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Eko är reko?: En multimodal kritisk diskursanalys av ekologiska matförpackningar
Örebro University, School of Humanities, Education and Social Sciences.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This qualitative study intends to deconstruct food packaging on the Swedish food market with the aim to find out how ecological food packaging visually distinguishes it self from non ecological. It also aims to critically review the visual choices in order to find out what discourses are used in ecological food packaging. Food packages from different types of food are being analysed with multimodal critical discourse analysis (MCDA) in order to draw out discourses hidden in the packaging. The approach is to investigate what and how semiotic resources are being used in order to communicate certain things about ecological food but also try to show how this represents broader discourses. The results show that ecological food packaging communicates very different types of ideas and values that summarizes in discourses of nature, nostalgia, honesty, health, purity, art and creativity but also something modern and technical. Conclusions of different discourses being found on the same packaging have also been made.

Place, publisher, year, edition, pages
2018. , p. 49
Keywords [en]
Qualitative, mcda, multimodality, food packaging, semiotics, meaning making, discourse.
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-64936OAI: oai:DiVA.org:oru-64936DiVA, id: diva2:1181554
Subject / course
Medie- och kommunikationsvetenskap
Supervisors
Available from: 2018-02-09 Created: 2018-02-09 Last updated: 2018-02-09Bibliographically approved

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CiteExportLink to record
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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