Discursive construction of local food in recolonized countries as “superfood” (case of Peru)

Diplomsko delo sodi na področje kritičnih diskurzivnih študij. Uporabimo dialektično-relacijski model kritične diskurzivne analize, kakor ga je razvil Norman Fairclough, da prikažemo povezavo med neoliberalnim normativom osebne odgovornosti za zdravje in konstrukcijo »superživil«. V teoretičnem delu diplomske naloge predstavimo družbeni in ekonomsko-politični kontekst proizvodnje lokalnih živil rekoloniziranih držav, ki jih globalni trg promovira kot »superživila«, in izpostavimo povezavo med delovanjem globalnega trga, ki ga usmerjajo imperialne države, in sistemsko produkcijo neenakosti. Polje delovanja, ki ga izberemo za analizo, je oglaševalski diskurz. Gradivni vzorec omejimo z oglasi za »superživila«, pridelana v Peruju. V empiričnem delu predstavimo kvalitativno analizo diskurza trženja »superživil« Analiza je pokazala, da se lokalna živila Peruja konstruirajo kot »superživila« s pripisi atributov čudežne moči, ki je predstavljena kot del ahistoričnega imaginarija »neokrnjene narave«. Vzpostavljanje povezave med »superživili« in lastnostmi Inkov trivializira posamezne vidike inkovske tradicije za tržne namene. Ugotavljamo, da je kapitalistični sistem produkcije »superživil« rekontekstualiziran, s tem pa je prikrita vloga globalnega kapitalizma pri izkoriščanju zemlje, naravnih virov in lokalnega prebivalstva Peruja.The thesis falls into the category of critical discourse studies. We used a dialectic-relational model of critical discourse analysis as developed from Norman Fairclough to show the connection between the neoliberal normative of personal responsibility for the health and construction of “superfood”. The theoretical part of the thesis presents the social as well as the economical and political context of the production of local food, which the global market promotes as “superfood”, in recolonized countries and emphasizes the connection between the function of the global market, which is directed by the imperial countries, and the systemic production of inequality. The field of action, chosen for the analysis, is an advertising discourse. The material pattern is limited with adverts for the “superfood” grown in Peru. The empirical part presents the qualitative analysis of the “superfood” marketing discourse. The analysis has shown that the local food in Peru is constructed as “superfood” with the added attributes of magical power, which is presented as part of the ahistoric imaginarium of “intact nature”. The establishment of the connection between “superfood” and the attributes of Inca trivializes the individual aspects of the Inca tradition for marketing purposes. We determined that the capitalistic system of the production of “superfood” is recontextualized, which conceals the role of global capitalism in the use of earth, natural resources and the local population in Peru