This essay explores how the secondhand company Myrorna positions itself in relation to discussions surrounding sustainability and consumerism. Five of Myrornas marketing campaigns from 2010 to 2022 are individually examined through a visual semiotic analysis. Findings are then deepened through a discourse analysis where the five campaigns are discussed together. Consumer culture theory and Bourdieus theory on capital are used to deepen the discussion and to correlate findings to discourses surrounding sustainability and consumption. The results show that Myrornas marketing heavily relies on arguments around sustainability and creates a discourse of secondhand shopping as the correct consumer choice. Despite this, there is no critique of consumerism and overconsumption. Instead Myrorna position secondhand clothing as just as fashion forward and trendy as fast-fashion and use the same selling points we are used to seeing in fast-fashion marketing.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-52921 |
| Date | January 2022 |
| Creators | Rosenlöf, Jonna |
| 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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