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Nature, nationalism and neoliberalism on food packaging: The case of Sweden
Örebro University, School of Humanities, Education and Social Sciences. Uppsala universitet, Institutionen för nordiska språk, Uppsala, Sweden.ORCID iD: 0000-0002-5051-7804
2019 (English)In: Discourse, Context & Media, ISSN 2211-6958, E-ISSN 2211-6966Article in journal (Refereed) In press
Abstract [en]

Scholars have shown that representations of nature are common on food packaging, often to sell products that are far from natural. They have also shown that brands can add value to products using nationalist messages. However, much less research has gone into how these representations take form in specific national settings. In this article, using multimodal critical discourse analysis, I investigate a sample of Swedish food packaging, and show how the nature represented evokes associations established systematically by governments building up nationalist imagery associated with social democracy, openness, freedom, responsibility, equality and fairness. I argue that at a time when Sweden is moving to the right politically, becoming a model neoliberal society, such representations, used for marketing purposes, help communicate a banal sense that Sweden is very much as it always has been.

Place, publisher, year, edition, pages
Elsevier, 2019.
Keywords [en]
Food packaging, Discourses of nature, Banal nationalism, Multimodal critical discourse analysis, Multimodality, Swedish nationalism
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-76006DOI: 10.1016/j.dcm.2019.100329OAI: oai:DiVA.org:oru-76006DiVA, id: diva2:1347713
Available from: 2019-09-02 Created: 2019-09-02 Last updated: 2019-09-02Bibliographically approved

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Andersson, Helen

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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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
  • text
  • asciidoc
  • rtf