Changing modal values through sustainable consumption of food
This thesis offers one step in a direction that will help consumers make better choices in response to a growing demand for a more sustainable living (Grant 2008, Pollan 2008). In a world of seismic economic, environmental and social change the need for a more sustainable way of behaving is rapidly becoming a priority for mere survival (Porritt 2006). Indeed, it has been suggested that the collapse of economic growth in 2008 has primarily been the result of a dependence on outmoded models of consumption (Hamilton 2003, James 2008). The first section of the thesis documents as a narrative the shift from a label design, which is the result of a research paper, to the launch of a food brand within a university community, which is the commercial outcome of research. The second section of the thesis is the study that examines a nascent label design consisting of a list of ingredients as semiotic triggers that inform the consumer about the product at the point of purchase. The methodology is drawn from mediated discourse analysis (Scollon 2005, Norris & Jones 2005) and multimodal discourse analysis where each mode is viewed as a system of representation with rules and regularities attached to it (Kress & van Leeuwen 2006). I focus on the nascent shift in modal values of packaging design within the site of engagement of a supermarket. The site of engagement is where mediated actions at moments in time and space occur (Norris & Jones 2005). These mediated actions are the focus of attention of the relevant participants (Scollon 2005), and operate at different levels of attention (Norris 2004). The third section contains the appendices.