Scholars have shown that representations of nature are common on food packaging, often to sell products that are far from natural. They have also shown that brands can add value to products using nationalist messages. However, much less research has gone into how these representations take form in specific national settings. In this article, using multimodal critical discourse analysis, I investigate a sample of Swedish food packaging, and show how the nature represented evokes associations established systematically by governments building up nationalist imagery associated with social democracy, openness, freedom, responsibility, equality and fairness. I argue that at a time when Sweden is moving to the right politically, becoming a model neoliberal society, such representations, used for marketing purposes, help communicate a banal sense that Sweden is very much as it always has been.

学者们已经表明，在食品包装上，大自然的表示很常见，通常是在销售与自​​然无关的产品。他们还表明，品牌可以利用民族主义的信息为产品增值。但是，很少有研究针对这些代表如何在特定的国家环境中形成。在本文中，我使用多模式批判性话语分析，调查了瑞典食品包装的样本，并展示了代表自然的事物如何唤起由政府系统建立的协会，这些协会建立了与社会民主，开放，自由，责任，平等和公平相关的民族主义意象。我认为，在瑞典朝着正确的政治方向发展，成为新自由主义模范社会之际，这种代表作用于营销目的，