Advanced

Wow no cow!: En retorisk och diskursiv studie av Oatlys förpackningskommunikation

Knape, Klara LU and Bergholm Cohen, Ebba LU (2015) SKOK01 20151
Department of Strategic Communication
Abstract (Swedish)
Mjölk har länge haft en betydande roll i Sverige. Det har funnits en dominerande dis- kurs kring mjölk som sällan ifrågasatts. Under 2014 genomgick havredrycksprodu- centen Oatly en re-branding vilket resulterade i en rad kontroversiella budskap som exempelvis ”No milk. No soy. No badness.” Uppsatsen ämnar därför dels studera hur Oatlys förpackningskommunikation använt retoriska grepp för att påkalla uppmärk- samhet hos konsumenten. För det andra fokuserar uppsatsen på hur Oatly genom sin förpackningskommunikation utmanar diskursen kring mjölk. En kvalitativ textanalys har genomförts för att besvara uppsatsens frågeställningar. Då studien har två di- stinkta frågeställningar har vi utgått från ett teoretiskt och metodologiskt ramverk för... (More)
Mjölk har länge haft en betydande roll i Sverige. Det har funnits en dominerande dis- kurs kring mjölk som sällan ifrågasatts. Under 2014 genomgick havredrycksprodu- centen Oatly en re-branding vilket resulterade i en rad kontroversiella budskap som exempelvis ”No milk. No soy. No badness.” Uppsatsen ämnar därför dels studera hur Oatlys förpackningskommunikation använt retoriska grepp för att påkalla uppmärk- samhet hos konsumenten. För det andra fokuserar uppsatsen på hur Oatly genom sin förpackningskommunikation utmanar diskursen kring mjölk. En kvalitativ textanalys har genomförts för att besvara uppsatsens frågeställningar. Då studien har två di- stinkta frågeställningar har vi utgått från ett teoretiskt och metodologiskt ramverk för analysen där vi presenterat retoriska begrepp samt Foucaults syn på diskurser. Risk-, konsumtions- och expertsamhället tillsammans med teorier om naturen har utgjort de teoretiska förutsättningarna för analysen. Genomförd analys och resultat visar hur Oatly använder sig av ett antal retoriska grepp för att påkalla uppmärksamhet och locka konsumenter. Samtidigt anspelar Oatly genom sin förpackningskommunikation på en rad olika diskurser. Diskursen om mjölk utmanas ständigt och ifrågasätts som en stor del av Oatlys kommunikation. Oavsett motiv är det betydelsefullt att Oatly uppmärksammar och ifrågasätter diskursen kring mjölk. Slutligen konstateras det att kommunikation och marknadsföring påverkar diskurser och att företag därigenom har ett ansvar. (Less)
Abstract
Milk has played a significant role in Sweden for the past hundred years. There has been a dominating discourse surrounding milk that’s rarely been challenged or faced by any public questioning. During 2014 Oatly, an oat drink producer, went through a re-branding which resulted in a number of controversial statements such as; “No milk. No soy. No badness.” This study therefore intends to examine how Oatly uti- lized rhetorical messages on their packaging to draw consumer’s attention. In addition the study also focuses on examining in what way Oatly’s packaging communication has played a roll in challenging the existing discourse of milk. These purposes have been answered through the use of qualitative text analysis. As the study has two... (More)
Milk has played a significant role in Sweden for the past hundred years. There has been a dominating discourse surrounding milk that’s rarely been challenged or faced by any public questioning. During 2014 Oatly, an oat drink producer, went through a re-branding which resulted in a number of controversial statements such as; “No milk. No soy. No badness.” This study therefore intends to examine how Oatly uti- lized rhetorical messages on their packaging to draw consumer’s attention. In addition the study also focuses on examining in what way Oatly’s packaging communication has played a roll in challenging the existing discourse of milk. These purposes have been answered through the use of qualitative text analysis. As the study has two dis- tinct purposes statements, we have elaborated a theoretical and methodological framework where we mainly focus on rhetorical concepts as well as Foucault’s view of discourses. Theories about the society of risks, expertise and consumption together with theories of nature have provided the theoretical framework for the analysis. The result of our analysis suggests that Oatly are in fact utilizing a number of rhetorical concepts in their attempt to catch the consumer’s attention. The study also concludes that Oatly is challenging the discourse of milk on their packaging communication. The discourse of milk is constantly challenged and questioned as a main part of Oat- ly’s communication. Regardless of motive it is important that Oatly pays attention and question the discourse of milk. Lastly, it is concluded that communication and marketing actually has an impact on discourses in the society, thus all companies have a responsibility. (Less)
Please use this url to cite or link to this publication:
author
Knape, Klara LU and Bergholm Cohen, Ebba LU
supervisor
organization
course
SKOK01 20151
year
type
M2 - Bachelor Degree
subject
keywords
condition of possibilities, Foucault, rhetorical appeals, rhetorical analysis, discourse analysis, packaging communication, milk, Oatly, risk society, consumer society, expert systems, Eder
language
Swedish
id
5467462
date added to LUP
2015-06-12 08:04:41
date last changed
2015-06-12 08:04:41
@misc{5467462,
  abstract     = {Milk has played a significant role in Sweden for the past hundred years. There has been a dominating discourse surrounding milk that’s rarely been challenged or faced by any public questioning. During 2014 Oatly, an oat drink producer, went through a re-branding which resulted in a number of controversial statements such as; “No milk. No soy. No badness.” This study therefore intends to examine how Oatly uti- lized rhetorical messages on their packaging to draw consumer’s attention. In addition the study also focuses on examining in what way Oatly’s packaging communication has played a roll in challenging the existing discourse of milk. These purposes have been answered through the use of qualitative text analysis. As the study has two dis- tinct purposes statements, we have elaborated a theoretical and methodological framework where we mainly focus on rhetorical concepts as well as Foucault’s view of discourses. Theories about the society of risks, expertise and consumption together with theories of nature have provided the theoretical framework for the analysis. The result of our analysis suggests that Oatly are in fact utilizing a number of rhetorical concepts in their attempt to catch the consumer’s attention. The study also concludes that Oatly is challenging the discourse of milk on their packaging communication. The discourse of milk is constantly challenged and questioned as a main part of Oat- ly’s communication. Regardless of motive it is important that Oatly pays attention and question the discourse of milk. Lastly, it is concluded that communication and marketing actually has an impact on discourses in the society, thus all companies have a responsibility.},
  author       = {Knape, Klara and Bergholm Cohen, Ebba},
  keyword      = {condition of possibilities,Foucault,rhetorical appeals,rhetorical analysis,discourse analysis,packaging communication,milk,Oatly,risk society,consumer society,expert systems,Eder},
  language     = {swe},
  note         = {Student Paper},
  title        = {Wow no cow!: En retorisk och diskursiv studie av Oatlys förpackningskommunikation},
  year         = {2015},
}