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 Publié en ligne: 21 juin 2023 Pages: 194 - 218 © 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. 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.