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Flags and fields: a comparative analysis of national identity in butter packaging in Sweden and the UK
Örebro University, School of Humanities, Education and Social Sciences. Media and Communication Studies.ORCID iD: 0000-0002-5051-7804
Faculty of Arts and Creative Industries, University of Sunderland, Sunderland, UK.ORCID iD: 0000-0002-2013-8395
2023 (English)In: Social Semiotics, ISSN 1035-0330, E-ISSN 1470-1219, Vol. 33, no 4, p. 861-882Article in journal (Refereed) Published
Abstract [en]

Researchers have shown that it is common to use nationalist appeals when marketing food products. Research has also shown that geographical places play an important role in creating feelings of national identity and national belonging. To a much lesser extent, research has shown how these “places” are represented and reproduced in the packaging of food products in specific national environments and to an even lesser extent, compared these representations and reproductions. In this article, using multimodal critical discourse analysis, we examine how butter packaging in Sweden and the UK represents nature in ways that create associations that are linked to the national identity that exists in each country. We argue that commercial interests, through their choice of packaging design, not only exploit cultural and political ideas and values but also reinforce them by connecting to prevailing national sentiments. In times of political and social change, this can be used to strengthen national affiliation and thus ally with political interests.

Place, publisher, year, edition, pages
Routledge, 2023. Vol. 33, no 4, p. 861-882
Keywords [en]
Food packaging, banal nationalism, nature representations, multimodal critical discourse analysis, Swedish national identity, British national identity
National Category
Communication Studies
Research subject
Media and Communication Studies
Identifiers
URN: urn:nbn:se:oru:diva-93733DOI: 10.1080/10350330.2021.1968276ISI: 000686059300001Scopus ID: 2-s2.0-85112767593OAI: oai:DiVA.org:oru-93733DiVA, id: diva2:1586096
Available from: 2021-08-19 Created: 2021-08-19 Last updated: 2023-12-08Bibliographically approved

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Andersson, Helen

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CiteExportLink to record
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Citation style
  • apa
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Output format
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