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Ett statuskök i en nyliberal tid: köket i IKEA-kataloger från 1975 till 2016
Department of Culture and Education, Södertörn University, Huddinge, Sweden.
Örebro University, School of Humanities, Education and Social Sciences.ORCID iD: 0000-0002-3295-3602
2017 (Swedish)In: Kritiska textanalyser / [ed] Charlotta Seiler Brylla, Gustav Westberg & Daniel Wojahn, Huddinge: Södertörns högskola, 2017, Vol. 5Chapter in book (Refereed)
Abstract [en]

This article uses a Multimodal Critical Discourse Analysis approach to look at the communication of kitchens in the IKEA catalogue from 1975 until 2016, where we see a predictable shift from function to lifestyle. Using Fair-clough’s (1992) concept of ‘technologization’ and Van Leeuwen’s (2008) concept of ‘New Writing’, we are able to dig deeper to show that there are four stages of kitchens, which become more and more codified, with increasing prescription over the meaning of space, and also regarding what takes place there. Such coding aligns with the ideas, values and identities of neoliberalism: ‘dynamic’, ‘creative’, ‘solutions’ and ‘self-management’. The features of New Writing, we show, allow a suppression of actual causalities and context and permit symbolic and indexical meanings to take over. Domestic life itself becomes stripped down to a number of symbols and indexical meanings which assemble easily into the requirements of the neoliberal order. 

Place, publisher, year, edition, pages
Huddinge: Södertörns högskola, 2017. Vol. 5
Series
Text- och samtalsstudier från Södertörns högskola, ISSN 2002-0643 ; 6
Keywords [en]
neoliberalism; Multimodal Critical Discourse Analysis; New Writing; social semiotics; prestige space; IKEA kitchens
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:oru:diva-64595OAI: oai:DiVA.org:oru-64595DiVA, id: diva2:1178135
Available from: 2018-01-28 Created: 2018-01-28 Last updated: 2018-01-30Bibliographically approved

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Machin, David

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf