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IPCC, WHO and FAO have recently published reports connecting the animal industry with Global warming, cancer and 70% of modern diseases. In fact, IPCC (2014) indicated that the greatest potential for reducing emissions is placed on the consumer’s level. For this context, grounded in concepts of the Foucauldian Discourse Analysis and the Compositional Analysis (Rose, 2001) this study analyzed a series of advertisements issued in the period after the reports (2013-2015). The analysis was guided by three central questions: (1) Which linguistic and visual approaches, as well as their organization and strategies applied in the discourse, is the Animal Industry using in the construction of their advertisements and how they react to this moment of crises? (2) Considering Barthes ́ approach of food as symbols containing a communicational construction, what are the meanings built around animal products understood from the perspective of discourse? (3) How is the Animal Industry positioning themselves towards audiences and culture and what functions are they giving to themselves in society? Following a political theoretical framework, the proposition that the animal commodification is an ideology affirmed in western societies will be discussed. Advertisements from seven enterprises of the Animal Industry in EU will be used, selected for having leading positions in their sectors (meat and dairy). Among the results, it was verified that the relation toward human interaction is the major enunciator in the advertisements. The following lines of enunciation were identified: example and empathy; imperative discourses; tradition. The enunciations of meat have emotional basis; while the constructions around dairy focuses on the western representation of archaic nature (Haraway, 1989). The denotative qualities of the foods where very little considered. The political and ethical questions around the animal products were absent. This study focuses on the necessity of a political and critical approach of the marketing strategies of the Animal Industry. KEY WORDS: Animal Industry, Global Warming, Discourse Analysis, Foucault

The objective of this paper is to develop a theory for analysing the practice of representing the world with visualizations in the form of different images and the scientific gaze that renders these images meaningful. These images are often combined with text, since the natural sciences are lexivisual practices. For natural scientists these visual and lexivisual representations appear totally unproblematic. Scientific representations can be many kinds of pictures, graphs, tables or diagrams and are seen as vehicles of knowledge; in their concrete and tangible form we call them images but they can also be displayed, screened and projected. I will not directly deal with mental images or conceptions of the world, only as one way to understand what renders the tangible images meaningful. But of course, the conflict between a culturalistic and a natural scientific conception of the world runs through this paper, as the empirical material is natural scientific and the analysis is culturalistic.

Makt, kärlek, Carmen, Foucault / Power, love, Carmen, Foucault

<p>This thesis draws on data collected through semi-structured interviews with cross country and track athletes to investigate how female distance runners experience their sport in relation to gender and embodiment. The runners identified gender as affecting their sport by way of shorter distances for women’s races, heightened involvement of coaches in corporeal matters such as diet and weight, as well as sex verification policies. Distance running was also specifically identified as a sport that intensifies societal pressures for women to be thin. Grounded in Foucault’s concept of ‘docile bodies’, this thesis explores how dominant discourses on gender and the body are reproduced within the subculture of distance running through surveillance practices.</p> / Master of Arts (MA)