Legitimizing sustainable game meat consumption: a discursive-visual approach to legitimacy claims

Figures & data

Figure 1. Text and hashtags that accompanied the photo to the left: Start the week with a lovely dinner! Wild boar roast, mustard dressing and mango/chili sauce. Simple, useful, tasty and naturally organic! Recipe on our website: https://x/cookedwildboarsteak/#wildboar #steak #dinner #mondayrecipe #x #eatmorebore #swedishmeat #quality #natural#ecological #love #game. The photos in the middle and to the right are further examples of aesthetization and exotic framings.

Figure 2. Text that accompanied the photo to the left: “Dare to choose game on your plate. The advantages of eating Swedish game meat are many: both for your health and for the environment. Here are some of reasons: Game meat is nutritious, and it is low in fat. It is also environmentally sustainable.” Many images depicted forests, lakes, and fields to locate traders aesthetically and geographically in Sweden using a forest-related pictorial convention including the Nordic animal flora.

Figure 3. “After a magic hare hunt last weekend this year's hunting season is over and you will find fresh hares in the store. Take the opportunity to cook a luxurious dinner for someone you love.” Text on the photo to the right: “The Swedish way of hunting with dogs is now classified a cultural heritage.”

Figure 4. Text that accompanied the photos to the left and in the middle: “Game meat is among the best and most nutritious meat that you can eat, and many accessories can be found in the forest. […] What is your choice? Your choice of meat on your plate affects both the environment and your health. We want to take care of the ecological game meat in nature and make it accessible in retail.” The photo composition to the right consists of a close-up image of the forest and the words ‘climate smart' with reference to the choice of eating game meat being naturally climate friendly.

Figure 5. The SLU meat guide as cited and circulated on social media accounts (photo to the left) “Did you know that… Game meat is naturally ecological and the most environmentally friendly meat alternative.” Source: Swedish Hunters' Association. (photo to the right) The photo of a carbon dioxide calculator based on collected data associated with WWF: s database on food emissions distributed on social media provided a scientific discourse to meat legitimacy.

Table

Company pseudonym	Participant pseudonym	Bio
A-wild	Naomi, app. 40–45 years old	Responsible for marketing and communication, online and offline. Been employed for app. 8 years
E-wild	Marie, app. 45–50 years old	Responsible for marketing and communication online. Been employed for app. 5 years
G-wild	Sara, app. 30–35 years old	Responsible for marketing and communication, online and offline. Been employed for app. 5 years
K-wild	Ann-Louise, app. 40–45 years old	Responsible for marketing and communication, online and offline. Been employed for app.12 years
N-wild	Greta, app. 30–35 years old	Responsible for marketing and communication, online and offline. Been employed for app. 5 years
P-wild	Sonny, app. 50–55 years old	Owner and co-responsible for marketing and communication, online and offline. Been employed for app. 20 years
R-wild	Ines, app. 35–40 years old	Co-owner and responsible for marketing and communication, online and offline. Been employed for app. 3 years
V-wild	Terry, app. 55 years old	Co-owner and co-responsible for marketing and communication, online and offline. Been employed for app. 16 years