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What would a Swedish mine be without a party? On metals, minerals, and love during the “green” transition: Climate propaganda in The Swedish Mine advertising campaign

Isabel Löfgren

Isabel Löfgren

Media and Communications Studies, Södertörn UniversityStockholm, Sweden
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Löfgren, Isabel
  
Jun 21, 2023
What would a Swedish mine be without a party? On metals, minerals, and love during the “green” transition: Climate propaganda in The Swedish Mine advertising campaign's Cover Image
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Published Online: Jun 21, 2023
Page range: 194 - 218
DOI: https://doi.org/10.2478/njms-2023-0011
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© 2023 Isabel Löfgren, published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

FIGURE 1

Billboard with “Party” tableau Source: Photo taken by the author in Skanstull subway station, Stockholm, Sweden, December 2021.
Billboard with “Party” tableau Source: Photo taken by the author in Skanstull subway station, Stockholm, Sweden, December 2021.

FIGURE 2

Billboard with “Cozy Friday” tableau Comments: Translated text: What would cozy Friday be without metals and minerals? Whether it’s the everyday grind or cozy Friday –we need metals and minerals. And they are essential in the transition to a sustainable society, for example in wind farms. In addition, more metals can be mined in Sweden, where we are building the world’s most climate-smart mining industry. Source: Photo taken by the author in Hötorget subway station, Stockholm, Sweden, December 2021.
Billboard with “Cozy Friday” tableau Comments: Translated text: What would cozy Friday be without metals and minerals? Whether it’s the everyday grind or cozy Friday –we need metals and minerals. And they are essential in the transition to a sustainable society, for example in wind farms. In addition, more metals can be mined in Sweden, where we are building the world’s most climate-smart mining industry. Source: Photo taken by the author in Hötorget subway station, Stockholm, Sweden, December 2021.

FIGURE 3

Billboard with “Engagement ring” tableau Comments: “Metals and minerals make our modern lives better and more fun. That’s why we need a mining industry that continues to work both long-term and sustainably. Densvenskagruvan.se” [Translated]. Source: Resumé, 2020
Billboard with “Engagement ring” tableau Comments: “Metals and minerals make our modern lives better and more fun. That’s why we need a mining industry that continues to work both long-term and sustainably. Densvenskagruvan.se” [Translated]. Source: Resumé, 2020

FIGURE 4

Screenshot with “Car” tableau Comments: “Metals and minerals make our modern lives better and more fun. That’s why we need a mining industry that continues to work both long-term and sustainably. Densvenskagruvan.se” [Translated]. Source: Resumé, 2020
Screenshot with “Car” tableau Comments: “Metals and minerals make our modern lives better and more fun. That’s why we need a mining industry that continues to work both long-term and sustainably. Densvenskagruvan.se” [Translated]. Source: Resumé, 2020

FIGURE 5

Screenshot with “Backyard” tableau Source: Resumé, 2020
Screenshot with “Backyard” tableau Source: Resumé, 2020

FIGURE 6

Digital Billboard with “Mine” tableau Source: Photo taken by the author in T-Centralen station, Stockholm, May 2022.
Digital Billboard with “Mine” tableau Source: Photo taken by the author in T-Centralen station, Stockholm, May 2022.

FIGURE 7

Home page with “Office” tableau Source: Image captured in December 2021 from densvenskagruvan.se
Home page with “Office” tableau Source: Image captured in December 2021 from densvenskagruvan.se

FIGURE 8

Questions & Answers page for The Swedish Mine campaign’s website Source: Den Svenska Gruvan, n.d.-b
Questions & Answers page for The Swedish Mine campaign’s website Source: Den Svenska Gruvan, n.d.-b

FIGURE 9

Home page of The Swedish Mine with Valentine’s Day campaign Source: Image captured February 2023 from densvenskagruvan.se
Home page of The Swedish Mine with Valentine’s Day campaign Source: Image captured February 2023 from densvenskagruvan.se

FIGURE 10

Home page of the The Swedish Mine Myth Comments: The Swedish Mine Myth website is managed by the Swedish activist group Urbergsgruppen. Source: Den Svenska Gruvmyten, n.d.
Home page of the The Swedish Mine Myth Comments: The Swedish Mine Myth website is managed by the Swedish activist group Urbergsgruppen. Source: Den Svenska Gruvmyten, n.d.
Language:
English
Publication timeframe:
1 times per year
Journal Subjects:
Social Sciences, Communication Science, Mass Communication, Public and Political Communication, Visual Communication
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