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“Mamma, tål jag vegetariskt?”: En multimodal kritisk diskursanalysav ICAs representation av vegetarisk kost
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 aims to examine how commercial actors represent vegetarian food.   The study focuses on how the dominant Swedish grocery retailer ICA communicates about vegetarian food and vegetarianism as a dietary choice. The study is an analysis of ICAs advertisement series called ICA-såpan and five episodes are studied with the use of multimodal critical discourse analysis (MCDA) as method. The theory on which this study is built is also MCDA and a few concepts regarding marketing communication. The results show that ICA uses the discourses of deviancy, humor and masculinity to communicate about vegetarianism. Through the use of these discourses, ideas of neoliberalism and secularism is communicated.

Place, publisher, year, edition, pages
2018. , p. 49
Keywords [en]
MCDA, vegetarianism, ICA, advertisement, discourse, dietary choice, ideology
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-64938OAI: oai:DiVA.org:oru-64938DiVA, id: diva2:1181557
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
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
  • rtf