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Att rädda planeten genom konsumtionsval: Oatlys antagonistiska och lekfulla marknads- kommunikation
Södertörns högskola.ORCID iD: 0000-0002-3176-7226
Örebro universitet.ORCID iD: 0000-0002-3295-3602
2019 (Swedish)In: Språk och stil, ISSN 1101-1165, E-ISSN 2002-4010, Vol. NF 29, p. 99-133Article in journal (Refereed) Published
Abstract [en]

There has been an increase in food products marketed through buzzwords like ‘organic’, ‘local’, ‘recyclable’, ‘Fairtrade’. These have been described as part of a newer kind of ethical or emotional capitalism, where consumers can align with political issues through shopping. In this paper, we look at the brand Oatly, a Swedish milk alternative that has had global success. Oatly brands itself as sustainable and offers us the chance to save the planet by buying their oat milk. We carry out a critical multimodal discourse analysis of their value-based marketing communication. The results show that Oatly mixes the antagonistic and the playful and utilizes various semiotic materials in refined ways. We find signifiers of clear and direct political action from former times, for example in film clips and packaging design. The playful runs through many poster campaigns with posters that refer to each other, where we engage in a kind of hide and seek. The meta-communication that arises when Oatly says it is not advertising presents the company as an underdog going against the milk industry. Overall, this is a form of activism which is fun, chic and rather easy. Our critique of this kind of marketing communication is that acts of consumption shape what we know about, and how we act towards, actual socio-political matters. If global large companies are to control our money and feelings and decide how environmental problems are defined, we might not be able to save the planet.

Place, publisher, year, edition, pages
2019. Vol. NF 29, p. 99-133
Keywords [en]
ethical food, Swedish marketing communication, multimodal critical discourse analysis, consumerism, politics, language play, meta-communication, packaging
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URN: urn:nbn:se:uu:diva-399806DOI: 10.33063/diva-399806OAI: oai:DiVA.org:uu-399806DiVA, id: diva2:1379176
Note

https://doi.org/10.33063/diva-399806

Available from: 2019-12-16 Created: 2019-12-16 Last updated: 2020-02-24Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • asciidoc
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