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

Sammanfattning: 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.