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Myten om NOCCO -En multimodal kritisk diskursanalys av NOCCOs Instagramkonto
Örebro University, School of Humanities, Education and Social Sciences.
Örebro University, School of Humanities, Education and Social Sciences.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this study is to analyze the functional beverage NOCCO’s Instagram account. The purpose is to expose how they use discourses of health and fitness in their marketing. In particular we analyze the social actors in the pictures. The theories in this study is based on a social semiotic theory of communication and an assumption that we live in

The new public health era. The method applied is a qualitative multimodal critical discourse analysis (MCDA). The study examines how the social actors are used for marketing purposes, how they are represented in the pictures and in which settings they are placed in. The results shows that NOCCO uses discourses of health and exercise in their marketing on Instagram. NOCCO appears as a healthy product due to its association with exercise and fit social actors.

Place, publisher, year, edition, pages
2019. , p. 48
Keywords [en]
Multimodal critical discourse analysis, social semiotics, Instagram, social actors, health, fitness, NOCCO
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-71917OAI: oai:DiVA.org:oru-71917DiVA, id: diva2:1283823
Subject / course
Medie- och kommunikationsvetenskap
Supervisors
Available from: 2019-01-30 Created: 2019-01-30 Last updated: 2019-01-30Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
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