Abstract:This essay investigates the recent incorporation of Australian 'native' ingredients into a range of food products. Examples of the packaging of products containing such ingredients are analysed to provide an overview of 'native' food packaging, demonstrating the semiotic diversity of ideas of 'indigeneity' in this context. The essay then explores how these multiple inflections relate to wider discourses of racialised difference in contemporary Australia, focusing on how discussions of 'natural' phenomena refle… Show more
“…Again, the breed is connected to ‘Finnish nature and other Finnish environments’ (Mahlamäki , p. 6). This connection seems to play an emphatic role in the branding process, and shows the strength of the discursive link between nature and being native (Craw ; Tamminen ). It is also clear that this discourse stems partly from contemporary green values.…”
Section: Promoting the Breedmentioning
confidence: 97%
“…The difficulty lies, however, in that the whole idea of the breed is embedded in the national discourse and determines the way the horse is conceptualised in these new contexts. Nativity merges with nationality, and eventually with nature (see Craw ; Tamminen ). This is clearly expressed in the following quotation where the horse is explicitly the Finnhorse, and the contemporary people are Finns, suggesting that nationality itself is an essential factor for a successful encounter with horses:Contemporary people seek experiences and excitement in their hobbies, but also green values, nature and peace.…”
Section: Promoting the Breedmentioning
confidence: 99%
“…As eco‐national discourses rely on biological differences, they draw centrally on the idea of naturality as an essential part of being native (Craw ). According to Ghassan Hage, the essentialist and hierarchical conception of ‘race’ was originally developed for the categorisation of the natural, and especially the animal world (Hage , p. 166).…”
In eco-national discourses, animals and other nonhumans are represented as national through their position as native breeds or species. In this article, we investigate the definition of the animal as a representative of a 'national breed' and its support to nation-building. This article is a case-study of the contemporary representation of the Finnhorse as a 'national breed' in the context of Finnish discourses of national identity. The materials analysed consist of documents and reports seeking to develop and 'rebrand' the Finnhorse, as well as the representation of the breed in contemporary Finnish popular music and culture. The materials are analysed using discourse analysis. According to the study, nationality is a central part of the representation of the Finnhorse, and nature is an essential element in defining the animal as native, therefore claiming its nationality to be natural. The Finnhorse is often also portrayed in the context of nostalgia. In the new contexts of contemporary equine activities, the horse is also provided with a role in rural development.
“…Again, the breed is connected to ‘Finnish nature and other Finnish environments’ (Mahlamäki , p. 6). This connection seems to play an emphatic role in the branding process, and shows the strength of the discursive link between nature and being native (Craw ; Tamminen ). It is also clear that this discourse stems partly from contemporary green values.…”
Section: Promoting the Breedmentioning
confidence: 97%
“…The difficulty lies, however, in that the whole idea of the breed is embedded in the national discourse and determines the way the horse is conceptualised in these new contexts. Nativity merges with nationality, and eventually with nature (see Craw ; Tamminen ). This is clearly expressed in the following quotation where the horse is explicitly the Finnhorse, and the contemporary people are Finns, suggesting that nationality itself is an essential factor for a successful encounter with horses:Contemporary people seek experiences and excitement in their hobbies, but also green values, nature and peace.…”
Section: Promoting the Breedmentioning
confidence: 99%
“…As eco‐national discourses rely on biological differences, they draw centrally on the idea of naturality as an essential part of being native (Craw ). According to Ghassan Hage, the essentialist and hierarchical conception of ‘race’ was originally developed for the categorisation of the natural, and especially the animal world (Hage , p. 166).…”
In eco-national discourses, animals and other nonhumans are represented as national through their position as native breeds or species. In this article, we investigate the definition of the animal as a representative of a 'national breed' and its support to nation-building. This article is a case-study of the contemporary representation of the Finnhorse as a 'national breed' in the context of Finnish discourses of national identity. The materials analysed consist of documents and reports seeking to develop and 'rebrand' the Finnhorse, as well as the representation of the breed in contemporary Finnish popular music and culture. The materials are analysed using discourse analysis. According to the study, nationality is a central part of the representation of the Finnhorse, and nature is an essential element in defining the animal as native, therefore claiming its nationality to be natural. The Finnhorse is often also portrayed in the context of nostalgia. In the new contexts of contemporary equine activities, the horse is also provided with a role in rural development.
“…Finally, the use of Indigenous branding may be a potential value‐adding opportunity — particularly for native food products such as the Kakadu plum (see, e.g., Gorman et al., 2020) — including supply to the tourism industry (Craw, 2008; Moginon et al., 2012). However, this raises a number of complex issues around the use of Indigenous branding and how, and to whom, benefits should accrue (see Drahos and Frankel, 2012), as well as strategic issues around how to capitalize on such branding.…”
Indigenous Australian landowners are increasingly seeking to develop agricultural production on their lands to improve the welfare and economic opportunities of their communities. This can require substantial capital input and, in the absence of enough government funding, Indigenous groups are turning to private investors. Development literature has explored private sector-led and 'financialized' approaches to development at a macro level as something that is done to communities; however, less research has examined how remote communities themselves seek to develop their natural assets through partnerships with businesses and with global finance. This article examines the work being done to prepare land for external investment. It provides an example of emergent assetization processes being undertaken outside the financial sector, driven by social outcomes seemingly beyond the domain of shareholder value. Paradoxically, individuals engaged in these asset-making processes may oppose the withdrawal of direct funding for community development associated with a financialization of development, yet they are left with few options but to further these efforts by seeking private finance themselves -facilitating financialization for development. This interaction of structural effects and local agency complicates narratives of financialization as they are commonly presented and has important implications for Indigenous economic development in Northern Australia.
“…Soper (1995, p. 193) terms this the 'patriotic greenery'an idealization of nature and rurality used by multinational companies in marketing. Studies have shown that nation and nationality are used to identify when to sell healthy foods (Hiroko, 2008), native foods (Craw, 2008) or products which draw on some kind of romantic national/ ethnic associations, such as Irishness (Negra, 2010) or Turkishness (Ogan et al, 2007). Food, nation and nationality are used either to promote a particular food product by linking it to a certain nation or as a way to differentiate foods and food cultures from each other.…”
Section: Food Promotion Banal Nationalism and Naturementioning
In this paper, I carry out an analysis of an event in Sweden called 'the spring turnout'. It is a traditional event where cows are allowed out into the fields after the winter. I show how it has been colonized by Arla Foods, the diary company which controls part of the milk production in Sweden and in many other countries. Of interest in this analysis is how Arla infuses the event, and its own marketing, with discourses about nature that are specifically Swedish and can be traced to the nation building of the nineteenth and twentieth centuries, used systematically as part of the social democratic project for equality and progress through a strong welfare system. The paper examines how Arla recontextualizes these discourses for commercial purposes. I show how such recontextualized discourses carry reassurances to Swedish people that this project is still intact despite huge social political changes in Swede over the past decades embracing neoliberalism, global capitalism and becoming one of the fastest deregulating countries in the world.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
