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Recontextualizing Swedish nationalism for commercial purposes: a multimodal analysis of a milk marketing event
Örebro University, School of Humanities, Education and Social Sciences. Media and Communication Studies.ORCID iD: 0000-0002-5051-7804
2019 (English)In: Critical Discourse Studies, ISSN 1740-5904, E-ISSN 1740-5912, Vol. 16, no 5, p. 583-603Article in journal (Refereed) Published
Abstract [en]

In this paper, I carry out an analysis of an event in Sweden called 'the spring turnout'. It is a traditional event where cows are allowed out into the fields after the winter. I show how it has been colonized by Arla Foods, the diary company which controls part of the milk production in Sweden and in many other countries. Of interest in this analysis is how Arla infuses the event, and its own marketing, with discourses about nature that are specifically Swedish and can be traced to the nation building of the nineteenth and twentieth centuries, used systematically as part of the social democratic project for equality and progress through a strong welfare system. The paper examines how Arla recontextualizes these discourses for commercial purposes. I show how such recontextualized discourses carry reassurances to Swedish people that this project is still intact despite huge social political changes in Swede over the past decades embracing neoliberalism, global capitalism and becoming one of the fastest deregulating countries in the world.

Place, publisher, year, edition, pages
Routledge, 2019. Vol. 16, no 5, p. 583-603
Keywords [en]
Discourses of nature, banal nationalism, multimodal critical discourse analysis, multimodality, food promotion, social democracy, Swedish nationalism
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:oru:diva-75398DOI: 10.1080/17405904.2019.1637761ISI: 000475088800001OAI: oai:DiVA.org:oru-75398DiVA, id: diva2:1339586
Available from: 2019-07-30 Created: 2019-07-30 Last updated: 2019-08-30Bibliographically approved

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Andersson, Helen

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • 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