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Got Milk? Sustainability transitions in culturally embedded institutions

Bengtsson Sonesson, Ludwig LU (2017) STVK02 20171
Department of Political Science
Abstract
How to sustainably feed the world amounts to one of our biggest contemporary challenges. In Sweden, the environmental footprint of the dairy industry has caused a lively debate which culminated in a law-suit between LRF Mjölk and Oatly over the use of marketing phrases such as “Wow No Cow” and “No Soy. No Milk. No Badness”. Even though Oatly lost, their development was not hampered; thus, this thesis attempts to understand why that is. To accomplish this, a theoretical framework is created based on transition theory and institutional theory which explains how milk as a technological institution has become embedded in Swedish society. A discourse analysis of material published by LRF Mjölk and Oatly subsequently shows that sustainability... (More)
How to sustainably feed the world amounts to one of our biggest contemporary challenges. In Sweden, the environmental footprint of the dairy industry has caused a lively debate which culminated in a law-suit between LRF Mjölk and Oatly over the use of marketing phrases such as “Wow No Cow” and “No Soy. No Milk. No Badness”. Even though Oatly lost, their development was not hampered; thus, this thesis attempts to understand why that is. To accomplish this, a theoretical framework is created based on transition theory and institutional theory which explains how milk as a technological institution has become embedded in Swedish society. A discourse analysis of material published by LRF Mjölk and Oatly subsequently shows that sustainability discourses and a changed organizational landscape have put pressure on the dairy industry. This has opened a window of opportunity for change and by mimicking the central themes of the discourse; sustainability, health and nation, Oatly creates a competing narrative, the power of which is explained by its interdiscursivity and intertextuality. (Less)
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author
Bengtsson Sonesson, Ludwig LU
supervisor
organization
course
STVK02 20171
year
type
M2 - Bachelor Degree
subject
keywords
Transition Theory, Institutionalization, Oatly, Milk, LRF Mjölk
language
English
id
8907504
date added to LUP
2017-07-11 15:39:34
date last changed
2017-07-11 15:39:34
@misc{8907504,
  abstract     = {How to sustainably feed the world amounts to one of our biggest contemporary challenges. In Sweden, the environmental footprint of the dairy industry has caused a lively debate which culminated in a law-suit between LRF Mjölk and Oatly over the use of marketing phrases such as “Wow No Cow” and “No Soy. No Milk. No Badness”. Even though Oatly lost, their development was not hampered; thus, this thesis attempts to understand why that is. To accomplish this, a theoretical framework is created based on transition theory and institutional theory which explains how milk as a technological institution has become embedded in Swedish society. A discourse analysis of material published by LRF Mjölk and Oatly subsequently shows that sustainability discourses and a changed organizational landscape have put pressure on the dairy industry. This has opened a window of opportunity for change and by mimicking the central themes of the discourse; sustainability, health and nation, Oatly creates a competing narrative, the power of which is explained by its interdiscursivity and intertextuality.},
  author       = {Bengtsson Sonesson, Ludwig},
  keyword      = {Transition Theory,Institutionalization,Oatly,Milk,LRF Mjölk},
  language     = {eng},
  note         = {Student Paper},
  title        = {Got Milk? Sustainability transitions in culturally embedded institutions},
  year         = {2017},
}