To Örebro University

oru.seÖrebro University Publications
Change search
Link to record
Permanent link

Direct link
Publications (10 of 28) Show all publications
Westberg, G. (2023). Desiring the indigenous: affective commodification of the Sámi. Social Semiotics, 33(4), 769-786
Open this publication in new window or tab >>Desiring the indigenous: affective commodification of the Sámi
2023 (English)In: Social Semiotics, ISSN 1035-0330, E-ISSN 1470-1219, Vol. 33, no 4, p. 769-786Article in journal (Refereed) Published
Abstract [en]

This paper argues that the multimodal enactment of affect plays a key role in the commodification of indigenous cultures. Departing from an understanding of affect as integral to discourse, the paper investigates how indigenous cultures are construed as an object of consumerist desire by employing subject formation, strategic perspectivation and affordance as conceptual starting points. As a case in point, affective meaning-making is studied as it is semiotically materialized in the commodification of Sámi culture by the predominant actor in marketing indigenous experiences in Sweden. By pondering the social force of affective meaning-making from the perspective of the perceived consumer, the analysis reveals that consumers are invited to affectively encounter the Sámi through curiosity, tranquility and excitement. However, the paper contends that the representations not only enable positive emotions; they also work their social force by constraining engagement in any disturbing, conflicting or uncomfortable emotions that are associated with the post-colonial heritage of the Sámi.

Place, publisher, year, edition, pages
Routledge, 2023
Keywords
affective practice, multimodal critical discoursestudies, sámi, sápmi, indigenous tourismi
National Category
General Language Studies and Linguistics
Research subject
Swedish Language
Identifiers
urn:nbn:se:oru:diva-92503 (URN)10.1080/10350330.2021.1942824 (DOI)000664585700001 ()2-s2.0-85108275726 (Scopus ID)
Projects
Samer till salu: multimodal kommodifiering av det ursprungligaSámi for sale:multimodal commodification of indigenousness
Available from: 2021-06-21 Created: 2021-06-21 Last updated: 2023-12-08Bibliographically approved
Björkvall, A., Van Meerbergen, S. & Westberg, G. (2023). Feeling safe while being surveilled: The spatial semiotics of affect at international airports. Social Semiotics, 33(1), 209-231
Open this publication in new window or tab >>Feeling safe while being surveilled: The spatial semiotics of affect at international airports
2023 (English)In: Social Semiotics, ISSN 1035-0330, E-ISSN 1470-1219, Vol. 33, no 1, p. 209-231Article in journal (Refereed) Published
Abstract [en]

Departing from Lefebvre’s work on the social production of space, this paper explores the intersection between perceived and lived space from the perspective of spatial discourse analysis. Empirically, the paper studies how the spatiality of international airports performs affective discursive work and establishes prerequisites for air travelers’ feelings of being “in control” and “excited” vs. feelings of being “controlled” and “surveilled”. The concept of binding is applied in order to understand how affect is spatially afforded at Stockholm Arlanda Airport and Vienna International Airport. The analysis reveals that alternations between bound and unbound spaces construe the airports as distinctly ideological sites with different affective potentials. Accordingly, this article adds to the understanding of how airport atmospheres are construed by means of spatial resources such as the height, depth, and shape of walls and ceilings and by the transparency and opaqueness of the built material, as well as by more dynamic elements such as carpets, colors, signage, and retractable belt barriers.

