Eko(logiskt)? : – En multimodal kritisk diskursanalys av ICAs ekologiska livsmedelsförpackningar.

Sammanfattning: The purpose of this paper is to study how ICA construct ecologically through their organic food packaging. Multimodal Critical Discourse Analysis (MCDA) is used to analyze the semiotic resources existing on food packaging, as well as identify underlying power and ideological conditions. As our analysis is based on our own interpretations, and that multimodal critical discourse analysis is a social constructionist theory, our study includes social constructionism. One conclusion of our study is that all organic products, whether design, convey some kind of discourse about purity, and that it can be expressed in different ways. ICA show this through a white and modern design which is a new thinking when it comes to organic food packaging. There is no traditional, authentic or Swedish about the products like the other organic products in the study.