The food we eat has a big impact on the environment, and the global food chain is estimated to make up one third of all global emissions. In the future we will need to decrease the climate impact our food consumption has on the planet and therefore we must adjust to novel foods with a lower CO2-footprint. This thesis aims to research how two Swedish-produced novel minced meat substitute products are marketed and presented to the Swedish consumer through semiotics and discourse analysis. The visual presentation of these products’ packaging design and website information was analysed through annotated observation and interpreted through discourses based on three central themes: Swedishness, sustainability and minced meat. The analysis demonstrated that representations of all three themes are used in order to build a narrative through storytelling. The results of the analysis indicate that the central themes are used in order to convey a sense of naturalness and authenticity, as well as making the product recognisable to the consumer.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-53082 |
| Date | January 2022 |
| Creators | Dahlman, Vilma |
| 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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