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What would a Swedish mine be without a party? On metals, minerals, and love during the “green” transition: Climate propaganda in The Swedish Mine advertising campaign
Södertörn University, School of Culture and Education, Media and Communication Studies.ORCID iD: 0000-0002-9707-2857
2023 (English)In: Nordic Journal of Media Studies, E-ISSN 2003-184X, Vol. 5, no 1, p. 194-218Article in journal (Refereed) Published
Abstract [en]

This article contributes to the growing field of critical studies about the visual politics of the green transition by highlighting the role of communication and the creative industries in promoting “green” ideologies. “The Swedish Mine” advocacy advertising campaign, launched in 2021, is presented as a case study to illustrate how lifestyle advertising genres are used to leverage the emotional engagement of progressive, mining-sceptical urban audiences to increase the social acceptance of intensified mining despite increasing climate awareness. Using visual culture studies, feminist, and critical race theory approaches to analyse the campaign materials, I explore how the campaign aestheticises “green” industrial progress by tokenising multiculturalism, fetishising consumption, and romancing national identity. As a counterpoint, I examine how social media reactions and activist responses illustrate tensions between mining acceptance and mining resistance in Swedish society. I conclude by positioning the campaign rhetoric in various forms of climate propaganda and highlighting the limits of the engineering of public consent for a “green” transition when such attempts use emotions as sites of “cognitive extraction” to cover technological and capitalist imperatives that ultimately promote Sweden as a leading mining nation. 

Place, publisher, year, edition, pages
Nordicom, 2023. Vol. 5, no 1, p. 194-218
Keywords [en]
dvocacy advertising, climate propaganda, visual politics, greentransition, mining resistance
National Category
Cultural Studies
Research subject
Environmental Studies; Critical and Cultural Theory
Identifiers
URN: urn:nbn:se:sh:diva-52536DOI: 10.2478/njms-2023-0011Scopus ID: 2-s2.0-85196096356OAI: oai:DiVA.org:sh-52536DiVA, id: diva2:1807081
Available from: 2023-10-24 Created: 2023-10-24 Last updated: 2024-06-26Bibliographically 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