Place, publisher, year, edition, pages
Routledge, 2023
Keywords
spatial discourse analysis, binding, affect, perceived space, lived space, airports
National Category
Languages and Literature
Research subject
Swedish Language
Identifiers
urn:nbn:se:oru:diva-84547 (URN)10.1080/10350330.2020.1790801 (DOI)000547025800001 ()2-s2.0-85087810330 (Scopus ID)
Funder
The Swedish Foundation for International Cooperation in Research and Higher Education (STINT), SA2015-6206
Available from: 2020-07-09 Created: 2020-07-09 Last updated: 2023-12-08Bibliographically approved
Westberg, G. & Idevall Hagren, K. (2022). Din fjällturism är del av en kolonial historia. Dagens ETC (Juni 28)
Open this publication in new window or tab >>Din fjällturism är del av en kolonial historia
2022 (Swedish)In: Dagens ETC, ISSN 1652-8980, no Juni 28Article in journal (Other (popular science, discussion, etc.)) Published
Abstract [sv]

Drömmer du om att uppleva något äkta och ursprungligt på din semester? Planerar du kanske en sommarresa till fjällen för att vandra i vild, orörd natur? Men hur har denna dröm uttryckts genom åren? Det är hög tid att ifrågasätta vilka koloniala stereotyper som fortsätter att föras vidare i turismens bild av Sápmi, skriver två docenter i nordiska språk.

Place, publisher, year, edition, pages
ETC förlag aktiebolag, 2022
Keywords
kolonialism, samer, Sápmi, Svenska Turistföreningen, ursprungsturism, reseberättelser
National Category
Languages and Literature
Research subject
Swedish Language
Identifiers
urn:nbn:se:oru:diva-100716 (URN)
Projects
Samer till salu
Available from: 2022-08-18 Created: 2022-08-18 Last updated: 2022-08-19Bibliographically approved
Archer, A. & Westberg, G. (2022). Establishing authenticity and commodifying difference: a social semiotic analysis of Sámi jeans. Visual Communication, 21(2), 195-217
Open this publication in new window or tab >>Establishing authenticity and commodifying difference: a social semiotic analysis of Sámi jeans
2022 (English)In: Visual Communication, ISSN 1470-3572, E-ISSN 1741-3214, Vol. 21, no 2, p. 195-217Article in journal (Refereed) Published
Abstract [en]

This article investigates a semiotic phenomenon within the global fashion industry: the branding of designer jeans as ‘authentic’ and ‘genuinely local’, focusing on the Swedish brand Sarva. Drawing on a social semiotics approach, the authors see authenticity as a discursive construct and look at the ways in which Sarva authenticate their jeans as Sámi in multimodal texts. The aim is: (1) to reveal how places and narratives are commodified in texts that accompany the jeans; and (2) to explore how authenticity is materially instantiated in the jeans by using different resources. The article focuses on the connotative provenance and affordances of different semiotic materials for the rendering of authenticity. The analysis of the jeans as semiotic entities reveals how the thickness of the garment, texture and leather details, and the choice of materials, languages as well as iconography, evoke ideas about historical and local ‘Sáminess’, whilst at the same time indexing a global ideology that regiments what quality jeans are. The analysis shows how authenticity can be reinvented and relocated in ways that allow a commodity to travel between the local and the global. It also shows how this movement is not neutral or straightforward, but rooted in power relations that underlie globalization and advanced capitalism.

Place, publisher, year, edition, pages
Sage Publications, 2022
Keywords
affordance, authenticity, designer jeans, discourse, global/local, materiality, provenance, Sámi, Sápmi, affordans, autenticitet, designerjeans, diskurs, global/lokal, materialitet, proveniens, samer, sapmi
National Category
General Language Studies and Linguistics
Research subject
Swedish Language
Identifiers
urn:nbn:se:oru:diva-79008 (URN)10.1177/1470357219896819 (DOI)000506975200001 ()2-s2.0-85078046292 (Scopus ID)
Projects
Multimodala texter och lärande i högre utbildning
Available from: 2020-01-13 Created: 2020-01-13 Last updated: 2022-09-06Bibliographically approved
Westberg, G. & Idevall Hagren, K. (2022). Åtråvärda samer: Om reseberättelser som affektiv resurs i tidig ursprungsturism. Sakprosa, 14(1), 1-36
Open this publication in new window or tab >>Åtråvärda samer: Om reseberättelser som affektiv resurs i tidig ursprungsturism
2022 (Swedish)In: Sakprosa, ISSN 1502-6000, E-ISSN 1891-5108, Vol. 14, no 1, p. 1-36Article in journal (Refereed) Published
Abstract [sv]

