Branding Nordic Seaweed: An Applied Multimodal Perspective
Publication details
Journal : ABAC Journal , vol. 42 , p. 96–120–24 , 2022
International Standard Numbers
:
Printed
:
0858-0855
Electronic
:
2730-3543
Publication type : Academic article
Issue : 1
Links
:
ARKIV
:
hdl.handle.net/11250/2976839
DOI
:
doi.org/10.14456/abacj.2022.38
Research areas
Marketing strategy
Food from new sources
If you have questions about the publication, you may contact Nofima’s Chief Librarian.
Kjetil Aune
Chief Librarian
kjetil.aune@nofima.no
Summary
Developments in digital infrastructure in the past decade have allowed new marketing channels and opportunities for small medium enterprises (SME). This study was designed to illustrate how a multimodal analysis approach can be used to study how Nordic seaweed SMEs use a web-based presence to brand and position their products and services. The study provides an investigation and description of how Nordic seaweed SMEs reach their consumers through multimodal channels of communication, taking an active role in educating their consumers about regenerative seaweed harvesting and concepts of ‘slow living’. The findings indicate that SME owners communicate at several target consumer levels, including taking on a public educator role, to help consumers make sustainable food choices towards a more environmentally sustainable diet for the future.
