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Hur många arter är lagom i ett kulturlandskap? En semiotisk och ekosemiotisk bildanalys av varumärkena Bregotts och Oatlys reklamfilmer som indikatorer för relationen mellan människa och natur

Albrecht, Peter LU (2015) HEKX01 20151
Human Ecology
Abstract
This essay describes the human relationship to the Swedish Agricultural open landscape,
which is romanticised in popular culture, but is also seen by the anthropocentric
hegemony in society as a landscape to use as resource for consumption and as symbol for
“nature products”. The research deals whit the dualistic approach to cultural landscape by
using a semiotic analyse of two food company brands using the landscape as a backdrop
for associating their food with nature or naturalistic content. The first food brand is one of
the largest in dairy business, a company in the region called Arla Foods and their brand
Bregott, which is a breadspread margarine. The other company is the Oatly company
which markets an oat- based product as... (More)
This essay describes the human relationship to the Swedish Agricultural open landscape,
which is romanticised in popular culture, but is also seen by the anthropocentric
hegemony in society as a landscape to use as resource for consumption and as symbol for
“nature products”. The research deals whit the dualistic approach to cultural landscape by
using a semiotic analyse of two food company brands using the landscape as a backdrop
for associating their food with nature or naturalistic content. The first food brand is one of
the largest in dairy business, a company in the region called Arla Foods and their brand
Bregott, which is a breadspread margarine. The other company is the Oatly company
which markets an oat- based product as an alternative to milk products. The two
companies are presently in a court case against each other. The essay includes an
environmental history background, semiotic and ecosemiotic theory, methods and
meaning in commercial pictures, a semiotic and ecosemiotic analysis of the two
companies´ use of the cultural landscape in relation/ resource context. I found that even
the relations that outward are supposed to signals equal subject-subject interaction whit
the agricultural landscape are founded in Cartesian dualism and anthropocentrism. The
ecosemiotic perspective in the essay leaves us with the result of a culture that through
commercial and otherwise perpetuates rationalism, mechanisation, monoculture and anticontextualisation.
I find that a holistic counterweight in the discourse of agricultural
landscape is essential to understand destructive patterns of the historical process of
domestication and today’s agriculture. (Less)
Please use this url to cite or link to this publication:
author
Albrecht, Peter LU
supervisor
organization
course
HEKX01 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
Sweden, Human ecology, Agricultural, Cultural landscape, Anthropocentrism, Cartesianism, Holism, Semiotics, Ecosemiotics, Discourse in commercials, Diary industry, Domestication
language
Swedish
id
5465165
date added to LUP
2015-06-26 13:32:09
date last changed
2015-06-26 13:32:09
@misc{5465165,
  abstract     = {This essay describes the human relationship to the Swedish Agricultural open landscape,
which is romanticised in popular culture, but is also seen by the anthropocentric
hegemony in society as a landscape to use as resource for consumption and as symbol for
“nature products”. The research deals whit the dualistic approach to cultural landscape by
using a semiotic analyse of two food company brands using the landscape as a backdrop
for associating their food with nature or naturalistic content. The first food brand is one of
the largest in dairy business, a company in the region called Arla Foods and their brand
Bregott, which is a breadspread margarine. The other company is the Oatly company
which markets an oat- based product as an alternative to milk products. The two
companies are presently in a court case against each other. The essay includes an
environmental history background, semiotic and ecosemiotic theory, methods and
meaning in commercial pictures, a semiotic and ecosemiotic analysis of the two
companies´ use of the cultural landscape in relation/ resource context. I found that even
the relations that outward are supposed to signals equal subject-subject interaction whit
the agricultural landscape are founded in Cartesian dualism and anthropocentrism. The
ecosemiotic perspective in the essay leaves us with the result of a culture that through
commercial and otherwise perpetuates rationalism, mechanisation, monoculture and anticontextualisation.
I find that a holistic counterweight in the discourse of agricultural
landscape is essential to understand destructive patterns of the historical process of
domestication and today’s agriculture.},
  author       = {Albrecht, Peter},
  keyword      = {Sweden,Human ecology,Agricultural,Cultural landscape,Anthropocentrism,Cartesianism,Holism,Semiotics,Ecosemiotics,Discourse in commercials,Diary industry,Domestication},
  language     = {swe},
  note         = {Student Paper},
  title        = {Hur många arter är lagom i ett kulturlandskap? En semiotisk och ekosemiotisk bildanalys av varumärkena Bregotts och Oatlys reklamfilmer som indikatorer för relationen mellan människa och natur},
  year         = {2015},
}