This essay aims to explore the use of neolocalism and social terroir by small-scale, independent breweries in Sweden. This will be achieved through a collection of quantitative data, semiotic analysis and discourse analysis of a selection of beer labels from breweries located in Skåne. A total of 22 beer labels are analysed through quantitative analysis and four are further analysed through semiotic- and discourse analysis. The results show that neolocalism and social terroir is used by a few of the researched breweries. These breweries use graphic elements such as images, product names and text with a local, historical and cultural connection in order to appeal to their targeted market.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-68901 |
| Date | January 2024 |
| Creators | Helgesson, Viktor |
| Publisher | Malmö universitet, Institutionen för konst, kultur och kommunikation (K3) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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