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Found 5 essays matching the above criteria.

  1. 1. Gender stereotypes in contemporary Swedish society: Does gender still matter? An investigation of prescriptive stereotypes, self-views in gendered traits and evaluation of role (in)congruity.

    University essay from Lunds universitet/Institutionen för psykologi

    Author : Maria Evangelia Karatzia; [2021]
    Keywords : prescriptive stereotype content; self-views in gendered traits; agency; communion; self-prescription discrepancy; role congruity; role incongruity; devaluation.; Social Sciences;

    Abstract : The present study aimed to further investigate the current state of gender stereotypes and their function in Swedish population in a two-fold way: Primarily by investigating the content of prescriptive stereotypes (how people should be) in relation to people’s self-views in gendered traits, and secondarily by investigating how people who behave stereotypically and counter-stereotypically are perceived and evaluated in Sweden today. Results supported the existence of a strong traditionally gendered prescription but also revealed a self-prescription discrepancy such that participants’ self-views in gendered traits were found to be less gender stereotypically pronounced. READ MORE

  3. 2. Humor as a Mirroring Self- Reflection : A Case study of a subversive Deaf Humor Aiming the Spotlight at the Hearing Majority

    University essay from Linköpings universitet/Forum för genusvetenskap och jämställdhet

    Author : Audrone Cirkelyte; [2020]
    Keywords : Deaf humor; Humor theories; Otherness; Deaf culture; Deaf identity; Disability; Intersectional gender studies;

    Abstract : Humor builds the ground to share the common and the uncommon, to ease the uneasiness, to laugh at oneself and the other. It is amusing and rebellious, revealing the obvious from the obscure and challenging the unchallenged. READ MORE

  4. 3. An Unexpected Tale - A study of incongruity effects on storytelling in advertising

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Mathilda Eriksson; Kristin Hedlund; [2014]
    Keywords : Advertising Effectiveness; Storytelling; Incongruity; Branding;

    Abstract : This thesis investigates the effects brand incongruity has on advertising effectiveness for story-based communication. The role of ad-brand incongruity has been tested for argumentative advertising before. However, there still exist some knowledge gaps, one of them being how incongruity relates to corporate storytelling. READ MORE

  5. 4. Going Viral - The Role of Brand-Incongruent Communication, Sender and Brand Connection in the spreading of communication on Social Media

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Alexandra Drissner; Sofia Kjellström; [2012]
    Keywords : Viral Marketing; Social Media; Brand-Incongruent Communication; Sender; Brand Connection;

    Abstract : Social media is increasingly used for marketing activities and marketers are counting on consumers to spread their communication online. However, research in terms of what makes a campaign a viral success is limited. READ MORE

  6. 5. Utformning av dagvattendammar genom tri-valent design

    University essay from SLU/Dept. of Urban and Rural Development

    Author : Anton Simonsson; [2012]
    Keywords : Dagvatten; dagvattendamm; dagvattenhantering; ekologisk hållbarhet; tri-valent design;

    Abstract : Ian Thompson använder i boken Ecology, Community and Delight ett begrepp benämnt tri-valent design, vilket kan jämställas vid ett optimum för en landskapsarkitekts arbete att gestalta tilltalande platser. Thompson förklarar att begreppets kärna uppnås då en plats uppvisar en harmonisk kombination av sociala, ekologiska och estetiska värden samtidigt. READ MORE