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The mythologization of protein: a Multimodal Critical Discourse Analysis of snacks packaging
Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap.
Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap.ORCID-id: 0000-0002-1089-5819
2019 (engelsk)Inngår i: Food, Culture and Society, ISSN 1528-9796, Vol. 22, nr 4, s. 423-445Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

This paper examines how protein snacks are marketed as good food choices through their packaging and how these packages reproduce a discourse – what we see as a myth – of the benefits of high protein intake. Research shows that consumers believe high protein food has a positive impact on physical performance and body composition, although there is very little evidence of this. Protein foods and beverages are nevertheless one of the fastest growing sectors in the food market and we now see food companies exploit peoples beliefs by adding protein to food that was formerly seen as unhealthy. Adopting a Multimodal Critical Discourse Analysis (MCDA) we look in detail at the packaging of a group of snacks that are usually high in fat and sugar but now appear as good food options, particularly through accentuating the protein content. The analysis shows that the packages market these products as an outcome of scientific modern technology, but this is done in playful and comforting ways. This goes along with neoliberal ideas about wellness and demands of an active lifestyle. From these findings, we discuss the limitations of existing regulations as marketing shape and capitalize on discourses of health.

sted, utgiver, år, opplag, sider
Routledge, 2019. Vol. 22, nr 4, s. 423-445
Emneord [en]
Discourse, food packaging, food policy, health, protein, marketing, Multimodal Critical Discourse Analysis, Social Semiotics
HSV kategori
Forskningsprogram
Medie- och kommunikationsvetenskap
Identifikatorer
URN: urn:nbn:se:oru:diva-74776DOI: 10.1080/15528014.2019.1620586ISI: 000478852800004Scopus ID: 2-s2.0-85067458696OAI: oai:DiVA.org:oru-74776DiVA, id: diva2:1329493
Tilgjengelig fra: 2019-06-24 Laget: 2019-06-24 Sist oppdatert: 2019-08-23bibliografisk kontrollert

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