This thesis aims to investigate how Swedish Companies can appropriate products that have strong cultural connections towards other nations or cultures and reintroduce them onto an international market in an authentic way, with emphasis on their Swedish locality. To do this, the study used the booming market of Swedish Craft Gin Distilleries. With a multimodal approach and a comparative analysis of five different Swedish Craft Gin Producers and their international websites, the study explored how authenticity and locality are discursively constructed in the branding and promotion of Swedish Craft Gin Brand published in English for an international audience and market. Additionally, the multimodal analysis was complemented with an analysis of the intentions behind semantic choices and strategies in the marking, based on interview material from the Swedish podcast Gin Podden (The Gin Podcast). The study found that all of the five target distilleries use common themes and values to accommodate meaning, such as the handcrafted and the small scale, Swedish quality, technology and sustainability. Furthermore, the study found that locality is the key feature within construction of authenticity on the market, and that this is constructed and strengthened multimodally through written and visual elements.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:oru-100248 |
| Date | January 2022 |
| Creators | Freij, Anton |
| Publisher | Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| 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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