sh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
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
Replacing actual political activism with ethical shopping: The case of Oatly
Södertörn University, School of Culture and Education, Swedish Language.ORCID iD: 0000-0002-3176-7226
Örebro University.
2019 (English)In: Discourse, Context & Media, ISSN 2211-6958, E-ISSN 2211-6966Article in journal (Refereed) Epub ahead of print
Abstract [en]

There has been an increase of food products marketed through buzzwords like organic, ‘local’, ‘recyclable’, ‘Fair-trade’. These have been described as part of a newer kind of ethical or emotional capitalism,where consumers can align with political issues through acts of shopping. The problem is that such actsreplace or shape what we know about, and how we act towards, actual socio-political matters. In thispaper, we look at one example of such a product: Oatly, a milk alternative, which brands itself as sustainableand anti-corporate. Taking a Multimodal Critical Discourse Analytical approach, we want to learnmore about how such brands do not actually state details of the socio-political issue alongside which theyalign (its causes, process, solutions) yet successfully communicate a compelling sense that buying theproduct is a form of social activism in a way which cleverly implicates consumers to internalize its valuesand give them a powerful sense of being part of a political moral order. And this is a form of activismwhich is fun, chic and rather easy.

Place, publisher, year, edition, pages
2019.
Keywords [en]
ethical food, marketing, mutimodality, packaging, consumerism, politics
National Category
Other Humanities Media Studies
Research subject
Studies in the Educational Sciences
Identifiers
URN: urn:nbn:se:sh:diva-39184DOI: 10.1016/j.dcm.2019.100344Scopus ID: 2-s2.0-85073076824OAI: oai:DiVA.org:sh-39184DiVA, id: diva2:1361376
Available from: 2019-10-16 Created: 2019-10-16 Last updated: 2019-10-31Bibliographically approved

Open Access in DiVA

No full text in DiVA

Other links

Publisher's full textScopus

Authority records BETA

Ledin, Per

Search in DiVA

By author/editor
Ledin, Per
By organisation
Swedish Language
In the same journal
Discourse, Context & Media
Other HumanitiesMedia Studies

Search outside of DiVA

GoogleGoogle Scholar

doi
urn-nbn

Altmetric score

doi
urn-nbn
Total: 51 hits
CiteExportLink to record
Permanent link

Direct link
Cite
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