The present Master's paper employs a qualitative analysis to research the most spread dis-courses in the food industry in order to discover how these are interconnected through the key concept of Slovenianhood construction. The field of food consumerism is usually not the one that hides any ideological meanings. Yet because this it is crucial to investigate possible sym-bolic meanings, hid-den in media texts that subtly reflect social, political and economic char-acteristics of a particular culture. Through interpretation of connections between food prod-ucts advertising, construction of Slovenianhood, ethical eating and globalisation, the aim of the paper was to highlight discourses that might be observed in the major Slovenian compa-nies' food advertising campaigns. Though advertisements might have been apparently natural, they did prove to be constructors of the social sphere by subtly reproducing characteristics and hegemonic discourses of a particular time. In addition, we, consumers often witness rein-ventions of our national identity; these processes were first visible in creation of our own iden-tity by separating it from the former Yugoslavia, while today from separating it from the EU and the world. The analysed advertisements were investigated with a method of a multimodal analysis, while through the process of systematic analysis of communicative elements their potential meanings, possible interpretations and functions were uncovered
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