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Att rädda planeten genom konsumtionsval: Oatlys antagonistiska och lekfulla marknadskommunikation
Södertörn University, School of Culture and Education, Swedish Language.ORCID iD: 0000-0002-3176-7226
Örebro University.
2019 (Swedish)In: Språk och stil, ISSN 1101-1165, E-ISSN 2002-4010, no 29, p. 99-133Article in journal (Refereed) Published
Abstract [en]

There has been an increase of food products marketed through buzzwords like ‘organic’, ‘local’,‘recyclable’, ‘Fairtrade’. These have been described as part of a newer kind of ethical or emotionalcapitalism, where consumers can align with political issues through shopping. In this paper, welook at the brand Oatly, a Swedish milk alternative that has had global success. Oatly brands itselfas sustainable and offers us the chance to save the planet by buying their oat milk. We carry out acritical multimodal discourse analysis of their value-based marketing communication. The resultsshow that Oatly mixes the antagonistic and the playful and utilizes various semiotic materials inrefined ways. We find signifiers of clear and direct political action from former times, for examplein film clips and packaging design. The playful runs through many poster campaigns with postersthat refer to each other, where we should engage in a kind of hide and seek. The meta-communicationthat arises when Oatly says it is not advertising presents the company as an underdog thatgoes against the milk industry. Overall, this is a form of activism which is fun, chic and rather easy.Our critique of this kind of marketing communication is that acts of consumption shape what weknow about, and how we act towards, actual socio-political matters. If global large companies areto control our money and feelings and decide how environmental problems are defined, we mightnot be able to save the planet.

Place, publisher, year, edition, pages
2019. no 29, p. 99-133
Keywords [en]
ethical food, Swedish marketing communication, multimodal critical discourse analysis, consumerism, politics, language play, meta-communication, packaging
National Category
Specific Languages Media Studies
Research subject
Studies in the Educational Sciences
Identifiers
URN: urn:nbn:se:sh:diva-39608OAI: oai:DiVA.org:sh-39608DiVA, id: diva2:1379506
Available from: 2019-12-17 Created: 2019-12-17 Last updated: 2019-12-27Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf