Construction of Slovenianhood in the food products advertising

V magistrski nalogi sem s kvalitativno analizo oglasov raziskovala prevladujoče prehranske diskurze in ugotavljala, kako se povezujejo skozi ključni koncept konstrukcije slovenstva. Prehranjevanju največkrat ne pripisujemo širših ideoloških pomenov. A ravno zaradi njegove samoumevnosti je smotrno raziskati simbolne pomene, ki se skrivajo v medijskih tekstih in odražajo družbene, politične in ekonomske karakteristike. Skozi interpretacijo povezav med oglaševanjem prehranskih izdelkov, konstrukcijo slovenstva, etičnim prehranjevam in globali-zacijo, sem želela osvetliti diskurze, ki se pojavljajo v prehrambenih oglaševalskih kampanjah večjih slovenskih podjetij. Oglasi so se kljub svoji navidezni naravnosti izkazali kot kon-struktorji družbene sfere, ki subtilno reproducirajo karakteristike in hegemonske diskurze določenega časa. Prav tako smo kot bralci priča pogostim simboličnim reinvencijam nacionalne identitete, slednje so se sprva pojavljale v obliki razlikovanja od Jugoslavije, danes pa se dokazujejo v odnosu do Evropske unije in sveta. Obravnavana oglasna sporočila sem ra-ziskovala z metodo multimodalne analize in skozi proces sistematičnega analiziranja komu-nikacijskih elementov odkrivala potencialne pomene, možne interpretacije in njihovo funkcijo.The present Master\u27s 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\u27 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 identitythese 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 uncovere