- University of Gothenburg
- Department of Journalism, Media and Communication
|Work history||2005-2013: Organizational administrator at Djurens Rätt (Animal Rights Sweden), non-profit organisation and the largest animal rights organisation in Scandinavia.
2003-2004: Office assistant at the Institute for Commissioned Education (ICE) at Ersta Sköndal University College, Stockholm, Sweden.
|Study history||Current (since fall semester 2013): Doctoral student at the Department of Journalism, Media and Communication (JMG), University of Gothenburg, Sweden.
2011-2012: Media and Communication Studies (60 ECTS), Master programme at the Department of Journalism, Media and Communication (JMG), University of Gothenburg, Sweden.
2008-2009: Media and Communication Studies (90 ECTS), undergraduate studies at the Department of Media Studies (JMK), Stockholm University, Sweden.
2003-2004: Portuguese Studies (60 ECTS), undergraduate studies at the Department of Spanish, Portuguese and Latin American Studies (ISPLA), Stockholm University, Sweden.
2001-2002: Gender Studies (60 ECTS), undergraduate studies at the School of Culture and Education at Södertörn University, Stockholm, Sweden.
2000: Philosophy (30 ECTS), undergraduate studies at the School of Culture and Education at Södertörn University, Stockholm, Sweden.
MAKING DIFFERENCE IN THE SUPERMARKET: A DISCOURSE-HISTORICAL PERSPECTIVE ON ETHICAL CONSUMERISM IN SWEDEN
The research project is situated in the field of media discourse studies, centring on how the media constitutes a political public sphere; a ‘crucial site for the definition and re-definition of meanings’ in society (Carvalho, 2005). Fairclough (1995) argues that given the focal position of mass media in contemporary social systems, their relevance to the study of sociocultural change should not be understated. The PhD project at hand focuses on how media discourse historically has shaped, redefined, and converged notions of citizenship and political participation in relation to consumer identities. Recent decades has been characterized by a ‘personalization of politics’ (Bennett, 2012), often mobilized around different ways of ‘making change’ and ‘saving lives’ through consumption choices and lifestyle values. Thus, the idea of ethical consumerism is expressed in practices which turn the act of shopping into a political statement, a form of ‘commodity activism’ created by the fetishization of social action as a marketized commodity (Banet-Weiser & Mukherjee, 2012). Using the term ‘ethical’ instead of ‘political’ to describe these practices is, as Lewis and Potter (2011) suggests, a way of highlighting a shift in the nature and state of contemporary consumer politics. The ‘commodification of morality’ (Fisher, 2007) generates a certain value in Western societies, associating brands and social identities with ethical lifestyles. Hence, the very identity of being an ethical consumer becomes a product in itself, through what Gunderson (2014) refer to as ‘a third layer of commodity fetishism’.