Ett statuskök i en nyliberal tid : Köket i IKEA-kataloger från 1975 till 2016

• This article uses a Multimodal Critical Discourse Analysis approach to look at the communication of kitchens in the IKEA catalogue from 1975 until 2016, where we see a predictable shift from function to lifestyle. Using Fairclough’s (1992) concept of ‘technologization’ and van Leeuwen’s (2008) concept of ‘New Writing’, we are able to dig deeper to show that there are four stages of kitchens, which become more and more codified, with increasing prescription over the meaning of space, and also regarding what takes place there. Such coding aligns with the ideas, values and identities of neoliberalism: ‘dynamic’, ‘creative’, ‘solutions’ and ‘selfmanagement’. The features of New Writing, we show, allow a suppression of actual causalities and context and permit symbolic and indexical meanings to take over. Domestic life itself becomes stripped down to a number of symbols and indexical meanings which assemble easily into the requirements of the neoliberal order.

Ämnesord

HUMANIORA  -- Språk och litteratur -- Studier av enskilda språk (hsv//swe)

HUMANITIES  -- Languages and Literature -- Specific Languages (hsv//eng)

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap -- Medievetenskap (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications -- Media Studies (hsv//eng)

Nyckelord

neoliberalism

Multimodal Critical Discourse Analysis

New Writing

social semiotics

prestige space

IKEA kitchens

Utbildningsvetenskapliga studier

Studies in the Educational Sciences

Publikations- och innehållstyp

ref (ämneskategori)

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