Sedan massturismens födelse har åtrån efter autentiska upplevelser projicerats på samisk kultur. Med ett fokus på hur den tidiga ursprungs-turismens sakprosagenrer etablerar det samiska som något åtråvärt att uppleva för turister, blottlägger denna artikelhur turister positioneras känslomässigt i reseberättelser från Sápmi, publicerade i Svenska Turistföreningens årsskrift 1886–1914. Artikeln ramas in som en affektiv diskursanalys och undersöker hur reseberättelserna skildrar mötet mellan turister och samer i termer av aktantroller, och hur den narrativa strukturen positionerar läsaren känslomässigt. Resultatet visar hur den föreställda turistens åtrå efter samer utgör en blandning av lust, attraktion, äckel och välbefinnande. Artikeln argumenterar att dessa affektiva positioner har sin klangbotten i koloniala och rasbiologiska ideal. Avslutningsvis uppmanar artikeln till fortsatta affektiva diskursanalyser av ursprungsturismens sakprosatexter, med ett särskilt fokus på hur turister och samer positioneras genom ambivalenta och motstridiga känslor.

Abstract [en]

Since the booming of mass tourism, the desire for authenticity has been projected on Sámi culture. With a focus on how early indigenous tourism established Sámi culture as desirable, this article unpacks how tourists are affectively positioned through travelogues in the Swedish Tourist Association’s yearbooks 1886–1914. The article is framed as an affective discourse study, and the travelogues are investigated with respect to how encounters between tourists and Sámi people are represented in terms of actant roles, and further, how such representations afford certain affective positions to the ideal reader of the travelogues. The results show how the desire for Sámi culture constitutes a mix of emotions such as lust, attraction, disgust, and well-being. The article argues that these affective positions resonate with colonial and scientific racism ideals. Concludingly, the article calls for further affective discourse studies of how tourists and Sámi people are positioned through ambiguous and conflicting emotions within indigenous tourism.

Place, publisher, year, edition, pages
Institutt for lingvistiske og nordiske studier, Universitetet i Oslo, 2022
Keywords
Affect, colonialism, Sámi, Sápmi, Swedish Tourist Association, indigenous tourism, travelogues, desire, authenticity, affekt, kolonialism, samer, Sápmi, Svenska Turistföreningen, ursprungsturism, reseberättelser, åtrå, autenticitet
National Category
Specific Languages
Research subject
Swedish Language
Identifiers
urn:nbn:se:oru:diva-98163 (URN)10.5617/sakprosa.8917 (DOI)
Projects
Samer till salu
Available from: 2022-03-21 Created: 2022-03-21 Last updated: 2022-03-22Bibliographically approved
Westberg, G. (2021). Affect as a multimodal practice. Multimodality & Society, 1(1), 20-38
Open this publication in new window or tab >>Affect as a multimodal practice
2021 (English)In: Multimodality & Society, ISSN 2634-9795, E-ISSN 2634-9809, Vol. 1, no 1, p. 20-38Article in journal (Refereed) Published
Abstract [en]

This paper sets out a framework for analyzing affect as a multimodal practice. The overall objective is to contribute to the theoretical development of how affect can be approached as an object of semiotic enquiry. The framework is based on the assumption that affect is semiotically materialized through discourse, and with the ambition of taking multimodality seriously, subject formation, strategic perspectivation and affordance are proposed as conceptual starting points for the study of affective meaning-making. Examples are drawn from artifacts and images that represent the Sámi as desirable objects to consumers and tourists. Through a detailed semiotic analysis of a pair of jeans described as being Sámi inspired, and through an analysis of images that promote Sámi tourism experiences, the paper demonstrates how affective ways of being emerge in a relationship between the affordance of semiotic materials and different subjectivities. These insights point to the possibility of further investigating affective subject formation as materialized in diverse semiotic materials in relation to other social phenomena, political issues and ideological concerns.

