distribution. Aftonbladet and Expressen has used the tabloid format since before 1962, but Dagens Nyheter and Svenska Dagbladet converted to the tabloid format in 2004, and 2000. We saw a significant increase in personalization after the two morning papers changed their format. ! Our results also shows that both person-centeredness and personalization having a bigger and more crucial part overall on the biggest newspapers front pages in 2012 than in 1962 if we see in terms of how the newspapers uses personalization. The amount of personalization is bigger, but not that noticeable. Instead we can see a big change in how the individuals are described on the front pages. In short: it’s more about the individuals as persons instead of the individuals as representatives. ! Another significant change can be seen in how the newspapers use the pictures and the amount of pictures that is being used. In the earlier front pages that we’ve studied there is a lot of body text and smaller pictures, not necessarily with people in them. On the front pages of today it’s more headliners and bigger pictures, usually with the person in focus.

In this study we have explored and investigated how journalist experience the relationship with politicians/press secretaries in the making of political news. The study examines how journalists see the balance of power between them and their political sources in the setting of the news agenda. To do this we have used a qualitative interview analysis. Our theoretical starting points have been based on the social exchange model. The social exchange model has a social psychological and sociological perspective that explains the interaction, social exchange and stability as a process of negotiation exchanges between parties and operators. Social exchange theory posits that human relationship and interaction are formed by the use of a subjective cost-benefit analysis and the comparison of alternatives. On the other hand this model only describes the exchange as rational. To really understand the exchange and power of balance between the parties we had to incorporate factors and theoretical standing points regarding norms, ideal, cultures and organizational structures in our analysis and study. We also had to incorporate the changing strategies of the political actors and how those strategies influence the journalist’s in their daily work. The last factors of analysis we used are based on the changing of the journalistic content and the emergence of analysis and commentating as journalistic tools. Our outset has been that the relationship between politicians/press secretaries and journalist are symbiotic and that the power of balance is changing. We used four themes of analysis to analyze the journalist’s experience of their relationship with politicians/press secretaries in the setting of the news agenda:

1. The exchange between the parties (exchange model)

2. Ideals, norms and internal and external structures/conditions

3. The professionalization of politics and actions of the political secretaries

4. The ever §changing future of political journalism and the emergence of new media channels and analysis and commentating the content of journalism.

The results have shown that politicians and press secretaries have the ability and will to influence the journalists in their daily work and that the journalist work actively to counter this influence in their quest for an objective, impartial and independent journalism. The result has also shown that the actions of influence have increased, and that the different strategies to influence the news agenda have changed. The results have also shown that the journalists don’t believe that the relationship is about giving and taking, and that they have the power over the news agenda. The journalists believe that they gain more in the exchange with the politicians and press secretaries, and that the politicians and press secretaries have to adjust to the conditions set by the journalists. Something that is questionable. We have also found that the internal and external conditions (editorial, economy and technology) are influencing the journalism and the political sphere in a way that may shift the power of balance between the parties.