Alltagsgattungen und der Ort von Kultur : Sprachwissenschaftliche und kulturanalytische Studien anhand von Milchverpackungen in Deutschland und Schweden

The present dissertation examines how culture in terms of webs of significance comprises even everyday genres, and how everyday genres in turn partake in creating cultural contexts. The theoretical cornerstones of this study are to be found in a dialogical notion of context and a semiotic notion of culture. Furthermore, the study benefits from the analytical concept of communicative genre by which texts can be set in the broader context of societal or socio-cultural relevancy. The methodological framework – with contrastive viewing as an overall heuristic approach – has been developed by combining elements from linguistic hermeneutics, literary cultural analysis, and critical discourse analysis. The study shows that the most significant trait of Swedish milk package texts is the recontextualization of national historical topics, closely entangled with elements of school discourse and children’s literature. This endows the texts with a certain socio-cultural meaning, even though this meaning is dependent on other interactive resources. However, on recent milk packages, changes of communicative patterns can be seen, indicating socio-cultural change. The most significant trait of German milk packages is – besides the ubiquitous use of fresh generating an advertising context – the recontextualization of the fictionalizing topos of locus amoenus, closely intertwined with control and surveillance. The contrastive viewing of 19th-century texts in the dissertation makes clear that contemporary German milk packages still imply urban-bourgeois perspectives on rurality. Finally, the study shows that culture in terms of webs of significance has no location where it is, but a location where it is represented – for instance in everyday genre texts. It illustrates how linguistic hermeneutics can be done