Place, publisher, year, edition, pages
Sage Publications, 2021
Keywords
Affect, emotion, affective practice, multimodality, desire, multimodal critical discourse studies, indigenous tourism, indigenous capitalism, Sámi, Sápmi
National Category
General Language Studies and Linguistics
Research subject
Swedish Language
Identifiers
urn:nbn:se:oru:diva-90838 (URN)10.1177/2634979521992734 (DOI)
Available from: 2021-03-31 Created: 2021-03-31 Last updated: 2023-03-29Bibliographically approved
Westberg, G. (2021). Affective rebirth: Discursive gateways to contemporary national socialism. Discourse & Society, 32(2), 214-230
Open this publication in new window or tab >>Affective rebirth: Discursive gateways to contemporary national socialism
2021 (English)In: Discourse & Society, ISSN 0957-9265, E-ISSN 1460-3624, Vol. 32, no 2, p. 214-230Article in journal (Refereed) Published
Abstract [en]

This paper engages with the growth of contemporary fascism by arguing that affect plays a key role in its discourse. Departing from an understanding of affect as integral to discourse, the paper explores how the myth of palingenesis is employed by the most prominent Swedish Nazi movement to recruit new members. A methodological combination of affective – discursive theory, detailed representational analysis, and a critical reading that buys into the representations reveals the recruitment discourse as offering an affective script of feeling angry, insulted, and ashamed, as well as courageous, proud, and hopeful. These findings offer important insights into how affective–discursive practices are employed to create gateways to radicalization and ideologically motivated violence. In order to make sense of the attractiveness of contemporary fascism, the paper concludingly argues for multifaceted readings and contemplative critical engagement with the far and extreme right.

Place, publisher, year, edition, pages
Sage Publications, 2021
Keywords
Affect, affective practive, critical discourse studies, emotion, extreme right, palingenesis, political affect, political discourse, political extremism, racism, recruitment discourse, representation, national socialism, Nazism, fascism
National Category
General Language Studies and Linguistics
Research subject
Swedish Language
Identifiers
urn:nbn:se:oru:diva-87232 (URN)10.1177/0957926520970380 (DOI)000598868600001 ()2-s2.0-85095408839 (Scopus ID)
Available from: 2020-11-06 Created: 2020-11-06 Last updated: 2023-12-08Bibliographically approved
Gelang, M., Jacobsson, M., Tseronis, A. & Westberg, G. (2021). Casebaserat lärande inom humanistiska studier: Erfarenheter från Kandidatprogram i språk, retorik och kommunikativt ledarskap. Örebro: Örebro University
Open this publication in new window or tab >>Casebaserat lärande inom humanistiska studier: Erfarenheter från Kandidatprogram i språk, retorik och kommunikativt ledarskap
2021 (Swedish)Report (Other academic)
Abstract [en]

In the development of a new program at the School of Humanities at Örebro University, the subjects involved (English language, Rhetoric and Swedish), proposed the implementation of a pedagogical model that hitherto has been underused in the humanities, namely case-based learning. Although well established in other fields, case pedagogy has not been tested in the humanities to any large extent. In this report, we first describe the three subjects’ take on case pedagogy along with our experiences from its implementation in the program. Next, we discuss the criteria we deem essential for success in this pedagogical model; these four criteria that comprise the Harvard model are authenticity, open-endedness, applicability of theory, and implementation that supports learning objectives. 

In summary, we emphasize that these criteria should not be considered as a fixed template; instead, we propose that they be regarded as a source of inspiration and let applicable fields of practice and the discipline itself dictate which criteria are relevant.

Place, publisher, year, edition, pages
Örebro: Örebro University, 2021. p. 31
Series
Arbetsrapporter från Högskolepedagogiskt centrum ; 3
Keywords
Case, case pedagogy, case-based learning, rhetoric, linguistics, English, Swedish, humanities
National Category
Pedagogy
Identifiers
urn:nbn:se:oru:diva-90352 (URN)978-91-87789-45-8 (ISBN)
Note

Redaktion: Henric Bagerius och Sverre Wide.

