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Title: The Shadow Communication Model Seminar date: 2025-10-17 Course: Strategic Brand Management Authors: William Eriksson, Saga Nunstedt Strömberg, Ole Senkler Advisor: Mats Urde Keywords: Shadow message / Noise / Shannon Weaver / Semiotics / The Shadow Communication Model Research question: How do companies express shadow messaging in their advertisements, and in what ways does external n
Concrete is the most widely used construction material worldwide, with an annual global consumption of approximately 30 billion tons and 14–15 million tons in Sweden in 2022. Its popularity stems from its durability, robustness, formability, and resistance to moisture, mold,fire, and sound. However, concrete production has a significant environmental impact, largely due to cement manufacturing, wh
Drawing on concepts from cognitive semiotics and phenomenology, this thesis investigates how Japanese ideophones are perceived by non-speakers of Japanese, aiming to clarify key concepts such as iconicity, cross-modality/unimodality and the ultimately the nature of language as a semiotic system. Three research questions guided the study: (1) What is the relation between primary and secondary iconi
Phytoplankton play a critical role in marine food webs, contributing to approximately half of global primary production. Amongst them, chain-forming diatoms such as Skeletonema marinoi, can defend against grazers by altering their colony size. While responses to cues released by larger grazers such as copepods are well documented, the identity and function of compounds released by micrograzers lik
Transposable elements compose roughly 50% of the human genome and have been proven to have a great impact on the genome as a source of genetic variation. Because of this they are normally silenced by various mechanisms one of which being CpG DNA methylation. In this study We analysed the insertional landscapes and methylation levels of reference LINE-1 elements in humans, chimpanzees and rhesus mo
Herpes simplex virus type 1 (HSV-1) is a widespread DNA virus capable of establishing lifelong infections and eliciting diverse disease outcomes. The amount of virus that initially enters a cell, known as the multiplicity of infection (MOI), plays a critical role in shaping infection dynamics. However, its influence on virus–host interactions at the single-cell level remains to be fully elucidated
Hydrogen is essen/al for sustaining microbial communi/es in a wide range of modern ecosystems and was likely pivotal for the emergence of early life on our planet. Across the prokaryotes and eukaryotes, hydrogen is produced or consumed by ‘hydrogenase’ enzymes. Hydrogenases in prokaryotes vary in their subunit composi/on, ranging from single-subunit soluble proteins to large, mul/-subunit complexe
The overuse and accumulation of plastics in the environment are concerning and urgent challenges that need to be solved. While recycling can offer a partial solution, emerging biodegradation approaches involving microorganisms capable of breaking down complex polymers, offer a significant alternative. Microbial enzymes, in particular, have shown efficiency depolymerising synthetic polymers. Howeve
Lysogenic phages, also known as temperate phages, play a crucial role in horizontal gene transfer and the dissemination of antimicrobial resistance (AMR). Upon induction, they may package bacterial DNA alongside or instead of their own, facilitating the spread of antibiotic-resistant genes. Phage induction can be triggered by the host bacterium's stress responses. While stress-induced prophage
Breast cancer is the most commonly diagnosed cancer among women worldwide and a leading cause of cancer-related deaths. While most cancer cases are sporadic, approximately 5-10% are hereditary, with early-onset cases being more frequently associated with hereditary factors. They are often linked to mutations in DNA damage repair genes such as BRCA1/2, and their interacting partners, BARD1, BRIP1,
Stroke remains a leading cause of long-term disability worldwide, making effective recovery critical for minimizing residual impairments. Given the limited scope of pharmacological interventions in the post-stroke recovery phase, effective non-pharmacological strategies are essential for supporting better prognosis. One experimental approach to enhancing recovery in rodent models is environmental
Global post-industrial cities face the dual challenge of sustaining growth while repairing damaged ecosystems. Industrialization has left profound scars on both ecological networks and the urban fabric, demanding systematic spatial regeneration and environmental repair. Among these, abandoned brownfields hold unique potential: they offer opportunities to reshape urban structures, restore ecologica
Within the field of gender studies, this research aims to analyze the contemporary gendered constructions that are made through fashion trends on Tiktok. This interdisciplinary thesis on culture, fashion and social media utilises both Feminist Critical Discourse Analysis and Critical Visual methodology to study the multidimensional material of Tiktok videos with sound, visuals and text. Central th
Purpose - Explore how pioneer brands use their year of establishment (YoE) as part of their heritage communication, and the level to which they do so. Design and Methodology - Analyze 12 cases of pioneer brands to understand the circumstances of when they use their heritage and the patterns that emerge. Findings - Our cross-case analysis and use of secondary data support our hypothesis, such that
This thesis investigates the impacts of three major global disruptions: the COVID-19 pandemic, the Suez Canal blockage, and the Russia-Ukraine war on Sweden’s automotive exports, a critical sector contributing approximately 15% to Sweden’s total goods exports. Utilizing monthly export data from 2017 to 2024 and employing a Seasonal Auto-Regressive Integrated Moving Average model with exogenous inp
This thesis focuses on the issue of abortion rights in the Philippines, a country which maintains one of the strictest abortion laws globally, prohibiting abortion under all circumstances without exceptions. Despite severe penalties, unsafe abortions remain widespread, resulting in approximately 1.1 million induced abortions and around 1,000 maternal deaths annually. The interaction between the Ph
Purpose: This paper explores the phenomenon of unexpected co-branding – collaborations between brands with low strategic or functional fit – and identifies the key aspects that make such partnerships successful in the modern digital era. The study aims to extend Blackett and Boad’s (1999) hierarchy of shared value creation framework. Methodology: Through a qualitative, abductive multiple-case stu
This thesis examines users’ responses to immersive art installations and the curatorial challenges of exhibiting such hybrid, “phygital” forms. It asks: How do the virtual worlds created by Danish artist Jakob Kudsk Steensen evoke emotional responses and empathy, shaping users’ understanding of the world? How do exhibition design and curatorial aesthetics influence users’ embodied encounters wit
