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Eko(logiskt)?: – En multimodal kritisk diskursanalys av ICAs ekologiska livsmedelsförpackningar.
Örebro University, School of Humanities, Education and Social Sciences.
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]

The purpose of this paper is to study how ICA construct ecologically through their organic food packaging. Multimodal Critical Discourse Analysis (MCDA) is used to analyze the semiotic resources existing on food packaging, as well as identify underlying power and ideological conditions. As our analysis is based on our own interpretations, and that multimodal critical discourse analysis is a social constructionist theory, our study includes social constructionism. One conclusion of our study is that all organic products, whether design, convey some kind of discourse about purity, and that it can be expressed in different ways. ICA show this through a white and modern design which is a new thinking when it comes to organic food packaging. There is no traditional, authentic or Swedish about the products like the other organic products in the study.

Place, publisher, year, edition, pages
2018. , p. 66
Keywords [en]
MCDA, food packaging, organic, visual design, discourse, ideology, semiotic
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-64885OAI: oai:DiVA.org:oru-64885DiVA, id: diva2:1181058
Subject / course
Medie- och kommunikationsvetenskap inriktning Film
Supervisors
Available from: 2018-02-07 Created: 2018-02-07 Last updated: 2018-02-07Bibliographically 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