Available from: 2021-03-10 Created: 2021-03-10 Last updated: 2021-03-11Bibliographically approved
Björkvall, A. & Westberg, G. (2021). Shame and Pride in the Delegitimization and Relegitimization of Air Travel. Critical Approaches to Discourse Analysis Across Disciplines (CADAAD), 13(2), 63-83
Open this publication in new window or tab >>Shame and Pride in the Delegitimization and Relegitimization of Air Travel
2021 (English)In: Critical Approaches to Discourse Analysis Across Disciplines (CADAAD), ISSN 1752-3079, E-ISSN 1752-3079, Vol. 13, no 2, p. 63-83Article in journal (Refereed) Published
Abstract [en]

This article is about the delegitimization and relegitimization of global air travel as a common-sense practice. Based on social semiotics, multimodal critical discourse studies and Ahmed’s (2014) approach to affect and emotion, the study systematically explores how affective subjectivities are construed through the use of shaming practices by climate activists on Instagram and how the aviation industry addresses shaming practices by relegitimizing flying. Thus, the focus of the analysis is on how shame and pride are evoked to answer why the global elite should not fly globally, or, conversely, why they should continue to do so. The results reveal that the discursive delegitimization and relegitimization strategies of climate activists and the aviation industry are based on the same moral assumption that CO2 emissions are bad for the environment and that they both use affect as a key component of their strategies. However, whereas climate activists conduct their flight shaming by pointing to the negative effects of the frequent-flyer lifestyle of social media influencers, the discourse of the aviation industry is entrenched in the negative effects of flying as a starting point for its formation of a proud air traveller identity.

Place, publisher, year, edition, pages
University of Lancaster, 2021
Keywords
affective practice, affective subjectivities, flight shame, legitimation theory, multimodal critical discourse analysis
National Category
Specific Languages
Research subject
Swedish Language
Identifiers
urn:nbn:se:oru:diva-95299 (URN)
Available from: 2021-11-02 Created: 2021-11-02 Last updated: 2021-11-08Bibliographically approved
Westberg, G. (2020). All makt åt folket! Om populism som affektiv stil. In: Saara Haapamäki, Ludvig Forsman och Linda Huldén (Ed.), Svenskans beskrivning 37: Förhandlingar vid trettiosjunde sammankomsten Åbo 8–10 maj 2019. Paper presented at Svenskans beskrivning 37, Åbo, Finland, 8-10 maj, 2019 (pp. 345-358). Åbo: Åbo Akademi
Open this publication in new window or tab >>All makt åt folket! Om populism som affektiv stil
2020 (Swedish)In: Svenskans beskrivning 37: Förhandlingar vid trettiosjunde sammankomsten Åbo 8–10 maj 2019 / [ed] Saara Haapamäki, Ludvig Forsman och Linda Huldén, Åbo: Åbo Akademi , 2020, p. 345-358Conference paper, Published paper (Refereed)
Place, publisher, year, edition, pages
Åbo: Åbo Akademi, 2020
Series
Skrifter från Svenska institutionen vid Åbo Akademi, ISSN 1237-8445 ; 8
Keywords
populism, affekt, känslor, sverigedemokraterna, nya moderaterna
National Category
General Language Studies and Linguistics
Research subject
Swedish Language
Identifiers
urn:nbn:se:oru:diva-88205 (URN)978-952-12-4021-8 (ISBN)978-952-12-4022-5 (ISBN)
Conference
Svenskans beskrivning 37, Åbo, Finland, 8-10 maj, 2019
Note

Ingår även i serien:

Svenskans beskrivning ISSN 1102-3619

Available from: 2020-12-29 Created: 2020-12-29 Last updated: 2021-01-11Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0003-1731-1940

Search in DiVA

Show all publications