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Contemporary organisations increasingly face reputational crises, while the multivocal environments in which they operate make both crisis and brand narratives harder to control. This research contributes to the understanding of how contemporary brands navigate communication and branding in relation to crises. This paper adopts perspectives from both crisis communication and brand communication, t
Sverigelöftet - How Do the Liberals Legitimise their Cooperation with the Sweden Democrats? This study examines how political legitimacy is constructed through strategic communication in relation to politically controversial collaborations. Through a qualitative text analysis, the study examines how the Swedish political party Liberalerna strategically communicates and legitimises its decision to
Denna studie undersöker hur feministiska diskurser konstrueras och omformuleras inom sportfemvertising för att legitimera varumärkesidentitet och positionering i ett kommersiellt sammanhang. Studien analyserar fyra kampanjer av Nike (2020, 2025), Adidas (2025) och Puma (2022) genom en kvalitativ multimodal kritisk diskurs analys, baserad på Fairclough’three-Dimensional Model. Analysen undersöker fThis study examines how feminist discourse is constructed and adapted within sports femvertising in order to legitimise brand identity and positioning in a commercial context. The study analyses four campaigns by Nike (2020, 2025), Adidas (2025) and Puma (2022) through a qualitative multimodal Critical Discourse Analysis, based on Fairclough’s Three-Dimensional Model. The analysis analyses feminis
This study has examined how influencers as personal brands use crisis communication in response to cancel culture on social media. The purpose has been to investigate how Swedish influencers construct their personal brand and how these brands become subject to cancellation, as well as how crisis communication is used to repair reputational damage during the crisis phase. The study was grounded in
This study examines how discursive legitimacy is constructed in strategic external crisis communication. Crisis communication and discursive legitimacy have rarely been studied together, although both fields examine how legitimacy is negotiated and maintained. Through a qualitative discourse analysis of multimodal media material, the study explores how language is used to manage a legitimacy threa
This study examines and compares how Danish and Swedish authorities strategically construct crisis communication in relation to the Danish drone crisis in 2025. The study takes its starting point in a knowledge gap regarding how public authorities communicate strategically when addressing uncertainty and security-related threats. More specifically, the study aims to examine how crisis communicatio
In the Right Time, in the Right Tone: A qualitative interview study on how consumers create meaning around reactive marketing. Reactive marketing has become an increasingly common strategy in a digital media landscape characterized by information overload, trend-driven communication, and intense competition for consumers' attention. Previous research has primarily focused on strategic execut
This thesis explores how performance artists with side jobs create and experience the value of work in relation to neoliberal capitalism, by exploring the continuation of life projects not in line with hegemonic values and conventional work-life boundaries. Through interviews with 8 key informants, and participant observation in work contexts and at a cultural hub for creatives, the study recognis
Canopy cover is widely recognized as an important factor for mitigating extreme heat events in cities. The EU Regulation on Nature Restoration further emphasizes this, requiring urban areas to increase their canopy cover. However, the vertical complexity of urban trees is another significant factor for cooling, and moreover beneficial for biodiversity. The purpose of this study is to investigate t
Energy poverty is the inability of a household to access or afford the essential energy services, such as adequate heating, cooling and ventilation to maintain a decent standard of living. In Sweden the concept is rarely used, at least not when it comes to municipal housing inspection and enforcement. The objective of this study was to analyse how municipal housing inspection and enforcement engag
This essay examines through semiotic analysis the femininity of two female characters, Toph and Katara, from the tv-series Avatar: The Last Airbender (2005-2008), as well as how colonialism, ableism, and disability are represented and resisted. It further analyzes if the two female characters’ femininities follow or go against hegemonic gender norms. This study draws primarily on Gillian Rose’s (2
This thesis examines how Chinese university students experience digital productivity apps in their everyday study lives. It focuses on apps such as Pomodoro Timer and Forest, asking how students understand the relationship between their own self-control and the forms of control built into these platforms. The study is based on semi-structured interviews with four final-year students, together with
This study examines the relationship between video games exposure and political attitudes among young adults in Sweden. As video games have become one of the most prominent forms of contemporary popular culture and entertainment media, and Sweden ranks as one of Europe’s most founded gaming industries. It is important to understand whether gaming engagement is associated with political socialisati
Gender inequality persists in contemporary Europe despite decades of legal reform. Yet, the emotional bond to the nation may lead women to perceive the unequal gender arrangements as fair and legitimate, a process rooted in system justification motivation. This study examines the association between national attachment and perceived gender fairness among women, and whether this association varies
Mental health challenges among Chinese emerging adults have become an increasingly important public concern, yet the interplay between family relational environments and dispositional vulnerability remains insufficiently examined. Drawing on attachment theory, this study examines the direct and indirect relationships between perceived parent–child attachment quality, trait neuroticism, and depress
As organizations increasingly rely on AI in their communication workflows, questions arise about how AI usage shapes stakeholder trust in high-stakes contexts like crisis communication. This study integrates two previously disconnected frameworks: Situational Crisis Communication Theory (SCCT), explaining how crisis responsibility drives reputational threat, and AI-mediated communication (AI-MC) r
Denna uppsats undersöker hur diskussioner gällande sexförsäljning på den sociala plattformen Reddit förs mellan användare, där syftet är att ta reda på hur de interaktioner som uppstår påverkar hur stigma kring sexförsäljning uttrycks och omförhandlas. Detta görs med hjälp av de två perspektiven liberalism och radikalfeminism, vilka belyser olika ståndpunkter i frågan om sexförsäljning och visar h
This thesis explores discursive constructions of Sub-Saharan African female authors’ identities. Although the global publishing world brings local literature to a global audience, enabling local authors to profit from and operate within a larger market, it nevertheless creates a hegemonic understanding of local authors based on postcolonial ideas of the ‘Other’. Considering colonial patterns of ho
Denna studie undersöker den akustiska prestandan hos nedpendlade undertak vid stora installationsdjup (Overall Depth of System, ODS) genom numerisk modellering med finita elementmetoden (FEM). Bakgrunden till arbetet utgörs av en identifierad kunskapslucka gällande ytimpedans och absorptionsförmåga för plenumdjup överstigande 200 mm, där rådande standarder och empiriska mätdata ofta är otillräckli
This thesis investigates the transformation of political cleavages in Sweden, focusing on the transition from class-based voting to a multi-dimensional party system. Specifically, it examines whether the 2022 Swedish parliamentary election aligns with global trends where education and income have diverged as primary predictors of political support. To test the validity of Thomas Piketty’s “Brahmin
