Hälsa på burk : En multimodal kritisk diskursanalys av Lindahls kvargförpackningar

Sammanfattning: Using multimodal critical discourse analysis, we analyze the food packaging of Lindahl’s, a prominent Swedish quark brand. The purpose of the study analyzes the quark packages semiotic resources, materials and shapes to find out how they communicate ideas and values about health and healthy eating. The importance of making healthful choices are becoming more apparent daily, and the pursuit of wellness and health is bigger than ever. Many producers and brands use this as an advantage to sell more products. We study three of Lindahl’s quark packages and instead of analyzing just one aspect of a food package, we will analyze all aspects of a food package. The conclusion of this study shows that Lindahl’s uses and unifies certain semiotic resources and shapes to communicate different ideas of health and healthy eating.