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Myten om NOCCO -En multimodal kritisk diskursanalys av NOCCOs Instagramkonto

The aim of this study is to analyze the functional beverage NOCCO’s Instagram account. The purpose is to expose how they use discourses of health and fitness in their marketing. In particular we analyze the social actors in the pictures. The theories in this study is based on a social semiotic theory of communication and an assumption that we live in The new public health era. The method applied is a qualitative multimodal critical discourse analysis (MCDA). The study examines how the social actors are used for marketing purposes, how they are represented in the pictures and in which settings they are placed in. The results shows that NOCCO uses discourses of health and exercise in their marketing on Instagram. NOCCO appears as a healthy product due to its association with exercise and fit social actors.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:oru-71917
Date January 2019
CreatorsTaubensee, Cherie, Vestman, Karolina
PublisherÖrebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap, Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap
Source SetsDiVA Archive at Upsalla University
LanguageSwedish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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