A Semiotic Analysis on Cultural Meanings of Eating Horsemeat
View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Osuva This is a self-archived – parallel published version of this article in the publication archive of the University of Vaasa. It might differ from the original. A semiotic analysis on cultural meanings of eating horsemeat Author(s): Leipämaa-Leskinen, Hanna; Syrjälä, Henna; Jaskari, Minna- Maarit Title: A semiotic analysis on cultural meanings of eating horsemeat Year: 2018 Version: Accepted manuscript Copyright ©2018 Emerald. Creative Commons Attribution– NonCommercial 4.0 International (CC BY–NC 4.0) lisence, https://creativecommons.org/licenses/by-nc/4.0/ Please cite the original version: Leipämaa-Leskinen, H., Syrjälä, H., & Jaskari, M.-M., (2018). A semiotic analysis on cultural meanings of eating horsemeat. Qualitative market research 21(3), 337–352. https://doi.org/10.1108/QMR-12-2016-0126 A semiotic analysis on cultural meanings of eating horsemeat Hanna Leipämaa-Leskinen, Henna Syrjälä, Minna-Maarit Jaskari University of Vaasa ABSTRACT Purpose: Drawing on food consumption research and human-animal studies, this study explores how the meanings related to a living horse may be transferred to those of horsemeat. This is accomplished by constructing a nuanced understanding of how different semantic meaning categories of accepting/avoiding consuming horsemeat relate to each other. Design/methodology/approach: The current data are collected from various sources of media discussions, including online news, online discussion forums, blog postings and printed articles, generated in Finland after the year 2013. The data are analysed applying Greimas’ (1982) semiotic square to open up the semantic meaning categories appearing in the media discussions.
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