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Vom "Schweizerbauern" zum Produzenten authentischer Swissness: Historische Annäherungen an Bilder der bäuerlichen Schweiz im aktuellen Nahrungsmittel-Marketing


Scheidegger, Tobias (2012). Vom "Schweizerbauern" zum Produzenten authentischer Swissness: Historische Annäherungen an Bilder der bäuerlichen Schweiz im aktuellen Nahrungsmittel-Marketing. In: Decorzant, Yann; Heiniger, Alix; Reubi, Serge; Vernat, Anne. Le Made in Switzerland: mythes, fonctions et réalités. Basel: Schwabe, 137-157.

Abstract

Over the past years there could be observed a veritable renaissance of the label “Made in Switzerland” in food marketing. In the course of this revival one has witnessed the re-emergence of the “Swiss Farmer”, a figure as mythical as „Swissmade“ itself and a character which looks back on quite a successful career within the national-identitary dispositive of Switzerland. Contrary to the decades between 1890 and 1940, when this character played a crucial role in conservative “agrarian” ideologies, farmers in recent days are not any longer an integral part of comparable political constructions.
In times of liberalization of European agriculture, market entry of German discounters, food scandals etc., the refreshed version of the “Swiss Farmer” is not perceived as a defender of freedom and democracy anymore but as a guarantor of safety and authenticity of agricultural goods. Hence the incorporation of food explicitly labeled as “Swiss Made” can be interpreted as an example for a “consumerist form of identity production” (A. Leitch).
By analyzing the pictorial representations of some of its core elements – the nation, the region, and the farmer’s body – the article explores the visual culture of this identity producing dispositive of “Swiss Made” agricultural products. This comparison of historical and the recent images of the “Swiss Farmer” highlights the function of the contemporary visual instrumentalization of farmers in the marketing of food and demonstrates as well which specific forms of Swissness are produced by doing so.

Over the past years there could be observed a veritable renaissance of the label “Made in Switzerland” in food marketing. In the course of this revival one has witnessed the re-emergence of the “Swiss Farmer”, a figure as mythical as „Swissmade“ itself and a character which looks back on quite a successful career within the national-identitary dispositive of Switzerland. Contrary to the decades between 1890 and 1940, when this character played a crucial role in conservative “agrarian” ideologies, farmers in recent days are not any longer an integral part of comparable political constructions.
In times of liberalization of European agriculture, market entry of German discounters, food scandals etc., the refreshed version of the “Swiss Farmer” is not perceived as a defender of freedom and democracy anymore but as a guarantor of safety and authenticity of agricultural goods. Hence the incorporation of food explicitly labeled as “Swiss Made” can be interpreted as an example for a “consumerist form of identity production” (A. Leitch).
By analyzing the pictorial representations of some of its core elements – the nation, the region, and the farmer’s body – the article explores the visual culture of this identity producing dispositive of “Swiss Made” agricultural products. This comparison of historical and the recent images of the “Swiss Farmer” highlights the function of the contemporary visual instrumentalization of farmers in the marketing of food and demonstrates as well which specific forms of Swissness are produced by doing so.

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Additional indexing

Other titles:From the “Swiss Farmer” to the producer of authentical “Swissness”: A historical approach to images of agrarian Switzerland in contemporary food marketing
Item Type:Book Section, not refereed, original work
Communities & Collections:06 Faculty of Arts > Department of Social Anthropology and Cultural Studies
Dewey Decimal Classification:390 Customs, etiquette & folklore
300 Social sciences, sociology & anthropology
790 Sports, games & entertainment
Language:German
Date:2012
Deposited On:11 Jul 2012 07:07
Last Modified:05 Apr 2016 15:52
Publisher:Schwabe
Series Name:Itinera
Number:Fasc. 32
ISBN:978-3-7965-2811-8
Related URLs:http://www.schwabe.ch/schwabe-verlag/buecher/buchdetails/geschichte-kulturgeschichte/le-made-in-switzerland-mythes-fonctions-et-realites-made-in-switzerland-mythen-funktionen-realitaeten-4905/?cHash=8e2409deebd37edd62c0660c831bf6a2
http://opac.nebis.ch/F/?local_base=NEBIS&CON_LNG=GER&func=find-b&find_code=SYS&request=007190073
Permanent URL: http://doi.org/10.5167/uzh-63264

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