To Örebro University

oru.seÖrebro universitets publikasjoner
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
The mythologization of protein: a Multimodal Critical Discourse Analysis of snacks packaging
Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap.ORCID-id: 0000-0003-2394-9959
Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap.ORCID-id: 0000-0002-1089-5819
2019 (engelsk)Inngår i: Food, Culture, and Society: an international journal of multidisciplinary research, ISSN 1552-8014, E-ISSN 1751-7443, 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: 2020-02-26bibliografisk kontrollert

Open Access i DiVA

The mythologization of protein: a Multimodal Critical Discourse Analysis of snacks packaging(3344 kB)1111 nedlastinger
Filinformasjon
Fil FULLTEXT01.pdfFilstørrelse 3344 kBChecksum SHA-512
8bf3e419819544eb9359853bd051917e808a322c6835eb130a7378e9a2b544ab94dea25b027896645a39f709ca560c02d39a59e6b80480b189dd2db433b7078c
Type fulltextMimetype application/pdf

Andre lenker

Forlagets fulltekstScopus

Person

Chen, ArielEriksson, Göran

Søk i DiVA

Av forfatter/redaktør
Chen, ArielEriksson, Göran
Av organisasjonen
I samme tidsskrift
Food, Culture, and Society: an international journal of multidisciplinary research

Søk utenfor DiVA

GoogleGoogle Scholar
Totalt: 1111 nedlastinger
Antall nedlastinger er summen av alle nedlastinger av alle fulltekster. Det kan for eksempel være tidligere versjoner som er ikke lenger tilgjengelige

doi
urn-nbn

Altmetric

doi
urn-nbn
Totalt: 2499 treff
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf