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
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FIGURE 1
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.
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
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
FIGURE 5
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.
FIGURE 7
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
FIGURE 9
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.