Browsing by Subject "maito"
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(2022)The aim of this study is to examine what kind of discourses can be found in the public expert debate in the news media and in the public lay discourse from the news media comment field regarding the Milk Myths campaign. Milk has a historically strong position in Finnish food culture, and because of this Milk Myths campaign has caused a stir. The theoretical framework of the dissertation is related to Finnish food culture, its tension and changes, food policy and food in media discussions. The topic is strongly connected to the Finnish food culture and its tensions. The changes and tensions in the food culture are notoriously discussed and may create confrontations between interlocutors. The research questions are: 1 What kind of discourses can be found in the expert speech related to Oatly’s Milk Myths campaign in the news media? 2 What kind of discourses can be found in the public debate about Oatly’s Milk Myths campaign? The material for the dissertation was three news articles and one news comment field based on Milk Myths campaign. The news articles were found in Helsingin Sanomat, Iltalehti and MTV. The comment field was related to Helsingin Sanomat’s news coverage Milk Myths campaign. The data was analyzed using discourse analysis. The discourses found in the news material were named health, environmental and economic discourses, as well as a discourse of confrontation. The discourses found in the public debate were named the discourses on the defense of milk and animal welfare, as well as the discourse on a boycott, the environment and Finnishness. In conclusion, the discourses found the research were tense both internally and with other discourses. The discourse was as polarized and dichotomous as the discourse found in previous studies regarding food wars.
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(2023)Although its importance has decreased, milk is still an important part of Finnish food culture. Ethical and climate reasons have caused a decrease in the use of milk in the recent years, as milk production impacts the environment significantly. The purpose of this research was to find out what kind of role milk has played and still plays in Finnish society. An analysis of the “Yhteishyvä” magazines between the years 1950–2022 was conducted to find out what kind of milk related content is in the magazines and how the use of milk has changed over the years. Milk has previously been studied, for example, from the perspectives of consumption and nutrition while, in this study, magazines were chosen as the research material, because by studying them one can access both the past and present time, and milk has not yet been studied from this perspective. A total of 98 of Yhteishyvä magazines were selected as material, in which 95 articles, 42 advertisements and 31 food recipes were examined in detail. The material was collected from the microfilms of the National Library and the newspaper collections of the Pasila Main Library. The milk related themes found in the data were analyzed with data-driven content analysis using thematization. The practices related to milk were analyzed by applying practice theory. Themes of milk production, food culture, health and responsibility were found in Yhteishyvä magazines. In the production theme, the appreciation and mechanization of livestock farms were emphasized, while in the food culture theme, selling, consumption, everyday life and food trends were found. In the health theme, hygiene was initially emphasized, and since the 1970s, special diets were discussed increasingly. Responsibility contents were found in the 21st century magazines. Elements of practice theory found in the magazines were materials, skills, and meanings. Materials such as milk packaging became more hygienic over the years. Competences, like information about the health or environmental effects of milk, was increased. Among the meanings, the importance of milk was emphasized especially earlier on because milk was considered central to Finland's self-sufficiency. The change in the contents of the magazines can be seen as describing the general milk related trend in Finland. Although the importance of milk decreased over the years, it is still a strong part of Finns’ everyday practices.
Now showing items 1-2 of 2