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Nordic Journal of Media Studies
Volume 5 (2023): Numero 1 (June 2023)
Accesso libero
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
| 21 giu 2023
Nordic Journal of Media Studies
Volume 5 (2023): Numero 1 (June 2023)
The Return of Propaganda
INFORMAZIONI SU QUESTO ARTICOLO
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CONDIVIDI
Pubblicato online:
21 giu 2023
Pagine:
194 - 218
DOI:
https://doi.org/10.2478/njms-2023-0011
© 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.